Barry Kriebel joins the Raisin Bargaining Association in Fresno after decades leading Sun-Maid. Photo by Matthew Malcolm with American Vineyard Magazine

After two years without a dedicated leader, the Raisin Bargaining Association in Fresno has elected a new CEO with a name quite familiar in the raisin industry.

Former Sun-Maid CEO Barry Kriebel will assume the reins of the organization that negotiates prices for growers of the dried fruit.

Kriebel says having a dedicated, full-time leadership position means growers can focus on their harvest while leaving the negotiating duties to him.

Since former CEO Kalem Barserian left two years ago, growers had been handling the work.

Kriebel said while they know their business, there are times they must turn their attention to pressing matters on the farm.

“If it’s raining out there, I don’t have to worry about my crop being harvested,” Kriebel said.

Kriebel came into the industry in 1976 working at Sun-Maid’s legal team. In 1980, he became general counsel for the company. By 1986, he was president — a position he held at Sun-Maid until retiring in 2017.

Kriebel joined Sun-Maid at a time it was facing bankruptcy. By the time he left, the growers’ cooperative had $100 million in equity and had been profitable for 32 consecutive years.

It was during Kriebel’s tenure that the famed dancing Sun-Maid raisins marketing campaign enjoyed its time in the sun.

Having a legal background came in handy for dealing with ag regulations, he said.

Kriebel says pricing is the biggest issue farmers face. Fuel, labor, health care and material costs have all gone up.

“You have to be able to make a coherent case to your customers as to why prices need to be adjusted accordingly,” Kriebel said.

The Raisin Bargaining Association (RBA) was formed back in 1967. Before the RBA, packers did not prioritize the processing of raisins as their shelf life lasted longer than peaches or melons.

The RBA brings sustainability to growers, Kriebel said.

Kriebel said right now, there’s an “excellent balance” between supply and demand. Only 20% to 30% of the crop goes to foreign export, so raisins haven’t been hit as hard by shipping disruptions.

As much as 70% of the almond crop goes to export.

Kriebel wants to push innovation for growers and help lower production costs.

“Being in the industry has provided for food on my table for almost 40 years,” Kriebel said. “I hope I can help the industry be prosperous during the time I’m in it.”