Washington apple industry mourns organic sales pioneer

Matt Miles, a long-time organic salesman in the Washington apple industry, died Dec. 7. He was 49.

A 27-year veteran of the apple industry Mr. Miles made a name for himself in organic apple sales dating back to 1997 with a variety of companies like FirstFruits Marketing and L&M Northwest.

Graduating from Washington State University with a degree in agricultural economics, Mr. Miles kicked off his sales career with C.H. Robinson and quickly saw the growing opportunity in organics. He recognized that organics would be the future and began to cultivate relationships with the organic growing community.

Thanks to his exceptional mathematical and analytical skills Mr. Miles was known for developing predictive data models for both retailers and growers. Those same skills, along with his expert data stories also were the backbone of his yearly “state of the organic apple” presentation that growers looked forward to.

From his earliest days on this sales desk, he understood that organics weren’t just another PLU or another box of fruit, it was a story rooted in sustainability and a value-added opportunity for the growers.  “When Matt came to L&M Northwest in 2005, we had a one grower organic program,” said Andy Tudor, then director at L&M.  “Within three years, Matt had tripled the size of our program and increased grower returns thanks to his meticulous planning and industry understanding that had allowed him to map industry growth and plan for utilization.”

It seems it was that unwavering attention to detail and commitment to organics that also had others remembering his wins. “Matt and I started working together in the 1990s, when I was at Peterson Fruit and Matt built a new program of certified organic growers,” said Lon Hudson, formerly of Peterson Fruit and current sales manager at FirstFruits Marketing. "Although Matt was a salesman, he put growers first and their loyalty to him showed as those growers followed him to every organization he worked at, helping both the growers and his organization win in the organic space.”

Loyalty was at the core of who Mr. Miles was for friends and family: to his wife and daughters as a husband and father, to his family and neighbors who he was always there for, to the growers, co-workers and customers that called him a friend. Many have said Mr. Miles would be there to help if you called.

Mr. Miles is survived by his wife, Kristi; daughters, Ashley and Sydney; his parents and one brother.