Todd Fryhover to head Washington Apple Commission
Todd Fryhover to head Washington Apple Commission
The Washington Apple Commission announced Dec. 4 that Todd Fryhover was selected as the organization's next president. Mr. Fryhover formally takes the reins Jan. 1, but he is already working with Interim President Ken Severn to facilitate a smooth transition.
Mr. Fryhover is a native of Wenatchee, WA, the city where the commission is headquartered. He graduated from the University of Idaho with an agricultural and business degree. He has 20 years of industry experience, having worked for several leading apple shippers.
"This is such an honor," Mr. Fryhover told The Produce News a few hours after the announcement was made. Initially, he worked as a contract employee for the commission, and came on board full time Nov. 1, 2006, serving as project manager.
"We are really pleased that [Mr.] Fryhover accepted the position," commission Chairman Cragg Gilbert said in a statement. "Todd Fryhover has the background and experience to help our industry grow sales internationally." According to the statement, Mr. Fryhover was selected from a strong list of candidates for the position.
The Washington Apple Commission is funded through member assessment and has an international budget of $8 million with 13 international marketing representatives covering 27 international markets. The state of Washington exports approximately 30 percent of its annual crop. The commission also promotes its apples to international consumers through sampling, and it provides educational materials to increase consumer awareness of the quality apples produced in the state.
Mr. Fryhover was asked about the challenges to be faced by the commission in the future. "The challenges are many," he replied. One of the big hurdles is increasing global consumption of apples. Because apples are grown throughout the world, Mr. Fryhover said that a positive reputation is the key. "We have a safe, nutritious product and hope to increase consumption around the world," he stated. "Such a great job has been done to develop the Washington brand. We're hanging our hat on this."
Programs are currently in place to promote apples in countries which are clamoring for Washington product. According to Mr. Fryhover, two "phenomenal" markets are India, which imported 1.4 million boxes of Red Delicious apples last season, and Russia, which imported 900,000 cartons of Washington apples during 2007-08. "These countries are interested in large sizes," he noted.
Markets are also emerging in Africa. Mr. Fryhover said that a recently executed free trade agreement between the United States and Morocco will allow the commission to move apples between February and May. He added that Algeria and Liberia are also looking to the Evergreen State to source apples.
Mr. Fryhover praised Mr. Severn for doing an outstanding job as interim president. "Ken Severn is just a wonderful person," he stated. "We owe him a debt of gratitude."
Mr. Fryhover is a native of Wenatchee, WA, the city where the commission is headquartered. He graduated from the University of Idaho with an agricultural and business degree. He has 20 years of industry experience, having worked for several leading apple shippers.
"This is such an honor," Mr. Fryhover told The Produce News a few hours after the announcement was made. Initially, he worked as a contract employee for the commission, and came on board full time Nov. 1, 2006, serving as project manager.
"We are really pleased that [Mr.] Fryhover accepted the position," commission Chairman Cragg Gilbert said in a statement. "Todd Fryhover has the background and experience to help our industry grow sales internationally." According to the statement, Mr. Fryhover was selected from a strong list of candidates for the position.
The Washington Apple Commission is funded through member assessment and has an international budget of $8 million with 13 international marketing representatives covering 27 international markets. The state of Washington exports approximately 30 percent of its annual crop. The commission also promotes its apples to international consumers through sampling, and it provides educational materials to increase consumer awareness of the quality apples produced in the state.
Mr. Fryhover was asked about the challenges to be faced by the commission in the future. "The challenges are many," he replied. One of the big hurdles is increasing global consumption of apples. Because apples are grown throughout the world, Mr. Fryhover said that a positive reputation is the key. "We have a safe, nutritious product and hope to increase consumption around the world," he stated. "Such a great job has been done to develop the Washington brand. We're hanging our hat on this."
Programs are currently in place to promote apples in countries which are clamoring for Washington product. According to Mr. Fryhover, two "phenomenal" markets are India, which imported 1.4 million boxes of Red Delicious apples last season, and Russia, which imported 900,000 cartons of Washington apples during 2007-08. "These countries are interested in large sizes," he noted.
Markets are also emerging in Africa. Mr. Fryhover said that a recently executed free trade agreement between the United States and Morocco will allow the commission to move apples between February and May. He added that Algeria and Liberia are also looking to the Evergreen State to source apples.
Mr. Fryhover praised Mr. Severn for doing an outstanding job as interim president. "Ken Severn is just a wonderful person," he stated. "We owe him a debt of gratitude."
