About New Aces Pecan Company

In May 2004, Tony Browning and John Potter became partners in the founding of New Aces, Inc. Not long after starting the marketing business, Tony started sharing his overarching vision and quest to build the most state-of-the-art pecan processing plant.

Although already successful in sales and marketing, Tony continued to emphasize his vision that New Aces needed to control the process from the field through production. A veteran in logistics and shipping, he knew that turnkey control was the best way to ensure supreme quality for his customers. Tony understood how to connect farmers to brokers (like himself) and to consumers. “I can buy and sell these nuts, then negotiate in the future,” he said. “I’ll know where the market will eventually end up.”

Pecan Processing

Tony’s vision was to create a new way of processing — like a chain.

New Aces Pecan Orchard

Tapping into their expertise in marketing, logistics, and transportation for the chile and almond industries, respectively, Tony and John set out to make the New Aces dream come true. The idea came full circle when Don and Louis Biad joined as partners, bringing decades of experience running chile and extraction plants. The ultimate icing on the cake was an available plant in Las Cruces, New Mexico, the heart of pecan country.

Tony was instrumental in the vision and design of the plant. During his final days, he worked closely with the Biads to fine-tune the plant design. From the start, based on the final design plans, the founders knew it was going to work, especially given Tony’s blessing and the belief that a state-of-the-art plant would control their destiny.

New Aces Processing Plant

“Tony had a gift for bringing people together and he only worked with people he really liked.”
Tony’s widow, Fatima Browning



Tony and the Biads start working together in the chile business


Tony and the Biads form New Aces, Inc. pecan marketing company


Partners Tony Browning, Louis Biad, Don Biad and John Potter found New Aces Pecan Company

Group secures the Las Cruces plant location

Plant construction begins

Paul Koenig tapped to run Grower Relations team

Humberto Reyes joins as manager of the Quality Assurance team

Sonja Roeder relocates to Las Cruces and continues managing Customer Service, Logistics and Inventory Department


First run

Paul Veyette joins to run Sales Department

Tony Browning passes away

New Aces earns GMP Certification (food safety compliance)


New Aces Earns Level II SQF certification

“The pecan industry is where almonds were in the 1980s. This is a huge opportunity for my partners and me, and we’re committed to the pecan industry. The New Aces plant was the first stepping stone required in order to make significant progress.”
– John Potter, Partner

New Aces Pecan Company
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