Front Row: Danielle Cote, Member Engagement Manager; Alexis Bramley, Director of Strategic Projects; Matthew Dillon, Co-CEO; Irene Cardozo, Director of Industry Marketing and Communications; Lucie Shamlou , Industry Relations Coordinator; Elias Miller, Ph.D. Manager of Science Programs, The Organic Center; Lynne Haynor, Organic Conservation Specialist; Tom Chapman, Co-CEO
On June 9–10, staff from the Organic Trade Association (OTA) and The Organic Center gathered in Chicago for a two-day retreat focused on professional development, industry insights, collaboration, and team building.
With team members spread across the country and working remotely throughout the year, the retreat provided a valuable opportunity to connect in person, strengthen relationships, and deepen our understanding of the evolving organic marketplace.
Building Stronger Leaders and Teams
The retreat kicked off at SPINS' Chicago headquarters, where staff participated in a leadership and communication workshop facilitated by Scott Ray Merchant, instructor with The Leaders Institute.
The session, Communication Skills for Leaders: How Personalities Influence Teamwork, explored how different communication styles shape workplace interactions and team dynamics. Through interactive exercises and group activities, staff learned how to better understand personality types, identify communication strengths and challenges, build trust and rapport, and become more effective collaborators.
Topics included:
- The four primary communication styles: Amiable, Analytical, Driver, and Expressive Active listening techniques
- Seven strategies for building trust and rapport
- How different personalities approach problem-solving, decision-making, and teamwork
The workshop combined practical leadership tools with hands-on activities that encouraged participation, self-awareness, and stronger connections across departments.
Exploring Organic Market Trends with SPINS
The afternoon featured a presentation from Scott Dicker, Senior Director and Head of Research & Insights at SPINS, who shared the latest consumer and marketplace trends shaping organic and natural products.
Key insights included:
🔹Health remains the leading driver of organic purchasing decisions, while sustainability continues to be important but typically ranks lower among consumer purchase motivators.
🔹Fiber is emerging as one of the fastest-growing nutrition trends as consumers increasingly focus on overall wellness and nutrient density.
🔹The industry may be moving beyond "peak protein" as brands begin shifting attention toward broader nutritional needs.
🔹Private label organic products continue creating new opportunities for growth and accessibility.
🔹Multiple certifications and claims can help consumers understand product benefits when used clearly and strategically.
🔹Consumers increasingly respond to messaging that emphasizes what products contain rather than what they exclude.
🔹Organic products carrying additional certifications such as grass-fed, pasture-raised, regenerative organic, and non-GMO continue to demonstrate strong market performance.
🔹Lower-income households are becoming one of the fastest-growing segments of organic purchasers as availability and affordability improve.
The presentation sparked thoughtful discussion around consumer behavior, retail merchandising, product positioning, and opportunities to continue growing demand for organic products.
Aligning Around Organizational Goals
Staff also spent time reviewing organizational priorities and departmental goals for the remainder of the year, discussing opportunities for cross-team collaboration and identifying ways to better support members, partners, and stakeholders across the organic sector.
These conversations helped ensure alignment across OTA and The Organic Center while providing space for teams to share ideas, challenges, and opportunities for future growth.
The Amazing Organic Race
The second day featured a citywide team challenge dubbed "The Amazing Organic Race," an interactive scavenger hunt designed to strengthen organic market knowledge through real-world retail exploration.
Working in teams, staff visited grocery stores, co-ops, natural food retailers, and specialty shops throughout Chicago to investigate how organic products are marketed, merchandised, labeled, and positioned for consumers.
The challenge encouraged participants to examine:
- Pricing and shelf placement
- Organic versus conventional product comparisons
- Consumer-facing marketing and merchandising strategies
- Labeling and certification claims
- Organic products beyond food, including textiles, supplements, personal care, and pet products
- Opportunities to improve consumer understanding of organic and related certifications
Teams returned to present their findings, highlight examples of effective organic marketing, identify areas of consumer confusion, and pitch innovative ideas that could help retailers and brands better communicate the value of organic products.
A common theme emerged across presentations: retailers play a critical role in helping consumers discover, understand, and choose organic products. Teams generated creative ideas focused on improving in-store education, merchandising, and retailer support to help organic products stand out and succeed.
Strengthening Connections Across the Team
The retreat concluded with additional team-building activities, including a friendly bowling competition and opportunities for informal networking and relationship building.
While the retreat offered plenty of fun and camaraderie, its primary purpose was to invest in the people who support OTA members and advance organic every day. By combining leadership development, industry education, strategic planning, and hands-on market exploration, the retreat helped strengthen staff expertise and reinforce a shared commitment to serving the organic sector.
A special thank you to SPINS for hosting our team and sharing valuable market insights, and to Scott Ray Merchant for leading an engaging leadership workshop. A special thank you to Ryan Pintado-Vertner, Founder and CEO of Smoketown, for serving as a guest judge for the innovation challenge. With more than 20 years of experience helping natural and organic CPG brands grow through strategy, marketing, and innovation, Ryan brought valuable industry perspective to the retreat.
As the organic marketplace continues to evolve, opportunities like these help ensure OTA and The Organic Center remain informed, connected, and equipped to support the growth and success of organic businesses nationwide.