Allen Morris PROFESSIONAL EXPERIENCE

Transcription

1 Allen Morris 104 Campbell Drive Cell Phone: (863) Winter Haven, FL Home Phone: (863) PROFESSIONAL EXPERIENCE May, 2017 Present: Owner, Morris Agribusiness Services, LLC. Areas of specialization for consulting: commodity marketing, procurement, management of price risk, strategic planning, financial feasibility studies, and international trade. Areas of specialization for other services: agricultural real estate brokerage, and citrus juice and fruit brokerage. Organized and conducted the International Citrus Business Conference which had 360 attendees from 14 countries. Conducted consulting studies for large citrus growers and processors in Mexico and Brazil. December, 2016 May, 2017: Consultant, Sun Orchard, a juice company based in Miami, Florida with plants in Tempe, Arizona, and Haines City, Florida. Provided consulting services for procurement of citrus fruit and bulk juices, and sales of bulk juices and by-products. April, 2012 December, 2016: Vice-President, Sales and Marketing, Blue Lake Citrus Products (BLCP), the citrus processing subsidiary of WG Roe, a fresh citrus packer located in Winter Haven, Florida. BLCP produced and marketed the Noble brand of high-end specialty citrus juices sold in supermarkets and restaurants nation-wide and in Canada. Juices included tangerine, citrus juices blended with non-citrus juices, blood orange, organic orange and red grapefruit, and others. BLCP s bulk juice division provided juices in drums and tankers to other brands and labels to use for blending with their juices. Responsibilities: increasing domestic and international sales of citrus juices and citrus by-products; business development; procurement of juices not produced by BLCP. BLCP was purchased by Sun Orchard in November of Moved substantial portion of bulk juice and essential citrus oil sales and all purchases of organic orange, organic apple, lime and lemon juices away from brokers to end-users (sales) and processors (purchases). Result was increased sales and reduced raw material costs. Doubled bulk tangerine juice sales to major national brand, and developed and initiated contract processing program with a major processor that reduced fruit processing costs substantially. November, 2007-April, 2012: Associate Extension Scientist and Economist, University of Florida Food and Resource Economics Department, Citrus Research and Education Center, Lake Alfred, FL. Faculty appointment was 70 percent extension and 30 percent research. Extension responsibilities: agribusiness, economics, the marketing of citrus products, and the economics of managing citrus groves. Research responsibilities: economic evaluation of new agricultural technologies, citrus markets, and horticultural management strategies. 1

2 Helped to secure seven research grants totaling $1.4 million. Published 22 peer reviewed articles and made 24 presentations in six countries. Organized and conducted one international citrus economics workshop and two international citrus economics conferences with combined attendance of over 450 people from six countries. Completed consulting studies for a $2 billion global agricultural asset management firm and a Fortune 100 company that led to successful changes in their business strategies : Vice-President of Real Estate, Southeast U.S. Region, Capital Agricultural Property Services, Inc. (CAPS), a nationwide farm management and agricultural real estate company that is a division of Prudential Agricultural Investments which is a subsidiary of the Prudential Insurance Company. Responsibilities: real estate sales and other real estate services covering company-managed/owned and third party citrus groves, ranches, farms, and recreational and timber lands in the Southeastern U.S. Also responsible for the development and implementation of CAPS real estate strategy for the Southeast Region. Increased Southeast Region s real estate income by 63% during first year from new third party business. Sold over $70 million in citrus groves as part of investors exit strategy in response to citrus greening disease : Director, Procurement, Sales and Industry Relations, Cutrale Citrus Juices, USA Inc., the U.S subsidiary of Sucocitrico Cutrale S/A, one of the world s largest orange juice processors, citrus growers, and exporters, based in Araraquara in the State of Sao Paulo, Brazil. Cutrale Citrus Juices USA was created when Cutrale bought The Coca-Cola Company s citrus processing and packaging facilities in Leesburg and Auburndale, Florida. Cutrale s purchase of these plants resulted from a joint consulting project of Barriston Associates and Morris Agribusiness Consulting, Inc. Responsibilities: fruit procurement, sales, and industry relations. Built and managed fruit procurement field organization consisting of buyers positioned in Florida s major citrus producing areas. Eliminated company s dependence on fruit dealers and purchased/handled almost 30 million boxes of fruit at competitive prices in first year of operation. Built and managed orange juice sales program with brands and private label utilizing pricing mechanisms that profitably shared risk of adverse price movements between buyers and sellers. Processing and storage capacity was sold out : President, Morris Agribusiness Consulting, Inc. Areas of specialization: commodity marketing, procurement, management of price risk, strategic planning, financial feasibility studies, and international trade. Key clients included The Coca-Cola Company, Tropicana Products, Sun Trust, Alcoma Packing Co., Collier Enterprises, Turner Foods, U.S. Sugar Corporation, Consolidated Citrus, the New York Cotton Exchange (now ICE Futures), Farm Credit of Southwest Florida, Odwalla Juice Company, Citrosuco, the Florida Department of Citrus, Indian River Select, and numerous large citrus growers. 2

3 Published the monthly Morris Citrus Economics Newsletter with over 300 subscribers in nine countries. It provided timely decision-support information on production, markets, prices, international trade, FCOJ futures and options, and other citrus business issues. Subscribers included citrus growers, citrus processors, juice brands, fruit dealers, fresh citrus packers, food retailers, trade associations, financial lenders, agricultural appraisers, agricultural realtors, and agricultural chemical companies : Director, Procurement and Operations Planning, Tropicana Products, Inc. Responsibilities: fruit and bulk juice procurement, operations planning, by-product sales (a profit center), and commodity futures and options trading. Developed and implemented long-term fruit purchasing program. Along with CFO and VP of Fruit Procurement, secured over 50,000 acres of groves under long-term contracts with risk reducing pricing mechanisms, enabling decreased dependence on foreign imports and increased effectiveness of not-from-concentrate (NFC) growth strategy. Led the team that developed the first strategic plan for Tropicana unanimously approved by Seagram senior management (the parent company at that time). This plan addressed market segment brand contribution, channel development, domestic and foreign market development, advertising, merchandising, manufacturing and distribution, domestic and international procurement, asset management and new business development. Led the freeze-crisis procurement team consisting of managers from manufacturing, quality assurance, engineering, and logistics that installed NFC processing and chilling capacity into five bulk citrus processing plants after 1989 freeze. Obtained 20 million gallons of NFC made to Tropicana s specifications on schedule and under budget : Manager of Operations Planning, The Wine Spectrum, a subsidiary of The Coca- Cola Company consisting of The Taylor Wine Company, Taylor California Cellars, Monterey Vineyards and Sterling Vineyards. Responsibilities: grape and bulk wine procurement planning, management of the capital expenditures program, various special projects : Corporate Economist, A. Duda and Sons, Inc., a family-owned producer and marketer of vegetables, citrus, cattle, and sugar cane with agricultural operations in Florida, Texas, and California. Responsibilities: strategic planning, financial and economic analysis, supply, market and price forecasting, evaluation of potential acquisitions, and development of turn-around strategies for underperforming operations. ACADEMIC AND EXECUTIVE EDUCATION Master of Science in Food and Resource Economics. University of Florida, Gainesville, FL, August, Bachelor of Science in Food and Resource Economics. University of Florida, Gainesville, FL, December, Agribusiness. Harvard Business School, Executive Education Programs, 1982, 1994, 1995, and Finance. Massachusetts Institute of Technology, Sloan School of Management Executive Education Program,

4 PRIOR EXPERT TESTIMONY Prudential Insurance Company V. Charlie Campbell United States District Court Case involving a citrus grower (Campbell) and his lender (Prudential, the Plaintiff). Expert witness for Campbell (1996). Robert J. Lindsey and Lynn B. Lindsey V. the Producers Agricultural Insurance Company. United States District Court Case involving a citrus grower (Lindsey, the Plaintiff) and the Producers Agricultural Insurance Company. Expert witness for the Producers Agricultural Insurance Company (2014). Reuben Vaughn and Steven Davis V. the Producers Agricultural Insurance Company. United States District Court Case involving vegetable growers (Vaughn and Davis, Plaintiffs), and the Producers Agricultural Insurance Company. Expert witness for the Producers Agricultural Insurance Company (2014). The Travelers Indemnity Company Of Connecticut V. Richard McKenzie & Sons, Inc. and Hermanns Real Estate Ventures, LLC. United States District Court Case involving The Travelers Indemnity Company Of Connecticut (Plaintiff), and a citrus grower (Hermanns) and his citrus caretaker (McKenzie). Expert witness for The Travelers Indemnity Company Of Connecticut (2018). CASE STUDIES Identified the business issues, wrote the first draft, secured acceptance, and directed the preparation of the following cases by The Harvard Business School. They were taught in Harvard s Senior Agribusiness Management Program. 1. Daniels, Don and Ray Goldberg. Tropicana: The Development of a New Fruit Purchasing Agreement. Case Study No. N , Harvard Business School, Boston, MA, December 15, Herndon, Phil, Kate Morris and Ray Goldberg. Alcoma: The Strategic Use of Frozen Concentrated Orange Juice Futures. Case Study N , Harvard Business School, Boston, MA, November 18, Pearcy, Ben, Ray Goldberg and Carin-Isabel Knoop. Florida Department of Citrus. Case Study No. N , Harvard Business School, Boston, MA, October, 14, Goldberg, Ray and Hal Hogan. Can Florida Orange Growers Survive Globalization? Case Study No. N , Harvard Business School, Boston, MA, November 3,

5 REFERENCES Available Upon Request PEER REVIEWED PUBLICATIONS 1. Morris, Allen. Looking Beyond 79 Million Boxes of Oranges. Citrus Industry News, October 29, Morris, Allen. What is Happening to the Orange Juice Market? Citrus Industry News, September 11, Morris, Allen. Taste Challenge Could Aid OJ Sales. Citrus & Vegetable Magazine, June-July, Morris, Allen. An Economic Solution to HLB. Citrus Industry, Vol. 95, No. 5, Morris, Allen. Changes in the Orange Juice Marketplace and Their Implications for Florida Citrus Growers. Citrus Industry, Vol. 92, No. 7, Morris, Allen. The European Orange Juice, Fruit Juice and Nectar Markets. Citrus Industry, Vol. 92, No. 6, Morris, Allen, Ronald P. Muraro and William S. Castle. Optimal Grove Replanting to Mitigate Endemic HLB. Citrus Industry, Vol. 92, No. 4, Clouser, Rodney L., Ronald Muraro, Laila Racevskis, Charles Moss, and Allen Morris Florida Land Value Survey: Farmland Prices Still Down. Electronic Data Information Service (EDIS) FE 893, Food and Resource Economics Department, University of Florida, April, Available at 9. Morris, Robert A. and Ronald P. Muraro. An Economic Analysis of The U.S. Orange Juice Tariff and the Competitiveness of Florida Growers and Processors. Proc. Fla. State Hort. Soc : Morris, Robert A. The U.S. Orange and Grapefruit Juice Markets: History, Development, Growth and Change. Electronic Data Information Service (EDIS) FE 834, Food and Resource Economics Department, University of Florida, June, Available at Morris, Robert A. Processed Fruit Marketing Alternatives for Florida Citrus Growers. Electronic Data Information Service (EDIS) FE 831, Food and Resource Economics Department, University of Florida, April, Available at 5

6 12. Morris, Robert A. Structure Overview of the Florida Citrus Industry In Electronic Data Information Service (EDIS) FE 832, Food and Resource Economics Department, University of Florida, March, Available at Clouser, Rodney L., Ronald Muraro, Laila Racevskis, Charles Moss, and Allen Morris Florida Land Value Survey: Farmland Prices Remain Down. Electronic Data Information Service (EDIS) FE 833, Food and Resource Economics Department, University of Florida, March, Available at Morris, Robert A. Marketing Methods Used by Growers in the Current Fruit Market. Citrus Industry. Vol. 91, No. 2, February, Morris, Robert A., Thomas H. Spreen and Mark G. Brown. Short-Term Fruit Price Effects Resulting from High Retail Orange Juice Prices and Accumulated Inventories. Proc. Fla. State Hort. Soc. 122: Morgan, Kelly, Arnold Schumann, Bill Castle, Ed Stover, Pete Spyke, Fritz Roka, Ron Muraro and Allen Morris. Citrus Production Systems to Survive Greening Horticultural Practices. Proc. Fla. State Hort. Soc. 122: Roka, Fritz, Ronald P. Muraro, Allen Morris, Pete Spyke, Kelly Morgan, Arnold Schumann, Bill Castle, and Ed Stover. Citrus Production Systems to Survive Greening - Economic Thresholds. Proc. Fla. State Hort. Soc. 122: Stelinski, L.L., J.H. Graham, R.P Muraro and R.A. Morris Florida Citrus Pest Management Guide: Management Options for Nonbearing Groves and Fresh or Processed Fruit. CPMG-02. University of Florida Institute of Food and Agricultural Sciences, Citrus Research and Education Center pp Morris, Robert A., Candice Erick and Mark Estes. The Incidence of Greening and Canker Infection in Florida Citrus Groves. Extension Digital Information Service (EDIS) FE 823, Food and Resource Economics Department, University of Florida, December, Morris, Robert A. The U.S. Citrus Juice Market and Citrus Juice Brands. Citrus Industry. Vol. 90, No.12, December, 2009, pp Morris, Robert A., Candice Erick and Mark Estes. Survey to Estimate the Rate of Greening and Canker Infection in Florida Citrus Groves. Citrus Industry. Vol.90, No.10, October, 2009, pp Spreen, Thomas, Ronald P. Muraro, Fritz M. Roka and R. Allen Morris. The Florida Citrus Industry: Government and Non-Government Organizations. Electronic Data Information Service (EDIS) FE 812, Food and Resource Economics Department, University of Florida, October, Available at 6

7 23. Clouser, Rodney L., Ronald Muraro, Laila Racevskis, Charles Moss, and Allen Morris Florida Land Value Survey: Farmland Prices Down. Electronic Data Information Service (EDIS) FE 798, Food and Resource Economics Department, University of Florida, April, Available at Muraro, Ronald P. and Robert A. Morris. The Dynamics and Implications of Recent Increases in Citrus Production Costs. Electronic Data Information Service (EDIS) FE 793, Food and Resource Economics Department, University of Florida, March Available at Morris, Allen and Ron Muraro. Economic Evaluation of Citrus Greening Management and Control Strategies. Electronic Data Information Service (EDIS) FE 712, Food and Resource Economics Department, University of Florida, June, Available at Morris, Allen and Ron Muraro. Economic Tradeoffs of Citrus Greening Management. Citrus Industry. Vol. 89, No. 4, April 2008, pp Morris, R. Allen. Economic Impact of Losing the Citrus Tariff. Florida Grower Magazine. Vol. 96, No. 3, March 2003, pp Morris, R. Allen. Citrus Industry Dynamics and Groveland Values. Journal of Agricultural Lending. Vol.15, No. 2, Winter 2002, pp Morris, R. Allen and Katharine B. Morris. Evaluation of the Florida 1995/96 Orange Crop Forecast: Implications for Supply, Demand and Prices. Citrus Industry, 96 Citrus Guide, January, 1996, pp Morris, R. Allen and Katharine B. Morris. The Use of Frozen Concentrated Orange Juice Futures and Options to Stabilize Producers Price Risk. Citrus Industry, Vol. 75, No. 11, November, 1994, pp Morris, R. Allen. The Uruguay Round of the GATT: Implications for the Future of Florida s Orange Juice Industry. Citrus Industry, Vol. 75, No. 4, April 1994, pp Morris, R. Allen. An Economic Analysis of Acreage Response for Selected Florida and California Vegetables. Business Economics. XVII (1982): Morris, R. Allen and Fred J. Prochaska. Economic Impact of the Processing and Marketing of Commercial Florida Marine Landings. State University System of Florida Sea Grant Research Report No. 26. Gainesville: January Prochaska, Fred J. and R. Allen Morris. Primary Economic Impact of the Florida Commercial Fishing Sector. State University System of Florida Sea Grant Research Report No. 25. Gainesville: November

8 35. Morris, R. Allen, Fred J. Prochaska, and James C. Cato. Florida s Commercial Fishing Industry: 1975 Primary Economic Impact. Florida Food and Resource Economics, No. 22. University of Florida, Gainesville: May-June Cato, James, C., R. Allen Morris and Fred J. Prochaska. Production, Costs and Earnings by Boat Size: Florida Spanish Mackerel Fishery. Florida Cooperative Extension Service, Marine Advisory Program Bulletin. Gainesville: March Prochaska, Fred J., R. Allen Morris and James C. Cato. An Economic Analysis of King Mackerel Production by Hook and Line on the Florida Atlantic Coast. Florida Cooperative Extension Service, Marine Advisory Program Bulletin. Gainesville: October INVITED PRESENTATIONS 1. Morris, Allen. Impact of Changing World Orange Juice Markets and Curing HLB on the Demand for Oranges Produced in Brazil and Florida. University of Florida, IFAS, Indian River Research and Education Center, Fort Pierce, Florida, January 25, Morris, Allen and Dan Santangelo. Restoring the US Orange Juice Market to Growth. International Citrus Business Conference, Daytona Beach, Florida March 27-28, Morris, Allen. A Wake-Up Call to Action for The Citrus Industry. International Citrus Business Conference, Daytona Beach, Florida March 27-28, Morris, Allen. Impact of Curing HLB on Costs, Prices, and the Orange Juice Market. University of Florida, IFAS, Citrus Research and Education Center, Lake Alfred, Florida, October 5, Morris, Allen. What Happened To the Florida Orange Industry? Private and Public, Scientific, Academic and Consumer Food Policy Group Meetings, Harvard University, Boston, Massachusetts, November 23-24, Morris, Allen. Impact of Endemic HLB on World Orange Juice Supplies and Markets. Cocamar Cooperativa Agroindustrial Program, University of Florida Citrus Research and Education Center, Lake Alfred, Florida, April 7, Morris, Allen. Changing Impact of Retail Market Dynamics on Fruit Prices. International Citrus and Beverage Conference, Clearwater Beach, Florida, September 18-21, Morris, Allen. New Variety Development and The Future of Florida s Specialty Citrus Industry. Citrus Expo, Fort Meyers, Florida, August 15-16, Morris, Allen. The World of Citrus: From a Volatile Past to a Future of Change 8

9 and Challenges. Alltech Annual International Symposium, Lexington, Kentucky, May 20-23, Morris, Allen. World Citrus Situation and a Strategic Assessment of its Future. International Navel Orange Festival, Ganzhou, China, November 28 December 4, Morris, Allen. Situation and Outlook for Global Citrus Production. Juice Products Association Fall Business Meeting, Boston, Massachusetts, November 14-15, Morris, Allen. Impact of Orange Juice Market Dynamics on Fruit Prices. International Citrus Economics Conference, Orlando, Florida, October 26 and 27, Morris, Allen. Growing Orange Juice Demand and Also Funding HLB Research. Citrus Expo, Fort Meyers, Florida, August 17 and 18, Morris, Allen, Ronald P. Muraro and William S. Castle. Optimal Replacement Times for Citrus Groves: The Use of Advanced Production Systems to Mitigate Endemic HLB. Florida State Horticultural Society Meetings, St. Petersburg, Florida, June 5-7, Morris, Allen. An Economic Evaluation of Changes in the U.S. Orange Juice Market and Potential Solutions to Problems. Florida Citrus Commission, April 20, 2011, Bartow, Florida. 16. Morris, Allen. As Big A Threat as HLB: The Collapsing U.S. Orange Juice Market. Florida Citrus Show, Fort Pierce, Florida, January 19 and 20, Morris, Allen and Ron Muraro. Economic Considerations to Treating HLB with the Standard Protocol or With an Enhanced Foliar Nutritional Program. 2 nd International Research Conference on HLB, Orlando, FL. January 10-14, Irey, Michael, Robert A. Morris and Mark Estes. Survey to Estimate the Rate of HLB Infection in Florida Citrus Groves. U.S. Sugar Corporation, University of Florida, and Florida Department of Agricultural and Consumer Services. Second International Research Conference on HLB, Orlando, FL, January 10-14, Morris, Allen. Potential Transitional and Permanent Economic Solutions to The Problem of Endemic Citrus Greening. International Citrus Economics Conference, Orlando, Florida, October 28 and 29, Morris, R. Allen. Fruit Procurement Challenges of a National OJ Brand. International Citrus Economics Conference, Orlando, Florida, October 28 and 29, Morris, R. Allen. The Sustainability of the Florida and Brazilian Citrus Industries Under Endemic HLB and a Potential Economic Solution. Frutech Citrus Symposium Monterey, Mexico, August 11-13,

10 22. Morris, R. Allen. Future of the Global Orange Juice Industry: Disease Situation and Future Crop Sizes; Grower Costs and Investment Risks. AIJJN (European Fruit Juice Association) General Assembly Business Session, May 18, 2010, Dusseldorf, Germany. 23. Morris, R. Allen. The U.S. Orange and Grapefruit Juice Markets: History, Development, Growth and Change. 13 th International KUPS (Polish Fruit Juice Bottler s Association) Symposium, Bialowieza, Poland. May 12-14, Morris, R. Allen. The Sustainability of the Florida and Brazilian Citrus Industries Under Endemic HLB and a Potential Economic Solution. GCONCI Grower Citrus Banquet 2010, May 4, 2010, Limeira, Brazil. 25. Morris, R. Allen and Ron Muraro. Economics of Management Strategies to Mitigate The Impact of HLB in Florida Citrus. The Coca-Cola Company HLB Conference, Miami Beach, Florida, February 9-10, Morris, R. Allen. Survey to Estimate the Rate of Greening and Canker Infection In Florida Citrus Groves. Florida Citrus Show, Fort Pierce, Florida, January 27 and 28, Morris, Robert A. and Ronald p. Muraro. Impact of Inflation on the U.S. Orange Juice Tariff and the Competitiveness of Florida Growers and Processors. Florida State Horticultural Society Meetings, Crystal River, Florida, June 7, Morris, R. Allen. Issues with the U.S. Orange Juice Market and Florida Processed Orange Prices. Florida Citrus Expo, Fort Meyers, Florida, August 19-20, Morris, Allen. Issues with the U.S. Orange Juice Market. Food News Juice Latin America 2009 Conference, Sao Paulo, Brazil, May 13-14, Muraro, R.P. and Allen Morris (Presenter). Economics of Management Strategies to Mitigate the Impact of HLB in Florida Citrus. International Research Conference on Huanglongbing, Orlando, Florida, December 3, Morris, Allen and Ron Muraro. Economic Considerations for Resetting Citrus Trees Under Citrus Greening. Polk County Extension Grower Meeting, Bartow, Florida, February 14, Morris, R. Allen and R.P. Muraro. Economic Tradeoffs of Citrus Greening Control Indian River Citrus Seminar, Fort Pierce, FL, January 23-24, Muraro, R.P. and R. Allen Morris. Economics of Canker Control Indian River Citrus Seminar, Fort Pierce, FL, January 23-24, Morris, R. Allen. The Five Truths. Administrative and Budget / Planning and Evaluation Committee, Florida Citrus Commission, Lakeland, Florida, June 21,

11 35. Morris, R. Allen. What s Wrong With The Florida Citrus Industry and How To Fix It. Trade and Retail Committee, Florida Citrus Commission, Lakeland, Florida, December 17, Morris, R. Allen. State of the Citrus Industry and Strategic Implications For its Future. Douglass Fertilizer and Chemical Company Senior Management Meetings, Welaka, Florida, November 12-13, Morris, R. Allen. Impact of Consolidation on the Future of Florida Citrus Growers. Citrus Expo 2000, Ft. Myers, Florida, August 23-24,