CPMA President Ron Lemaire calls for change: From resilience to transformation in produce
By The Canadian Produce Marketing Association
GeneralMontreal, Que. – April 10, 2025 – In his annual State of the Industry Address, Canadian Produce Marketing Association (CPMA) President Ron Lemaire called on the fresh-produce industry to move from a mindset of resilience to one of proactive transformation amid global instability, trade disruptions, and changing consumer demands.
Speaking at the sold-out CPMA 2025 Trade Show and Convention, Lemaire emphasized the need for unified advocacy, agile adaptation, and bold investment in innovation to ensure the continued strength of Canada’s fresh-produce sector.
“We are no longer just reacting to chaos—we are shaping the future,” Lemaire said. “Our sector is one of the most dynamic in the world, and we must lead with solutions, not fear.”
Lemaire highlighted a number of themes in his address, including:
- Trade and Tariffs:
o “Keep tariffs out of our business discussions and allow us to do what we do best—be competitive and innovative in one of the most dynamic markets in the world.”
o Lemaire stressed the urgency for the U.S. and Canadian governments to exempt fresh fruits and vegetables from any trade tariff discussions. - From Resilience to Transformation:
o “In 2024, our theme was resilience. In 2025, it’s transformation. The world is changing—our industry must too.” - Global Turbulence and Domestic Opportunity:
o “Climate change, inflation, and geopolitical unrest are not going away. But these aren’t just challenges—they are catalysts for innovation and leadership.”
o “The Canadian produce sector is proving that it can lead globally by staying agile, sustainable, and science-based.” - Empowering through the Supply Chain:
o “Ports, borders, and logistics remain strained—but our shift to long-term planning will position us to thrive, not just survive.”
o “The CPMA is working globally through the Fresh Produce Coalition to advocate for smarter, faster, and safer trade flows.” - Top Three Influencers in 2025:
1. Supply Chain Evolution: “We are moving from continuous crisis management to essential more structure to solutions and resilience planning within our supply chains.”
2. Sustainability: “We are redefining sustainability as a business driver, not just an environmental issue.”
3. Politics and Economics: “With federal elections ahead in Canada, CPMA is ensuring all political parties understand the essential role of our industry. And the important that produce is an essential driver to our economy and core to food security.” “Our job is to ensure the next government, no matter who they are, understands that food is national security.” - Successes in Advocacy:
o “In 2024, CPMA advocacy helped pass Bill C-280, delivering long-overdue bankruptcy protection for produce sellers. That’s the power of industry working together.”
o “We’ve made progress on forced labour policies, regulatory harmonization, and trade engagement—real wins for Canadian agriculture.”
o Food as Essential Policy:
o “Food must be defined as essential in national policy. We are an economic engine and a social necessity.” - Urgency for a Unified Voice:
o “We cannot let political theatre define our future. Now is the moment for cross-sector collaboration and a united industry voice.” Changing Consumer Dynamics:
o “Canadian consumers are increasingly avoiding U.S. produce due to trade tensions. Sixty-nine per cent say they’ll continue this behaviour ‘as long as it takes.’ We must rebuild trust and brands. For our sector, an integrated North American market is vital”.
o “The fact that Canadians are turning away from U.S. produce is alarming. We must be visible, communicative, and transparent to protect our brands.” - Leadership and Innovation:
o “CPMA continues to be the Solution Space for our sector. We are equipping our members with the tools to adapt, collaborate, and lead. Together we will drive change and our global produce community will be the difference in mapping a new path to success for our sector.” - Industry Call to Action:
o “We must be active participants in shaping our future. Be vocal, be visible, and stand united to protect and grow our integrated North American market.”
About the Canadian Produce Marketing Association (CPMA)
Based in Ottawa, Ont., CPMA is a not-for-profit organization that has been supporting a diverse membership made up of every segment of the fresh-produce supply chain for 100 years. CPMA represents nearly 900 member companies, responsible for 90 per cent of the fresh fruits and vegetable sales in Canada, and an industry that contributes nearly $15 billion to Canada’s GDP annually, supports over 185,000 jobs, and improves the health and productivity of Canadians.