AS MY favorite college teacher told me when I was choosing a career, "If you don't know where you're going, you'll end up somewhere else." Now years later, my high school senior faces questions about her future on college applications, questions evenadults would ponder such as: "Describe the world you come from and how did that world shape who you want to be?" and, "If you could balance on a tightrope, over what landscape would you walk? (No net.)" Looking ahead five years, what will the apple landscape look like, and will your business be ready? Do you have a net or not? In getting there/what are your biggest challenges and what will put you at the top of your game? With rapid change happening in the apple industry, the growers, packers, and marketers who lead USApple ask the same questions of their Association. This means doing strategic planning. What should USApple look like to successfully meet the needs of the industry in five years? What steps should USApple take now to get there?
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