Transcrição completa de Episode 9 - Checking in with American Pecan Council and American Pecan Promotion Board

that's focused on international marketing in the US industry. 00:05:20.959 --> 00:05:26.480 So it's you know, a lot of questions we get asked for what are the differences in APC and APPB. 00:05:26.720 --> 00:05:31.040 Um after the marketing order was established, they you know saw some other needs arise. 00:05:31.199 --> 00:05:46.319 And so APPB came along in 2021, and that is mainly to create it to serve like research and promotion that is focused on domestic marketing and the nutrition research that has been done. 00:05:46.399 --> 00:05:52.560 There was a large gap in nutrition research when in Serena came along. 00:05:52.639 --> 00:05:56.160 And even after APC was created, um our predecessors were there. 00:05:56.319 --> 00:06:03.920 We continue to see the gap that we needed more nutrition research in order to make health claims because we are a federal marketing order. 00:06:04.079 --> 00:06:12.079 Um, USDA does oversee that, and we have to have new or research back science before we can go and make claims. 00:06:12.319 --> 00:06:16.879 So that was the main reason that APVB came along and it's done very, very well. 00:06:17.040 --> 00:06:33.439 Um, and it's really helped domestic marketing efforts as well as we've seen several beneficial articles come out of the nutrition research, um, and one of those being the Penn State study that talked about snacking on pecans lowering cholesterol, um, which was huge. 00:06:33.519 --> 00:06:45.680 It made national news headlines all across the United States and abroad, um, and it really has helped us push our efforts from going beyond the pie, as we like to say, out of just the holiday season. 00:06:45.759 --> 00:06:48.079 We want people eating pecans all year round. 00:06:48.319 --> 00:06:56.879 So that nutrition research has been very, very valuable in that, as well as the marketing focuses on domestic and international with APC and APPB. 00:06:57.199 --> 00:07:12.000 Yeah, and um trying to remember back before APPB, it seems like when it was first formed, I mean, the biggest issue we were facing was there was basically the domestic market had just been stagnant for years. 00:07:12.399 --> 00:07:22.639 And um, you know, at least in 2016 when the uh federal marketing orders went into place, you know, we had a good international market. 00:07:22.879 --> 00:07:30.319 China was booming and there was a lot of effort moving nuts over there, it was very successful, and that that worked for a lot of years. 00:07:30.639 --> 00:07:36.959 But still our domestic you know, consumption had just stayed the same for decades. 00:07:37.360 --> 00:07:42.160 And that was the big push was to improve the domestic market. 00:07:42.399 --> 00:07:46.240 And um there's been a lot of work in that effort. 00:07:46.639 --> 00:07:58.160 So can you tell us based on that need for increasing that domestic market, uh, what are some of the things that the marketing order has done for us to help improve that market? 00:07:58.240 --> 00:08:01.120 Or what's the what's the current state of the domestic market? 00:08:01.279 --> 00:08:05.600 How has it changed since APC went into place? 00:08:06.000 --> 00:08:11.120 So I would say that the domestic and international markets have continued um to gain strength. 00:08:11.199 --> 00:08:22.399 You know, we have lost some international markets, um, but in response to that, we've built new ones and ones that I feel are gonna be more sustainable and strengthen our industry in the long run. 00:08:22.639 --> 00:08:24.480 I mean, we continue to work towards those. 00:08:24.560 --> 00:08:28.000 So there's been, you know, numerous trade missions over to India. 00:08:28.160 --> 00:08:32.960 Um, I feel as though when India opens up that market, we're gonna um pecans are gonna move. 00:08:33.120 --> 00:08:45.519 And I think, you know, we've done a lot of, you know, in-store promotions, sampling, e-commerce work, all that work has been, you know, your normal ROI is about, you know, a dollar or so more. 00:08:46.159 --> 00:08:55.679 But we've had four to five dollars in ROI, and a large percentage of that is due, I mean, sampling has really been beneficial, in-store sampling. 00:08:55.759 --> 00:08:59.200 Um, when people taste the product, they really, really like it, and then they buy it. 00:08:59.360 --> 00:09:06.480 Um, and then some of the e-commerce work, you know, the ads that we put on e-commerce, they're seeing those, and it's not just being a one-time purchase. 00:09:06.559 --> 00:09:14.240 We're seeing that those pecans are making it into their shopping cart time and time again once they buy them the first time, which is really, really promising. 00:09:14.320 --> 00:09:16.399 Um, and that always hasn't happened. 00:09:16.480 --> 00:09:20.080 Um, domestic consumption has, you know, continued to rise and strengthen. 00:09:20.399 --> 00:09:22.480 I think we're gonna continue to see that. 00:09:22.799 --> 00:09:28.399 And the international markets that we're building, they're really seeing a rise in that. 00:09:28.639 --> 00:09:40.639 And um, we also have worked to focus marketing efforts in Mexico through APPB, keeping Mexican pecans in Mexico, and they are consuming a lot more there domestically as well. 00:09:40.799 --> 00:09:45.679 Um, so we've really seen those efforts work in the past. 00:09:45.840 --> 00:09:52.320 And I also think a new and up-and-coming growing area to continue to drive demand is food service. 00:09:52.399 --> 00:09:58.399 Um, and we've really tried to build strong partnerships with different companies. 00:09:58.480 --> 00:10:07.519 Um, and we've done work with several, whether it's been pecans in an ice cream, pecan encrusted proteins, pecans incorporated into a side dish. 00:10:07.759 --> 00:10:15.200 The value there and the the broadness of that category is really, really intriguing for our industry. 00:10:15.360 --> 00:10:23.440 Um, and we've also began to work with some universities, you know, putting pecans in

dining halls and things like that as as students go back to school. 00:10:23.600 --> 00:10:32.080 And so I really feel as though, you know, we're trying to capitalize in all areas, but overall, we've seen strengthening um in all of our markets. 00:10:32.480 --> 00:10:36.000 You mentioned something I want to go back to there for a second, but Mexico. 00:10:36.320 --> 00:10:39.840 Mexico is a huge factor in the pecan market. 00:10:40.080 --> 00:10:57.840 Could you explain a little bit about that and why it's so important for the American Pecan Council to put funds toward marketing in Mexico and kind of explain kind of in a little more detail how that why that was necessary and how that helps American pecan farmers. 00:10:58.080 --> 00:11:27.440 Um, but the value of putting, you know, funds into Mexico to promote consumption of pecans there is to ensure that, you know, their consumers down in Mexico know about the product, are consuming their product, and it also helps make sure that our markets are remain strong here so that we don't have an excess supply coming over from Mexico, that way we're able to maintain quality of our pecans here and also, you know, strengthen the value back to um the grower. 00:11:27.759 --> 00:11:33.200 It helps, you know, make sure that farm gate price can continue to be sustainable. 00:11:33.360 --> 00:11:34.559 And that's what our goal is. 00:11:34.720 --> 00:11:36.480 We want our growers profitable. 00:11:36.720 --> 00:11:42.159 And I think that whenever we've done the promotions in Mexico, they've really, really done well. 00:11:42.320 --> 00:11:58.559 They've taken it um to the next level with in-store promotions, they have signage, they have the the floor talkers there, um, and they have really, really seen a huge increase in consumption in their own country, which is huge for them and their growers. 00:11:58.799 --> 00:12:00.399 Yeah, big for us too. 00:12:00.639 --> 00:12:14.480 So, because Mexico, I know it, they were they're basically the second largest producer in the world, and and at one time they were right there with us as the number one producer, and may even have edged us out a year or so. 00:12:14.639 --> 00:12:20.639 Of course, this was the big issue, especially back when the China market kind of got tanked. 00:12:20.879 --> 00:12:33.600 That when American growers were selling pecans at at high prices to China, American shellers, you know, couldn't compete with those prices and had to look elsewhere to get the nuts they needed. 00:12:33.759 --> 00:12:36.960 And uh of course Mexico was readily available. 00:12:37.120 --> 00:12:46.399 And so they started buying a lot from Mexico and and uh so then when our China market went away, you know, the domestic market was all there was left. 00:12:46.559 --> 00:12:52.639 And so all the nuts coming in from Mexico at that time sort of really depressed prices for US growers. 00:12:52.799 --> 00:12:58.080 And now they've had some some production issues related to water and things like that. 00:12:58.320 --> 00:13:10.720 So kind of, you know, every everyone I hear from from Mexico and and who's familiar with that situation there seems to feel that production in Mexico has probably peaked because of the water situation. 00:13:11.039 --> 00:13:14.000 I know it's come down a little bit in the last couple of years. 00:13:14.320 --> 00:13:17.519 Uh they're still a huge producer, which is it's great. 00:13:17.840 --> 00:13:28.879 And uh, you know, the fact that we can increase their uh consumption there, keeping those nuts in Mexico certainly uh helps our market. 00:13:29.279 --> 00:13:37.840 And uh do you you said do you have do y'all is there any way to track the consumption in Mexico? 00:13:37.919 --> 00:13:42.639 Are you are y'all have y'all been uh able to do that or Lenny? 00:13:42.799 --> 00:13:44.559 I think I think we've been tracking it. 00:13:44.639 --> 00:13:46.720 I can't give you that number, I don't have it. 00:13:46.879 --> 00:13:50.399 Um Serena probably would, um, but I don't have that number. 00:13:50.559 --> 00:13:54.879 Well we have tracked progress and the consumption has drastically increased. 00:13:55.279 --> 00:13:55.440 Yeah. 00:13:55.759 --> 00:13:57.120 Well that's that's great. 00:13:57.360 --> 00:14:08.879 I know one of the issues we hear from, you know, a lot of our growers, you know, I would put myself in this category, are not really a part of the world of of marketing. 00:14:09.440 --> 00:14:15.840 Certainly not modern marketing with how things are done today through social media and and all that. 00:14:16.000 --> 00:14:32.320 But yeah, I think when the APC first started, what growers had been used to seeing was you know billboards on on the interstates and the big goal everybody was hoping to see was like television commercials. 00:14:32.799 --> 00:14:47.039 Because you know, certainly people my age and older, let's say fifty and up, we still consume most of our entertainment through the television as opposed to you know, online. 00:14:48.000 --> 00:14:55.840 And so a lot of growers sort of in in my age bracket and above were really hoping to see a television commercial. 00:14:56.080 --> 00:15:07.600 But I think some of the research on how this stuff needed to be marketed kind of showed that you know you can get a lot more bang for your buck doing it other ways. 00:15:07.840 --> 00:15:12.799 Could you explain what some of those other ways are and and and how that word is getting out? 00:15:13.279 --> 00:15:17.759 Yeah, um, and for sure, I'm I'm not the marketing expert on our staff. 00:15:17.840 --> 00:15:26.080 Um, and I'll have to give a lot of credit to to Ann, our CEO, and and Serena, our C MO, and her team. 00:15:26.320 --> 00:15:38.240 But, you know, they they we have and we've continued to diversify um the marketing efforts and and how that gets done, you know, in-store promotions, e-commerce promotions, um, different ads. 00:15:38.399 --> 00:15:45.120 Um, some of the

ones that I are becoming my favorites are like the 15 to 30 second video ads that we're doing. 00:15:45.279 --> 00:15:48.080 There's one like that pecans are like the dad tax. 00:15:48.399 --> 00:15:55.600 Um, we had that one during tax season of like the kids snacking and then the dad was stealing the snack and it was the dad tax. 00:15:56.080 --> 00:16:01.279 Um, there's one where the pecans are going through the airport and the security is like, are those pecans? 00:16:01.360 --> 00:16:02.159 Is the bag empty? 00:16:02.240 --> 00:16:04.799 And then they start eating the pecans, the security does. 00:16:04.960 --> 00:16:17.840 Um, and a lot of that's been around the surprisingly snackable campaign, which has been really, really um a big push of ours to, like I said earlier, make sure that pecans are not just consumed around the holidays. 00:16:18.000 --> 00:16:20.240 We want them to become people's snack food. 00:16:20.320 --> 00:16:21.840 And there's health benefits to that. 00:16:21.919 --> 00:16:24.879 Like I said, we've done some nutrition research to back that up. 00:16:25.039 --> 00:16:28.159 Um, and so the surprisingly snackable campaign's been huge. 00:16:28.240 --> 00:16:29.759 Um, going beyond the pie. 00:16:30.080 --> 00:16:35.200 We've also had like in-store um banners, like side banners. 00:16:35.279 --> 00:16:48.000 So, like in the yogurt section, you might see like a thin um display there that's like um the ultimate sprinkle, and it's pecans that you put on top of your yogurt, such as like granola or things like that. 00:16:48.159 --> 00:16:54.080 Um, and then we've also um had the sampling, like I've talked about, that's been huge for marketing. 00:16:54.320 --> 00:17:07.599 And we've also um done different like end cap displays in grocery stores, which has been really, really successful, where the pecans are in like those cardboard um displays at the end of an aisle. 00:17:07.680 --> 00:17:09.839 Um and those have done very, very well. 00:17:10.079 --> 00:17:18.079 Um, I think and as we continue um to do it, we're gonna continue working on marketing towards like the food service industry um to meet those needs. 00:17:18.160 --> 00:17:28.240 And then we've also um seen and are addressing the need for marketing around pecan pieces, which is what we've heard um is feedback to move those pieces. 00:17:28.480 --> 00:17:34.160 And a lot of times, you know, some people may buy halves and then chop them up, so why not buy pieces? 00:17:34.319 --> 00:17:35.680 So we've done some work around that. 00:17:35.839 --> 00:17:45.759 We're gonna continue to do work around that in the future, um, as long as that's what um the industry um decides and and continues to push forward with. 00:17:46.240 --> 00:17:51.920 You know, the American Pecan Council doesn't grow any pecans or they don't have any pecans to sell. 00:17:52.319 --> 00:18:04.960 So when you do this marketing work either here or other places, other countries, it's really important that the people who have the product to sell are involved in these efforts. 00:18:05.119 --> 00:18:11.200 Can you talk some about you know how important that is and what kind of things y'all do to involve growers in this? 00:18:11.680 --> 00:18:14.319 Yeah, I think that's a really, really good point to bring out. 00:18:14.400 --> 00:18:22.319 Um, and that's really the purpose of having a board and council and working for growers and including the whole industry on our board and council. 00:18:22.480 --> 00:18:28.960 And so, you know, we have different committees, marketing committees, research committees, and things like that under APC and APBB. 00:18:29.200 --> 00:18:50.319 And they get to bring, we bring, you know, forefront ideas and project ideas on way to spend um grower dollars and um as well as we're getting, you know, federal grants, and we've continued to match, if not exceed, what the Guru dollars were putting in in federal grants, which has been huge and allow us to get a lot more work done efficiently. 00:18:50.480 --> 00:18:57.119 But, you know, they go through our ideas and different projects, um, and then they collectively decide and have discussion over that. 00:18:57.279 --> 00:19:04.079 And you know, I think it's important that you said, you know, we used to do billboards, you know, we thought that was like the primary way we're still doing billboards. 00:19:04.160 --> 00:19:06.559 Um, there's billboards throughout different states. 00:19:06.720 --> 00:19:08.400 Um, and I think that they're useful. 00:19:08.559 --> 00:19:16.559 Oddly enough, there's two in Cook County where I live in Georgia from that are that we funded and put up. 00:19:16.720 --> 00:19:19.200 But I think, you know, those are still important. 00:19:19.359 --> 00:19:25.920 But then you also we've looked at to diversify to meet, you know, consumer demands and meet how people are shopping today. 00:19:26.240 --> 00:19:29.039 Um, a lot of people are online grocery shopping. 00:19:29.119 --> 00:19:38.559 And so having those ads on Amazon or Instacart and those different platforms have really proven to be useful and made people buy opcons over and over again. 00:19:38.799 --> 00:19:45.279 And, you know, I think as we continue to move forward, um, our growers will steer our ship. 00:19:45.440 --> 00:19:52.799 That's that's the goal of our organizations in the federal marketing order, is is to best serve our growers and however they see fit. 00:19:52.880 --> 00:20:03.759 So, you know, our export markets and things like that, we continue to build those and then we get the results, and then we reconvene um how we continue to open new markets and the direction um that we go. 00:20:04.000 --> 00:20:17.119 So our growers and and and shellers and people in our board and council and our industry, you know, we're always open, even we we love feedback, and that can come if you're on our board and council, if you're just in the industry and you're not on our board and council.

00:20:17.200 --> 00:20:21.200 Um, we definitely take your feedback and and and work through that. 00:20:21.599 --> 00:20:36.400 Yeah, and that's you mentioned billboards in Cook County, Georgia, and and the anybody listening to this who's not familiar with the state of Georgia's geography may think, well, why in the world would you put billboards in Cook County, Georgia? 00:20:36.640 --> 00:20:57.359 But I think it's important to point out that Cook County is basically Adale, Georgia, which is right on uh Interstate 75, which is runs right through the center of Georgia and everybody a lot of people going to Disney World are passing right through there and see those billboards. 00:20:57.440 --> 00:21:00.319 So there's a lot of traffic that that that sees those billboards. 00:21:00.400 --> 00:21:07.039 So tell us who makes up the the boards of the AP American Pecan Council and the American American Pecan Promotion Board? 00:21:07.440 --> 00:21:08.880 Is it growers, is it shellers? 00:21:08.960 --> 00:21:13.839 I mean, who who's who's sitting on these boards to make these decisions for the engineering? 00:21:14.079 --> 00:21:22.319 Yeah, so APC is comprised of growers, shellers, accumulators, and then a public uh member at large. 00:21:22.480 --> 00:21:29.599 Um and then APC, AP, I mean APPB is comprised of producers and importers. 00:21:29.759 --> 00:21:42.000 Um, and so those two organizations work separately, and you know, some people are on the board and council, some people are just on the board, and some people are on the council, um, and then they serve their terms. 00:21:42.240 --> 00:21:44.880 And they also it's broken down by regions. 00:21:44.960 --> 00:21:52.640 So there's eastern, central, and western region, and so they have growers and shellers um that represent those different regions. 00:21:52.799 --> 00:21:56.240 Um, and then they also have alternate seats to those regions. 00:21:56.720 --> 00:22:16.720 So, yeah, and that's and that's one of the things that I think for a A federal marketing order for something like pecans is gonna be it's a lot more complicated than a marketing order for something you know, another crop, say like almonds or something, that is all grown pretty much in one state. 00:22:17.119 --> 00:22:19.440 Pecans are grown in like fifteen states. 00:22:19.839 --> 00:22:26.079 So you gotta make sure that the growers in each part of the producing region are represented. 00:22:26.400 --> 00:22:31.920 And uh so I think they've done a good job in in assuring that. 00:22:32.240 --> 00:22:42.559 So may they tell us a little bit about your specifically like your role and and what are some of the the things you've been working on recently for the industry. 00:22:43.359 --> 00:22:57.680 Yeah, so um I'm I'm the senior manager of industry relations, so I get to work on a on a diverse group of projects and some of the things that we've rolled out in the last year and some of the things that are up and coming. 00:22:57.759 -->

00:23:27.119 Um the grower toolkit just released earlier this summer, and it's kind of a a basis on our website where we have divided it into eastern and western growing regions, and then you know you can also select um both if you have areas of production, and then there's going to be some resources that are the same for both regions, but you can go there and find the most up-to-date research on different topics, but it's mainly horticultural research there for growers. 00:23:27.200 --> 00:23:33.119 So if it's a beginner grower, there's a you know, you can click that filter and it'll give you like the basics of pecan growing. 00:23:33.359 --> 00:23:44.240 Um, and we've pulled those resources resources from UGA, New Mexico State, Texas AM, um, and the different university um research that's been done um in pecan. 00:23:44.319 --> 00:23:52.960 So I really think that that's a good place for people to go if they're struggling with, you know, scab or things like that, and they're come to our website. 00:23:53.200 --> 00:23:56.079 We wanted them to have resources there. 00:23:56.319 --> 00:24:05.920 Um, and so as we you know talk about continuing to unify the industry, that's just one of those efforts where you know we're bringing everybody's work and putting it in one place. 00:24:06.160 --> 00:24:12.000 Another thing that we've done in the last year and that will continue is the MRL and contaminant reports. 00:24:12.079 --> 00:24:16.480 So we saw a need for keeping up with global MRLs and contaminants. 00:24:16.640 --> 00:24:22.400 Um, as we continue to build these export markets, we have to make sure that we stay in compliance. 00:24:22.480 --> 00:24:23.519 And how do we do that? 00:24:23.599 --> 00:24:26.079 Um, and it's tracking the MRL and contaminants. 00:24:26.160 --> 00:24:28.240 Um Let me stop you there for just a second. 00:24:28.400 --> 00:24:31.119 Can you explain what MRLs are? 00:24:31.279 --> 00:24:33.680 Yes, the average person may not know. 00:24:33.920 --> 00:24:35.599 Yeah, okay, let me show earlier. 00:24:35.759 --> 00:24:45.359 So another thing that we've done is um release maximum residue limits or MRLs um in a contaminants report. 00:24:45.519 --> 00:24:50.720 And so those have to do with, you know, pesticide and contaminant levels on a product. 00:24:50.799 --> 00:24:52.400 So in our case, pecans. 00:24:52.799 --> 00:24:58.079 Um, so as we continue to build those export markets, different countries have different um limits. 00:24:58.240 --> 00:25:05.200 And so we have to make sure we're in compliance because if not, we can get rejections um and loads rejected, and they won't take them. 00:25:05.440 --> 00:25:12.240 So we've um continued to build our report for our, you know, and we do our top export countries and things like that. 00:25:12.400 --> 00:25:14.319 Um, you know, sometimes there's a big change. 00:25:14.400 --> 00:25:19.920 It kind of depends when policy development's going on in different countries and different organizations and things like that. 00:25:20.079 --> 00:25:33.680 Um, but we release those quarterly and we also welcome feedback if growers see, you know, a specific product on there that they may think is gonna affect them really, really bad, let's say that they're spraying for scab or a different pest like that. 00:25:33.920 --> 00:25:36.640 We need to know that kind of thing so that we can be ahead of it. 00:25:36.720 --> 00:25:41.839 Um, because a lot of time there is a window of time there before it goes into effect. 00:25:42.000 --> 00:25:52.160 And so if we can be a proactive rather than reactive to that, it'll ensure that you know our pecans are still in compliance and they're meeting those markets. 00:25:52.480 --> 00:26:02.160 Um, another thing in one of uh a service that's been you know very well received is the digital consulting offering that we've started in the last year. 00:26:02.319 --> 00:26:21.599 Um, our digital guru on staff, um, Carlton Sanders, he is meeting with growers and retailers, whoever that wants help to build a website, Facebook page, Instagram page, whatever they need to help, you know, market their own product, make what they have better. 00:26:21.680 --> 00:26:23.440 And that service is free to you. 00:26:23.519 --> 00:26:33.440 He sets up a series of calls and kind of works through um progress checks as you know, the website or Facebook or whatever um you decide to work on is progressing. 00:26:33.599 --> 00:26:42.160 He sets up calls to make sure the tasks are accomplished and things are improved, and it's really we've had really, really good feedback on that. 00:26:42.400 --> 00:26:45.759 That kind of work is very expensive if you go to hire it out. 00:26:46.000 --> 00:26:51.680 Um, and he has been great to work with, and he's really an expert in that field. 00:26:51.920 --> 00:26:55.599 Another thing that we've done is the product photo shoot. 00:26:55.680 --> 00:26:57.119 So you could send in your products. 00:26:57.200 --> 00:27:07.759 So if you have you know pecans packaged up that you sell on e-commerce and you wanted some pictures, professional photography taken of that product, you could send it in. 00:27:07.920 --> 00:27:12.720 We had a photo shoot with that so that you get those photos back and you can use them on your website. 00:27:12.880 --> 00:27:18.160 Um, that is also um free of charge, so it's been the very beneficial for people. 00:27:18.240 --> 00:27:22.400 Um, like I say, those types of like digital services they can get very costly. 00:27:22.480 --> 00:27:24.880 Um, and so we saw the need there for that. 00:27:25.119 --> 00:27:40.640 Another thing that is um up and coming that we've been working on in response to a little bit of food safety issues, we saw the committee and council saw the need in creating some food safety resources. 00:27:40.720 --> 00:28:08.799 Um and so we've really worked on creating those resources that'll be a value to a grower, a sheller, and a processor, um, and

and dividing those into those categories moving forward to make sure that you know we're staying in compliance, that the food supply chain is safe, um, and the cons continue to have a very good rep reputation moving forward um as being a safe food product that's ready to eat. 00:28:09.039 --> 00:28:11.359 Um and then let me mention real quick. 00:28:11.440 --> 00:28:16.000 I mean, that's our food safety issue is a big one. 00:28:16.160 --> 00:28:26.079 Like we just saw last week with the the spinach or lettuce recall or whatever that was, and all the the outbreak that was going on from that. 00:28:26.480 --> 00:28:31.920 That's one and that's devastating for those industries, for those growers of of of those crops. 00:28:32.079 --> 00:28:48.240 But um we're fortunate in pecans that we really haven't had to deal with an issue like that, but that you know, I think we're somewhat protected from some of that because pecans, you know, the edible part of that is in the in the shell, and so you know, we've got some protection there. 00:28:48.400 --> 00:28:51.359 Uh but you know it doesn't mean it can't happen. 00:28:51.759 --> 00:28:54.799 And uh we can certainly see issues like that. 00:28:54.960 --> 00:28:58.400 So we don't want to see that in the pecan industry. 00:28:58.720 --> 00:29:07.440 It's hard enough to to grow pecans and make a profit uh growing pecans anyway without having to deal with some sort of an issue like that. 00:29:07.839 --> 00:29:30.480 And you know, it's not something that that growers really want to hear a lot is is having to deal with these food safety issues and but it's important to to be ahead of those things and and kind of show as an industry that voluntarily we are making strides and doing things to assure that our product is safe. 00:29:30.799 --> 00:29:43.519 And if we do that on our own, of course that makes it um that's a lot better than you know having FDA or somebody come down on the industry and say, You've got to do this stuff. 00:29:43.680 --> 00:29:48.400 If we can show that we're doing we're making an effort, you know, that goes a long way. 00:29:48.559 --> 00:29:50.799 And I think it's the right thing to do as the industry. 00:29:51.279 --> 00:30:02.160 But you know, certainly without those efforts by the APC and APPB, it would hard be hard to organize across 15 states to get get to get that done. 00:30:02.319 --> 00:30:04.160 So so that's pretty important. 00:30:05.759 --> 00:30:06.079 Right. 00:30:06.240 --> 00:30:06.880 And and Dr. 00:30:06.960 --> 00:30:22.880 Rose, you hit on I think every single like one of our goals that when we were, you know, starting to talk and discuss about this project and when the the council and the and the committee was discussing this was we want to be proactive rather than reactive and we want to continue to tell our own story. 00:30:23.119 --> 00:30:43.359 If we're gonna go ahead, we're gonna go ahead and start creating resources, none of it's mandatory, it's just meant as

like a small sheller has a question or a grower that also shells their own crop and and then sells direct to consumer has a question about, you know, pest control in a facility, or you know, how what do I need to be on the lookout for? 00:30:43.519 --> 00:30:48.880 There's gonna be resources there available to those people so that they know what to do. 00:30:48.960 --> 00:30:59.759 And they, if they're going ahead and can adopt those practices, then if, you know, a few years down the line things start becoming mandatory with food safety and things like that, we're ahead of the ball game. 00:30:59.839 --> 00:31:01.920 Um and I think that that's really, really important. 00:31:02.000 --> 00:31:10.799 You know, we're very fortunate not to have had any major issues arise from food safety, but you can see what those recalls do to an industry. 00:31:10.960 --> 00:31:18.319 And it's not just the place that it happens, it's not just the state that it happens in, it's nationwide, worldwide. 00:31:18.480 --> 00:31:24.079 Those recalls have implications on those different commodity industries when they occur. 00:31:24.160 --> 00:31:25.119 And we don't want that. 00:31:25.200 --> 00:31:26.720 You know, we work really, really hard. 00:31:26.799 --> 00:31:29.839 Our growers work really, really hard to produce their crop. 00:31:29.920 --> 00:31:36.559 Um, and we want to make sure that crop makes it to market and continues to return value to the farm gate. 00:31:36.720 --> 00:31:40.880 And I think that this is just one of the ways that we're gonna continue to do that. 00:31:40.960 --> 00:31:42.640 And so I'm really, really excited. 00:31:42.799 --> 00:31:47.519 We hope to release the first round of resources within the next month or so. 00:31:47.680 --> 00:31:59.599 Um, and we've already um gotten approval on our good agricultural practices sheet, and it incorporates, you know, um from the grower level all the way to the processor level. 00:31:59.680 --> 00:32:04.960 Um, and so we're gonna take that sheet and create pecan-specific food safety resources. 00:32:05.119 --> 00:32:18.960 So the initial launch will just be like generalized food safety resources, um, and then we'll continue to develop pecan-specific ones, and you'll get emails and all that on how to log into the LMS platform that we're using. 00:32:19.119 --> 00:32:26.079 It's essentially kind of like if you've ever done a cybersecurity training and things like that, that's the kind of resource platform that we'll be using. 00:32:26.160 --> 00:32:29.039 Um, and so we're really, really excited to get that started. 00:32:29.279 --> 00:32:41.119 And probably one of the last things that we continue to do is create, you know, and there's a lot more that I didn't touch on, but the informational and nutritional fact sheets, um, people really, really like those. 00:32:41.279 --> 00:32:45.680 They find them really useful when they, you know, are selling direct to consumer at a farmer's market. 00:32:45.839 -->

00:32:48.960 People are asking, well, what is valuable about a pecan? 00:32:49.119 --> 00:32:57.359 Here's your nutrition 101 fact sheet or your pecan 101 fact sheet tells you anything from shelf life, gives you a recipe and things like that. 00:32:57.519 --> 00:33:00.880 Um, so we've continued to develop new ones of those as well. 00:33:01.039 --> 00:33:03.920 And those are just a few things we have going on. 00:33:04.559 --> 00:33:06.799 That's a that's a good point to make, too. 00:33:07.039 --> 00:33:12.720 So uh if you could tell us why should somebody eat pecans? 00:33:13.200 --> 00:33:14.960 What's so great about pecan? 00:33:16.000 --> 00:33:19.440 Yeah, well, I guess that might be a bias answer there. 00:33:19.519 --> 00:33:25.759 Um, because we all work with pecan growers, but the the health benefits behind the pecan are really, really huge. 00:33:25.839 --> 00:33:31.920 You know, they're full of antioxidants, they have protein, um, they they have the the good fats in them. 00:33:32.079 --> 00:33:39.119 Um, and so, you know, the studies have proven they lower cholesterol um by snacking on pecans. 00:33:39.200 --> 00:33:58.559 Um, and I think, you know, as the younger generation enters into the consumption market in the grocery shopping area, and you know, they're moving out, going to college, um, and then and starting their lives, they're the ones that are that are coming into the consumption chain and they're really, really health focused. 00:33:58.720 --> 00:34:09.119 Um, and so I think, you know, we're targeting not only we're targeting everybody to eat pecans, but you know, we're really trying to capture um the health benefits that pecans offer. 00:34:09.199 --> 00:34:12.320 But also, you know, pecans and a sweet treat. 00:34:12.480 --> 00:34:14.880 There's you know, everybody loves pecan pie. 00:34:15.039 --> 00:34:19.920 Um, a red velvet cake with pecans in the ice and is is a classic. 00:34:20.079 --> 00:34:23.360 And so, you know, there's just a diverse way to eat them. 00:34:23.440 --> 00:34:30.159 Um, and then, you know, we've done some work and recipe work on pecan encrusted proteins, which have been really, really good. 00:34:30.480 --> 00:34:40.559 Um, and so I think, you know, just the diversity of the nut itself and the way that you can use it in the kitchen and the way that you can consume it is an incredible value that we have. 00:34:40.800 --> 00:34:46.559 Um, and so I, you know, I don't think there's much argument on why people shouldn't eat pecans. 00:34:47.039 --> 00:34:47.360 Yeah. 00:34:47.760 --> 00:34:48.239 Yeah. 00:34:48.480 --> 00:34:50.159 And the taste speaks for itself. 00:34:50.320 --> 00:34:56.960 So can you think of anything else, Andrew? 00:34:57.440 --> 00:35:08.480 I guess well, I guess we need to also mention so the we've got the referendum vote for the continuation of the American Pecan Council coming up. 00:35:08.719 --> 00:35:10.480 It's coming up pretty quick this week. 00:35:10.719 --> 00:35:13.039 So that's one reason we wanted to have you on now. 00:35:13.199 --> 00:35:26.480 Um and I think it's important that growers, you know, you're always gonna have when you got when you're dealing with an industry this large and this many people involved, you're not gonna please everybody all the time. 00:35:26.800 --> 00:35:35.840 And so, you know, of course there may be folks out there who are not so much in favor of it. 00:35:36.000 --> 00:35:37.760 Uh there's a lot of people that are. 00:35:38.000 --> 00:35:56.639 But if you're not, I would encourage you just to think about, you know, think about issues like these this MRL thing and the food safety issues and and things that are really bigger than than any one grower or even any one state industry can really handle or state organization can handle. 00:35:56.880 --> 00:36:06.880 I mean there there's a lot of things, a lot of benefit that's that we get as growers out of uh these efforts that we would not have otherwise. 00:36:07.199 --> 00:36:19.039 So just just keep in mind as you're voting on this referendum, you know, if if we lost this, where would we be and and what would we have at that point to to help move this industry forward? 00:36:19.199 --> 00:36:20.880 So that's my thoughts on that. 00:36:20.960 --> 00:36:32.159 So just want to get your your thoughts on it and why it's important that growers do go and vote right now for it's important for growers to go and vote their conscience on this referendum. 00:36:32.480 --> 00:36:36.880 Yeah, Lenny, um, we just encourage everybody to participate in the vote. 00:36:37.119 --> 00:36:42.639 We want your feedback, um, and we work for growers, and so your vote is is your feedback. 00:36:42.880 --> 00:36:50.239 So, you know, moving forward, whether you know it gets passed or not, we want to make sure that we're doing the right thing by the grower. 00:36:50.480 --> 00:36:53.440 And so, you know, we just ask for the industry to participate. 00:36:53.519 --> 00:37:05.039 If if you have questions, if you haven't received your ballots, please um contact us at APC or um and we can get you the contact information at USDA to make sure you get that ballot. 00:37:05.119 --> 00:37:08.239 There is a mail-in option or an online option. 00:37:08.320 --> 00:37:14.639 Um, and so we can connect you with USDA to make sure um that you get your ballot and that your voice is heard. 00:37:14.719 --> 00:37:18.800 Um, at the end of the day, we're a grower-run organization and we take pride in that. 00:37:19.039 --> 00:37:22.559 So, you know, I think that you know, our project work speaks for itself. 00:37:22.639 --> 00:37:26.320 You know, we go to the conferences and we present on our progress and our updates. 00:37:26.559 --> 00:37:36.480 And so it's it's your decision and we respect that, but we just encourage you to participate in the vote and let your voice be heard in the industry as we move forward. 00:37:37.199 --> 00:37:37.760 Yeah. 00:37:38.000 --> 00:37:54.800 And I know it's uh by the time this podcast is out, it's gonna be a pretty short window that growers have to get their vote in, to have their voice heard, and and um, you know, you mentioned there's a mail-in option, but also an online option. 00:37:54.880 --> 00:38:00.239 And at this point, the online option may be the the safest way to go to make sure your voice is heard, right? 00:38:00.480 --> 00:38:01.119 Yeah, for sure. 00:38:01.199 --> 00:38:10.639 And we can, like I said, you know, can get connected with with our staff, and then we can get you connected with USDA to get that get that ball rolling to make sure you get your ballots. 00:38:11.360 --> 00:38:11.840 Yeah. 00:38:13.280 --> 00:38:15.679 Andrew, you got anything else? 00:38:16.559 --> 00:38:21.679 Well, I agree, and and uh I was glad to, you know, hopefully, you know, covered this today. 00:38:21.920 --> 00:38:24.079 We got an excellent guest, Bailey. 00:38:24.320 --> 00:38:27.519 So thank you for coming on and sharing the the story. 00:38:27.679 --> 00:38:29.760 You know, we can get this out to everyone. 00:38:30.079 --> 00:38:32.079 Yeah, well, thank you guys for having me. 00:38:32.159 --> 00:38:35.119 Um, thank you for what you do for the pecan industry. 00:38:35.280 --> 00:38:41.039 Um, it really does take everybody from the growers to the researchers to the industry stakeholders. 00:38:41.119 --> 00:38:46.639 Um, and we're just glad to be a small part of it and continue to work in for the betterment of the industry. 00:38:47.840 --> 00:38:48.559 Thanks, Ben. 00:38:49.440 --> 00:38:50.159 Thank y'all. 00:38:50.480 --> 00:38:51.119 Thank y'all. 00:38:51.280 --> 00:38:51.840 Thank you. 00:38:52.000 --> 00:38:57.679 And uh we look forward to our next episode, Lenny, and take care. 00:38:57.840 --> 00:38:58.960 Yeah, me too. 00:38:59.119 --> 00:39:00.320 Thank you all for listening. 00:39:00.480 --> 00:39:02.400 Stay tuned for the next episode. 00:39:02.559 --> 00:39:09.199 You can get more information on the University of Georgia Pecan blog in a nutshell, the PCN podcast.