Organic Produce Summit announces fireside chat, new label-messaging session

Organic Produce Summit, the only event exclusively dedicated to connecting buyers and suppliers in the organic fresh produce industry, has scheduled a final keynote, “Retail Fireside Chat,” to take place on July 11 following Nicholas Bertram's morning keynote.

Participating in the Fireside Chat are Robby Cruz, VP of produce at Target and Patrick Haines, VP of produce at United Natural Foods, with Kevin Coupe, who writes at Morning News Beat.com as moderator.

In this keynote, industry experts will tackle critical challenges in boosting retail sales. Panelists include Robby Cruz, VP of produce at Target and Patrick Haines, VP of produce at United Natural Foods. Kevin Coupe, who writes at Morning News Beat.com and teaches at Portland State University’s Center for Retail Leadership in Oregon, will moderate the panel. They will explore industry topics such as organic program evolution, consumer preferences and the impact of technology on operations. The panel will also dive into changing consumer behaviors and the role of artificial intelligence in growing both organic and overall produce sales.

Cracking the Code panelists include, from left, Mary Heslep, SVP at Ten Acre Marketing; Kim Chackal, co-owner and director of sales & marketing at Equifruit; Joe Merenda, CEO at Misionero; and Michael La Kier, VP brand development at IGA Brands.

Education: Label messaging at retail

In addition, a new educational panel discussion has been set up. “Cracking the Code: Label Messaging at Retail,” will delve into the many keywords consumers face when shopping for fresh produce, including organic, pesticide-free, locally grown and sustainable, and explore whether this type of messaging resonates or confuses customers.

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This session, at 8 a.m. July 11, will address whether the industry is successfully navigating these buzzwords and marketing strategies, examine how to better articulate the advantages of organic produce and communicate how the products are grown. Panelists include Mary Heslep, SVP at Ten Acre Marketing; Kim Chackal, co-owner and director of sales & marketing at Equifruit; Joe Merenda, CEO at Misionero; and Michael La Kier, VP brand development at IGA Brands.

Organic Produce Summit 2024 is a two-day event specifically designed to bring together organic fresh produce growers, shippers and processors with retailers and buying organizations from across North America. The eighth annual event will be held July 10-11 in Monterey, California.

OPS 2024 also includes a selection of field tours for qualified retailers and buyers, an opening night reception and a sold-out trade show floor featuring more than 175 producers and processors of organic fresh produce from across North America and the globe.

Visit the Organic Produce Summit website for more information and to register.