Organizational Announcement


Dear Member,

I am writing today to announce the departure of Greg Chavez, The Vision Council's executive vice president of operations and membership, and to celebrate his new and exciting role as the CEO for the Dental Trade Alliance (DTA).

Greg has spent 17 years with The Vision Council and has become part of the DNA of the organization as he's worked tirelessly to grow The Vision Council's membership from 80 companies to nearly 800. This incredible accomplishment can be credited to Greg's leadership skills, authenticity and passion for the optical industry. Additionally, Greg has led The Vision Council's research team to new heights with challenging assignments and determination to lead the vision community securely into the future with data-driven information.

As we celebrate Greg's accomplishments at The Vision Council, it is clear that he will make a great fit at the Dental Trade Alliance based on the similarities between the dental and optical industries. This includes the unique intersection of healthcare and manufacturing as well as the likeness of challenges both industries face.

The Vision Council team has worked with Greg over the last month to prepare for this transition. We remain committed to promoting the growth of the industry and will continue to work diligently to serve our members. Please do not hesitate to reach out to me or directly contact the senior management team members below:

For IT and Operations information, please contact Brian Carroll.

For Membership, Division and Market Research information, please contact Maureen Beddis.

For Shows information, please continue to contact Mitch Barkley.

I will oversee our Government & Regulatory Affairs program in the interim. Please join me in congratulating Greg for this huge and well-deserved accomplishment.


Ashley A. Mills
Chief Executive Officer
The Vision Council

General Updates from The Vision Council
Sunglass & Reader Division
Lens Division
Lab Division
Lens Processing Technology Division
Low Vision Division
Optical Retail Division
Eyewear & Accessories Division