EAST WENATCHEE, WA - After years and years worth of marketing experience to back him up, Steve Lutz became the Regional Vice President for the Produce Marketing Association (PMA). But now, Lutz is returning back to his roots and stepping down from PMA to open a new marketing and strategic communications venture.

“I truly appreciate the opportunity I had to serve the industry in my position at PMA,” said Lutz. “PMA is a great organization with a first-class staff. However, I felt a strong pull to return to the areas of marketing, research, and category analytics where I excelled throughout my entire career.”

In addition, he will leverage professional connections in data, design, social media, and communications as needed to support his clients. According to a press release, Lutz was previously Chief Strategist and Vice President of Marketing for CMI Orchards. Prior to that, he was Executive Vice President for Nielsen Perishables Group and served as President and CEO of the Washington Apple Commission.

“Over the course of my career I’ve had the opportunity to work with some of the most creative minds in the industry,” Lutz continued. “There is a real opportunity to harness the skills of these individuals to support the industry.”

Not only would he be shifting careers again, but there’s also the added challenge of the ever-changing consumer moods.

“The explosion of new brands, proprietary varieties, and fragmentation of retail outlets has completely changed the game for the produce industry,” said Lutz. “As consumers shift purchases from commodity products to proprietary brands and organics, the interest and opportunities—as well as the challenges—for growers have never been higher.”

Lutz will officially leave PMA on August 2. We at ANUK look forward to his endeavors.