An increasingly well informed consumer base, where one voice can be amplified a thousand-fold over social media, and the challenge of a rapidly modernizing regulatory environment that requires growers and sellers to do more with less, are the kinds of hurdles these organizations will have to clear in the coming years.
But Lemaire isn’t worried. “The diversity of the sector in Canada means not all issues are equal to all players; some have adapted and built business models that have established them as global category specialists,” he contends, pointing to the Canadian greenhouse sector as a major success story. “For many Canadian companies, with adversity comes change—and improved business.”
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