Cathy Burns, CEO of the Produce Marketing Association caught my attention when I heard that Courage was one of the organization's core values. We don't typically hear values discussed within the association space, and I certainly haven't heard courage being identified as one, so my ears perked up right away. In this episode Cathy shares the genesis of the PMA's core values and how they are impacting every part of the organization.

Leadership requires not only doing brave things, it means speaking the unspeakable sometimes. By identifying courage as a value PMA has given staff and volunteer leaders permission to do things and talk about things that are sometimes hard.

It has also lead the PMA to be more innovative and reach into spaces where they may not have gone in the past.

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