WENATCHEE, WA - After just over four years as Vice President of Marketing for CMI Orchards, the company has announced that Steve Lutz will be moving into a new position effective March 31.

“Last summer I approached Bob about changing my role at CMI,” said Lutz. “We talked about the fact that over a career spanning nearly 40 years I had personal and professional goals that I still want to pursue. Bob was very gracious in working with me to initiate the transition that is now nearing completion.”

Lutz joined the company in his VP position in 2013, according to a press release, coming in to manage marketing functions, brand development, corporate communications, business development, and category management.

“I fully appreciate the contributions Steve has made to marketing excellence at CMI,” said Bob Mast, the company’s President. “Under Steve’s leadership, the marketing team has taken our programs to the next level. His strategic and analytical skills are unmatched, and Steve has had a profound impact on our programs.”

Mast stated that the two have worked closely to ensure a smooth transition over the last several months. He continued, “As a result of our planning, CMI is very well positioned for the future. We have hired Steve’s successor, and we will be publicly announcing this in mid-March.”

Prior to joining CMI Orchards, Lutz served as President of the Washington Apple Commission, and in 2000 he became a founding partner and Executive Vice President of the Chicago-based research firm Perishables Group. Lutz and his partners finalized an agreement to sell the Perishables Group to Nielsen in 2012, after which he left to join CMI Orchards.

“CMI is a wonderful organization with outstanding management and a terrific staff,” said Lutz. “I’m grateful to Bob Mast, the ownership, and the entire CMI family for the opportunity to be a part of this really great team.”

Lutz explained that in this new position he will continue to work with CMI as needed on strategy development, category management and data analysis, but in ways that allow more flexibility with his schedule.

“We look forward to continuing to work with Steve in a role that allows him the much-deserved freedom to pursue more of his personal goals while still allowing him to be actively involved in an industry that he has helped guide over his many years of service,” said Mast.

In 2014, the out-going VP of Marketing was left hospitalized after a severe bike crash in the Boise Ironman, an experience he explained reset his priorities.

“I’m back to 100%, but the long recovery from that crash was a wake-up call. It caused me to start thinking about the importance of prioritizing personal goals that have always been second to my professional responsibilities,” said Lutz.

Congratulations to Steve, on this latest transition in his career with CMI Orchards and the produce industry.

CMI Orchards