Consumer market research expert Steve Lutz is joining the Produce Marketing Association as regional vice president-U.S. and Canada West.
In this new position at the association, Lutz will work with PMA members in the western U.S. and Canada, to help them grow their business, and educate them on the resources available to them through the PMA and the association’s Center for Growing Talent.
Lutz will begin in June, and work from Wenatchee, Wash.
He is a founder of the research firm Perishables Group, which sold to Nielsen in 2012. Lutz joined Columbia Marketing International in 2013, handling marketing, brand and business development and corporate communications, according to a PMA news release. He left CMI in spring 2017, but continued as a senior strategist with the fruit company.
In the release, PMA said the new role complements the efforts of Joe Watson, regional vice president of U.S. and Canada East. Lutz reports to Richard Owen, PMA vice president of global membership and engagement.
“Steve’s deep industry knowledge and connections will help us fulfill our ongoing mission and vision to grow a healthier world,” PMA CEO Cathy Burns said in the release.
“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 and industry,” Burns said.
Lutz has been involved with PMA in the past, serving on the association’s board, Fresh Summit Committee and former retail division board.