Organic Summit features analysis of new consumer data

Organic Summit features analysis of new consumer data

The fourth annual Organic Produce Summit will feature consumer data and analysis on growing sales of organics, backed by new research on what’s driving fresh produce sales in the sector.

Laura Batcha, president of the Organic Trade Association, and Steve Lutz, Produce Marketing Association vice president of U.S. West and Canada, will present research on July 11, the second day of the two-day seminar in Monterey, Calif.

Batcha will discuss a project with the Natural Marketing Institute on messaging to organic customers and a toolkit for industry members to use based on the findings of the research, according to a news release. Lutz will discuss the latest organic performance trends and an initial look at focus group findings from a PMA and Organic Produce Network partnership.

Kevin Coupe, founder of, will moderate the session.

“Consumers of all ages, all income levels, and of all demographics are buying organic, and they’re hearing and learning about organic from a wide variety of sources,” Batcha said in the release. “The Organic Trade Association has collaborated on a six-phase research project with the Natural Marketing Institute to better understand what messages penetrate deeper than others, and what attributes of organic are the most valued by today’s diverse organic customers.”

For information on registration and other education session, visit