Mark Affleck honored for 20 years at the helm of CAC
Mark Affleck honored for 20 years at the helm of CAC
The California Avocado Commission board of directors honored commission President Mark Affleck at its March meeting on the very day marking his 20- year anniversary as chief executive officer. The surprise ceremony featured 17 speakers, including board members, past board chairmen, commission employees and leaders who have worked with Mr. Affleck as he piloted the California avocado industry through a series of challenges and two decades of increased grower value.
CAC Chairman Rick Shade, who has been on the board for nearly half of Mr. Affleck's tenure, lauded him for his extraordinary vision and decision- making ability.
"Many issues have come up through the years that could have easily become crises for our industry," Mr. Shade said in an April 1 press release. "But under Mark's leadership they were dealt with early and swiftly, ending up as mere blips on the radar."
Tom Bellamore, senior vice president and corporate counsel of the commission, who has worked with Mr. Affleck for 14 years, referred to him as "a supreme strategist who is also my coach, my mentor and my fellow swordsman."
Mr. Bellamore recalled that after Mr. Affleck took office in 1988, the California avocado crop value doubled within a few years, and then followed with 14 consecutive years valued at $300 million or more. In the 2003-04 crop-year, even after Mexico and Chile had entered the avocado market, doubling the category volume total from just three years prior, the California avocado crop value "defied gravity" and reached over $380 million. Sacramento attorney George Soares, who wrote the original law that created the commission nearly three decades ago, praised Mr. Affleck for managing change, which he called "fundamental" for success in agriculture.
"With Mark Affleck's leadership, the commission has always and consistently found a way to manage change and stay at the forefront of issues," Mr. Soares said. "Mark is a supreme leader."
The commission's pursuit of a discounted water program for agriculture was cited as just one example of Mr. Affleck's visionary leadership and ability to anticipate the future. Now, 14 years after negotiations, the program has realized over $300 million in grower savings.
Mr. Affleck also pioneered information technology, instituting cutting-edge communication systems, category-management programs and on-line marketing when the Internet was in its infancy. In 2003, his vision for unifying all players in the Hass avocado category produced the Hass Avocado Board and later his creation of avoHQ.com, the first Intranet shared by competing industries in produce history.
As Mr. Affleck's 20th anniversary ceremony progressed, speakers repeatedly referred to his role as mentor/coach and his passion for the industry. Mr. Shade ended the tribute by citing one of Mr. Affleck's more powerful adages: "Don't be what your were, don't be what you are, be what you've never been."
With the commission on the eve of its new, ground-breaking "Hand Grown In California" ad campaign, Mr. Affleck is following his own advice, leading the commission once again on a path toward success, the release stated.
CAC Chairman Rick Shade, who has been on the board for nearly half of Mr. Affleck's tenure, lauded him for his extraordinary vision and decision- making ability.
"Many issues have come up through the years that could have easily become crises for our industry," Mr. Shade said in an April 1 press release. "But under Mark's leadership they were dealt with early and swiftly, ending up as mere blips on the radar."
Tom Bellamore, senior vice president and corporate counsel of the commission, who has worked with Mr. Affleck for 14 years, referred to him as "a supreme strategist who is also my coach, my mentor and my fellow swordsman."
Mr. Bellamore recalled that after Mr. Affleck took office in 1988, the California avocado crop value doubled within a few years, and then followed with 14 consecutive years valued at $300 million or more. In the 2003-04 crop-year, even after Mexico and Chile had entered the avocado market, doubling the category volume total from just three years prior, the California avocado crop value "defied gravity" and reached over $380 million. Sacramento attorney George Soares, who wrote the original law that created the commission nearly three decades ago, praised Mr. Affleck for managing change, which he called "fundamental" for success in agriculture.
"With Mark Affleck's leadership, the commission has always and consistently found a way to manage change and stay at the forefront of issues," Mr. Soares said. "Mark is a supreme leader."
The commission's pursuit of a discounted water program for agriculture was cited as just one example of Mr. Affleck's visionary leadership and ability to anticipate the future. Now, 14 years after negotiations, the program has realized over $300 million in grower savings.
Mr. Affleck also pioneered information technology, instituting cutting-edge communication systems, category-management programs and on-line marketing when the Internet was in its infancy. In 2003, his vision for unifying all players in the Hass avocado category produced the Hass Avocado Board and later his creation of avoHQ.com, the first Intranet shared by competing industries in produce history.
As Mr. Affleck's 20th anniversary ceremony progressed, speakers repeatedly referred to his role as mentor/coach and his passion for the industry. Mr. Shade ended the tribute by citing one of Mr. Affleck's more powerful adages: "Don't be what your were, don't be what you are, be what you've never been."
With the commission on the eve of its new, ground-breaking "Hand Grown In California" ad campaign, Mr. Affleck is following his own advice, leading the commission once again on a path toward success, the release stated.
