CANADA – Murray Driediger, president and CEO of BC Fresh Vegetables Inc. (BC Fresh), has been honored as the recipient of the 2024 Canadian Produce Marketing Association (CPMA) Lifetime Achievement Award, recognizing his remarkable contributions to the fresh produce sector.

Driediger’s journey in the industry spans over four decades, commencing in 1979 at his family’s business, Driediger Bros. Farms Ltd., where he assumed the role of managing partner.

Notably, he spearheaded the transformation of the company’s focus from growing fruit for processors to catering to the burgeoning fresh market. During his tenure, he forged a robust supply network comprising more than 40 growers and established a distribution network spanning six fruit commodities across North America.

His professional trajectory has been marked by holding various senior positions within the sector. Serving as the general manager of the BC Vegetable Marketing Commission, he played a pivotal role in steering the substantial expansion of the root crop and greenhouse sectors, witnessing sales surge from USD 69 million in 1997 to a formidable USD 300 million.

In 2005, he assumed the presidency of the Golden Eagle Group, a significant agricultural entity covering 4,800 acres and holding a prominent position in Canada’s agricultural landscape.

Transitioning to BC Fresh in 2007 as president and CEO, Driediger orchestrated the evolution of the company from an on-farm distribution model to a centralized distribution network, a strategy that catalyzed two warehouse expansions within the past 14 years.

Under his dynamic leadership, BC Fresh experienced exponential sales growth, successfully marketing and distributing an expanded produce portfolio sourced from 60 farms, encompassing 8,000 acres and achieving annual sales of 95,000 tons.

Driediger is set to receive this esteemed accolade alongside fellow industry stalwarts and businesses during the CPMA Convention and Trade Show’s Awards Brunch, scheduled for Thursday, April 25, in Vancouver.

This recognition not only celebrates his individual achievements but also underscores his enduring commitment to advancing and enhancing the fresh produce sector on both regional and national levels.

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