Our approach recognizes the connections between supply chain players, nonfood players, and consumers, as well as understanding the implications of the natural capital and natural resource bases.”
Such an approach avails members of the vast knowledge and expertise of CPMA’s staff of employees and volunteers, drawing from a pool of regional, national, and global experts in industry issues. Practical benefits include discounted programs and services, including label review, online training and education, industry bulletins and food safety alerts, and government advocacy. There are also special programs like the “Half Your Plate” marketing initiative and new e-learning platform featuring a comprehensive set of online tools with podcasts, webinars, and training software.
Lemaire is quick to point out the unique challenges facing Canada, such as weather conditions, increased competition, and a lower-value Canadian dollar which benefits those selling outside of the country but negatively impacts local buyers and consumer pricing. But in his view, what the country shares with America, including labor challenges, a lack of new farmers joining the agricultural sector, and access to new technologies, is far more noteworthy.
“The most significant change we have seen, I believe, is the increasing sense of ‘now’ when it comes to information acquisition and dissemination,” he observes. “This change is driving global expansion, increasing collaborative business models, and spurring product innovation.”
ONTARIO PRODUCE MARKETING ASSOCIATION (OPMA)
“Practices, Progress, Possibilities”
From her office at the Toronto Produce Terminal, OPMA’s new president, Virginia Zimm, talks enthusiastically about her first few months on the job, which she says have been very rewarding. “I have come to know the industry from a different point of view,” says the former food industry marketing and public relations executive, “and I have also discovered how I can help the membership achieve success on many levels. I have an intimate knowledge of the produce world, and that puts me in good stead to represent an organization that is here to serve its membership to the betterment of the industry.”
Zimm is not shy about discussing the unique problems of the Canadian produce industry. “Currently, we’re working without the security of a PACA-like trust provision,” she states. “This puts growers, packers, and shippers in a very vulnerable position should an insolvency issue occur in Canada.”
She also points to differences in the tolerance standards of American and Canadian inspection regulations, higher fuel costs north of the border, and a shorter growing season as major issues facing Canadian growers and shippers. She is just as quick to point out the possibilities and opportunities of operating in such an environment, especially in the area of innovation, which she believes is the key to Canada’s future.
“Human health, education, and the local food movement, all wrapped up in a healthy measure of innovation—will be the future,” she predicts. “I’d like to see the produce industry emancipate the Canadian health care system, and I think it can. I’d like to see us create a healthier society with less dependence on curative procedures by introducing preventative measures through the ingestion of more fruits and vegetables.”
Such zeal is reflected in Zimm’s determination to channel it into practical outlets, like introducing new varietals and growing practices, creating better packaging and increasing shelf life, fine tuning logistics, and building consumer knowledge. She believes innovation will add value at all levels of the supply chain while still maintaining best practices.
These practices arise from membership, sponsorship, and service goals created by partners at all levels of the value chain—grower-shippers, packers, wholesalers, brokers, processors, retailers, and foodservice. “We’re directed by a board that has representation from all segments of this chain, and together we build our service offerings and assist each member with opportunities to connect with other members and create mutually beneficial business arrangements.”
