Ascenso Tires North America Names Ryan Lopes VP of Marketing

Apr 24, 2025

Ascenso Tires North America, one of the fastest growing off-highway tire companies, is pleased to announce the appointment of Ryan Lopes as Vice President of Marketing and Business Strategy, effective immediately. In this role, Lopes will lead the company’s North American marketing initiatives and strategic planning efforts, reinforcing Ascenso Tire’s position as an industry innovator.

With more than 12 years of experience in the tire industry and corporate strategy, Lopes brings a proven track record of enhancing brand value and expanding market share. Prior to this role, Lopes was responsible for global business development of new tire categories for Ascenso, during which he was instrumental in setting up a greenfield solid tire factory for the organization.

"We are thrilled to welcome Ryan to our team,” said Thom Clark, President of Ascenso Tires North America. “His expertise in strategic marketing and business development will be invaluable and play a key role in propelling our next phase of growth.”

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Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.