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November 14-16, 2022
JW Marriott San Antonio Hill CountrySan Antonio, TX

Tripp Hughes
Senior Director - Consumer Strategy at Organic Valley


Tripp Hughes is Senior Director of Consumer Strategy for CROPP Cooperative / Organic Valley, the Nation’s leading Organic, Farmer-Owned Cooperative. 

CROPP had sales revenues of +$1 billion in 2020.  As lead for Consumer Strategy for the Coop, Tripp has responsibility for working with his Marketing teammates to facilitate the consumer strategy in bringing the Organic Valley brand to life, knowing that in today's world brands need to speak transparently and authentically.

Tripp has been involved in food marketing for over 20 years, and prior to his role as Senior Director, Tripp has held positions in Brand Management, Category Management and Sales Planning with Organic Valley and Horizon Organic.

Agenda Sessions

  • The Value of "Values": Importance of understanding the "Values" Driven Consumer in today's Rapidly Evolving Landscape