COVER STORY A NEW VOICE FOR THE COLLECTIVE Chair Rob Yraceburu Leads Western Growers into its 100 th Anniversary By Taylor Lauson, Communications Manager
Great leaders take many forms, but in agriculture, one could argue the best fit is someone who has lived and breathed the industry their entire life. They don’t just understand it—they are deeply passionate about it. Rob Yraceburu, President of Wonderful Orchards at The Wonderful Company, embodies this ideal, bringing expertise and unwavering dedication to his new role as Chair of the Western Growers Board of Directors. Combining deep roots in farming with decades of ag finance expertise, Yraceburu bridges the gap between field realities and boardroom decisions, translating growers’ needs into practical policy and capital strategies. “Agriculture is America’s single most important product and the world counts on our success, which is why the work of Western Growers will always be critically important,” said Yraceburu. “When growers stand shoulder to shoulder, we are the most powerful voice there is and, today, our collective voice has never mattered more. My commitment as chair will be to champion the tremendous momentum we have and support our talented leadership and staff in ensuring the agriculture business stays strong for the nation. As Western Growers approaches
its 100 th anniversary, it’s an honor to serve as chair and as the custodian of this work.” Rob takes over at a pivotal moment not only for the organization—as Western Growers celebrates its centennial—but for the entire agricultural industry. “Our industry is facing formidable challenges but also an interesting set of opportunities flowing from our national dialogue around food and nutrition,” said Western Growers President and CEO Dave Puglia. “Rob Yraceburu is a thoughtful and focused leader, and we’re fortunate to have his commitment to lead the Board of Directors for the next two years.” The other members of the Executive Committee of the Association are: Vice Chair Neill Callis, Turlock Fruit Company; Treasurer Don Cameron, Terranova Ranch; Executive Secretary Catherine Fanucchi, Tri-Fanucchi Farms; and Puglia. Rounding out the Western Growers Executive Committee are Past Chair Stuart Woolf, Woolf Farming & Processing; and Members at Large Albert Keck, Hadley Date Gardens and J.P. LaBrucherie, LaBrucherie Produce.
20 Western Grower & Shipper | www.wga.com January – March 2026
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