May 23, 2018

PMA hires regional VP for western US, Canada

The Produce Marketing Association (PMA) has created a senior leadership position for its West Coast presence.

Produce industry veteran Steve Lutz joins the association’s staff next month as regional vice president – U.S. and Canada West. He will work with PMA members in the region to grow their respective businesses and the global produce and floral industry.

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

Lutz joins Joe Watson, regional vice president – U.S. and Canada East, in serving the United States and Canada. 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.

“My entire career has been devoted to helping produce companies or industry sectors grow their businesses, so I am excited by the opportunity to help PMA achieve its vision of ‘bringing together the global produce and floral community to grow a healthier world’,” Lutz said in a news release. “Getting to focus on the entire supply chain appeals tremendously to me. I’m looking forward to getting started.”

Lutz has more than 35 years of industry experience, including 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 state’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.

Lutz earned a master’s degree in business administration from City University of Seattle. He 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.