At about 1 billion pounds, the California pistachio crop is weighing in just under last year’s record 1.05 billion pounds.

American Pistachio Growers has hired sports marketing leader Zachary Fraser as its new president and CEO.

Fraser joins the organization after four years with Learfield, a large college sports marketing company, where he led the company’s Fresno State athletics property.

“We feel his successful track record as a leader in multiple industries coupled with his passion were just what APG needs at this time,” said American Pistachios Growers Board of Directors Chairman Richard Kreps.

“After several years of working with Fraser in his capacity with his previous employer at our annual conference, we are very excited to have him lead our exceptional team in our time of significant growth in the pistachio industry,” Kreps added, in a news release.

At Learfield, Fraser led the team responsible for managing traditional and digital media rights, broadcast platforms and media and sponsorship sales for the Fresno State Bulldogs.

According to the news release, Fraser was instrumental in helping Bulldog sports properties win “Property of the Year” among peer athletic departments following the 2022-23 season.

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That same year, Fraser was recognized as the “Chairman’s Club” overall winner among peer vice presidents and general managers.

Leading Washington baseball teams

Prior to arriving in California’s Central Valley, Fraser was the founding general manager and managing partner at Pacific Baseball Ventures. The investment group owns and operates collegiate summer baseball teams the Walla Walla Sweets and the Yakima Valley Pippins.

Under Fraser’s leadership, more than 30 players who were scouted and signed by Pacific Baseball Ventures went on to play Major League Baseball.

While working in Washington, Fraser gained an appreciation for the region’s agricultural marketing initiatives.

He also gained valuable nonprofit operations and leadership experience, serving as the board chairman of Visit Walla Walla, as well as leadership positions for other organizations.

Fraser response

“I am humbled and excited to join such a talented and dedicated group of remarkable professionals, who are passionate about serving our 800-plus grower members in California, Arizona, New Mexico and Texas,” Fraser said.

“I wake up every morning excited and grateful to meet with and learn from growers, processors, vendors, suppliers and consumers of the best nut in the world,” he added, in the news release.

Fraser and his wife have three children, including a son who lives in Ghana, West Africa.