NAFDMA is managed by White Loaf Ridge Management Company (WLR), an independent contractor whose top priority is to provide personalized service to its clients. The company was born out of owner Charlie Touchette's interest in satisfying the agricultural industry with educational and business development opportunities to nurture the livelihood of families who operate farms. WLR uses cutting-edge technology while maintaining the deeply rooted traditions, values, and culture enjoyed by family farmers and related professional service providers.

Charlie Touchette
In his role as manager of NAFDMA, Charlie serves as the association's executive director. Charlie was previously employed for 12 years as executive director of the Federation of Massachusetts Farmers' Markets. Charlie has a strong agricultural background. He has been a leader in farm direct marketing throughout the United States over the past decade. Charlie is particularly known for his expertise in conference implementation, association development, and group dynamics.

For NAFDMA, Charlie's role is to focus on administration, board of director relations, contracts and negotiations, fundraising and sponsorships, conference, trade show and tours management, and membership and association development.

Charlie defines his primary professional calling as one to ensure that farm family business operations can satisfy the desired lifestyles of the family members that operate them. He also maintains a 40-acre family farm himself. The farm requires low maintenance, as it produces specialty livestock, hay, and a managed woodlot.

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