CANADA – Canadian Produce Marketing Association (CPMA) has launched its 2024-2026 strategic plan which will guide its work for the next three years beginning January 2024.

Approved by the CPMA’s Board of Directors in September 2023, the updated strategic plan is designed to meet the current needs of CPMA members and the fresh produce industry at large.

The three-year plan highlights amended vision and mission statements that reflect the values and future goals of the organization as well as the modern landscape of the produce industry.

The highlighted vision is to drive industry prosperity and increase consumption of fresh fruits and vegetables.

Their mission on the other hand is to enable the growth and success of an inclusive fresh produce industry by creating opportunities for economic development while enhancing the well-being of Canadians.

Building on the 2015 strategic plan that focused on growing businesses, connecting the industry, and advocating for produce, the newly announced plan outlines three goals that will define CPMA’s success over the next three years. 

These goals include, advocating for produce, connecting the industry, and empowering the fresh produce industry.

“At CPMA we are dedicated to working for our members and advancing our industry,” said Ron Lemaire, CPMA President.

“The landscape of our industry has changed drastically in recent years shifting the priorities of our members and this is the right time to reposition our organization through this strategic plan and focus our work on meeting the emerging needs of our members.”

Consistent growth: Canada’s fresh produce sector boosts economic growth

Meanwhile, CPMA recently issued a report outlining the economic footprint of the Canadian fresh produce supply chain. 

According to the newly published report, the economic impact of the produce sector increased consistently from CAD 11.4 billion in GDP in 2013 to CAD 13.9 billion (USD 10.2 billion) in 2016 and nearly CAD 15 billion (USD 11 billion) in 2022.

The sector also increased the number of direct, indirect, and induced jobs in 2022 from 147,000 in 2013 to 185,400 jobs.

The report further revealed that Farm-gate sales for vegetables rose by 11.2% to nearly CAD 1.6 billion and fruit sales increased by 15.3 % to CAD 1.4 billion (USD 1 billion) in 2022 compared with 2021.

“We are proud to represent an industry that provides Canadians with fresh fruits and vegetables, supports employment from coast to coast to coast, and makes a significant contribution to Canada’s economy,” said Ron Lemaire, CPMA President.

In his view, the data in the report clearly illustrate the industry’s key role in the Canadian economy and food supply chain and why it is crucial for the government to work with CPMA to support the industry’s priorities.

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