Kevin Moffitt – USA Pears https://usapears.org Pear Bureau Northwest Wed, 28 Feb 2024 17:48:10 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.14 Pear Bureau Northwest Announces Departure of President and CEO Kevin Moffitt https://usapears.org/pear-bureau-northwest-announces-departure-of-president-and-ceo-kevin-moffitt/ https://usapears.org/pear-bureau-northwest-announces-departure-of-president-and-ceo-kevin-moffitt/#respond Wed, 28 Feb 2024 17:48:10 +0000 https://usapears.org/?p=27721 MILWAUKIE, Ore. (February 28, 2024) – Pear Bureau Northwest, a nonprofit marketing organization established in 1931 to promote the fresh pears grown […]

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MILWAUKIE, Ore. (February 28, 2024) – Pear Bureau Northwest, a nonprofit marketing organization established in 1931 to promote the fresh pears grown in Washington and Oregon, today announced that Kevin D. Moffitt, president and CEO, will be stepping down after 35 years with the organization.

The responsibilities in his role as President include developing and overseeing the strategic communication, research, marketing and promotion programs designed to help bring profitable returns to the 700 grower families located in Washington and Oregon by increasing awareness and consumption of fresh pears.

Moffitt will relinquish day-to-day duties as president and CEO as of July 1, 2024. To help ensure a smooth transition for his successor, he will continue in a part-time mentoring and training role until the end of the 2024/25 season.

Moffitt will also be transitioning out of his role as manager of the Fresh Pear Committee of USDA’s federal Marketing Order 927’s, overseeing all regulatory functions for the nation’s longest-running marketing order. In the most recent grower referendum, held in 2023, 99% of voting producers favored continuing the order.

Moffitt joined Pear Bureau Northwest in 1989 as the director of international marketing. In this position, he developed and managed marketing programs for USA Pears in more than 30 countries. He also drew on his prior experience as a banana ripening technician with Dole to compile pear ripening research and develop the industry’s first ripening guidelines and handling manual in 1999; this manual is still the go-to guide today. Moffitt has continued to advocate for conditioning pears, working with a 3rd party consultant since 2001 to train shippers and retailers on best practices and advantages for conditioning pears to increase consumer satisfaction and repeat sales of fresh pears. The program has grown exponentially under his guidance and today, there are 58 retail banners in the US and Canada carrying conditioned pears.

Moffitt was named president and CEO of the bureau in 2001, and he immediately began to encourage more creative thinking and entrepreneurial attitudes among the staff. “As president, I led the Pear Bureau team to embrace change, as it is inevitable, and to adapt and evolve to stay relevant to consumers, the retail trade and our industry,” described Moffitt.

As one of his earliest major innovations, he began experimenting with online shopping site promotions in 2001 with Webvan, one of the first online grocery delivery companies in the United States. He and his team evolved and refined these initiatives over the years, and activations such as sponsored search and shoppable recipe ads are now a cornerstone of the organization’s retail promotions.

Also in the early 2000s, he developed consumer how-to guides for using pears in decor and created a wine, cheese and pear pairing wheel. In addition, he invented and patented the reusable, recyclable Pear Packer to protect delicate, easily bruised pears. Other accomplishments include petitioning the USDA to declare December as National Pear Month, introducing the first World Pear Day and having pears named as the official state fruit of Oregon.

Educating consumers has been a priority for USA Pears under Moffitt’s leadership. He developed the USA Pears website to be the world’s largest website dedicated to pears, adding innovations such as making every recipe in the site’s deep database shoppable, so consumers can download and order all the ingredients in the recipe to be delivered to their home. Marketing activations have also had a strong educational component. For example, in 2022, he developed an augmented reality activation as a fun and innovative way to demonstrate the versatility of pears in recipes and provide consumers with helpful information on ripening and storage.

“Kevin has embraced the role of being an advocate for growers and a champion for pears,” said Jordan Matson, chairman of Pear Bureau Northwest. “During his 23 seasons in this position, he has served as president for one-quarter of the bureau’s 93-year history. Throughout this time, he has demonstrated a passion for creative marketing with a high level of execution. He has been agile and open to change, ready to make bold moves and stay ahead of trends. We thank him for his decades of dedication and effective leadership as he moves into his next chapters in life.”

Over the years, Moffitt has also been actively involved with national and international produce associations. His past and present appointments include chairman of the World Apple and Pear Association, chairman of the United States Agricultural Export Development Council, member of the Board of Trustees of the Produce for Better Health Foundation, member of the board of United Fresh Produce Association, member of the U.S. Department of Agriculture’s Technical Advisory Committee for Fruit and Vegetables, and chairman of the Produce Marketing Association’s International Trade Conference Committee.

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Kevin Moffitt Appointed to Lead World Apple and Pear Association https://usapears.org/kevin-moffitt-appointed-to-lead-world-apple-and-pear-association/ Thu, 17 Feb 2011 09:15:08 +0000 http://50.87.191.241/migration/main/kevin-moffitt-appointed-to-lead-world-apple-and-pear-association/ Kevin Moffitt Appointed to Lead World Apple and Pear AssociationMoffitt steps in for two-year term

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Moffitt steps in for two-year term

KEVIN MOFFITT, PEAR BUREAU NORTHWEST PRESIDENT, APPOINTED PRESIDENT OF WORLD APPLE AND PEAR ASSOCIATION

PORTLAND, Ore. (February 17, 2011) – Kevin Moffitt, president and CEO of Pear Bureau Northwest, has been named president of the World Apple and Pear Association (WAPA). Moffitt has been actively involved with WAPA since its inception, most recently serving a two-year term in the role of vice president. At the organization’s annual meeting in Berlin last week, he was designated as president for a two-year term, succeeding Alessandro Dalpiaz of Assomela in Italy. Peter Beaven of Pipfruit New Zealand was named vice president.

This year marks the 10-year anniversary for the organization, which was founded in 2001 to provide a forum for apple and pear producing countries around the globe. The organization facilitates communication and collaboration for the common good of apple and pear producers, working to boost global consumption of these fruits while also increasing profitability to producers.

“WAPA’s members share a common goal of increasing global consumption of apples and pears, and I look forward to helping advance that mission by bridging communication between fellow members for the good of the world apple and pear industry,” Moffitt commented about the value of this appointment. “WAPA serves an important point of reference for the industry, collecting and distributing valuable information and resources for its members.”

2011 is a landmark year for WAPA for reasons other than its 10-year anniversary. For the first time in the organization’s history, a representative from China attended the annual meeting, an important first step to strengthening WAPA’s ties with the world’s largest apple and pear producing country.

Philippe Binard, WAPA’s secretary, commented on Moffitt’s role as president, “Kevin’s experience in marketing and nutrition will be a great asset for the association, as these issues are increasing priorities on WAPA’s agenda. Also, WAPA has set the first contact with the Chinese industry and hopefully under Kevin’s presidency we will be able to formalize the relationship with China.”

The WAPA annual meeting included a compilation and review of southern hemisphere apple and pear production forecasts along with a review by current stocks in the Northern Hemisphere. Other key topics on the agenda were a top line analysis of nutrition and health claim research, and a plan for next steps; an evaluation of WAPA’s recently redesigned website which is showing a 26% increase in traffic vs. one year ago; and a presentation on Chinese apple and pear production.

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About Pear Bureau Northwest
The Pear Bureau Northwest is a non-profit marketing organization established in 1931 to promote the fresh USA Pears grown in Washington and Oregon, home to 84% of the U.S. fresh pear crop. The Bureau represents 1,600 pear growers and develops national and international markets for Northwest pear distribution. For more information, visit www.usapears.org.

About the World Apple and Pear Association (WAPA)
WAPA is an industry body established in 2001 to provide a global forum for representatives of apple and pear producing countries. The Association harnesses the collective strength of all members´ inputs to foster and enhance business opportunities for the collective benefit of both sectors. This collective will is essential to help maintain the exclusive position of apple and pears in the minds of consumers and to increase the strength of apple and pear producers on the global political agenda. For more information, visit www.wapa-association.org.

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Media Contact: Cristie Mather, Director of Communications, Pear Bureau Northwest

503-652-9720; cmather@usapears.com

Pear Bureau Northwest prohibits discrimination in all of its programs and activities on the basis of race, color, national origin, age, sex, religion, political beliefs, or disability.  Persons with disabilities who require alternative means for communication of program information (Braille, large print, audiotape, etc.) should contact the Pear Bureau at (503) 652-9720.

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Kevin Moffitt Appointed Chairman of US Agricultural Export Development Council https://usapears.org/kevin-moffitt-appointed-chairman-of-us-agricultural-export-development-council/ Wed, 09 Dec 2009 09:15:11 +0000 http://50.87.191.241/migration/main/kevin-moffitt-appointed-chairman-of-us-agricultural-export-development-council/ Kevin Moffitt Appointed Chairman of US Agricultural Export Development CouncilPear Bureau Northwest President and CEO will bridge communication between organization members and government decision-makers

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FOR IMMEDIATE RELEASE

Kevin Moffitt, Pear Bureau Northwest President, Appointed Chairman
of U.S. Agricultural Export Development Council

PORTLAND , Ore. (December 9, 2009) — Kevin Moffitt, president and CEO of Pear Bureau Northwest, has been named chairman of the U.S. Agricultural Export Development Council (USAEDC).  Moffitt was first elected by the USAEDC’s board of directors as an officer in 2005 with the position of secretary/treasurer, after having demonstrated his commitment to the membership by serving as the chair of the Electronics Communications Committee which was instrumental in the complete overhaul of the USAEDC website in 2003.  In 2007 he assumed the role of vice chairman, and at the November 19, 2009 USAEDC board meeting, he was designated as chairman for a two-year term.

The USAEDC plays a crucial part in facilitating communications between its members, the majority of whom are Market Access Program participants, and the Foreign Agricultural Service.  The Market Access Program encourages the development, maintenance, and expansion of commercial export markets for agricultural commodities. Activities financed by the program’s $200 million budget include consumer promotions, market research, technical assistance, and trade servicing.

“The members of this organization share a common goal of expanding U.S. agricultural exports, and I look forward to helping advance that mission by bridging communication between fellow members and the Foreign Agricultural Service (FAS), the USDA, and the Secretary of Agriculture,” Moffitt commented about the value of this appointment.  “The USAEDC serves an important role in communicating with government decision-makers about key market development programs, including the Market Access Program (MAP), and how vital they are to the success of American agriculture.”

Kris Marceca, executive director of the U.S. Apple Export Council and past USAEDC executive committee member, offers her congratulations to Moffitt for his recent election as Chairman of the USAEDC.  “I can’t think of anyone who would be more capable of acting as a bridge between all of the agricultural groups; not just from the produce industry, but spanning the entire gamut from the bulk commodities to processed products and everything in between.”  In his new role as chairman, Moffitt will be representing the partnership between all of these groups and their growers, processors and exporters and the FAS with the joint goal of expanding market opportunities for U.S. agricultural products around the world. This position provides opportunities to interact with the highest levels of the Foreign Agricultural Service and raises the awareness of USA Pears among the decision-makers at the USDA.

Marceca notes, “the Northwest pear industry is undoubtedly very proud that Kevin received such a strong vote of confidence from all of the members of USAEDC.  This speaks volumes about Kevin’s commitment toward ensuring that the MAP and other export development programs are used most effectively, efficiently and to maximum benefit.”

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About Pear Bureau Northwest:

The Pear Bureau Northwest is a non-profit marketing organization established in 1931 to promote the fresh USA Pears grown in Washington and Oregon, home to 84% of the U.S. fresh pear crop.  The Bureau represents 1,600 pear growers and develops national and international markets for Northwest pear distribution.  For more information, visit www.usapears.org.

About U.S. Agricultural Export Development Council (USAEDC):

USAEDC serves as an information resource for its 80 members about FAS, legislative and other efforts in Washington, D.C., which may affect their ability to export or conduct export promotion and development programs, as well as media reports on these programs. USAEDC also serves as a forum for its members and USDA/FAS to discuss the operation and implementation of these programs overseas.  Members of USAEDC are U.S. commodity trade associations, farmer cooperatives, and state regional trade groups from around the country, representing the interests of growers and processors of a variety of U.S. agricultural products.

Contact:

Cristie Mather

Pear Bureau Northwest

cmather@usapears.com

503-652-9720

Pear Bureau Northwest prohibits discrimination in all of its programs and activities on the basis of race, color, national origin, age, sex, religion, political beliefs, or disability.  Persons with disabilities who require alternative means for communication of program information (Braille, large print, audiotape, etc.) should contact the Pear Bureau at (503) 652-9720.

Pear Bureau Northwest President and CEO will bridge communication between organization members and government decision-makers

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