In his annual State of the Industry Address, Canadian Produce Marketing Association (CPMA) president Ron Lemaire called on the fresh produce industry to move from a mindset of resilience to one of proactive transformation amid global instability, trade disruptions, and changing consumer demands.
Speaking at the sold-out CPMA 2025 Trade Show and Convention, Lemaire emphasized the need for unified advocacy, agile adaptation, and bold investment in innovation to ensure the continued strength of Canada's fresh produce sector.
"We are no longer just reacting to chaos—we are shaping the future," Lemaire said. "Our sector is one of the most dynamic in the world, and we must lead with solutions, not fear."
© CPMA
Lemaire highlighted numerous themes in his address, including:
- Trade & Tariffs: "Keep tariffs out of our business discussions and allow us to do what we do best—be competitive and innovative in one of the most dynamic markets in the world," he said, stressing the urgency for the U.S. and Canadian governments to exempt fresh fruits and vegetables from tariff discussions.
- Global Turbulence and Domestic Opportunity: "Climate change, inflation, and geopolitical unrest are not going away. However, these aren't just challenges—they are catalysts for innovation and leadership."
- Empowering Through the Supply Chain: "Ports, borders, and logistics remain strained—but our shift to long-term planning will position us to thrive, not just survive."
- Top 3 Influencers in 2025: 1. Supply Chain Evolution: "We are moving from continuous crisis management to essential more structure to solutions and resilience planning within our supply chains." 2. Sustainability: "We are redefining sustainability as a business driver, not just an environmental issue." 3. Politics & Economics: "With federal elections ahead in Canada, CPMA is ensuring all political parties understand the essential role of our industry. Our job is to ensure the next government, no matter who they are, understands that food is national security."
- Successes in Advocacy: "In 2024, CPMA advocacy helped pass Bill C-280, delivering long-overdue bankruptcy protection for produce sellers. That's the power of industry working together."
- Food as Essential Policy: "Food must be defined as essential in national policy."
- Urgency for a Unified Voice: "We cannot let political theater define our future. Now is the moment for cross-sector collaboration and a united industry voice."
- Changing Consumer Dynamics: "Canadian consumers are increasingly avoiding U.S. produce due to trade tensions. Sixty-nine percent say they'll continue this behavior 'as long as it takes.' The fact that Canadians are turning away from U.S. produce is alarming. We must be visible, communicative, and transparent to protect our brands."
- Leadership & Innovation: "CPMA continues to be the Solution Space for our sector. We are equipping members with the tools to adapt, collaborate, and lead."
- Call to Action: "Be vocal, be visible, and stand united to protect and grow our integrated North American market."
For more information:
Candace Knights
CPMA
cknights@cpma.ca
https://cpma.ca/