Fields of Green: Triumphs and Trials of an American Business Pioneer

In 1973, Howard Long wrote the president of California-based Western Growers–a powerful association representing half of America’s produce suppliers–notifying them of his intent to sue because of restrictive lettuce shipping practices. Twelve months later, Long’s challenge literally changed the way the industry did business. His victory marked the beginning of a long and prosperous relationship between McDonald’s Corporation and his company, Coronet Foods: one of the world’s largest suppliers of pre-cut produce to the fast-food industry.

Fields of Green is the account of a man’s vison and entrepreneurial drive that took him from a small town on the banks of the Ohio River to the heights of a world-class business with plants in five countries and over 2,000 employees. It is a poignant account of victory in a tough industry, Long’s failing health, the demise of his life’s work, and his sustaining faith in God.

Howard W. Long is the retired founder and chairman of Coronet Foods. Throughout his career, he has served on the boards of numerous corporations and charities, and continues as a trustee for Regent University in Virginia. Howard and his wife, Wendy, have five children, and divide their time between West Palm Beach, Florida, and Wheeling, West Virginia.