MONTEREY, CA - Organic Produce Summit (OPS) always brings the heat when it comes to educational segments, and this announcement is no different. The final keynote session, “Retail Fireside Chat”, set to take place on Thursday, July 11, will tackle critical industry challenges in boosting retail sales.

This keynote session is moderated by Kevin Coupe, Author at Morning News Beat, and features panelists Robby Cruz, Vice President of Produce at Target; and Patrick Haines, Vice President of Produce at United Natural Foods, Inc. (UNFI).

It will dive into industry topics such as organic program evolution, consumer preferences, and the impact of technology on operations. The panel will also explore changing consumer behaviors and the role of AI in growing both organic and overall produce sales.

In addition to the final keynote, Organic Produce Summit announced a new educational panel discussion "Cracking the Code: Label Messaging at Retail."

According to a press release, this session will delve into the many keywords consumers face when shopping for fresh produce, including 'organic,' 'pesticide-free,' 'locally grown,' and 'sustainable,' and explore whether this type of messaging resonates or confuses customers.

On the panel itself is Mary Heslep, Senior Vice President, Ten Acre Marketing; Kim Chackal, Co-Owner and Director of Sales and Marketing, Equifruit; Joe Merenda, Chief Executive Officer, Misionero; and Michael La Kier, Vice President of Brand Development, IGA Brands. They will discuss whether the industry is successfully navigating buzzwords and marketing strategies, and examine how to better articulate the advantages of organic produce to shoppers.

We’ll continue to report on the show in the lead-up to the event!