New consumer data and analysis related to increased organic fresh produce sales from a pair of the industry’s leaders will be featured as part of an educational session at the fifth annual Organic Produce Summit, in Monterey, CA.
Laura Batcha, President of the Organic Trade Association, will discuss research done in conjunction with the Natural Marketing Institute (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, senior vice president of insights and innovation for Category Partners, will update OPS attendees on the latest organic retail sales data, analysis and trends, while providing an overview of increased sales opportunities.
Right: Laura Batcha.
The session, Organic Fresh Produce Sales Data and Analysis, will be moderated by Tonya Antle, co-founder of the Organic Produce Network. “As organic fresh produce sales continue to grow and outpace conventional produce sales, there is outstanding information and data to be shared among OPS attendees on where opportunities for further growth lie, as well as areas where new customer acquisition can come from,” said Antle.
Category Partners’ Lutz said his presentation will focus on organic fresh produce performance at retail and consumer alignment as the category continue to grow. “How are consumers aligning their increased demand for organic fresh produce into actual purchases at the store? 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,” Lutz said.
Right: Steve Lutz.
In its fifth year, the Organic Produce Summit is the only event dedicated exclusively to bringing together producers and buyers of the organic fresh produce industry. The announcement of the first educational session announcement is part of six breakout educational sessions for OPS attendees. Additionally, the event recently announced the first of its keynote presenters, co-founders of nationally acclaimed fast causal restaurant chain sweetgreen, Nicolas Jammet and Jonathan Neman, as one of three keynote presentations.
Among other educational sessions on tap for OPS 2020 are:
- Obstacles and Opportunities for Organic in Foodservice
- Is Regenerative the “New” Organic?
- How Do Independent Retailers Handle Organic?
The fifth annual OPS features a sold-out exhibition that will showcase 152 of North America’s organic fresh produce growers, shippers and processors exhibiting their products to over 250 retailers and buyers. Field tours at several of the nation’s leading organic producers are also available for qualified retailers and wholesalers at OPS.
For more information: 
Matt Seeley
Organic Produce Network
Tel: +1 (831) 884-5092
Email: matt@organicproducenetwork.com
www.organicproducesummit.com