Pear Bureau's New President Pt 2
From the Ag Information Network, this is today’s Fruit
Grower Report. New Pear Bureau Northwest President and CEO CarrieAnn Arias feels like listening to industry is the best way get things started …
ARIAS … “One of the worst mistakes leaders make when they come into an organization is they just want to change everything on day-one and you really can’t do that.”
So, in the beginning, Arias says we’ll focus on finding pear’s personality in the market …
ARIAS … “I think that’s one of the things that I really spent a lot of time working on, is I was researching the pear industry, just even preparing for my interviews was just trying to understand what the voice of pears was to consumers.”
She says being light-hearted and fun will help them compete …
ARIAS … “Our growers make pennies at a time so representing that in such a way that you find a way to connect with them by a unique voice or a unique personality. I think that’s how you win the hearts and minds and, quite frankly, get media coverage without spending millions of dollars on a campaign.”
And meeting with the growers …
ARIAS … “It’s been fantastic. Honestly, I don’t expect anything less. Once you start working in the produce industry and you spend time with the growers, I think you find a sense of place if you want to be in this industry and that’s who you’re working for.”
Arias says working for growers is really support the backbone of this country and that for her is the greatest honor.
