Lutz to leave PMA, start marketing venture

Industry veteran Steve Lutz has resigned his position as regional vice president with the Produce Marketing Association BB #:153708 to open a new marketing and strategic communications venture.

“I truly appreciate the opportunity I had to serve the industry in my position at PMA,” said Lutz. “PMA is a great organization with a first-class staff. However, I felt a strong pull to return to the areas of marketing, research and category analytics where I excelled throughout my entire career.”

“The explosion of new brands, proprietary varieties and fragmentation of retail outlets has completely changed the game for the produce industry,” said Lutz. “As consumers shift purchases from commodity products to proprietary brands and organics, the interest and opportunities—as well as the challenges–for growers have never been higher.”

Lutz says he intends to utilize his professional experience in marketing, research and data analysis with the new venture. In addition, he will leverage professional connections in data, design, social media and communications as needed to support his clients.

“Over the course of my career I’ve had the opportunity to work with some of the most creative minds in the industry. There is a real opportunity to harness the skills of these individuals to support the industry.”

Lutz was previously chief strategist and Vice President of Marketing for CMI Orchards. Prior to that he was a co-founder and Executive Vice President for Nielsen Perishables Group and served as President and CEO of the Washington Apple Commission.

Lutz will officially leave PMA on August 2nd
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For more information contact: Steve Lutz @ 509.421.4677 or by email at steve@stevelutz.org.

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