Almond Board Always Growing Their Knowledge
Buddy Ketchner who own Brand K Strategy, works with the Almond Board on driving global demand.
“The Almond Board of California is a fact-based research driven organization. And that investment in research has paid amazing dividends,” said Ketchner. “And in a world where there's so many opinions and thoughts, facts really matter; facts are wonderful things. And so we need to continue to invest in our research so we understand issues around environment, production, nutrition, consumer needs and wants, customer needs and wants,” he said.
“Ultimately it gives us the opportunity to have discussions and deal with issues in an a fact based way. And that means cooler heads can prevail. And I think a foundation for the industry has been, we've always been driven by fact. We've always been driven by research and we've always been driven by data and that needs to continue to be a cornerstone as we go forward,” noted Ketchner.
Ketchner said that the California almond industry always wants to continue to do better in business. “It's never status quo, everything's always changing. And so as an industry, our challenge is always to be continually improving and to look at things with fresh eyes every day,” he said.
“And, and I think there's a sense of innovation and a sense of entrepreneurship that we need to make sure that we never lose. You know, the world's going to communist. The future is going to communist. And our ability to be successful is our ability to grow into it. And so this notion of continually improving, continuing, getting better, I think as a cornerstone of what we need to do,” noted Ketchner.