TRAVERSE CITY, MI - Improving the eating experience of berries from the inside out, North Bay Produce (NBP) is gearing up for this year’s Organic Produce Summit with a strategy for success and category lift. As we quickly approach the show on July 9-10, Ryan Lockman, Vice President of Sales and Procurement, joined me to discuss the company’s OPS program and what we can look forward to seeing from the produce operator.

“At this year’s Organic Produce Summit, we will be showcasing NBP RĖSERVE Organic Blueberries and NBP RĖSERVE Organic Blackberries. Both varieties are standout successes for our business, bringing tremendous-looking fruits with excellent taste and texture to our customers,” Ryan tells me. “NBP uses its RĖSERVE label to offer the consumer a great experience that they can be confident in, purchase after purchase. This exclusive label only uses premium genetics that have superior taste in comparison to standard varieties.”

These berries are the result of a deep commitment from North Bay that extends beyond just the field, but into the berry itself. For many years, North Bay has made significant investments in varietal development for organic products, both in our proprietary blackberry and blueberry programs.

As the square-footage at retail, offerings, and diversity of produce continues to evolve in the organic category, North Bay is leveraging the advantages within the segment for both itself and its partners.

“Organic sales will continue to increase as we see the organic offerings continually improving in overall taste profiles and appearance,” Ryan details. “North Bay’s organics are becoming more important every year, first for the health benefits but also because of the outstanding taste and appearance of the produce. Collaborating with our retail partners to develop promotional plans that showcase these items will lead to incremental sales as we move forward.”

Check out booth #512 at the 2025 Organic Produce Summit to experience the amazing North Bay Produce team and program firsthand.