William Cole is a skilled trial attorney and former federal prosecutor with over 25 years’ experience. William's practice includes consumer class actions, intellectual property, business litigation, white collar, and FTC matters. For individuals and companies of all sizes, he is a results-driven, trusted advocate for their most important cases. William routinely obtains outstanding results for clients. He successfully defended at trial a high-profile, false advertising class action against a leading dietary supplement company; the plaintiff received nothing at trial. William also recently obtained a complete defense verdict in a jury trial involving alleged threats of violence, civil rights violations, and First Amendment defenses. He has repeatedly obtained dismissals or summary judgment for clients in the food, beverage, and dietary supplement industries. For example, William successfully excluded a pharmacology expert’s opinions in a consumer class action, resulting in complete summary judgment for his client. He is also a skilled appellate advocate, having successfully briefed or argued dozens of appeals, resulting in many published opinions, including an important Ninth Circuit decision preventing a federal district court from sending a class action back to state court, and another key Ninth Circuit decision holding federal law preempted certain state law claims regarding dietary supplement “structure-function” claims.

John has been a staunch organic instigator and advocate in the organic community and industry for 30+ years. He spent 10+ years in organic inspections, reviews, and certification throughout North America and 10+ years with Earthbound Farm, starting with the founders and ending his time there as the Director of Supply Chain Strategy under ownership by Danone NA. John has served on numerous industry Boards and Committees since 2000, including the the NOSB as a Handler Representative from 2010-2015. In the last several years, he has consulted in Organic Certification & Accreditation, Strategic Business Development, Change Management, Organic R&D & Climate Change Mitigation. In 2020, he partnered with Bill Wolf and Wolf & Associates to build out the capacity, reach, and impact of the business, be catalysts for positive change, and enhance the impact of organic food and agriculture for all.

Matt Orr is a seasoned litigator with a proven track record of success defending many of the nation’s leading retailers and manufacturers of food, beverage, dietary supplement, and cosmetic products. Particularly known for his extensive experience in consumer class actions, Matt has successfully defended clients in matters arising under California’s Unfair Competition Law (UCL), Proposition 65, the Consumer Legal Remedies Act (CLRA), the False Advertising Act, Wire Tapping Statutes, Slack-Fill statutes, the Unruh Act, the Americans with Disabilities Act (ADA), California’s Gift Card Laws, and the Song-Beverly Credit Card Act, among others. Clients faced with the prospect of protracted litigation rely on Matt’s creativity and advocacy to prevail at the earliest stage of the litigation process. Matt has obtained impressive results at every stage of litigation: defeating preliminary injunctions on behalf of a well-known beverage company, obtaining dismissals with prejudice at the pleading stage on behalf of national retailers and supplement manufacturers, repeatedly defeating class certification, prevailing in federal bench and jury trials, and obtaining landmark state and federal appellate opinions that have shaped the landscape of class action jurisdiction to the benefit of manufacturers and retailers across the country.

Jennifer Tucker, Ph.D., was named Deputy Administrator of the Agricultural Marketing Service (AMS) National Organic Program on June 21, 2018. She served as Associate Deputy Administrator of the National Organic Program from 2011-2018. Before joining USDA, she served as a program manager and group facilitator, working primarily with scientific and technical government and non-profit organizations. She earned a B.A. in Environmental Science from Wesleyan University, an M.S. in Management from Purdue University, and a Ph.D. in Science and Technology Studies from Virginia Tech.