NEWARK, DE - Produce industry veteran Steve Lutz is joining Produce Marketing Association’s (PMA) team as the Regional Vice President – U.S. and Canada West, a newly created senior-level position focused on expanding PMA’s West Coast presence and bolstering the association’s year-round value in the global produce and floral industry. No stranger to PMA, Lutz previously served on the association’s Board of Directors, on PMA’s former Retail Division Board of Directors, and as Chair of the Fresh Summit Committee.
“My entire career has been devoted to helping produce companies or industry sectors grow their businesses, so I am excited by the opportunity to help PMA achieve its vision of ‘bringing together the global produce and floral community to grow a healthier world,’” said Lutz. “Getting to focus on the entire supply chain appeals tremendously to me. I’m looking forward to getting started.”
With over 35 years of industry experience, Lutz’s expertise includes product and brand development, retail and foodservice marketing, analysis, promotions, and category management. He currently serves as the Senior Strategist and was formerly the Vice President of Marketing for Columbia Marketing International, a Washington state tree fruit grower, packer, and shipper. Prior to working for Columbia Marketing International, Lutz served as President and CEO of the Washington Apple Commission, a treefruit domestic and international marketing order. Lutz also co-founded the consumer market research firm The Perishables Group and acted as Executive Vice President after the firm was acquired by Nielsen.
Before joining the produce industry, Lutz earned a Master’s Degree in business administration from City University of Seattle and a Bachelor of Arts degree in communications studies from Washington State University, as well as completed Stanford Graduate School of Business’ marketing management executive program. According to a press release, Lutz’s experience has earned him a top spot as an industry thought leader on topics from marketing to future trends and is a frequent speaker at industry conferences and a commentator in industry trade press coverage.
“Steve’s deep industry knowledge and connections will help us fulfill our ongoing mission and vision to grow a healthier world,” said PMA CEO Cathy Burns. “As PMA strives to turn the global fresh produce and floral supply chains into an interconnected community of people and ideas, Steve’s leadership and strategic insights will help us deliver even more value to members of our industry. I am delighted to welcome him to the PMA team.”
With PMA, Lutz will join Joe Watson, Regional Vice President – U.S. and Canada East, in serving the United States and Canada. As Regional Vice President – U.S. and Canada West, Lutz will work with PMA headquarters staff and volunteer leaders to meet local members’ needs and ensure Western region members know the full suite of resources available to them thanks to PMA’s and Center for Growing Talent’s (CGT) portfolio of programs and services. His regional focus and local presence will help achieve PMA’s mission to connect, inform, and deliver industry solutions to enhance members’ prosperity.
Lutz will report to Richard Owen, PMA’s
Vice President of Global Membership & Engagement and will be based out of Wenatchee, WA.
Congratulations, Steve Lutz, on the new role! For more news like this, keep checking back with AndNowUKnow.
