CPMA makes the most out of virtual show
After the Canadian Produce Marketing Association was forced to cancel the 2020 Convention and Trade Show because of the COVID-19 pandemic, there was every hope and expectation that the 2021 would be an in-person event.
That is not the case, as CPMA will present a digital Fresh Week platform from April 12-16 with live virtual sessions beginning Tuesday, April 13, and provide streams of education and networking. This is the first time the CPMA show is digital, since the annual convention and trade show was canceled at the start of the pandemic, Ron Lemaire, president of the CPMA, said March 19.
“The unfortunate thing about this is, we are the last major show in our sector to transition to virtual, because we were one of the first to cancel,” Lemaire said.
While the produce industry has been built on handshakes and face-to-face meetings, Lemaire said he is encouraging everyone to register for the online event.
CPMA has been able to learn from other digital events when it built the digital Fresh Week platform, he said.
“The industry is really eager to meet face to face and tired of the virtual environment, so what we have done is tried to be creative, tried to introduce a model that is what we like to say a la carte,” he said.
“Everyone’s tired of being on Zoom calls all day long, but you can pick and choose and target your times, you can be part of the event at your leisure,” he said, noting there are both live and recorded sessions. Beyond educational sessions, Lemaire said there are social and networking opportunities in the evening. “If there are individuals interested, we have groups that are willing to network,” he said.
Options include a Casino Night, Poker and a virtual “escape room,” which promotes team building. In addition, one session will feature a bit of virtual karaoke. Another part of Fresh Week will be “retail speed dating. Anyone that is exhibiting is going to go into a pool, and retail (buyers) will be selecting companies for 15-minute speed dates, to learn quickly about the product, and then, hopefully, set up future business,” Lemaire said. “We’re going to be doing the same opportunity with wholesalers in Canada, so that’s something new and exciting.”
Lemaire said there will be good numbers of independent retailers from across Canada. “The independent retailers now don’t have to worry about travel, where they’re always focused on such a tight budget,” he said. “They’re excited; we’re actually going to be doing a round table discussion with our key independent retailers and working closely with our partners at the Canadian Federation of Independent Grocers.”
In its virtual form, Lemaire said that CPMA is still distinctive from other shows.
“The big thing here is that CPMA is always a different show,” he said. “We blend the business that you need to do to drive the economy, and the social (times) that everyone enjoys, to build relationships.”
One big plus for the show this year is that it is free to all, Lemaire said.“If you want to attend, you can register and be part of it.” Lemaire said there were more retail buyers who have pre-registered for the event this year than has traditionally been the case, and one factor that has helped is that the cost barrier is knocked down.
“The retailers in Canada have all identified that (their) produce managers or category managers, they haven’t gotten out (during the pandemic),” he said. “Now, they can get online and focus on their interests; our (platform) we are using gives us the opportunity to link, by commodities, like-minded buyers and sellers,” he said. “If they are looking for tomatoes, they can narrow and zoom in on tomatoes, bananas or whatever the case may be.”
Lemaire said he is excited for the virtual event.
“When I sit down and look at the challenges of virtual congresses, events and conventions and trade shows, I think the opportunity now is beginning to show that we’ve figured it out,” he said.
He encouraged fresh produce operators from around the world to register for CPMA’s Fresh Week. “Be a part of (digital Fresh Week) this year, and we’ll see everybody face to face in 2022,” he said.
Currently, he said the challenge for COVID-19 restrictions in Canada is the two-week quarantine for people returning to the country.
“We have a quarantine requirement for anyone returning to Canada,” he said. “Until that changes, travel is very challenging internationally, so we’re very hopeful that by 2022, those restrictions will be removed, people will be vaccinated, and we’ll be delivering a face-to-face show in Montreal. But until then, we have to keep the momentum going. And this goes back to why this show in Canada, which is the only national show where the Canadian buyers and others get together. You have to be in the virtual footprint to keep your presence in the Canadian market.”
Next Shows:
2022 CPMA Convention and Trade Show
Montréal, Quebec
April 5–7, 2022
2023 CPMA Convention and Trade Show
Toronto, Ontario
April 25–27, 2023
