PMA Hires Former Apple Industry Leader for Western Operations

Produce industry veteran Steve Lutz will expand Produce Marketing Association’s (PMA) West Coast presence when he joins the association’s staff next month as regional vice president — U.S. and Canada West. In this newly created senior-level position, Lutz will engage with members in the region to help them make the most of PMA’s year-round value, to grow their respective businesses and the global produce and floral industry.

PMA Hires Former Apple Industry Leader for Western Operations

Steve Lutz

Lutz will work closely with PMA headquarters staff and volunteer leaders to meet local members’ needs. He also will ensure Western region members know the full suite of resources available to them through PMA’s and Center for Growing Talent’s portfolio of programs and services.

Advertisement

Lutz joins another Regional Vice President, Joe Watson — U.S. and Canada East. This regional focus and local presence helps 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.

Lutz brings more than 35 years of industry experience to this new PMA position. His expertise includes product and brand development, retail and foodservice marketing, analysis, promotions, and category management. He is currently senior strategist and was formerly vice president of marketing for Columbia Marketing International, one of Washington’s largest tree fruit growers, packers, and shippers. Lutz co-founded the consumer market research firm The Perishables Group, and served as executive vice president after the firm was acquired by Nielsen. He also previously served as president and CEO of Washington Apple Commission, then the tree fruit industry’s largest domestic and international marketing order.

Top Articles
Have a Plan For Climate Change? Why Fruit Growers Need To Act Now

Lutz is no stranger to PMA, having 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.

The lifetime Washington state resident will continue to be based in Wenatchee, WA.

 

 

0