Organizers of the upcoming Organic Produce Summit have revealed the event’s final keynote session, which will explore topics such as organic program evolution, consumer preferences and the impact of technology on operations.
“Retail Fireside Chat” will be moderated by Kevin Coupe, content guy and author at Morning News Beat, with panelists Robby Cruz, vice president of produce at Target, and Patrick Haines, vice president of produce at United Natural Foods Inc. The panel also will discuss changing consumer behaviors and the role of artificial intelligence in growing both organic and overall produce sales, according to a news release.
The session is set for Thursday, July 11, following Flashfood CEO Nicholas Bertram’s morning keynote about tackling critical industry challenges in boosting retail sales. The eighth annual Organic Produce Summit will be held July 10-11 in Monterey, Calif.
In addition to the final keynote, the Organic Produce Summit will host a new educational panel discussion, “Cracking the Code: Label Messaging at Retail.” The session will address the many keywords consumers face when shopping for fresh produce — such as organic, pesticide-free, locally grown and sustainable — and explore whether this type of messaging resonates or confuses customers, the release said.
Mary Heslep, senior vice president at Ten Acre Marketing; Kim Chackal, co-owner and director of sales and marketing at Equifruit; Joe Merenda, CEO at Misionero; and Michael La Kier, vice president of brand development at IGA Brands, will discuss whether the industry is successfully navigating these buzzwords and marketing strategies, as well as examine how to better articulate the advantages of organic produce and communicate how the products are grown, according to the release.
Organic Produce Summit 2024 is a two-day event designed to bring together organic fresh produce growers, shippers and processors with retailers and buying organizations from across North America. The event includes a selection of field tours for qualified retailers and buyers, an opening night reception and a sold-out trade show floor featuring over 175 producers and processors of organic fresh produce from across North America and the globe.
