On April 24, 2024, in Vancouver, British Columbia, Ron Lemaire, President of the Canadian Produce Marketing Association (CPMA), delivered a compelling State of the Industry Address at the CPMA 2024 Delegate Lunch.
The address underscored the resilience and adaptive strategies of the fresh produce sector in response to a year marked by significant global challenges, including environmental disasters, labor shortages, and geopolitical tensions.
Lemaire opened his speech by recounting the turbulent events of the past year, which have posed considerable obstacles to the industry.
From devastating floods and wildfires to widespread labor shortages, the produce sector has faced a series of disruptions that have tested its stability and resilience.
Despite these challenges, Lemaire emphasized the sector’s ability to maintain a steady supply chain and continue delivering fresh produce to consumers across Canada.
A significant focus of Lemaire’s address was sustainability, a topic that has sparked intense discussions within and beyond the produce supply chain.
Lemaire urged industry members to adopt a pragmatic approach to sustainability, highlighting CPMA’s collaborative efforts to tackle this issue. He referenced a policy paper released by the Global Coalition for Fresh Produce and discussed the initiative to standardize sustainability practices, which was a key topic at the International Sustainability Summit held on April 26.
Political upheaval, particularly with upcoming elections in Canada and over 80 other countries, was another central theme of Lemaire’s address.
He provided an overview of the current Canadian political landscape, stressing the need for the produce industry to engage proactively with political processes to navigate and influence policy changes that could impact the sector.
Lemaire also addressed the changing dynamics of consumer behavior, identifying consumers as pivotal influencers in the industry.
He outlined how evolving consumer expectations for quality products, fair prices, and extended shelf life are sending clear messages to the industry.
These consumer demands are shaping the strategies and operations of produce companies, pushing them towards innovation and greater responsiveness to market needs.
To effectively manage these diverse challenges, Lemaire highlighted four key elements vital to the industry’s success:
- Innovation
- Collaboration
- Adaptation
- Purpose-driven leadership.
He argued that these elements are essential for the industry to navigate the “uncharted territories” it frequently encounters.
According to Lemaire, the ability to swiftly adapt and recalibrate strategies in response to changing conditions is ingrained in the DNA of the produce sector.
Lemaire concluded his speech with a powerful reminder of the sector’s crucial role in feeding the nation. He pointed out that the industry’s adaptability not only ensures the continuous flow of fresh produce but also contributes significantly to the well-being and health of Canadian households.
This adaptability, he noted, drives the success of the produce industry in fulfilling its essential function.
The CPMA, headquartered in Ottawa, Ontario, is a not-for-profit organization representing a wide array of members from every segment of the produce industry supply chain.
These members are responsible for 90% of the fresh fruit and vegetable sales in Canada.
The association plays a critical role in driving economic growth within the industry and enhancing the health and productivity of Canadians through increased consumption of fresh produce.
Through his address, Lemaire painted a picture of a sector that, while confronted with significant challenges, remains resilient and proactive in ensuring the stability and growth of the fresh produce supply chain in Canada.
His call to action for continued engagement and advocacy within the industry underscored a collective resolve to overcome obstacles and seize opportunities for innovation and sustainability.
