I spent some time struggling to enjoy the World Cup Soccer match on television. The first thing I noticed is that they don’t seem to score very much and the second was the pistachio commercial. Not a single pecan commercial presented. Inexplicably to me, soccer is the world’s most popular game and here we have an ad for a nut that someone else grows. By any measure, pistachios are not superior to pecans. The reason they are on TV and we are not is pretty simple: They have gotten their act together. The pecan industry has always been a fairly ungovernable mob. Each part of the industry thinks the other is getting the better of them. Being scattered across 15 states, we pretty much all went our own way. The last two years of difficulty selling our crop seems to be bringing us together. At one time ours was an American industry, but not anymore. With large plantings in South Africa, Mexico and Australia and one of the biggest users in Asia, we have lost control. Th e only possible solution is to increase the demand for pecans. The other tree nuts have done it. Not only have they increased, and met, the demand for their tree nuts, but they have also increased the prices they receive. That sounds like a lot better deal than sticking our crop in a freezer someplace and hoping that somebody comes along and wants to buy it. We have an excellent product to sell and excellent story to tell if we can only get the word out. The American Pecan Board has come into existence to put together a market order for pecans, similar to the one in place in the other tree nuts. Under this arrangement as a group, we would assess ourselves on a nationwide basis for the purpose of marketing our crop. Th e rules for this will be written by pecan growers and shellers in conjunction with experts from the USDA. After a year or so for comment, the pecan industry will vote on the market order. The Oklahoma representative for this will be Scott Landgraf of Madill. Th is is a critical time for our industry. Mike Adams, an economist and pecan grower from Texas who is also on the board, came to our summer conference and made an excellent case for the plan. The board is meeting at the Texas summer conference to work out more of the details. Th e OPGA voted at our meeting to help pay Scott Landgraf’s expenses for this enterprise. I support Scott’s eff orts and our board supports his eff orts. The membership present at the meeting voted to support Scott. I would like to express my thanks to Scott and Mike and the rest of the American Pecan Board for their eff orts on my behalf.