Organic Produce Summit 2019 to Present New Consumer Data and Analysis

Organic Produce Summit 2019 to Present New Consumer Data and Analysis



MONTEREY, CA - At the fourth annual Organic Produce Summit (OPS), new consumer data and analysis related to increased organic fresh produce sales will be featured as part of an educational session from the industry’s leading trade organizations on July 10-11.

Laura Batcha, Executive Director & CEO, Organic Trade Association“Consumers of all ages, all income levels, and of all demographics are buying organic, and they’re hearing and learning about organic from a wide variety of sources,” said Laura Batcha, President of the Organic Trade Association. “The Organic Trade Association has collaborated on a six-phase research project with the Natural Marketing Institute (NMI) to better understand what messages penetrate deeper than others and what attributes of organic are the most valued by today’s diverse organic customers. We are excited to unveil the comprehensive suite of produce insights at OPS this July in Monterey.”

According to a press release, Batcha will discuss a new research project done with NMI on messaging to organic customers and the development of a toolkit for organic industry members to use based on the findings of the research. Steve Lutz, PMA Regional Vice President, US West and Canada, will update OPS attendees on the latest organic performance trends and provide an initial look into focus group findings from a research partnership between the Organic Produce Network and PMA.

Moderated by MorningNewsBeat.com's Kevin Coupe, Lutz said his presentation will focus on organic fresh produce performance at retail and consumer alignment as the category continues to grow.

Steve Lutz, Regional Vice President U.S. and Canada West, PMA“How are consumers aligning their increased demand for organic fresh produce into actual purchases at the store?” Lutz asked. “What are the key purchase barriers and ways to convert potential customers into consistent buyers? We will explore the trends and opportunities that lie ahead for all OPS attendees.”

The 2019 OPS educational sessions rounds out the announcement of the educational session featuring new consumer sales data and analysis. Fresh produce leaders from three of the nations’ most progressive retail and on-line grocery operations have been confirmed as panelists for the Retailer Roundtable as well. One of the most anticipated events at OPS 2019, the Retailer Roundtable will feature panelists Don Barnett, Chief Operating Officer for Sun Basket; Greg Corrigan, Senior Director of Produce and Floral for Raley’s; and Vic Savanello, Vice President of Produce for The Fresh Market. Tonya Antle, Co-Founder of the Organic Produce Network (OPN) will serve as moderator.

Further, two important presentations featuring organic consumer activist Robyn O’Brien and award-winning chef and author Dan Barber, as well as a series of five other educational sessions focusing on a variety of topics and subject matter related to the multi-billion-dollar organic fresh produce industry are on tap for OPS attendees.

At the fourth annual Organic Produce Summit (OPS), new consumer data and analysis related to increased organic fresh produce sales will be featured as part of an educational session

Other educational sessions at OPS 2019 will include:

  • What Lies Ahead for Wholesalers of Organic Produce?
  • Tackling Food Waste—Good for the Planet and the Bottom Line
  • The Future of Organic Meals at Retail
  • International Insights and Trends on Organic Produce
  • International Organic Produce Supply

Also, OPS 2019 includes a selection of field tours for retailers and buyers, a gala opening night reception, and a trade show featuring 148 producers and processors of organic fresh produce from across North America and the world.

For more news on the upcoming live event, keep checking back with AndNowUKnow.

Organic Produce Summit



Companies in this Story


Organic Produce Summit

The Organic Produce Summit is the best place to network with industry leaders, educators, and innovators in the fresh...

Organic Trade Association

The Organic Trade Association (OTA) is the membership-based business association for the organic industry in North America...