Organic Valley recently named Shawna Nelson as its new CEO. Nelson joined Organic Valley in 2005 as a human resources intern and has worked in many roles across the cooperative including marketing, sales analysis, recruitment, employee relations, field operation and dairy pool management. Most recently, she served as executive vice president of membership, working directly with farmer owners; leading programs focused on cooperative governance, member services and sustainability; and overseeing all pools, including dairy, eggs, meat and produce.
Progressive Dairy Editor Kimmi Devaney interviewed Nelson to learn about her background, vision for the cooperative and current state of the organic dairy sector.
What is your vision for Organic Valley as the new CEO?
NELSON: My vision for Organic Valley focuses on growth, trust and long-term impact. I want us to be a brand that people are proud to support because they know we prioritize farmers, animals and the planet.
Over the next five years, I aim for us to lead in organic food, expand our market presence and stay true to our core values.
I am excited about creating a future where organic family farms thrive. My commitment is to ensure our cooperative flourishes for generations, providing lasting opportunities for farmers with a strong market, stable and sustainable pay prices and a hopeful future.
We have tremendous potential to grow our brand within existing categories based on consumer demand for healthy organic solutions. We need to make Organic Valley widely available across grocery, mass, convenience and food service sectors. As consumers shift from processed foods to organic options, we can extend our trusted brand into new categories.
Are you making any changes to the overall business structure and/or strategic direction?
NELSON: My primary aim during this leadership transition is to ensure continuity and to build upon the momentum we have already achieved. As part of the executive team responsible for developing our 2025 annual operating plan and three-year strategic plan, I am confident in the strength and direction of our current plans. Consequently, we will not be implementing significant changes to our strategic direction at this time.
Jeff Frank has established an exceptionally strong executive team, and I look forward to continuing our collaborative work toward advancing our mission. As a cooperative, we have prioritized succession planning and the creation of meaningful development plans. This investment was reflected in our smooth CEO transition, the promotion of two current employees to our executive team and the finalization of our executive team structure within one week of my transition.
What are the greatest challenges facing the organic dairy sector? How is your team planning to address these issues?
NELSON: One of the most pressing issues facing the organic dairy sector is the strong consumer demand for organic products outpacing the supply available in the marketplace. This mismatch poses a risk to maintaining consistent availability and meeting the growing expectations of our customers.
Organic Valley has been dedicated to keeping farms in business for over 30 years, and this remains our top priority. This is demonstrated through our foundational philosophy to achieve a stable and sustainable pay price for our members. We are working with our current farmers who have an interest in increasing production to do so and improve their profitability.
We also work directly with farms looking to transition to organic through their three-year transition, including our transition program that supports farmers in their final year of transition. Additionally, we are strategically focused on supporting farmers with succession to ensure organic acres stay in organic production.
What are the greatest opportunities for organic dairy in 2025?
NELSON: The future for organic dairy in 2025 is full of opportunity. Consumer demand for organic products is stronger than ever. People are embracing healthier lifestyles and becoming more environmentally conscious, and they are specifically seeking out organic dairy.
There is also a growing excitement around the role our farmers play in protecting the planet. Our farmers are leading the way in adopting environmentally friendly practices, and that commitment not only benefits the earth but also strengthens the long-term sustainability of our farms.
On top of that, we are constantly innovating to meet the evolving needs of consumers. Our new American and Fiesta American Cheese Block line are a perfect example of how we are expanding our offerings and meeting consumer needs. Although it’s a new product, the Fiesta American Cheese Block has become an instant favorite in my household for easy-to-make but amazing queso dip!
What excites you most about leading Organic Valley?
NELSON: What excites me most about this role is the opportunity to fight for the future of family farms every single day. After leaving our annual meeting, I felt incredibly inspired. Bringing together our farmers and employees to talk about where we’re headed reminded me why this work matters so deeply. I’m looking forward not just to the next year, but to the next decade of advancing our mission.
When I started my career at Organic Valley as an intern, I never imagined I would someday lead this incredible cooperative. The encouragement and support from past leaders in stepping out of my comfort zone and developing my skills have been invaluable. When Jeff Frank moved on to another opportunity, our board president, David Hardy, discussed potentially enacting our emergency succession plan. Despite the emotion of Jeff’s departure, I knew I wanted to our next CEO. The board acted swiftly, conducted a full CEO interview process on a Saturday afternoon and appointed me CEO by the end of the day.
As the first woman to lead this cooperative, I’m committed to building on our legacy while championing collaboration, innovation and the values that set us apart in the organic food movement.
This cooperative is part of my community. I grew up here, I live here, and I know how important Organic Valley is to our rural towns and farming families. That personal connection, combined with the experience I’ve built over the years, makes this role incredibly meaningful to me. I’m here to serve, to lead with heart and to protect the future of organic family farming.
