Canadian Produce Marketing Association

The Produce Branding Revolution is Real: Witness CPMA 2026

Thu, 07 May 2026 21:53:04 GMT

TORONTO — At this year’s Canadian Produce Marketing Association Convention and Trade Show, April 28-30, exhibitors proved that fruits and vegetables are no longer just commodities — they’re stories worth telling.

From Equifruit’s “Banana Badasses” of fair-trade capturing attention with P.O.S.-emblazoned boxes to Del Fresco Pure leaning into “Nonna’s house” nostalgia for its 70th anniversary to Red Sun Farms relaunching its Chef’s Collection tomatoes, where every variety has its own character, the booths across the show floor were alive with brands fighting for more than just shelf space; they’re fighting for and winning a place in the shopper’s lifestyle.

From left, Equifruit’s Kim Chackal, Marianne Stamatelos, Madison Hopper, Owain Hoefle and Carolina Arizabaleta strike “farmers gotta get paid” power poses at CPMA 2026.

(Photo: Jennifer Strailey)

Equifruit, the Montreal-based Fairtrade International-certified banana company, debuted new shipping boxes that feature colorful and compelling P.O.S. that take the heavy lift of merchandising off the retailer’s to-do list.

“We put the P.O.S. right on the boxes so retailers can merchandise our bananas and tell the fair trade story in a succinct way,” says Madison Hopper.

Equifruit has also added “Women-Owned Company” to the front side of its boxes, while staying true to its easy-to-digest fair trade messaging. The boxes say, “Why Fairtrade? Farmers gotta get paid.”

“You only have two seconds for the customer to understand they need to pay a little more to support farmers,” says Kim Chackal, of the branding it has launched in a trial at Sprouts in the mid-Atlantic. It plans to transition all packaging in Canada to the new format in the next three months.

Equifruit’s dynamic booth, featuring a fun and interactive merchandising fair trade bananas video game, won the People’s Choice Award at CPMA.

From left, Del Fresco Pure Produce’s Amanada Sharman, Jim Papaefthimiou, Sonia Klinger and Jaime Ofner talked greenhouse-grown cukes and tomatoes from their booth, which won the CPMA award for Best Island Booth at the 2026 CPMA show.

(Photo: Jennifer Strailey)

It’s official, says Del Fresco Pure: National Cucumber Salad Day will be July 8, the day Logan Moffitt, aka the “Cucumber Guy,” first posted his shaken cucumber salad that went viral.

Moffitt made one of his signature cucumber salads at the Del Fresco Pure booth during CPMA. Marketing Manager Sonia Klinger says the greenhouse grower is planning content around the new holiday and “hopefully retailers will jump on board.”

Del Fresco Pure also featured its newly launched organic three-pack of cucumbers, called the King Pack, as well as cherry tomatoes in a top-seal pack.

All of the action took place in Del Fresco’s “Welcome to Nonna’s House”-themed booth. Designed to mark its 70^th year of growing, the retro design won the CPMA award for Best Island Booth.

“It’s a nod to our roots,” says Klinger.

Highline Mushrooms’ Frank Wright and Amanda Sebele sampled savory cream of mushroom soup at the 2026 CPMA show.

(Photo: Jennifer Strailey)

Highline Mushrooms featured its new Cream of Mushroom Soup Kit. Part of its Fresh Gourmet Series, the kits blend sliced mini bella mushrooms with a seasoning packet. To make a creamy and flavorful mushroom soup, consumers simply rinse and sauté the mushrooms, add the seasoning packet and milk, heat and serve.

The team at Red Sun Farms talked Chef’s Collection relaunch at the 2026 CPMA show.

(Photo: Jennifer Strailey)

Red Sun Farms showcased the relaunch of its Chef’s Collection, an intentionally curated mix of new tomato varieties that balance intense sweetness with a signature crunch. While most of these varieties originate from the same seed family, each was selected for its unique personality and distinct flavor profile to create a more personal consumer experience, says Red Sun’s Leona Neill.

The brand also debuted innovative packaging developed with a new supplier that highlights each specific flavor personality within the mix.

The relaunch reflects Red Sun’s “strategic innovation” over “commodity” approach, says Neill.

The process from seed to market aligns seed breeders, growers and retailers at the earliest stages of development to deliver a premium, intentional product to the market, she says.

From left, GreenFruit Avocados’ Scott Bauwens, Brian Gomez and Kraig Loomis discussed the recent acquisition and the company’s aggressive five-year growth strategy at the CPMA show.

(Photo: Jennifer Strailey)

Fresh from a recent strategic acquisition, GreenFruit Avocados came to CPMA to share its vision for the future.

Industry veterans Scott Bauwens, Jamie Johnson and Jim Donovan, in partnership with Spanish investment firm Tahuaycani, recently announced they have acquired 100% of GreenFruit Avocados. Under new ownership, GreenFruit will operate as a grower-packer-shipper and ripener across North and South America. The veterans say the move aims to create a vertically integrated avocado company by leveraging the group’s existing ties to global sourcing and large-scale production in California and Peru.

“Between Jim, Jamie and me, we bring decades of experience on the distribution, retail and foodservice sides of the business,” says newly named GreenFruit CEO Bauwens, adding that Brian Gomez, president of sales and marketing, “brings the firepower the brand has always needed.”

Bauwens says GreenFruit is eyeing “aggressive growth in the next five years.”

At the Mucci Farms booth, Emily Murracas of Mucci Farms and Cole Mucci of KingsOne Farms highlighted new greenhouse-grown romaine lettuce from KingsOne Farms.

(Photo: Jennifer Strailey)

KingsOne Farms, a grower for Mucci Farms, offers three-packs of greenhouse-grown romaine under the Naked Leaf brand.

“There’s a lot of issues in field-grown romaine,” says Cole Mucci, which is what makes the greenhouse-grown alternative compelling. “No one has done whole head romaine in CEA [controlled environment agriculture] before.”

“Seed breeders have worked hard to imitate field-grown romaine in a greenhouse product, and I think they’ve done that here,” says Emily Murracas. “I think it will be a game changer — the closest to field-grown.”

Murracas says the Naked Leaf romaine is ideal for a variety of eating occasions, from salads to lettuce cups for appetizers and more.

Also on display were the brand’s CuteCumber Poppers in a bowl with dip. The bowls feature bite-size cucumbers with two packs of dip.

A convenient one-bite snack that is crunchy and refreshing, these “mini” cocktail cucumbers are great for dipping and snacking at parties, says Murracas.

KingsOne also grows Boston lettuce (also known as green butter), green leaf, romaine and red butter lettuce.

Volm’s Wayne DeCou discussed the power of artificial intelligence and automation at CPMA.

(Photo: Jennifer Strailey)

At the Volm Cos. booth, Equipment Director Wayne DeCou touted top trends in produce equipment automation. He sees a significant rise in case packing as retailers shift toward rigid formats like trays and RPCs for better warehouse uniformity. Additionally, bag-to-bin solutions are growing in popularity, prompting equipment vendors to invest in more versatile conventional and robotic palletizing options. The industry is also embracing artificial intelligence, he says, exemplified by partnerships that integrate AI with advanced camera technology for more precise optical grading and sorting.

DeCou also took The Packer through the latest in grading technology, which improves quality and increases labor productivity through AI-driven software and camera recognition, he says. The machine can be trained to do its job more consistently.

“The challenge that packers have is that quality control slows the whole line down,” says DeCou. With automation, specs can be set per customer, time of year, SKU, customer demand, etc., all while eliminating the need to train people to do the job.

“It’s not about replacing people but rather about repurposing them to other necessary roles,” he says.

DeCou says that in the U.S., the largest retailers are automating their distribution centers. Packing and palletized loads are moving to automation and, as a result, everything must meet precise specs.

“The ease of packing and palletizing are huge drivers for us,” says DeCou, who adds that Volm offers a portfolio of case-packing machines for everything from potatoes to apples to onions and more.

From left, Pure Flavor’s Tiffany Sabelli, Julia Weber, Cortney Walker and Carolyn Bristowe showed off a bevy of vibrantly colored greenhouse-grown tomatoes.

(Photo: Jennifer Strailey)

The team at Pure Flavor showed off its flavorful, greenhouse-grown tomatoes in a host of vibrant colors.

“Rocco Reds are continuing to do well at retail,” says Julia Weber. “We see strong results. It’s everyone’s favorite tomato. If I had to pick one tomato to bring home, it’s this one.”

Pure Flavor also spotlighted its Cherry Picked Medley, “featuring three of our very best cherry tomatoes,” says Weber. The medley includes Azuca sweet red cherry, Tiki tomatoes with tropical sweetness, and OMG tomatoes.

“It’s always the same three tomatoes,” says Weber. She says that means “great-tasting tomatoes and consistency” every time.

“The medley category has grown, and so has consumer expectation from each tomato,” she says.

The Pure Flavor booth also showcased its new, simplified branding.

“Simple is good,” says Weber. “Consumers are time-pressed. They want to pick healthy foods, but for a number of reasons, haven’t always been able to.”

She says some produce branding and packaging can be so colorful that it ultimately overshadows the product itself.

“What gets lost is the product,” she says. “Our new branding ensures the product displays beautifully in the package. The produce is the star.”

Great Lakes Greenhouses’ Jeff Richardson highlighted the success of organic offerings.

(Photo: Jennifer Strailey)

Jeff Richardson of Great Lakes Greenhouses highlighted a successful but demanding season, noting the greenhouse grower’s organic bell pepper harvest is set to begin just as environmental issues shorten Mexico’s season.

Despite a challenging spring marked by frost advisories and low temperatures, the greenhouse uses LED lighting to ensure slow, high-quality ripening in Great Lakes’ 28 acres of organic and 90 acres of conventional crops.

Richardson also emphasized Great Lakes’ intensive in-house beneficial insect program, which uses dedicated spotters to manage aphids without sprays.

“Bell peppers are a tough crop, and you can lose it quickly,” says Richardson. “Through our in-house, beneficial insect program, we breed our own insects because you can’t spray with organic. It’s laborious, but when you do get it right; it’s wonderful. The last two years have been phenomenal.”

Amanda Orr of Mastronardi/Sunset celebrated the greenhouse grower’s back-to-back wins of the Packaging Innovation Award at the 2026 CPMA show.

(Photo: Jennifer Strailey)

Mastronardi Produce took home the CPMA Packaging Innovation Award for its Sunset Tomato Branch. Mastronardi’s Amanda Orr says the triangular package is designed to mimic the natural branching structure of vine tomatoes and is fully recyclable.

“The Tomato Branch packaging really elevates the produce and makes it a showpiece,” says Orr, who notes the highly flavorful tomatoes on the vine work for everything from snacking to salads to charcuterie boards and more.

The company also featured its Pop Its cucumber bites, which launched at retail this winter and “are still generating a lot of buzz,” she says.

From left, Stewart Lapage, Steve Young, Greg Asta, Kelsey Van Lissum and Sandra Ulewicz share Sumo Citrus excitement at the Oppy booth.

(Photo: Jennifer Strailey)

At the Oppy booth, the team highlighted its exciting new partnership with Sumo Citrus, a brand that has seen explosive growth thanks to its instant appeal and viral presence on TikTok and the “Today” show.

To ensure consistent quality during the long transit from the Sumo Citrus Australian farm — located three hours from Melbourne — Oppy leverages its robust fresh produce supply chain infrastructure to get the product to shelves efficiently, fresh and flavorful, says Greg Asta, representing Sumo Citrus in Australia.

“No other citrus product can command the retail space of Sumo Citrus,” says Asta.

Partnering with in-demand produce brands on a global scale is not new for Oppy, which has established expertise with brands like Zespri and Dole, says Oppy’s Steve Young.

“And we know citrus well,” says Young. “This is not something new for us. We understand where the fruit comes from.”

Young says it makes Oppy the ideal partner to manage the complex logistics of this high-demand fruit.

The program focuses on meeting exacting specifications and using Brix testing to guarantee the signature sweetness and flavor that is currently redefining the citrus category.

Oppy’s Sumo Citrus program will launch in Canada and has legs even as the summer produce is still on shelves in North American produce aisles, says Young.

“It’s changing the citrus category,” says Young. “In the U.S. in the summer, citrus doesn’t automatically come to mind, but consumers are still really excited for Sumo Citrus.”

Topline Farms’ Dino DiLaudo says tomato prices “are leveling off and calming down” from highs last month.

(Photo: Jennifer Strailey)

At the recent Viva Fresh Expo in San Antonio, Topline Farms’ Dino DiLaudo described the “perfect storm” that led to a surge in tomato prices . At last week’s CPMA show, DiLaudo said that while “tomato prices are leveling off and calming down,” they’re “still higher than historical levels.”

What’s helped is retailers pulling back on tomato promotions and Florida and other Southern states heading into tomato season.

“Retailers started to slow down with suppliers telling them not to go on promotion. You don’t want to drive demand with limited availability,” DiLaudo told The Packer at CPMA. “Everyone took their foot off the gas.

“And now Florida is coming back into production, and the local season from Georgia to Arkansas to the Carolinas and on up to [New] Jersey — which has a strong local presence — has taken pressure off. Hopefully, we get back to normal tomato pricing soon,” he adds.

Ben Lay and Brad Siebert of New Zealand Avocado were first time exhibitors at the 2026 CPMA show.

(Photo: Jennifer Strailey)

New Zealand Avocado has been a grower of avocados in New Zealand for a long time, says Brad Siebert. It’s also been active in Canada for the last few years but sells a lot of fruit to Asia.

The first-time exhibitor at the CPMA show aimed to “use [the event] as a platform to get word out that New Zealand Avocado has avocados to export to Canada,” says Siebert.

The team at New Zealand Avocado said it takes three weeks to ship from New Zealand to British Columbia. New Zealand Avocado is also exploring entering via Philadelphia and then hitting the road to get its avocados to markets in Toronto and Montreal.

Fresh Express Taps Antoni Porowski of ‘Queer Eye’ to Elevate Salads to Center Stage

Mon, 04 May 2026 22:42:32 GMT

TORONTO — When it comes to salad, Antoni Porowski wants consumers to stop thinking solely about the side dish and start focusing on the main event. The “Queer Eye” star and bestselling author brought his culinary expertise to the Canadian Produce Marketing Association Convention and Trade Show as Fresh Express’ newest “Fresh Expressionist.” By partnering with the brand, Porowski aims to prove that a bag of greens is more than just a convenience; it’s the foundation for a restaurant-quality, craveable meal that fits perfectly into the fast-paced lives of modern home cooks.

The Packer sat down with Porowski last week to learn more about his brand ambassador role, his favorite way to prepare a Fresh Express salad, what he learned from “Queer Eye” about people’s relationship with meal prep and more.

“I think what initially got me excited about this partnership is the fact that two things can exist at the same time. You have people who want to feel empowered, but don’t necessarily have the time, creativity or the knowledge or skill set to execute something from start to finish,” Porowski says. “With Fresh Express, it’s like it’s all kind of been figured out for you.

“But then there’s the side of people who want to tweak it and add that little 5% that makes it their own, that makes it feel like something either from their childhood, or ingredients that their kids like, or they’re throwing in protein,” he adds.

Salad kits have effectively transformed the labor-intensive chore of chopping, washing and sourcing multiple ingredients, into healthy meal-making in just minutes. This convenience, freshness, versatility and variety of flavor profiles have made salad kits a multibillion-dollar business. Sales of salad kits reached $4.4 billion for the 52 weeks ending March 22, 2026, according to Circana OmniMarket Integrated Fresh, a Chicago-based market research firm, up 0.1% from the previous 52 weeks.

When asked about his pro tips for spicing up a Fresh Express salad kit, Porowski says adding grated egg to a Fresh Express Italian salad is a favorite, but the “possibilities are endless with how far you can go, and I think that’s what I like about it so much.”

“What I learned from ’Queer Eye‘ is … you have to meet people where they’re at, and if you go hyper-specific, you’re going to alienate people,” he says. “If you keep things nice and broad, it makes it a lot easier to bring people in. And there’s an inclusivity aspect there that I inherently just gravitate towards.”

On “Queer Eye” and as a chef and author, Porowski is expert at giving consumers the tips and tricks to make healthy, flavorful meals in a way that’s simple and approachable. He says he has found Fresh Express salad kits helpful in his own meal prep.

“I was raised a city boy, and as soon as I left the coop and was left to my own devices, it was options like Fresh Express that were realistic when I was a student, working three jobs, trying to save up and figure out my way in the world,” he says.

Post-“Queer Eye,” Porowski now has a life in New York City and a country home where he goes to slow down the pace. He sees salad kits playing a role in both venues.

Antoni Porowski says his favorite place to be is in the kitchen.

(Photo courtesy of Fresh Express)

“My happy place is in a kitchen, having a conversation with someone cooking,” he says. “I don’t get to do that all the time with work, but I want to feel good about the choices that I’m making, and I think with Fresh Express, I still get to be me and insert my personality and my viewpoint on food, which is exciting, and they’ve been letting me run with it.”

Porowski says it’s particularly meaningful when he gets to bring his personality and background to the table.

“Sometimes it’s ingredients. Sometimes it’s technique. Sometimes it’s presentation,” he says. “It’s all those things.”

When it comes to Porowski’s favorite way to doctor up a Fresh Express salad, it depends on how he’s feeling in the moment.

“It depends on whether it’s sunny or whether it’s cloudy, or my mood, but I kind of look at the elements, and then I just think about what I feel like doing,” he says. “If I’m feeling a little lazy, I’ll probably just take the croutons and crush them up so that it’s a nice little breadcrumb situation, put them on as is, or maybe I’ll hit them in a pan with a little bit of butter, a little bit of shallots and fresh herbs that I have that are going to be going bad soon, because I hate food waste. It drives me crazy.”

Porowski also says the addition of protein is always on the menu because he eats a very high-protein diet.

“And if I’m feeling ambitious, I can really switch it up and I can turn it into a wrap,” he says. “It’s really like the sky’s the limit. The irony is that it’s all been figured out for you, but you still have the freedom to either use it as is or add wherever you like.”

Why Porowski is the Perfect Fresh Expressionist

“For Fresh Expressionists, we are looking for people who actually connect with the audience, who can inspire because the goal is to help people eat salad more often, and salad is good for you,” says Fabian Pereira, vice president of marketing, innovation and international for Fresh Express. “Antoni loves salads. He also understands consumers. He understands their needs state.”

Pereira says Porowski also excels at making food in a simple way that’s simply delicious.

“All of us are looking for inspiration, because food should not be boring. Food should not be something you just chow down and move on,” he says. “You’ve got to enjoy those few moments that you take away from your day and spend time and enjoy. And I think what Antoni does is to bring a very unique talent in terms of inspiring people.”

A big part of the inspiration, says Pereira, is Porowski’s ability to elevate a simple salad preparation to a restaurant-caliber meal — a knack that has contributed to his scores of followers on social.

“He makes it so simple for you, but [also helps you in] making a moment that you can actually savor and enjoy,” he says. “That’s where we were blown away.”

How Artificial Intelligence Is Transforming the Fresh Produce Supply Chain

Mon, 04 May 2026 11:32:34 GMT

TORONTO — A panel at the Canadian Produce Marketing Association Convention and Trade Show discussed both the opportunities and the challenges of using artificial intelligence in the fresh produce industry. While moderator Steve Roosdahl, CEO and president of BC Fresh, warned that AI can hallucinate and create false information if not fed good data, the benefit to closed data sets was discussed by panelists Stewart Lapage, vice president of supply chain and logistics for The Oppenheimer Group; Mike Meinhardt, North American business development executive for Clarifresh; Tim Raiswell, CEO of Oxrow.ai; and Alex Carvalho, chief technology officer of Bloom IQ.

“AI is kind of like your smartest friend that does hallucinogenic drugs. If AI doesn’t know, it makes it up,” Roosdahl says. “But as it learns, it needs feedback, and it needs good data to make good decisions.”

Meinhardt says these closed data sets, which use only the collected information the company supplies, ensure analytics are accurate.

“That’s a very healthy place to be,” Meinhardt says. “You don’t have to worry about garbage data because it’s your data — your data only that you’ve collected.”

Carvalho says that grounding models using specific searches and algorithms ensure information users act upon is consistent and accurate.

Scaling Operational Accuracy From Packinghouse Sorters to Global Logistics

When asked about the potential benefits AI can present, Raiswell says it falls in two categories. The first is acceleration of work, which includes automating repetitive, standardized tasks like scheduling, processing invoices and compliance. The second includes the ability for organizations to perform tasks previously impossible without specific skills.

Meinhardt says that AI can help scan fruit much faster within packing operations and screen for specific defects.

“We use AI to measure size, color, color coverage, stem color and external defects,” he says. “[We use] machine learning to identify cracks versus scars versus sunburns and so forth.”

Roosdahl says AI can offer consistency that might not be possible with even the best sorter.

“You get consistency because you get a machine that — when people get tired, they miss things, but machines tend not to,” he says.

Lapage says he sees a huge potential for AI’s use in farming to boost long-term sustainability.

“I see the real benefit being actually on the farming and growing side,” he says. “There are so many farmers and growers around the world on a knife’s edge, as we like to call it, whether their businesses and their farming operations are going to be sustainable from year to year. They can use this technology to find efficiencies, save costs, improve forecasting, yield — all the different things to make the farming side of the business sustainable.”

Roosdahl points out that drones could scout for pests and water issues and machines could automatically weed.

Lapage says, though, that data security is a huge focus for Oppy as it integrates new technology. Roosdahl cautioned the audience to ensure that data protection is a huge component of the integration as new technology is brought into an operation.

While it might seem tempting to use a public AI model that’s available — such as ChatGPT, Microsoft Copilot, etc. — Roosdahl cautions against that, as that data will be shared as common knowledge.

“If you just go with public AI and you take all your policies in your company and throw them out there, now everybody has your policies,” he says.

Evolution Toward Specialized Language Models and Proprietary Data Security

Raiswell says that the future of AI is less about the technology and more about how companies will integrate it.

“If you’re wondering how AI is going to impact my workforce, that’s more to do with you and how you structure roles than it is to do with AI,” he says.

Raiswell says industry leaders will be willing to test AI against the best human experts.

“The companies that are willing to ask that question of our gala guy, our Honeycrisp guy who knows the market better than anyone — are they willing to put them up against AI and really test that hypothesis?” he says.

Lapage also says he expects the conversation around AI at CPMA’s 2027 event in Vancouver, British Columbia, will be markedly different, but he warns that produce industry businesses that are reluctant to enact AI might not recover as technology continues to evolve at a rapid pace.

“If we don’t get on board, we’re probably going to get left behind to some degree,” he says.

Meinhardt says he sees opportunities with warehouse and operations, noting that there’s a strong potential for food safety.

“Food safety documentation [is] all rolled up into AI, giving you a food safety scorecard and telling you what your risks and analysis [are] and then, you know, trying to send the alarm light before the alarm light needs to be sounded,” he says.

Carvalho says that AI will shift within the next five years from general large language models designed for broad tasks — such as ChatGPT, Claude and Microsoft Copilot — to smaller language models designed for very specific tasks.

“Each model knows one specific part of the process to help you optimize your systems, your day-to-day and how you work,” he says.

And he expects this small language model will also help improve the work-life balance of its users.

“In five years, I believe we will have a better work-life balance and also a more improved work with all this decision making,” he says.

Retail Giants Reveal How Shifting Consumer Habits Are Reshaping Fresh Produce Trends

Mon, 04 May 2026 11:21:40 GMT

TORONTO — Changing consumer habits in light of economic pressure was a key theme of a retailer panel at the Canadian Produce Marketing Association Convention and Trade Show. The panel featured Maggie Chu, head of trading at Top Weal; Michelle Loucks, senior director of global perishable logistics, supply chain order management and produce purchasing at Whole Foods Market; and Scott Dray, senior director of global produce sourcing at Walmart.

Panelists discussed how shoppers have responded to economic pressures, often trading down instead of buying less. Dray says units are up, but it’s important to understand the context of where and why that is so.

The Value Gap: Why Shoppers are Trading Down

“The consumer out there is definitely challenged, nervous, afraid and budget constrained,” Dray says. “Units are up in produce, but they are trading down, looking for value.”

Loucks says Whole Foods Market is seeing its segment share growing in people looking for value as well as people who are willing to pay for premium products.

Chu, who represents a major Hong Kong-based produce distributor, says that what’s interesting about Hong Kong is that residents spend less on essential items to save money for travel and festivals, though they often travel to China by train or bus for those everyday items.

“In China, the cost is quite low, rather than in Hong Kong, where it is really pricey,” she says. “People would rather go to China for same-day traveling for groceries, shopping or dining and then back to Hong Kong on the same day. They spend less on essential items because there are way more choices in China.”

Social Media and the Hunt for the Next Big Trend

To manage and plan accordingly for the shifting consumer behavior, Dray says Walmart assesses data to better understand where the consumer is heading. He cites the growing popularity of sweetpotatoes as a key example of units being up and adjusting supply to serve that demand.

“As units start to go up on a particular item, we try to dig in and understand why and then make sure we’ve got supply to match that coming demand or that existing demand,” he says.

In terms of social media shaping trends and demands, Dray points to TikTok’s help in fueling this sweetpotato demand — but he says he looks to his children and grandchildren to ground trends to reality.

“They’re the ones that get to consume it,” he says. “They won’t lie. If I bring home something that’s kind of a good value, but they don’t eat it, the value really wasn’t anything.”

Loucks says she also relies on the supplier and grower relationships, as well as travel, restaurants and farmers markets, for inspiration about the next big thing to better inform her teams.

“You’re always looking to be inspired,” she says. “Every time you engage with anybody in this industry, you’re always looking for an opportunity.”

What Major Retailers Want: Innovation and Local Quality

Chu says, as a distributor, Top Weal uses Instagram marketing to create trends and share information about products.

“We provide promotions in-store to educate the customer about the benefits or advantages of the products,” she says. “So, somehow we can create the trend.”

When asked about what Canadian products that Loucks and Dray would like to carry more of, Loucks quickly points out Canadian mushrooms.

“I love it that I was a mushroom buyer when I worked at Loblaws, and I just have a passion for mushrooms,” she says. “I believe our quality in Canada is superior in so many ways, and so I’ve constantly promoted mushrooms since my first day with Whole Foods.”

Dray says he really thinks about the customer first in terms of products, and he’ll source the product from wherever it makes sense.

“There’s lots of great things grown in Canada that make sense for Walmart anywhere, whether it’s the U.S., Mexico, Central America, China, it’s got to be great quality, great flavor,” he says. “That’s really what I care about the most — not necessarily any particular item, but the item that fills that customer need is what I’m looking for.”

In terms of what they’re looking for on the trade show floor, Dray says it’s quite simple: He’s seeking something that meets a need.

“I’m looking for something new, something different, something that will fill a niche, make something better that already exists,” he explains. “Just innovation.”

Loucks says she gets excited about sustainable packaging options, especially in the grab-and-go space.

And for suppliers hoping to catch retailers’ attention, Dray says he wants the conversation to stem from meeting a need and how the supplier can work with Walmart to meet that need.

“I need you to understand what my needs are, how my business operates. What’s a problem that you’re solving that’s customer-facing focused?” he says. “What’s the need of a customer, and how can we work together to fill that need?”

Dray also says it’s important not to lose sight of produce’s role in the global food industry.

“We drive a lot of health in the world, and we should take that responsibility seriously and continuously strive to be better at it,” he says.

Loucks says quality is an important part of the conversation.

“You definitely need to be able to ensure that you’re getting the best that the supplier has to offer,” she says. “I’ve always felt that with Whole Foods, everybody wants to be on the shelf. And for you to be on the shelf with us as a retailer, definitely quality is the key.”

Loucks says it’s also important for suppliers to understand Whole Foods’ values, like its Source for Good program , which includes all certifications and focuses on ethical labor.

“I’ve seen the fruits of that part of the industry when we’re applying those certifications and thinking consciously about how we treat people in this industry,” she says.

Building Resilience Through Sustainable Partnership

Chu also says that when working with suppliers, it’s important to look at the relationship as a partnership, not a quick transaction.

“We keep a long partnership with our suppliers,” she says. “We need that, because we don’t want to keep finding new suppliers and don’t want to spend time to keep sourcing new ones, because we build trust together.”

And Chu says it is key for produce industry businesses to be agile in the face of volatility but also understand that working together is an important way to weather the storm.

“We are facing different difficulties or challenges every day,” she says. “You can work together with others in the industry.”

Daniel Terrault Named 2026 Canadian Produce Person of the Year

Fri, 01 May 2026 09:53:25 GMT

TORONTO — Daniel Terrault, vice president of business development at Gen V, has been recognized by The Packer and the Canadian Produce Marketing Association as the 2026 Canadian Produce Person of the Year for his advocacy on critical issues.

Terrault was presented the award at the CPMA Convention and Trade Show on April 30.

A Connector Across the Supply Chain

Terrault’s peers describe him as ambitious and charismatic, passionate about his work and someone who truly wants the best for the industry and always seeks to understand the realities of every link of the supply chain.

Peers laud Terrault for his leadership and service to his community and the Canadian and Quebec produce sectors. He is currently the president of the Quebec Produce Marketing Association, and he has also served for many years on the CPMA board of directors.

As a part of his role at QPMA, Terrault has been instrumental in bridging the gap between Quebec growers and the North American market. Peers describe him as a connector who brings different parts of the supply chain together.

“We all benefit as an industry from his input, and [it’s] a big reason why he’s well deserving, as well as his involvement in the CPMA,” says George Pitsikoulis, president and CEO of Canadawide Fruit Wholesalers Inc. and the 2025 Canadian Produce Person of the Year. “As a director, as a member of different committees, he’s done amazing work.”

As a long-standing member of the CPMA board, Terrault has helped shape national policies on food safety, plastic packaging reduction and labor standards.

“This dual leadership, provincial and national, is a defining feature of Daniel’s impact and underscores why his influence extends well beyond his own company,” says Jennifer Strailey, editorial director of The Packer, who presented the award to Terrault.

Pioneering Canadian Self-Sufficiency

Before the buy-local movement, Terrault, who farms with his brother Sylvain and sister-in-law Chantal Desjardins, was a pioneer in showing that Canada could be self-sufficient in greenhouse-grown leafy greens. He helped transition Gen V into a multisite operation to ensure Canadian retailers could provide fresh, high-quality lettuce to consumers 365 days a year, even in the middle of a Quebec winter.

He is also credited with providing the strategic financial vision to save one of Canada’s largest producers and help keep the company family-owned and locally managed.

Terrault has also been a key advocate of the living lettuce category, which has helped extend the shelf life of leafy greens and reduce food waste. He has also promoted the sustainability efforts of hydroponic growing, reducing water usage compared to field production. He has also pushed for the move toward high-tech indoor growing systems.

Building the Gen V Legacy

Terrault played a key role in the transition from the brand Hydroserre Mirabel to the unified Cultures Gen V, which consolidated the brands Mirabel, VÔG, Diva and Serres Royales and created a powerhouse for year-round, Quebec-grown organic vegetables and lettuce.

He has also focused on the next generation of Gen V and has helped integrate nephew Simon, niece Valérie and son Francis into leadership roles in the company.

On accepting the award, Terrault told the audience: “Just keep up the good work. It’s all healthy what we’re doing.”

Futurist Jim Carroll: Turn Global Volatility into Produce Opportunity

Wed, 29 Apr 2026 22:30:10 GMT

TORONTO — Futurist Jim Carroll started his keynote session at the Canadian Produce Marketing Association’s Annual Convention and Trade Show with a dose of stark reality at the rapid pace of change: “It is estimated that 65% of kids who are in preschool today will work in a job or career that does not yet exist because there’s so much new knowledge, so much new discovery, so much new science, so many new innovations.”

He asked attendees whether or not they were prepared for this reality.

“Are you putting in place strategies that are for a horse-drawn carriage era and we’re already paving the next superhighway of the future?” he says. “The future belongs to those who are fast. It’s not what you’ve done in the past that defines your success. It’s your speed. It’s your agility. It’s your ability to align to a fast-paced future that really defines where you can go.”

Carroll says what complicates not only a future view but also tracking trends is that trends can simmer for a long time before emerging hard and fast.

Farming Without a Sunset

“Take the issue of robotics,” he says. “We’ve been talking about precision farming for decades — a lot of experimentation going on with robotics, ... and all of a sudden, that trend can suddenly accelerate and mature and become very real. And it takes us into a world in which we are no longer restricted to farming when the sun is up, but we can farm 24 hours a day because robotics and artificial intelligence and advanced precision agriculture take us into a world in which we can suddenly do the inconceivable because it has become possible.”

Carroll says this also is going to happen for the fresh produce industry in production, packaging and more, where ideas that are almost inconceivable will become mainstream.

“We are now in a situation in which companies that do not yet exist will build products not yet conceived, using materials not yet invented, with methodologies not yet in existence, with ideas yet to be imagined,” he says. “Who is out there with a revolutionary idea that is going to come to the world of agriculture?”

Carroll likens this to the world of “The Jetsons” TV show, which depicted what the world would look like in 2063. However, a lot of the innovations, including smart watches, smart devices, drones and more are already in place.

“We thought the future was far away. ... It arrived 50 years early,” he says.

Carroll says it’s the pace of change that is incredibly important for the industry to think about and prepare for.

Adapting to the Impossible

Carroll says someone once said that 65% of the knowledge humans have currently will be obsolete in two years, so learning is incredibly important.

The world is going through an era of impossible realities and extreme global volatilities, he says, noting that during economic downturns or periods of uncertainty, 60% of organizations barely survive, 30% disappear but 10% become breakthrough performers.

Carroll says those organizations that double down on innovation during stormy times will become profitable, which he calls “resilience done right.”

“We can panic, we can do nothing, or we can innovate, change and adapt,” he says. “That is your secret for going forward.”

AI, of course, is a significant trend in the industry that will change everything. He says AI, coupled with machine learning and vision, will change the world. During the presentation, he showed a video of a robot that was given a prompt to pick up the extinct thing on a table of items. Within seconds, it had identified a dinosaur.

“That is the future of robotics which is going to change your world,” he says. “We take apart the world of agriculture and robotics and AI and think about the acceleration of precision farming.”

Capturing Attention Span

Consumers today have shorter attention spans, which means produce companies have limited opportunity to draw a shopper’s focus. Carroll says that while millennials might have a rather short attention span, it’s about 6.5 seconds for Gen Z and roughly 4.2 seconds for Gen Alpha.

“What are you doing with your packaging? What are you doing with your branding? What are you doing with your marketing that is trying to grab those momentary moments?” he says. “What are you going to do to continue to innovate in the context in which we no longer have no attention span whatsoever?”

Complicated packaging is out the window; it has to be easy to understand and simple.

“Simplicity is the new pathway forward,” Carroll says. “Your package has to be drop-dead simple.”

And it needs to be innovative. He points to StarKist, which transitioned from tuna in cans to pouches and saw a $200 million sales uplift in the first year.

“What’s your tin can? Where are you bringing out a package because you brought it out in that package for the last 110 years and [where] you are not taking advantage of all the new packaging opportunities that are floating around you as a huge opportunity for innovation, trying to capture the attention of that consumer who no longer has an attention span,” he says.

Prescribing the Grocery List

Carroll says fresh produce also has entered a world of programmable food consumption, where consumers track micros and macros and everything is available on their smartwatch. He says there may come a time when the smart device tells its wearer what to eat and when based on the data it’s tracking.

“This might lead to a world in which your groceries are prescribed to your exact biology,” he says.

Innovate in Uncertainty

Carroll says during a period of supply chain, tariffs and other volatility and uncertainty, the produce industry has the opportunity to see the situation differently.

“You can panic, you can do nothing, or you can innovate, change and adapt,” he says. “You need to wake up every single morning, [and] look at the world as one of opportunity, not threat.”

Fresh Innovation and Strategic Connections Take Center Stage as CPMA Heads to Toronto

Thu, 09 Apr 2026 19:10:54 GMT

The Canadian Produce Marketing Association’s Convention and Trade Show heads to Toronto this year, set for April 28-30.

It’s a must-attend for those in the fresh produce industry, and as the largest fresh produce event in the country, it bridges the gap between Canada and the global fresh produce market.

“CPMA is where the Canadian produce industry sets its direction,” says Fabian Pereira, vice president of marketing and innovation with Fresh Express. “There’s something distinct about CPMA: the speed at which ideas move from concept to commitment. You can walk in with a new idea and walk out with a path to shelf.”

What Sets CPMA Apart

And for Canadian brands, this “home show” is deeply personal. Peppe Bonfiglio, vice president of sales at Mastronardi Produce, says when CPMA comes to Toronto, it’s less of a trade show and more of a reunion with a chance to connect with partners, retailers and industry peers.

“If there’s one thing that makes CPMA truly irreplaceable, it’s that there is no better place to have an honest conversation about the future of fresh produce in Canada,” Bonfiglio says. “CPMA brings together the full ecosystem, growers, retailers, distributors, foodservice operators and innovators, all under one roof, all speaking the same language.”

Jean-Francois “JF” Delorme, IFCO Systems director of retail sales for Canada, says as the show is the largest stage for the Canadian produce industry, it’s almost a one-stop shop when it comes to networking.

“CPMA brings the entire Canadian produce ecosystem together in one place, making it an essential stop for IFCO,” Delorme says. “It gives us direct access to both growers/producers and retailers, while also creating space to discover new ideas, explore innovation and step back through engaging sessions that make you stop, think and grow (pun intended).”

Tiffany Sabelli, vice president of sales for Pure Flavor, says CPMA gives exhibitors a chance to see how new product launches resonate in real-time as retailers engage with the products.

“As a Canadian company, there is added pride in showcasing these innovations at home and seeing them connect so strongly within our own market,” Sabelli says. “The conversations that follow, from merchandising ideas to category growth opportunities, are where real momentum starts, alongside reconnecting with long-standing partners and building new relationships each year.”

Drew Callaghan, senior vice president of retail sales for Grimmway Produce Group, says it’s the relationships, trust and partnership that set the Canadian market apart.

“CPMA creates an environment where those relationships come together in a meaningful way. It’s not just about showcasing products; it’s where conversations turn into action and where you align with customers on how to grow the category together,” he says.

Janis Deschenes, sales manager of retail, wholesale and foodservice for Highline Mushrooms, says CPMA presents an opportunity to align with retail partners and build on shared goals.

“What sets CPMA apart is the level of connection across the Canadian produce industry. It creates space for meaningful conversations — not just around products, but around strategy, growth and where the category is heading,” she says. “It’s also a key moment to highlight investments being made within Canada, from innovation to production.”

Marco Volpi, chief marketing officer for Chiquita, says the show stands out for its strategic focus and level of engagement in the fresh produce industry.

“The Canadian market places a strong emphasis on sustainability, quality and long-term category growth, which makes the discussions and partnerships that come out of the show especially valuable,” he says.

Cristina Di Ielsi, national account manager for Taylor Farms Canada, says it’s that spirit of collaboration and focus on relationships that makes the Canadian market stand out.

“It’s a highly connected industry where retailers, growers and partners come together not just to do business, but to truly build the category together,” she says.

What You’ll See on the Floor

Windset Farms, Booth No. 410

Windset Farms plans to highlight its Aria tomatoes, which offer a vibrant flavor, red finish and refined sweetness. Windset will also showcase its Sweet Brilliance exclusive grape tomato, which the company says won the International Taste Institute Award for its notable sweetness.

Windset also plans to promote its Festiva Cherry Tomato Medley, which features six classic cherry colors, its Snap Stir Fry Cucumbers, which the company says are crisp, tender and versatile, as well as ideal for light sautéing or enjoying raw.

The company will also showcase new additions to its living Delicato Lettuce line with Delicato Green Batavia Lettuce and Delicato Red Batavia Lettuce. Windset plans to promote its Delicato Trio Lettuce, which combines three classics for a fresh, full flavor.

Chef Dustin Gallagher, runner-up on “Top Chef Canada All Stars,” will prepare bite-sized samples made with Windset’s fresh produce.

Ryan Cherry, Windset’s vice president of sales and marketing, says the company will also discuss its Delta, British Columbia expansion. Cherry says construction of another 38 acres of ultra-lit LED production is being completed, with planting occurring this summer.

Cherry says the Delta facility will now house several cucumber and tomato varieties, including Aria tomatoes, Snap Stir Fry Cucumbers to Fresco Cocktail Cucumbers.

“This expansion brings our total lit vegetable cultivation to 86 acres, enabling us to grow year-round in these facilities using the latest sustainable growing techniques,” Cherry says. “For customers, this means fewer food miles, fresher product and year-round availability, all centrally located to our customers.”

North American Produce Buyers Ltd., Booth No. 1601

North American Produce Buyers Ltd. plans to showcase its stone fruit, grapes and citrus offerings.

“We have an amazing supply of the highest quality Peruvian and Chilean import grapes,” says Steven Moffat, vice president of finance.

Stemilt, Booth No. 401

Stemilt plans to promote its kid-sized fruit brand for apples and pears, Little Snappers, Artisan Organics lineup and EZ Bands. Stemilt will showcase conventional apple and pear displays, highlighting Cosmic Crisp, which is a core part of the company’s Canadian program.

Stemilt will also showcase its new packaging for Kyle’s Pick — its premium cherry program — as well as new display bins and merchandising tools.

Brianna Shales, director of marketing for Stemilt, says the company continues to evolve its packaging innovations and variety mix. This includes the eco-friendly option of its EZ Band paperboard package for apples and pears.

“As the fruit category experiences robust growth, the Canadian market remains a prime target as their consumption of fruit is higher than the U.S.,” Shales says. “Organics continue to show year-over-year growth among consumers whose purchase decisions are influenced by healthy eating options and environmental concerns. Canada also represents a great opportunity to test new items in the marketplace. Their diversity and higher consumption of fruits and vegetables work favorably in that regard.”

One way that Stemilt has brought sustainability into its offerings is through its EZ Band paperboard package for apples and pears to provide shoppers with an eco-friendly option.

Pure Flavor, Booth No. 1111

Pure Flavor plans to showcase its premium medley of high-flavor snacking tomatoes, Cherry Picked. The company will also spotlight its refreshed brand and packaging at the show. Tiffany Sabelli, vice president of sales, says this new look helps highlight what matters most to Canadian consumers.

“With our new Pure Flavor branding, we are bringing a more cohesive and elevated experience to shelf, making it easier for shoppers to navigate our products while reinforcing quality and consistency,” she says. “At the same time, we are advancing sustainable packaging solutions that reduce environmental impact while maintaining product freshness and shelf appeal.”

Pure Flavor will also promote its Ontario-Grown Organic program. Sabelli says the program reinforces Pure Flavor’s commitment to locally grown greenhouse produce.

“We continue to expand our greenhouse-grown assortment to deliver consistent, high-quality produce year-round, with new varieties, improved flavor profiles, and formats designed to make everyday eating easier and more enjoyable,” she says.

Ocean Mist Farms, Booth No. 1526

Ocean Mist Farms plans to showcase its premium fresh vegetable line. President and CEO Chris Drew says attending the CPMA show is a great opportunity to connect with the company’s Canadian partners.

“Like Ocean Mist Farms, the Canadian Produce Marketing Association has a long, rich history spanning more than a century,” Drew says. “We’re proud to partner with our fellow CPMA members across Canada who rely on Ocean Mist’s quality and diverse product line to consistently meet consumer demand and to help drive increased fresh fruit and vegetable consumption across the country.”

Equifruit, Booth No. 683

Equifruit will celebrate its 20th year in the banana industry and driving fair-trade impact for banana farmers at the show.

“We’ve declared 2026 officially the Year of the Banana Badass to mark the occasion,” says Kim Chackal, vice president of sales and marketing and co-owner of Equifruit.

The company has also updated its iconic banana cases, which is set to debut at the show.

Chackal says the fair-trade banana market has grown by nearly 300% since 2020, which she says is indicative of Equifruit’s success in its mission, as the higher volume of fair trade purchases means a greater impact for the lives and communities of banana farmers and workers.

“Canadian consumers are increasingly making purchasing decisions based on their values, including ethical sourcing, environmental responsibility and health-conscious food choices,” Chackal says. “As a proudly Canadian, 100% Fairtrade, women-owned B Corp, we’re ticking a lot of boxes for Canadian consumers, and they get excited by Equifruit’s story.

“We lean into this with branding that’s impossible to ignore as well as tools like QR codes on our bands and in-store signage, making it easy for consumers to understand the impact of their purchase and engage with our mission,” she continues. “Shoppers want to feel good about what they’re buying, and with Equifruit, they know their dollar is contributing to something meaningful.”

Nature Fresh Farms, Booth No. 1521

Nature Fresh Farms plans to showcase its Devours and Sauci tomatoes. Devours is a premium grape tomato that offers a balanced sweetness, vibrant red color and a juicy bite. Sauci is a premium roma tomato that the company says, “turns a recipe into a tradition.”

Nature Fresh says its 2027 lineup taps into consumers’ interest in snackable, flavorful and convenient produce that is fresh and ready to enjoy.

“Our lineup is built around what today’s Canadian consumer values most: bold flavor, convenience and fresh, snackable produce that fits seamlessly into how people want to eat,” says Amanda Armstrong, vice president of produce and brand strategy.

IFCO Systems, Booth No. 1238

IFCO Systems plans to showcase its reusable packaging containers (RPCs), which come in a wide range of sizes.

Jean-Francois “JF” Delorme, director of retail sales for Canada for IFCO, says the company is evolving alongside Canadian customers as it leans into intelligent reuse, automation and greenhouse growth. Delorme points to IFCO’s development of a reusable greenhouse crate specification designed for year-round, Canadian-grown commodities.

“Additionally, through our collaboration with the CPMA Sustainability Committee, we actively promote reuse as a higher value solution in the waste hierarchy, achieving real, long-term reductions in carbon emissions and waste in Canada,” Delorme says.

Fresh Express, Booth No. 709

Fresh Express will be showcasing its newest globally inspired Chopped Salad Kits, including Creamy Mushroom Caesar and Italian Herb and Parmesan.

Fabian Pereira, vice president of marketing and innovation with Fresh Express, says these introductions reflect how Canadian consumers are more health-conscious, adventurous but still looking for speed and simplicity.

“Canada is one of the most forward-thinking produce markets in the world, and our 2027 pipeline reflects that,” Pereira says. “We’re building around two realities shaping the Canadian landscape: Sustainability is no longer optional, and meals are replacing side salads.”

Pereira says Fresh Express has evolved its packaging to balance freshness, shelf life and environmental responsibility to meet Canadian consumers’ expectations. He says Fresh Express has focused on creating complete, flavor-forward kits that feel like a meal.

Fresh Express plans to welcome Antoni Porowski to its booth during the show. Porowski will sign copies of his book, “Let’s Do Dinner.”

“Antoni isn’t just a global culinary figure; he’s Canadian, and that matters. He represents a generation of consumers who believe food should be fresh, simple and full of flavor without being complicated,” Pereira says. “That philosophy aligns perfectly with Fresh Express.”

Mastronardi Produce, Booth No. 521

Mastronardi Produce says taking center stage at its booth will be its Pop Its Bite-Sized Cucumbers. Peppe Bonfiglio, vice president of sales for Mastronardi Produce, says the Pop Its Bite-Sized Cucumbers are sweet, crisp and portioned for dipping and on-the-go snacking.

Mastronardi Produce will also showcase its Sunset Tomato Branch, which is a premium on-the-vine presentation of vibrant red micro grape tomatoes in a new triangle package.

“It’s a product that beautifully combines the Mastronardi family’s 70-plus-year legacy of tomato excellence with forward-thinking retail design,” Bonfiglio says.

Bonfiglio points to the new recyclable triangle package as part of Mastronardi Produce’s commitment to the value-driven Canadian shopper.

“The new recyclable triangle package debuting with the Tomato Branch is a direct reflection of that commitment: premium in look and feel but designed with end-of-life in mind,” he says.

Bonfiglio says Canadian consumers have also come to expect high-quality, locally grown year-round produce, and the company’s 2027 line will reflect that.

“Expect to see Sunset doubling down on produce that offers superior flavor profiles, like the higher-Brix Pop Its cucumbers, alongside continued investment in greenhouse technology that ensures quality doesn’t fluctuate with the seasons,” he says.

Grimmway Produce Group, Booth No. 831

Grimmway Produce Group returns to CPMA with a refreshed presence, bringing Grimmway Produce Group brands together in one space. The company plans to highlight its premium offerings in its portfolio across potatoes, carrots and organic vegetables.

Drew Callaghan, senior vice president of retail sales, says Tasteful Selections’ Nibbles line leads Grimmway’s premium potato offerings. The company will feature three SKUs — Honey Gold, Ruby Sensation and Sunburst Blend — and its corporate chef will prepare Tasteful Selection Nibbles at the show, Callaghan says.

“The product delivers on taste, texture and visual appeal, elevating everyday potatoes,” he says. “Packaging is designed to sell at shelf, with recipe cues that help shoppers quickly answer what’s for dinner tonight.”

Grimmway Farms plans to showcase its full range of premium conventional and organic carrots, including whole, baby, chips and shredded formats, all available in bilingual packaging. The organic lineup also includes rainbow carrots.

“Carrots remain one of the top produce items in household penetration, with continued opportunity to grow the category through expanded usage across snacking, cooking and entertaining,” Callaghan says.

Cal Organic Farms will feature more than 65 year-round and seasonal organic vegetables available for export to Canada. Expanded value-added offerings include dark leafy greens and fresh-cut vegetables.

“The Canadian organic market remains strong, with approximately two-thirds of consumers purchasing organic products weekly,” Callaghan says.

Chiquita, Booth No. 709

Chiquita says it plans to highlight its Chiquita Class Extra bananas and its “Likely the Best Snack Ever” campaign, which spotlights bananas as a naturally sweet, convenient and grab-and-go snack option.

Marco Volpi, chief marketing officer, says the brand also plans to highlight its “Pop by Nature” campaign, which bridges the connection between art, joy and the heritage of the Chiquita category.

“Booth visitors can learn more about Pop by Nature’s artwork created by this year’s collaborator, Jiaqi Wang, who transitioned Miss Chiquita from a traditional brand ambassador to a true contemporary icon through her work,” he says.

Volpi says that Chiquita continues to invest in innovations to support consistent, high-quality and year-round fruit, as well as advancing sustainable packaging efforts by evaluating material innovations and enhancing efficiency across the supply chain. He points to Chiquita’s work with the Yelloway Initiative to help future-proof the banana supply.

“Through this collaboration, we are supporting the development of new banana varieties that are more resilient to climate change and disease, while maintaining the taste, quality, and consistency consumers expect,” he says.

Taylor Farms, Booth No. 731

Taylor Farms plans to feature its newest Curry Crunch Chopped Salad Kit in the new product showcase, while Earthbound Farms will showcase its newest Beet Greens Blend.

Cristina Di Ielsi, national account manager for Taylor Farms Canada, says the Chopped Curry Crunch Salad Kit is a nod to Indian cuisine.

Di IeIsi says Taylor Farms continues to expand its line of fiber trays for its Earthbound Farms brands, which reduces plastic packaging by 90%.

“We also saw growing demand for lower price points and smaller portions, which led to the launch of our new mini chopped kits,” she says. “Perfect for students, small households or busy on-the-go customers, these single-serve kits offer a healthy, convenient option while helping reduce food waste.”

Highline Mushrooms, Booth No. 910

Highline Mushrooms will showcase its bilingual-labeled Stuffed Mushrooms from its Fresh Gourmet Series. Janis Deschenes, sales manager for retail, wholesale and foodservice, says the Fresh Gourmet Series reflects how the mushroom category is headed toward not only ease but also a premium eating experience.

“These items are designed to fit seamlessly into how consumers are cooking today,” she says. “They offer a quick, reliable solution while still feeling elevated, whether it’s for entertaining or a simple weeknight dinner.”

Deschenes says retailers are looking for ways to evolve beyond traditional commodity sets.

“There’s a growing need for products that bring new energy to the department, encourage trade up and create additional purchase occasions,” she says. “This is exactly where value-added mushrooms are gaining traction.”

Deschenes says Highline Mushrooms will focus on building a lineup that aligns with how Canadians are shopping, which is “more intentional, more informed and more focused on both quality and impact.”

Highline has expanded its use of clear, recyclable materials and advanced top-seal formats that reduce plastic as packaging continues to be a major priority.

“We’re also continuing to invest in product formats that simplify meal preparation and reduce waste at home,” Deschenes says. “Convenience is no longer optional; it’s expected, and it needs to be done in a way that still feels fresh and premium.”

And as Highline Mushrooms launches its Farm of the Future in Leamington, Ontario, Deschenes says the company will be able to deliver more consistent quality and more reliable year-round supply with increased automation and data-driven growing systems.

Record-Breaking 2026 CPMA Convention and Trade Show Returns to Toronto

Thu, 09 Apr 2026 19:25:54 GMT

The Canadian Produce Marketing Association 2026 Convention and Trade Show, returning to the Metro Toronto Convention Centre from April 28-30, is set to gather an international fresh produce audience for three dynamic days of education, expo, networking and more.

This year’s event also features a record-breaking more than 700 booths and a focus on ag tech. What does this growth signal about the health of the Canadian produce industry despite economic headwinds?

“Canada is open for business!” CPMA’s Sue Lewis exclaims. “Buyers and sellers from around the world will be at the 2026 show.”

While CPMA 2026 will bring back a host of fan favorites from Tuesday’s Toronto retail tour to Thursday’s awards brunch and annual banquet, there are new elements to look forward to this year as well, including extended trade show hours on Wednesday, the first day of the show.

“The [extended hours are] a result of feedback from exhibitors and attendees who wanted more time on the floor to conduct business,” says Lewis. “To accommodate this, CPMA will have food stations on the show floor Wednesday so guests can grab a bite as they walk the floor.”

Also on Wednesday, futurist Jim Carroll will deliver the keynote during the delegate breakfast. Recognized as a leading futurist, trends and innovation expert, Carroll’s massive global blue-chip client list gives him a front-row seat to the high-velocity change that is occurring as disruption comes to take hold of every industry and every organization, according to CPMA.

Learning Lounges

CPMA 2026 is set to tackle a variety of hot topics in its Learning Lounges on Wednesday, April 29, and Thursday, April 30.

“The Learning Lounge sessions are designed to be short information sessions on timely topics, delivered by industry experts,” says Lewis. “Attendees can pop into a 30-minute session and take a seated break from walking the trade show.”

Wednesday’s Learning Lounges will feature a session on AI implementation and supply chain resiliency, as well as a session on trade in 2026, which will explore the state of trade as the U.S.-Mexico-Canada Agreement, or USMCA, review approaches.

On Thursday, attendees can learn more about building their personal brand; leveraging social media influencers for business success; and what’s in store in 2026 — a Learning Lounge that will feature retail and foodservice representatives from across Canada discussing what 2026 and beyond looks like in-store.

A full schedule of sessions with descriptions is available on the CPMA website and will be posted throughout the show.

Ontario Food Terminal Tour

Bright and early Thursday morning, attendees who have secured a spot on the sold-out Ontario Food Terminal tour will get an inside look at this iconic market.

“Attendees will have a unique opportunity to see the workings of the Ontario Food Terminal, a publicly owned wholesale market that plays a critical role in ensuring affordable, reliable and culturally appropriate access to fresh fruits and vegetables across the Greater Toronto Area and beyond,” says Lewis. “Research demonstrates that the OFT supports a diverse retail food landscape by supplying independent grocers, mobile vendors and community-based retailers that serve lower-income and underserved neighborhoods, helping to keep produce prices competitive with major supermarket chains.”

The Ontario Food Terminal distributes over 2 billion pounds of produce annually, supplying independent grocers, midsized retailers, greengrocers, restaurants, mobile produce vendors and community markets from Toronto to Atlantic Canada, says Lewis.

CPMA data shows that fresh produce sourced through the terminal is distributed to communities in nine provinces, supporting both urban and remote food access. The terminal also directly supports 250 to 300 Ontario farmers, many of whom rely on it as their primary or most stable market, particularly midsized farms that face barriers accessing consolidated grocery supply chains, says Lewis.

An International Event

The CPMA Convention and Trade Show has long been a truly international gathering. The 2025 event attracted some 630 exhibitors representing over 325 companies, 138 of which were international exhibitors from eight countries.

This year’s CPMA Show features a robust dedicated program for international buyers. Lewis says while the program launched in 2022, it has expanded this year to include retailers and wholesalers from Europe, the Americas and Asia.

“Canada is diversifying its trading partners across many sectors, and produce is no exception,” Lewis says.

The Place for New Products

The 2025 New Product Showcase included 70 products from 49 different companies, and this year’s showcase promises to be equally impressive.

“The produce industry is so creative and ever-changing, so it’s always fun to see what’s on display in the New Product Showcase,” says Lewis.

This year, Lewis says to “look for new snacking items and creatively branded packaging” in the showcase.

Awards at CPMA

The CPMA Show is also an opportunity to celebrate the leaders, changemakers and innovators in the Canadian produce industry.

This year, The Packer and CPMA will once again present the Canadian Produce Person of the Year Award during Thursday’s awards brunch.

“The awards brunch is a chance to honor the best of the industry,” says Lewis.

In addition to the Canadian Produce Person of the Year Award, CPMA will honor a young professional who displays passion and dedication for the produce industry with the Young Professional Award.

The association will also recognize a member using the Half Your Plate message to promote increased produce consumption with the Fresh Health Award and celebrate a pillar of the industry with the Lifetime Achievement Award.

Women in Produce Summit

CPMA’s Women in Produce Summit has become a cornerstone of the overall event. Held Friday, May 1, this year’s half-day event is dedicated to celebrating women and highlighting their leadership and achievements within the fresh produce industry.

“We are proud that the summit attracts women from all stages of their careers — from those starting out to industry veterans who contribute their knowledge,” says Lewis. “Our speakers always bring great perspective with their messages. This year we’re excited to hear from our keynote speaker Seema Sanghavi , founder of Cooks Who Feed , [who will] share her exciting story, and Crystal MacKay, founder of Loft 32 , who will lead a workshop on networking and how to connect for success.

“The energy in the room from so many people sharing their experience is amazing,” Lewis adds. “Of course, we welcome everyone to join — men and women.”

Your next read:
Fresh Innovation and Strategic Connections Take Center Stage as CPMA Heads to Toronto

Why Toronto is a Top Food and Sightseeing Destination

Catania Worldwide President and CEO to Receive CPMA Honor

Wed, 08 Apr 2026 19:47:46 GMT

The Canadian Produce Marketing Association says it has named Paul Catania Jr., president and CEO of Catania Worldwide, as its 2026 Lifetime Achievement Award recipient.

CPMA says Catania’s achievements and contributions to the produce supply chain make him one of the renowned key industry leaders in Canada. His career spans more than five decades at his family’s business, Catania Worldwide, which was founded in 1929. He has played a pivotal role in carrying forward the company’s legacy of hard work, integrity and commitment to quality while shaping the Canadian produce industry globally, according to CPMA.

Under his leadership, the organization has expanded its operations throughout North America, strengthened its market presence and embraced innovation while remaining true to the core values established nearly a century ago, CPMA says.

Catania is widely respected for his mentorship, generosity and commitment to empowering employees, partners and future leaders. CPMA says his philanthropy has cultivated a culture of paying it forward, resilience and continuous improvement that reflects both his character and the enduring principles of his father, Paul Catania Sr., and his grandfather, Michael Leonard Catania.

“Paul Catania Jr. is renowned for his decades-long career, which illustrates leadership and unwavering dedication to support his team in efforts to advancing the fresh produce supply chain globally,” says Ron Lemaire, CPMA president. “His commitment to excellence, integrity and innovation have not only shaped his family business legacy but also inspired the next generations of produce industry professionals in North America and beyond.”

CPMA will recognize Catania at the CPMA Convention and Trade Show’s awards brunch on Thursday, April 30, in Toronto.

2026 Canadian Produce Person of the Year Nominations Now Open

Fri, 20 Mar 2026 17:20:58 GMT

For more than half a century, The Packer has honored the visionaries driving the Canadian produce industry forward with the Canadian Produce Person of the Year award. From retail giants like Oleen Smethurst to innovative leaders like George Pitsikoulis, president and CEO of Canadawide Fruit Wholesalers, our past honorees represent the gold standard of business success and community impact.

This coveted award will be presented April 30 at the Canadian Produce Marketing Association 2026 Convention and Trade Show in Toronto during the annual awards brunch.

Do you know a leader who is:

Advancing the industry through innovation?
Championing underrepresented voices in fresh produce?
Fostering relationships that keep our supply chain strong?

Don’t let their powerful contributions go unnoticed. Nominate someone here today. Please note the deadline for nominations is April 6.

The individual may represent any area of the Canadian produce industry, including private, government or allied sectors.

Past honorees include:

George Pitsikoulis (2025), president and CEO of Canadawide Fruit Wholesalers.
David Karwacki (2024), retired CEO of Star Produce.
Mario Masellis (2023), vice president of sales and marketing for Catania Worldwide and Canadian Produce Marketing Association chair.
Mimmo Franzone (2022), then senior director of produce, floral and merchandising services for Longo Brothers Fruit Markets.
Larry McIntosh (2021), former president and CEO of the Peak of the Market.
Oleen Smethurst (2020), then assistant vice president and general merchandise manager for Costco Wholesale Canada.

Rethinking Sustainable Packaging: From Materials to Function Focus

Tue, 03 Feb 2026 22:37:41 GMT

Consumers and retailers alike value sustainable packaging in produce . Meanwhile, packaging companies are trying to deliver on what they — and increasingly, regulators — demand: namely less packaging, more packaging that is made of recyclable materials or is recyclable itself, and reduced packaging waste, often with a sometimes single-minded focus on reducing plastic.

But what if those definitions of “sustainable packaging” miss the mark on sustainability for produce? That’s the argument some packaging sustainability experts are making.

“Ninety percent of what packaging does, it does before the consumer sees it,” says Dan Duguay, senior director of sustainability at the Canadian Produce Marketing Association. “So, it’s important when we talk about sustainable packaging that it’s not seen simply through the sliver of what the consumer sees.”

Sustainability Out of Consumer Sight and Mind

The role of produce packaging is to work throughout the supply chain — from harvest or packing to the end consumer — as well as extending shelf-life, reducing food waste, ensuring food safety, maximizing shipping efficiency and much more, Duguay says. But this widespread impact on the sustainability of the fresh produce supply chain occurs in ways the consumer would never see and likely rarely think about.

For example, he outlines what the shipping impact could be if a company switched from a light plastic clamshell to a thicker fiberboard packaging.

“[If] you make a packaging change and it reduces the packing density by 2%, you’ve gone from 100 trucks to 102 trucks to move the same amount of produce,” he explains. The pursuit of greater sustainability in one area — in this example, reduced plastic — could incur greater sustainability costs in shipping, but those sustainability costs aren’t ones consumers usually see.

Shelf life and food waste are other areas consumers don’t always notice or understand well when considering sustainability. Still, the potential for packaging choices to impact those sustainability issues cannot be ignored, Duguay argues.

“If you move from packaging that gives you a shelf life of four days and a shrink rate of 4%, and it shifts to two days and 14%, is that a sustainable package if it’s slightly more recyclable than the previous package?” he explains.

That’s the fuller question of sustainability in produce packaging, Duguay says: “Those relationships between the packaging decision and those outcomes [are] what we define as sustainable packaging.”

We Must Move Beyond Materials

The narrow consumer-facing focus on reducing packaging and especially plastic is understandable, according to Rebecca Marquez, director of custom research for the Association for Packaging and Processing Technologies (PMMI). She sums up the reason for that focus as driven by three main elements:

Retailer commitments, such as 2030 sustainability goals.
Regulatory momentum, such as extended producer responsibility (EPR) efforts.
The high visibility of plastic and plastic waste to consumers.

While understandable, the attention on plastic and its reduction is insufficient for the sustainability needs of the fresh produce industry, Marquez continues.

“The more appropriate focus should be on reducing overall environmental impact, not simply eliminating a material category,” she says. “We’d like people to understand that ‘plastic-free’ does not automatically mean ‘more sustainable.’ In many produce applications, plastic enables [modified atmosphere packaging] that significantly extends shelf life. Replacing it without a functional alternative can increase food waste, which has its own environmental cost.”

Marquez outlined PMMI’s perspective that sustainable produce packaging should be defined as something along the following lines: Packaging that protects food safety and quality while minimizing total environmental impact across the full life cycle — through right-sizing, reuse where feasible, and compatibility with real-world recycling and composting systems.

“This definition is aligned with what we consistently see across our research: Sustainability in produce cannot be separated from performance,” she says, adding that PMMI has found “that the biggest sustainability gains can come from systems-based solutions” rather than focusing on materials alone.

Duguay says he fears that as long as conversation around sustainability fixates on the end of life for packaging, and plastic packaging in particular, “we will incur these unintended negative consequences on those supply chains.” Instead, he says, “We need to talk about packaging, not just as an inert thing, but as the fact that it packages something and that what it packages really defines how effective, how sustainable that packaging is.”

That something is, of course, fresh produce, which is much different from most other packaged products that reach consumers.

“As soon as it’s cut, it’s dying,” Duguay says. “What needs to happen is a recognition that we’re actually shipping something that’s alive, and that the packaging, in many instances, is quite important to ... maximizing that life before it gets to you.”

Counting Down The Packer Podcast's Top 5 Moments Of 2025

Tue, 30 Dec 2025 23:12:26 GMT

2025 for The Packer Podcast has been a year of great conversations. While interviewing leaders and disruptors in the fresh produce industry, each guest has a chance to answer some “Fresh Take” questions to help our viewers get to know them a little better.

While each response is as unique as the guest, here are a few of my favorite responses:

1. Surprising “Saturday Night Live” Connection

Jennie Coleman, president of Equifruit and Chief Banana Badass, shared how she took a job as a cook for the Aykroyd family in Kingston, Ontario, after wrapping up a master’s degree.

Catch the entire episode here .

2. Beach, Please!

Tara Murray, vice president of marketing for Fresh Innovations and Yo Quiero Brands, shared how she answered the question when her future husband asked her what her dream job was.

Catch the entire episode here .

3. Silver Screen Shoutout

Walt Duflock, senior vice president of Western Growers, shares how his program at eBay had 15 minutes of fame in the “40-Year-Old Virgin” movie.

Catch the entire episode here .

4. Put Me in Coach

Frank Yiannas, former deputy commissioner of the FDA, shared with “The Packer Podcast” viewers his love of the New York Yankees and his dream to play in Yankee Stadium.

Catch the entire episode here .

5. Urban Farmers

Canadian Produce Marketing Association President Ron Lemaire shared his early ties to agriculture on his family’s farm in Ottawa.

Catch the entire episode here .

CPMA Proposes Playbook to Tame Sustainability “Audit Fatigue”

Wed, 17 Sep 2025 15:41:36 GMT

For Canadian produce growers, the ever-increasing demand for sustainability-related data is leaving little time for actual farming.

This is audit fatigue and it’s a big problem, according to Canadian Produce Marketing Association. It’s so big, in fact, that it could undermine the very trust that audits and other sustainability assurance tools seek to create. This is the “Assurance Paradox.”

On Sept. 16, the Canadian Produce Marketing Association released a report that details these problems . It also proposes an industry-led effort to stem the current deluge of sustainability audits, questionnaires and other assurance checks Canadian producers are drowning in.

“Our members are deeply committed to sustainable practices, but they are increasingly burdened by a reporting system that is fragmented and inefficient,” says Ron Lemaire, president of the CPMA.

“This report is our industry’s playbook for moving from a reactive to a proactive position. By developing a unified framework defined by the grower community, we can ensure that sustainability metrics are practical, relevant and drive meaningful outcomes, turning the burden of reporting into a source of innovation and competitive advantage.”

The Problem: Audit fatigue and the Assurance Paradox

The report — “Making Our Own Playbook: An Industry-Led Response to the Challenge of Sustainability Reporting and Audit Proliferation” — came out of an industry workshop held during the 2025 Canadian Produce Marketing Association Convention and Trade Show .

“The workshop brought the Assurance Paradox to life, with participants from across the supply chain expressing a clear and consistent message: They are consumed with reporting instead of focusing on lowering their environmental footprint,” says Garland Perkins, principal at Fresh Endeavors Consulting, who facilitated the workshop.

The Assurance Paradox cycle starts with what the report calls the credibility gap.

“Global supply chains are complex, many sustainability metrics are intangible, and self-reported corporate narratives are often met with skepticism,” the report reads. “In response, third-party auditing and certification have become critical mechanisms for building trust and verifying claims.”

Unfortunately, since the scope of sustainability is so large and there is little agreement on what sustainability even means in the specifics, these efforts to build trust have proliferated. As have the audits, certifications, standards and questionnaires they use.

Dan Duguay, senior director of sustainability at CPMA, points out that the demands of the current sustainability assurance landscape mean many large growers employ “a full-time sustainability person who’s tasked with managing and navigating this.” That strategy is often beyond mid- or small-sized growers.

It quickly becomes too much, and growers effectively get burned out. This is audit fatigue.

Worse, according to Duguay, despite the effort growers put into these sustainability assurances tools, they almost never get feedback on how they are doing, sustainability-wise. So, they don’t get any direct sustainability benefit from all the supposed sustainability work they are doing.

“Farmers, overwhelmed by duplicative requests, may resort to minimalist box-ticking or, in the worst cases, provide incomplete information simply to satisfy the immediate demand, thereby undermining the very trust the system was designed to create,” the report summarizes. “The more assurance is sought through these fragmented means, the less reliable and meaningful that assurance becomes.”

The Proposed Fix: The Environmental Charter

The report proposes to address these problems with an industry-led, outcomes-based, metrics-first framework CPMA calls the Environmental Charter.

“The Environmental Charter is a way to describe the things that matter when looking to provide the assurance to a buyer that you’re doing the right things and you’re doing those things right,” Duguay explains. It can be applied across produce crops and regions since it focuses on key sustainability areas, he says.

The five key sustainability areas are:

Water use efficiency, prioritizing efforts based on withdrawal intensity and sourcing risk.
Energy use efficiency, prioritizing efforts based on consumption intensity and emissions contributions.
Packaging decisions that reduce environmental impacts and balance food-related outcomes like safety, shelf life, affordability and availability.
Material use efficiency that emphasizes responsible procurement, use and management of materials throughout the materials’ supply line.
Land management practices that maintain or enhance soil health, ecologically sensitive areas and threatened or endangered species.

Duguay likens the framework to a report card.

“You give the kids in class their report cards and they take five subjects,” he says. “Jimmy, let’s say, got 90 in math, but he got 70 in English, so he knows where he’s got to do work.”

So, too, can the Environmental Charter’s framework serve as both a demonstration for stakeholders of where a grower is in their sustainability journey, but also as a tool for the grower to indicate where they need to direct their efforts, according to Duguay. This feedback element is sorely lacking in current sustainability assurance efforts, he adds.

According to the report, the framework’s metrics-first approach is fundamentally different from current sustainability standards, which focus on practices and practice verification. Similarly, it focuses on the operation level, rather than on the product level, making it crop agnostic.

Being applicable across the diversity of fresh produce is exceptionally important, according to Duguay, because doing sustainability “right” is going to vary depending upon crop and location.

“Water matters. Soil health matters. Biodiversity matters. Emissions matter. Material use matters. Packaging waste matters. All of it irrespective of the commodity,” he says. “However, what you do right when you’re doing berries is going to be different than what you do right when you do apples.”

The charter’s blueprint program is already working

The current proposal is part of an effort that started in 2024, and it is still in early stages. Duguay says CPMA will meet with industry leaders later this fall during the group’s Fall Harvest 2025 to discuss next steps.

He also says he sees the proposed charter as being a realistic path forward for fresh produce to deal with audit fatigue. The reason for this optimism is, he says, that it’s already working.

“It’s starting to happen in potatoes,” he explains, noting that the blueprint for the Environmental Charter came from consultation with the Potato Sustainability Alliance .

According to the PSA website, over 550 potato growers in the U.S. and Canada are enrolled in its sustainability program. According to the CPMA report, the PSA program went through several iterations before hitting on a successful model. Now, the program covers more than half of the potato acres in North America.

Duguay says the PSA program has also seen impressive acceptance from large food service groups such as Sysco, McDonald’s and Wendy’s. It is also radically lessening the audit fatigue of participating growers, with the CPMA report noting that reporting takes only about 20 to 30 minutes annually after the first year.

“It is also an approach that is promoting continuous improvement because it is providing the growers the feedback,” he adds.

The framework of the PSA program has been serving one produce commodity. CPMA hopes to learn from PSA to create a framework that is portable to all fresh produce crops.

According to the report: “The success of the PSA’s benchmarking tools proves that when producers are given data, they can use to improve their own business, their engagement shifts from reluctant compliance to active participation.”

Wyatt Maysey, director of sustainability at Taylor Farms and one of the sponsors of the workshop that spawned the CPMA report, says a framework like the proposed Environmental Charter, modeled on the success of the PSA program, will allow growers to focus their sustainability efforts on making tangible improvements.

“It enables us to provide credible, consistent data to our customers while using that same data to become more efficient and resilient. This is a win-win for the entire supply chain.”

Ron Lemaire Talks Canada's Unique Role in Sustainability, Global Trade

Fri, 22 Aug 2025 21:15:20 GMT

Editor’s note: This interview with Ron Lemaire was recorded before Canadian Prime Minister Mark Carney’s announcement to remove all of Canada’s tariffs on U.S. goods specifically covered under USMCA.

When asked about the biggest drivers of change in the fresh produce industry for Canada and globally, Canadian Produce Marketing Association President Ron Lemaire says there are a few forces at play; on this episode of “The Packer Podcast,” Lemaire lists wildfires, heat waves, logistics, geopolitical issues and more.

“It’s not one thing that’s really driving challenges for everyone within our supply chain,” he says. “It’s the compounding of challenges that we’re living with. And you know what the amazing thing is? The industry is so resilient. We still pivot. We still adjust, and that’s something that I think we can be proud of.”

Lemaire says tariffs are another big force in the global fresh produce trade. While most fresh produce falls under the U.S.-Mexico-Canada Agreement (USMCA), some imports such as beans, citrus, melons and more face 25% retaliatory tariffs. U.S. and Canadian officials have been engaged in conversations on the potential to remove those tariffs and also build better trading relationships, says Lemaire, adding that the Canadian government has taken a strong stance on those 25% tariffs remaining in place in response to the U.S. government’s initial fentanyl tariffs.

Lemaire says there are opportunities for a remission of duty for products not found anywhere else.

“Lemons are having a real hard time globally,” he says. “The U.S. is one of our primary sources, and it’s a market that we need, so importers could apply for a remission of duty to hopefully get that 25% back to leave some of the stress within the system.”

Lemaire says there have been discussions on the Canadian side of trade about the minimum tariff the country’s importers could live with.

“For me it is zero,” he says. “The fact that we’re talking about minimizing tariff frameworks and saying, ‘Maybe 10% is okay.’” The approach I want to win for us moving forward is getting back to a USMCA framework, removal of the tariffs for fresh produce, and then go and look at if there is a tariff regime in play.”

Lemaire says he and fellow association colleagues see any tariff on fresh produce as being a challenge for the industry.

“When you start looking at the production challenges, the tight margins that we all function within, even a 10% base tariff or even a 5% tariff is detrimental to how we conduct business,” he says. “A big part of that is part of my biggest concern today is that the U.S. administration has set the context for a baseline tariff discussion.”

Lemaire says that as the U.S. put the original fentanyl tariffs in place, Canadian shoppers developed anti-American goods sentiments. While those beliefs still remain, he says he’s seen a softening.

“When we look at the fresh fruit and vegetable sector in Canada, $4 to $5 spent on fresh produce at retail is spent on imported product, and a majority of that comes out of the U.S.,” he says.

Lemaire says Mexico is also a major fresh produce trading partner, so the future of the North American fresh produce industry depends on a good business strategy that works for the entire fresh produce industry.

“We’re seeing consumption fairly static in Canada,” he says. “We’re seeing price still a driver. We’re seeing consumers still shopping at discount and mass merchants and really feeling the impact; where banners are still thriving, and you’re looking at club stores also doing well relative to value proposition.”

And Lemaire says that Canada has begun to engage with other geographic zones as a response to these increased tariffs on certain fresh produce goods.

“If you grow a product and you only have a window where North America is your market because of perishability, we need to make sure we get rid of the tariff framework,” he says. “We need to make sure we have open flow of trade across borders. … When we sit down and look at it, the consumer at the end holds the power. If they’re buying and they are increasing consumption, we all win.”

Regaining Canadian consumer confidence in U.S. goods is an important next step in the future of North American trade, Lemaire says.

“We’ve encouraged and had discussions with the U.S. Embassy in Ottawa, saying how do we rebuild and begin starting to look at a buy U.S. or some type of strategy that gets Canadians back on track relative to not only enjoying Canadian product and the products that they may not have access to through domestic production, but let’s look at the strategy that brings North America back together,” he says.

Leaders of North American Produce Industry Urge Swift End to Tariff Dispute

Fri, 25 Jul 2025 18:16:19 GMT

More than a dozen representatives of the fresh fruit and vegetable sector in North America sent a letter addressed to U.S. President Donald Trump, Mexican President Claudia Sheinbaum and Canadian Prime Minister Mark Carney to push for a swift end to ongoing tariff disputes, citing severe consequences to growers, exporters, retailers and consumers.

The Canadian Produce Marketing Association (CPMA), the International Fresh Produce Association (IFPA) and the other co-signers say these tariffs threaten the aﬀordability, accessibility and stability of fresh produce supplies across the continent.

“The fresh produce supply chain is one of the most deeply integrated in the world, with cross-border trade between our nations ensuring year-round access to healthy fruits and vegetables,” says Cathy Burns, IFPA CEO. “Consistent access to safe, nutritious produce is essential to addressing chronic health challenges. Tariﬀs on these vital goods disrupt that balance — driving up grocery costs, reducing availability and placing significant strain on the businesses that grow, ship, and deliver our food.”

In 2024, Canada imported nearly $5.5 billion in fresh produce from the U.S. and $3 billion from Mexico. The U.S. imported over 24 billion pounds of fresh produce from Mexico — valued at $19.6 billion — and exported more than $1.7 billion into Mexico. The organizations say these figures illustrate the tight-knit and mutually beneficial trade relationships that have long supported regional food security and public health.

“The stability of the North American fresh produce market is paramount. Canada’s industry is inextricably linked with our trading partners; any disruption directly impacts our growers, supply chains, and ultimately, consumer access and affordability,” says Ron Lemaire, CPMA president. “We stand with our domestic and global colleagues in demanding that leaders prioritize swift and collaborative resolution to safeguard the continental supply of fresh produce.”

The associations say in the letter that each country has a right to address unfair trade practices, but the associations caution that tariﬀs on perishable goods cause immediate and disproportionate harm to the supply chain. The organizations urge leaders to pursue a collaborative, long-term trade agreement that brings stability and predictability to the marketplace.

“Our organizations remain committed to supporting fair and open trade,” Burns and Lemaire said jointly in a news release. “We stand ready to work with all three governments to reach a solution that protects consumers, ensures food security, and strengthens the agricultural economies of North America.”

Seen and heard at CPMA 2025 — Part 4

Fri, 18 Apr 2025 12:25:56 GMT

MONTREAL — Fresh produce and fresh connections were served up at this year’s Canadian Produce Marketing Association Convention and Trade Show.

Joe Quijada, Kasey Kelley and Archie Taylor are shown at Naturipe’s booth.

(Photo: Christina Herrick)

The Naturipe team said it saw strong traffic during the event. Visitors to the company’s booth discussed strawberry availability, as the team said they had been hard to come by lately but should open up.

Georgia blueberries were set to start soon, too, and the Naturipe team said retailers can expect strong strawberry and blueberry promotions for weeks 17-20. Retailers can also expect good strawberry promotion for Memorial Day.

Blackberries and raspberries are steady but declining in availability now.

The company said it will offer its “spring berry boost” promotion to help drive consumption.

“We’ll have big blueberries and strawberries weeks 17-20 for promotion in pints, 18-ounce and pounds,” said Kasey Kelley, director of business development, East, for Naturipe.

Jason Todd and Rod Baeini are shown at the Accu-Label booth.

(Photo: Christina Herrick)

Sustainability solutions for PLUs were a hot topic at the booth of Accu-Label, which has offered paper-based PLU solutions for more than 23 years. Rod Baeini, general account manager for Accu-Label, said his company’s paper-based PLU stickers are certified compostable material and Composting Manufacturers Alliance accepted. Baeini said the labels work on existing equipment without modifications.

Accu-Label also offers print and apply live trace codes.

And as for the show itself, Accu-Label had a claw machine game where visitors could take home a produce-themed stuffed animal., which was always busy.

“Foot traffic has been great, and sustainability is in the top of everyone’s mind, so a lot of people have stopped by to ask about products,” Baeini said.

Steven Ceccarelli is shown at the Farm Fresh Produce booth.

(Photo: Christina Herrick)

Originally from Montreal, Steven Ceccarelli, founder and CEO of the Faison, N.C.-based Farm Fresh Produce, said he was happy to be back.

“I’m in my hometown stomping grounds,” he said of the event’s location this year. He noted that the show’s attendance was strong. “It’s great to connect with people.”

Farm Fresh Produce offers year-round sweetpotatoes and seasonal broccoli and cabbage and niche flat napa cabbage. The company also offers bell peppers, hot peppers, including cubanos and jalapeños as well as hard squash such as butternut, spaghetti and eggplant.

Ray Anderson and Michelle Jacobs are shown at the Jackson Farming Co. booth.

(Photo: Christina Herrick)

Ray Anderson, grower relations manager and sales representative at Jackson Farming Co., said the company’s team visited the U.S. Consulate while in Quebec for a reception for produce growers during CPMA. The Autryville, N.C.-based grower supplies watermelons, sweetpotatoes, cantaloupe and broccoli.

The show was good, Anderson said. “It’s good to see a lot of our customers and put faces with names.”

More CPMA coverage:

Seen and heard at CPMA 2025 — Part 3

Thu, 17 Apr 2025 19:09:20 GMT

MONTREAL— From social media sensations to innovation centers to award-winning products, Canadian greenhouse growers pulled out all the stops at the recent Canadian Produce Marketing Association Convention and Trade Show.

Red Sun Farms featured its Innovation Trials Center at CPMA 2025. The purpose of the booth-within-a-booth devoted to innovation was multifold — allowing attendees to sample a variety of greenhouse-grown items as well as explore the company’s sustainable packaging solutions and to give Red Sun Farms important feedback on the products and packaging they should pursue next.

Del Fresco Produce’s Sonia Klinger and Jim Papaefthimiou perch on the bike that cucumber social media sensation Logan rode on the show floor at CPMA 2025.

(Photo: Jennifer Strailey)

Del Fresco Produce created buzz by bringing social media cucumber salad sensation Logan to its booth at CPMA on April 9. The company gave out recipe cards for Logan’s Cucumber Salad made with its greenhouse-grown Del Fresco Pure Organic English Seedless Cucumbers as well as salad shaker cups and chopsticks like the ones Logan uses in his YouTube videos.

Nature Fresh Farms’ Kailey Foster and Amanda Armstrong shared more on the greenhouse grower’s “Flavor with Feeling” lineup.

(Photo: Jennifer Strailey)

Nature Fresh Farms showcased its “Flavor with Feeling” lineup of fresh produce that’s designed to “connect with customers on a different level,” said Nature Fresh Farms’ Kailey Foster.

From Zens Yellow Cherry Tomatoes to Dramas Red Cherry Tomatoes to Lil’ Chills Baby Cukes and Sweet Thrills Seedless Mini Peppers, the line merges vibrant design with Nature Fresh Farms’ mission of “Growing for a Kinder Future.”

Also new from Nature Fresh Farms, Sauci premium on-the-vine roma tomatoes and Cheers cocktail tomatoes — both of which are chef-inspired, says Foster.

The greenhouse grower also touted its Greenhouse Clean label, which Amanda Armstrong says stands for pristine conditions, better quality and produce that’s better for the environment and consumers.

Shown from left, Eric Highfield, Jeremy Anderson, Lindsay Bryson, Jay Willmot, Filip Bidzinski and Amanda Maitland of Haven Greens talked ramping up production at CPMA 2025.

(Photo courtesy of Haven Greens)

First-time exhibitors Haven Greens is looking to expand into the U.S. with its fully automated greenhouse-grown leafy greens. The company says it’s currently operating at half-production with 10 lines and will open another 10 lines as soon as the demand is there.

Haven Greens says it uses sustainable and automated practices to harvest baby greens, baby red and green leaf lettuce, and baby spring mix that isn’t touched by human hands until it reaches the consumer’s kitchen.

Mucci Farms’ Emily Murracas showcased the company’s Sun Drops greenhouse-grown organic tomatoes, which won CPMA’s Best Organic Product.

(Photo: Jennifer Strailey)

Mucci Farms’ Emily Murracas showcased the company’s Sun Drops greenhouse-grown organic tomatoes, which won CPMA’s Best Organic Product.

Additionally, Mucci Farms touted its Senza seedless mini peppers and Kyuri cooking cucumber.

The greenhouse grower also featured its 100% recyclable Linerless Label packaging series, comprised of trays made from paperboard and sealed with a paper top.

“It’s important for us to stay innovative and show our retail partners that we’re trying our best to bring new products to market,” said Emily Murracas.

More CPMA coverage:

Seen and heard at CPMA 2025 — Part 2

Tue, 15 Apr 2025 22:09:53 GMT

MONTREAL — The Canadian Produce Marketing Association Convention and Trade Show, held April 8-10, celebrated 100 years of the organization with a nod to the past and an eye to the future.

Rebecca Rotter Trebino, Mark Munger, Chris Drew and Brian Hawes are shown at Ocean Mist Farms’ booth.

(Photo: Christina Herrick)

For the Ocean Mist Farms team, the event was about relationship building, said Mark Munger, senior director of marketing. Munger said there’s a lot of uncertainty with tariffs among Ocean Mist’s customers, so conversations at the event stemmed around reassuring its partners.

“We’re reassuring we’re here to serve them,” Munger said.

Other topics included the start of spring artichoke season out of Castroville, Calif., which will start in about four weeks. Munger said it looks like it’ll be a great crop.

“We’re establishing conversation and building excitement [for the upcoming season],” he said. “It’s always a fun time of year, and we expect a high-quality crop.”

Chad Harrison, Darrin Debrusk, JF Delorme and Jeff Murray are shown at IFCO Systems’ booth.

(Photo: Christina Herrick)

Reusable plastic containers were the main topic of conversation with IFCO Systems. Visitors to the company’s booth also talked about the pressure of the modern supply chain.

JF Delorme, director of retail sales for IFCO Systems, said visitors sought more sustainable options that are also durable and protect produce.

“They want to remove wax corrugate,” he said. “We’re just here saving the world one RPC at a time.”

Rich Mendonsa and Danelle Huber with CMI Orchards and the Cosmic Crisp “astronauts” and space shuttle are shown at the CMI Orchards booth.

(Photo: Christina Herrick)

The team at Cosmic Crisp visited the CMI Orchards booth. Many CPMA conversations for CMI Orchards involved Ambrosia Gold. The company launched an organic kids snack pack program called “Crunchie Munchies,” which was drawing keen interest.

And the early June start to the cherry season was also a topic of conversation. CMI Orchards shared with booth visitors its specialty cherry program including Skylar Rae, Strawberry Cherries, rainier and its XXL program, which features larger fruit.

“It’s up to Mother Nature,” Rich Mendonsa, business development manager, said of pinpointing exactly when cherry season will begin for the grower-packer-shipper. “So far things are set up for a good crop.”

Mario Ramirez, Adriana Villanueva and Francis Hurtado Terwes are shown at the Aneberries booth.

(Photo: Christina Herrick)

Aneberries offered to booth visitors samples of its Mexican-grown blackberries, blueberries, strawberries and raspberries.

“Berries are a popular fruit here in Canada,” said Mario Ramirez, communications coordinator for Aneberries, which represents Mexico’s berry growing sector.

Visitors also learned about Aneberries 15th International Congress, which will be held July 23-24 in Guadalajara. Ramirez said the organization expects about 3,000 attendees for the “biggest berry show in the world.”

Steven Ferrell, Paul Oklesh, Harlan Ewert, Matthew Aronson and Scott Harker are shown at the Verdant Technologies booth.

(Photo: Christina Herrick)

“We’ve had a lot of good conversations with customers walking through the show,” said Harlan Ewert, director of sales, West, for Verdant Technologies.

The Verdant team said they spent a lot of time at the booth, and through different networking opportunities, connected with growers the company already works with and introduced new growers to its HarvestHold product.

“There’s a lot of demand, and it’s good to connect with our grower and retailers at breakfast and lunch,” Ewert said.

More CPMA coverage: Seen and heard at CPMA 2025 — Part 1

Seen and heard at CPMA 2025 — Part 1

Mon, 14 Apr 2025 21:53:24 GMT

MONTREAL — Innovation, Canadian-grown and -owned, and produce that plays well in both cooked and raw dishes were all on display at this year’s Canadian Produce Marketing Association Convention and Trade Show, which took place April 8-10.

The Sun Grape California team, from left: Rino Felicioni, Sammy Cacciatore, Pat Calabretta and Rob Anderholt talked about delivering high-quality grapes year-round.

(Photo: Jennifer Strailey)

At the Oppy booth, Sun Grape California’s Rino Felicioni said its 50-50 partnership with British Columbia-based Oppy — a grower, marketer and distributor of fresh produce — has led to a strong team behind the brand and a consistent supply of high-quality grapes. The Canadian-owned table grape grower farms 1,500 acres in California and moves 2.5 million boxes of grapes each year, said Felicioni.

As many Canadian produce consumers have responded to the recent U.S. tariff threats by making it a point to buy Canadian fruits and vegetables , Sun Grape California has launched a new package that calls out its Canadian ownership.

“We’re really targeting Canadian consumers,” said Felicioni, who added that about half of Sun Grape’s business is Canadian.

With the new partnership, Oppy will expand its year-round reach in Peru, Brazil, Chile, South America and Mexico.

Amanda Orr of Mastronardi Produce shared the Canadian greenhouse grower’s newest products and its plans to celebrate the 30th anniversary of the Campari cocktail tomato.

(Photo: Jennifer Strailey)

Mastronardi Produce showed off its new strawberry-shape Secilia tomatoes and Canadian-grown Sunset Summer Delight strawberries, which have a “classic strawberry flavor,” said Amanda Orr.

This year marks the 30th anniversary of the company’s Campari cocktail tomato, and Orr said Mastronardi will celebrate with anniversary-themed packaging and in-store promotions throughout the year.

The company also featured its Bombs Squad tomato-on-the-vine medley, Aloha peppers, and Backyard Farms green leaf lettuce in a new resealable bag packaging, which won CPMA’s 2025 Packaging Innovation Award.

Bolthouse Fresh Foods’ Karen White shared that the company is set to introduce its carrot innovations to the Canadian market.

(Photo: Jennifer Strailey)

Bolthouse Fresh Foods is making eating carrots easy and delicious for consumers through a range of products, including Bolthouse Fresh Foods Carrot Shakers — baby carrots with seasoning packets that are available in Dill Pickle, Chili Lime, and Ranch flavors, said Karen White, vice president of marketing. The line took home CPMA’s 2025 Best Snackable Product Award.

“This value-add product combines freshness and excitement,” said White.

The company also showcased its Bolthouse Fresh Sizzlers Carrot Side Dish, which features crinkle-cut carrots with one of three sauce kits: Garlic Herb, Sweet Honey Heat or Herb Vinaigrette. Sizzlers can be prepared in minutes in either a skillet or air fryer, White said.

Pure Flavor’s Candice Cottingham, Sal Figliomeni, Carmine Borrelli, Julia Shreve and Joe Sbrocchi showcased the Canadian greenhouse grower’s Rocco Red on-the-vine tomatoes.

(Photo: Jennifer Strailey)

“Rocco Reds are a great cooking tomato,” said Julia Shreve of Pure Flavor. “Its color is so vibrant all the way through the tomato.”

Pure Flavor also showcased its Woka stir-fry cucumbers that are lower in water content and have a firmer exterior than traditional cucumbers. And while they can be eaten raw, “they really sine in a cooked dish like an Asian stir-fry,” said Shreve.

Pure Flavor recommends adding Woka cucumbers at the end of the dish so the cucumbers retain their crunch.

How trade wars are shifting the North American produce industry dynamic

Mon, 14 Apr 2025 11:32:38 GMT

MONTREAL— President Donald Trump’s on-again, off-again tariff threats — as well as talk of making Canada the “51st state” — have sparked a fierce sense of nationalism among Canadian consumers, the majority of whom are eschewing fresh produce from America in favor of locally grown and imports from anywhere other than the U.S.

Canadian supermarkets seeking to meet consumer demand are building big displays of Canadian-grown produce, a theme that was evident at the four supermarkets on a Canadian Produce Marketing Association retail tour April 8, just prior to its annual convention and trade show.

A Metro store in the Montreal area displays a bounty of locally grown produce.

(Photo: Jennifer Strailey)

“If we put a Canadian flag in a display, it sells out immediately,” said a produce team member at a Provigo store on the tour.

Talk of tariffs and the impact to the produce industry was also top of mind on the show floor, where scores of Canadian produce suppliers, including Highline Mushrooms, Sun Grape, Up Vertical Farms and others, introduced new packaging with a maple leaf and callouts to “Canadian grown” and “Canadian owned.”

“Canadians have been united in a way I don’t remember in my lifetime,” Jennie Coleman, president of fair trade banana company Equifruit, told The Packer.

“I worry about the damage done to U.S. brands,” she added. “We’re all selling great products that are good for us. It’s not about the growers; it’s that U.S. brands have lost so much standing in the Canadian consumer’s mind.”

It was a sentiment echoed by Les Mallard, vice president sales of Fyffes North America Inc., who received CPMA’s 2025 Lifetime Achievement Award. During a fireside chat to discuss his decades-long career in the produce industry, he expressed concern that the tariff threat backlash could ultimately result in people consuming less produce.

Canadian-grown opportunity

While the trade wars have presented fresh challenges for U.S. grower-packer-shippers, some Canadian growers, like Up Vertical Farms in Pitt Meadows, British Columbia, have experienced rapid and dramatic growth.

Shahram Rashti and Bahram Rashti of Up Vertical Farms discuss the company’s explosive growth.

(Photo: Jennifer Strailey)

“We’ve seen a tremendous amount of growth, but it’s bittersweet,” Up Vertical Farms CEO Bahram Rashti said from the Oppy booth at CPMA. “There’s definitely been a shift in the market dynamic. [Canadian] consumers are getting their voices heard through their spend at the till.”

In February, Rashti told Global News that Up Vertical Farms was struggling to get its salad kits and lettuce blends into the major Canadian grocery chains, a challenge it feared might impact the vertical farmer’s ability to remain in business.

By early April, all of that had changed.

While before the trade war, Up Vertical Farm’s salads were carried by fewer than 10 Canadian grocery brands, now 22 Canadian retailers sell its blends and kits.

“We’ve seen a tremendous shift in growth, sales of our salad kits and blends have picked up like crazy, and our products keep selling out,” Rashti told The Packer.

Up Vertical Farms uses a modular operations facility, which Rashti explained will allow the vertical farmer to quickly scale its operations. He says the company plans to double its operations, growing and processing facilities in a year’s time to meet heightened demand.

But Up Vertical Farms products are not only in demand because they’re an alternative [to American salads], Rashti says. “It’s a superior product,” he said. The company is currently revamping its salad kits to be even more “chef inspired.”

“We’re working with a chef to offer salad kits that mimic what you’d get in a restaurant and give consumers more of what they want,” he said.

Mexico and Canada unite

Trade wars may also serve to strengthen the relationship between Canada and Mexico trading partners.

In the Mexico pavilion at CPMA, Divine Flavor Chief Marketing Officer Alán Aguirre Camou said, “Tariffs have created new opportunity for Canada and Mexico to team up.”

“Tariffs have created new opportunity for Canada and Mexico to team up,” said Divine Flavor Chief Marketing Officer Alán Aguirre Camou.

(Photo: Jennifer Strailey)

The produce industry has always been dependent on each other in North America, and historically Mexico and the U.S. have been strong trading partners, but in the last 20 years Mexico has really engaged with the Canadian market, he said.

“Tariffs are opening doors for Mexican and Canadian companies across the supply chain — from seeds to fruits and vegetables,” he said.

Of the shift in trading power, Aguirre Camou said, “Sadly, it’s become like the [video] game Age of Empires.”

Your next read: Majority of Canadian consumers not buying U.S. produce right now, says CPMA

Mastronardi Produce recognized for packaging innovation

Fri, 11 Apr 2025 20:26:02 GMT

Kingsville, Ontario-based greenhouse grower Mastronardi Produce new paper lettuce bag garnered the Packaging Innovation Award at this year’s Canadian Produce Marketing Association Convention and Trade Show in Montreal.

The resealable lettuce bag helps keep leafy greens crisp, fresh and delicious with a 65% reduction in plastic compared to a traditional PET tray, according to the company.

“Consumers are looking for alternatives to conventional plastic packaging,” company President and CEO Paul Mastronardi said in a news release. “This award speaks to Mastronardi’s continued leadership in the industry to meet consumer demands.”

Mastronardi Produce said it will launch the new packaging soon on its Backyard Farms fresh leafy greens brand.

Current tariffs a 'wake-up call' for Canadian growers

Wed, 09 Apr 2025 21:41:59 GMT

“Agriculture strategy is economic strategy,” said John Stackhouse, senior vice president of the office of the CEO at the Royal Bank of Canada, during a session on trade and market trends in the North American economy at the Canadian Produce Marketing Association’s annual meeting in Montreal, Quebec on April 9. “We’re now talking about economic strategy being part of national strategy. Well, agriculture is part of national security.”

Stackhouse joined Ron Lemaire, CPMA president, to discuss the current economic climate and opportunities for the fresh produce industry in Canada.

Stackhouse called the current tariff and economic climate a wake-up call for agriculture, and while he said agriculture is the one thing that stitches Canada together, it’s also a critical part of Canada’s future.

Current state of tariffs

Lemaire said that while agriculture is accustomed to volatility in the form of hurricanes, flooding, a lack of water or other weather disruptions and logistical issues, he asked Stackhouse to discuss the current state of disruption in the form of tariffs.

“What we are in, and have been in over the last week, is equivalent to what we were in in the pandemic and the financial crisis,” Stackhouse said. “Those had long-tail effects that we need to start thinking about and be attuned to.”

Stackhouse said, though, that this volatility is different because it is caused by the policy of a single country, which he said can be reversed or amended.

“We’re seeing pretty concerning sell-off in bonds that’s leading to higher yields,” he said. “We’ll all pay for that in our mortgages, in your commercial paper, in your term loans, and in our government debt and what we have to pay on that.”

Stackhouse said the market hasn’t seen systemic changes to liquidity, which is a good thing. He noted that a challenge to the current economic crisis is the integrated economy and financial system.

“When you put a wall in any part of that, the whole thing is at risk of shutting down,” he said, noting commercial and central banks continue to work on managing the current financial system. “We’re seeing uncertainty. We’re seeing in markets a bit of a buyer’s strike. People are not wanting to invest in the market. The capital is there. There’s an enormous amount of capital sitting on the sidelines. And if that uncertainty can be resolved, that capital should come into markets pretty quickly. In other words, there’s not a systemic challenge that needs a systemic solution. There’s just uncertainty because of trade policies that have everyone tightening up.”

Stackhouse said banks and the agri-food industry need more clarity from the administration on its key objectives both in the short and long term.

“What every sector is feeling is this uncertainty, and therefore an understandable decision or instinct to hold back on investing,” he said.

This uncertainty impacts produce businesses’ decisions to start a new factory line, mergers and acquisitions or even spring planting.

“That’s where it starts to get very concerning because the lead times are very significant,” he said. “We’re not talking days, weeks. We’re talking seasons in agri-food as well as other sectors. More certainty is needed so that those U.S. farmers can know what to plant this spring, and their buyers, not just in the United States but around the world, can have some certainty and do forward contracts and arrange for shipping.”

Stackhouse said without that certainty, there will be structural impacts in the form of pulling back from long-term investments, which could spur a recession next year.

“We’ll get into next fall or next year, and find ourselves in a recession,” he said. “A good number of people are now forecasting that. You don’t snap your way out of that kind of recession when you’ve had that sort of structural lack of investment. It’s not a consumer-driven recession where you can just get people coming back in.”

U.S. vs. China

As to the ongoing escalation of tariffs between the U.S. and China, Stackhouse said the industry is seeing signals of a worst-case scenario; a rapid escalation of a trade war between the world’s two dominant economies.

“If those two economies, which have very integrated economies, but also integrated financial flows, get beyond a point of no return, that will have enduring negative impacts for all of us now. A better outlook is that they both in their self-interest, dial this down. ... It’s gonna be bumpy for a while, and there will be negative outcomes for far too many people because of this, but I suspect the president wants to resolve this fairly quickly, maybe by summer, and just get this off his to-do list.”

Stackhouse said he sees President Trump wanting to create a lot of bilateral agreements with individual countries, noting Israel, Japan, India, Thailand and Vietnam will have talks this week to discuss trade negotiations.

“I’d be surprised if the U.S. didn’t take advantage of and then package those together into a big trade deal for the United States, declare that as a victory and then leave it to trade officials to work out the details,” he said.

Of the trade dispute between the U.S. and China, he said he suspects China is more prepared to wait out the trade war for more favorable outcomes. But he wondered if the average U.S. citizen is willing to pay 10% or 20% more for products.

“The pain threshold is probably greater in China, among ordinary citizens than it is among the United States. I don’t say that with any glee. It is a country that is probably willing, top to bottom, to make more of a collective sacrifice as well as an individual sacrifice to get to a better outcome,” he said. “That may be what China is gaming. ... This is terrible because people in both countries suffer, and the people who will suffer most are the ones who have the least.”

U.S. vs. Canada

Stackhouse said he’s seeing some of that mentality in Canada, where Canadians are willing to give up certain products from the U.S. and other countries.

“We all have seen the anti-American mood sort of grow in [Canada],” he said. “I think that can shift fairly quickly, but China should be aware of the lack of goodwill it has lost in Canada over the years. … We live in a world of two dominant economic powers, but there’s also a whole bunch of the rest of us that make up the other half of global GDP and much more than half the global population.”

Of the $30 billion tariffs the Canadian government implemented on U.S.-produced products such as orange juice, Stackhouse said Canada is in a good position.

“The U.S. has more than economic interests at play here to rebuild a partnership with Canada that can either come all at once or bit by bit, I would suspect it’s going to be bit by bit, just given the nature of this president, and also all the other negotiations that that the U.S. is going to have to deal with.”

Stackhouse said one thing the Trump administration has been successful at is creating fissures, dividing and conquering.

“If he is able to hive off a weakness or create division, he’ll do that and do that with the weaker partner,” he said. “As Team Canada, we have to lock arms, but then it’s more than a symbolic of locking arms. How do we think constructively about reforms and every sector in every economy has room for reform? How do we map out the irritants to our most important trading partner? Some of them justified. Some of them a little more politicized.”

Outlook on exports

Stackhouse said exports are one of the biggest opportunities for agri-food in Canada, but he said it will take years of investment to develop.

When Lemaire asked about exports to the U.S., Stackhouse mentioned a “food first” survey conducted by RPC which looked at the future of agriculture exports for Canada. The report found that Canada fell from No. 5 to No. 7 in global agri-food exports.

“On current course, we will end up in ninth place within a decade, if we do nothing,” he said. “The rest of the world is getting better, and the rise of the rest isn’t just manufacturing. We’re seeing the rise of the rest is agri-food, and we are now competing not just with the United States, but with Brazil and Argentina, but lots of others who are going to be the next Brazil and Argentina.”

Stackhouse said it’s critical for the agri-food industry to invest in infrastructure, noting Canadian ports are not equipped for the current global economy. He noted how a delegation from Japan that visited Canada a few years ago said that while Canadian goods would be a great fit, it would be a challenge to ensure surety of goods. Stackhouse called this an important moment for the Canadian agri-food industry.

“This is the world saying to us, ‘We don’t know if we can count on it,’” he said. “Let’s invest in our ports. Let’s invest in inland terminals. Let’s invest in rail expansion, including just the rail lines and the capacity that we can have. And then let’s start to think more out into the future.”

In terms of greenhouse production, Stackhouse said the Canadian greenhouse industry has grown exponentially in a short amount of time and can easily grow fivefold. He said a study conducted by RPC found that the greenhouse industry in Spain has grown 10 or 20 times more in the same amount of time as in Canada. He said it’s important that the agri-food industry supports Canadian greenhouse growers.

“We need to ensure that we have trade access because most of that produce really is going to go to the U.S.,” he said. “That’s to America’s benefit.”

Lemaire asked Stackhouse about the future of agri-food in Canada, he said the fresh produce industry in the country is well equipped for growth.

“Shame on us if we cannot grow agri-food by 20% over the next decade or so, because we have the land, the water, the inputs,” he said. “We do have the trading relationships, even with all the frictions we have today, we’re better positioned to be selling into the U.S. market and all sorts of other markets in Europe, right across Asia, than most countries. We have the talent across the country and right through the supply chains to innovate and to grow.”

CPMA's Ron Lemaire talks trade wars ahead of Montreal show

Fri, 04 Apr 2025 20:35:00 GMT

While Canadian Produce Marketing Association President Ron Lemaire calls the exclusion of Canadian fruits and vegetables in President Donald Trump’s “Liberation Day” tariffs “a positive sign,” the current trade war remains a cause for concern.

“Already today, the day after [Trump’s tariffs announcement], we’ve seen the impact from the stock market and the global markets of what tariffs truly do — and that is hurt the global trading model, hurt business and, in the end, hurt the consumer,” Lemaire told The Packer on April 3. “And the markets are already demonstrating a sign toward a movement into a recession.

“And if a recession is on the horizon, that hurts everyone, especially when you look at produce purchases, and you look at staples and core commodities being hoarded … and premium and value-added products suffering,” he continued. “It’s not a good scenario right now.”

On March 4, the Canadian government announced retaliatory tariffs of 25% on products imported from the U.S., and while they are largely automotive-focused, they do include tariffs on a handful of U.S. produce items such as cherry tomatoes, citrus, stone fruit, nuts and snap beans.

Lemaire said CPMA sent a letter April 3 to Canadian Prime Minister Mark Carney asking for those tariffs to be removed.

“We definitely are against tariffs,” said Lemaire, adding that it doesn’t make sense to leverage tariffs on produce in an attempt to negotiate tariffs in another sector like automotive or aluminum.

“We want to take food out of the equation,” he said. “We want the Canadian government to look at removal of the tariffs on produce, on American produce items, and level the playing field so that we can compete and operate in a non-tariff environment — as we have historically — and let it be a global market for competition.”

With tariff negotiations ongoing, the produce industry prepares to convene in Montreal for the annual CPMA Convention and Trade Show, April 8-10.

What will talks be on the trade show floor and networking sessions?

“The discussion is presence,” said Lemaire, noting record attendance at this year’s CPMA show and a need for the North American produce industry to connect in these uncertain times.

“We’re still in a very unpredictable environment … and that unpredictability is hurting business,” he said. “We still have a consumer-driven model in Canada — buy anything but American — and that influences the produce purchase and influences the [retail] buyers in Canada on their decision on what they are carrying and the volume and whether products are on ads and so on.

“The key here is the long game, being present, maintaining the relationship,” he continued.

Lemaire says the U.S. Consulate in Montreal plans to host a reception April 9 aimed at rebuilding the U.S. brand and beginning the work on ensuring short-term Canadian consumer sentiment isn’t a long-term loss for the market.

“There’s definitely a surge on Canadian product,” he said. “[But] the Canadian sentiment is due to the U.S. administration. It’s not about the U.S. producer — it’s not about the U.S. grower-packer-shippers. It is a response to President Trump, and it goes across … all products coming out of the U.S., not just produce items.”

Given the current climate, Lemaire says participation in this year’s CPMA show is key.

“This is where it’s important to keep being present as a U.S. company — keep the relationships with your Canadian buyers,” he said. “Everybody is coming to the show. We have record numbers. The industry is rallying.

“This is a government-to-government problem,” he added. “This shouldn’t be an industry — a business-to-business problem, and so business-to-business has to continue developing relationships, making sure we grow and innovate and strategically.”

Lemaire says he’ll be talking transformation at the 2025 CPMA show. “Transformation that will come in many different forms,” he said.

Fresh Express to highlight global culinary trends at CPMA show

Mon, 31 Mar 2025 21:31:52 GMT

Fresh Express says it will highlight fresh flavors from around the world at this year’s Canadian Produce Marketing Association Convention and Trade Show, where it will sample its Twisted Caesar Pesto Caesar Chopped Salad Kit and the Thai ‘N’ Cashews Chopped Salad Kit and highlight three new choppped salad kits.

The company’s booth, No. 3074, will showcase bold, internationally influenced flavors that make home dining effortless and exciting, according to a news release. Fresh Express says it curated flavors that balance comforting, well-loved ingredients with fresh, unexpected twists, recognizing that consumers crave both familiarity and adventure in their meals.

Each kit delivers dynamic textures and balanced flavors, making it easy to enjoy a restaurant-quality salad at home, the company says. The new Fresh Express Chopped Salad Kits include:

• Creamy Goddess Chopped Salad Kit.
• Farmhouse Ranch Chopped Salad Kit.
• Asian Apple Salad Kit.

“Fresh Express’ position as the number one salad kit brand is built on our ability to innovate, evolve and create meaningful connections with both consumers and retailers,” Fabian Pereira, vice president of marketing and innovation at Fresh Express, said in the release. “We’re excited for the incredible opportunity to connect with key players in the industry and give them a firsthand look at what makes the Fresh Express brand so special.”

Topline Farms to bring ‘Roma Revolution’ to CPMA 2025

Wed, 26 Mar 2025 11:48:50 GMT

Topline Farms says it is bringing the “Roma Revolution” to the Canadian Produce Marketing Association Convention and Trade Show, set for April 8-10 in Montreal.

A Chairman’s Club sponsor for the event, Topline Farms plans to showcase its year-round, greenhouse-grown roma tomato program, offering Canadian consumers consistent quality and exceptional flavor, the company said in a news release.

With generations of experience, Topline Farms says it is committed to providing fresh, local produce and that Dino DiLaudo, senior vice president of sales and marketing, is eager to demonstrate how its roma tomatoes can help retailers boost sales and strengthen customer loyalty.

“Reliability is key to building trust with consumers,” DiLaudo said. “For decades, we’ve delivered consistent quality by controlling every step of the process — from seed to delivery. This ensures Canadian retailers have access to homegrown romas year-round, satisfying consumers’ cravings no matter the season.”

Roma tomatoes are currently enjoying a surge in popularity. According to The Packer’s Fresh Trends 2024 survey, they are the preferred tomato variety for 45% of consumers. Topline Farms Executive Vice President Max Mastronardi sees this as a major growth opportunity.

“The roma category is thriving,” Mastronardi said. “To meet demand, we’ve introduced convenient pack sizes, including our new 1-pound top-seal format. These options make it easy for Canadians to enjoy their favorite ingredient, grown right here at home. Plus, thanks to our cutting-edge greenhouse technology, our romas taste just as delicious in January as they do in July.”

Topline Farms says it is rapidly expanding its acreage, becoming one of North America’s largest lit crop roma growers. By using Lit Culture technology, which supplements natural sunlight, the company says it achieves consistent yields, superior quality and a more sustainable operation, overcoming the challenges of shorter days and colder temperatures.

At the CPMA show, attendees can experience the Roma Revolution firsthand; Chef Ervin will be creating flavorful recipes at booth No. 1715, highlighting the bold taste and versatility of Topline’s romas, the release said.

“Beyond the samples, we’re building a recognizable brand consumers seek out for its chef-quality flavor,” said Chris Veillon, vice president of marketing.

CPMA celebrates a century

Mon, 17 Mar 2025 22:13:59 GMT

This year marks a momentous one for the Canadian Produce Marketing Association as it celebrates its centennial anniversary. The 100th anniversary will be a key theme of the association’s annual CPMA Convention and Trade Show 2025, say organizers of the event to be held April 8-10 at the Palais de Congrés in Montreal.

Since 1925, through a focus on growth, innovation and collaboration, CPMA says it has consistently served as a vital force, advancing the interests of its members and fostering a thriving, sustainable industry.

As CPMA marks 100 years of achievements, its goal is to “continue the journey towards sustainable success now and in the future as the solution space for the produce industry,” the association says.

Leading up to its anniversary year, CPMA dug into its archives to find photos and other memorabilia that tell the rich story of Canada’s produce industry. CPMA also invited its members to submit old and new photos on a special website designed to mark the occasion at cpma100.ca.

The website also takes a look back at CPMA’s legacy, from key milestones and innovations to the planting and growing of fruits and vegetables over the years.

“The Canadian produce industry, led by the Canadian Produce Marketing Association, has undergone significant transformations over the past 100 years, driven by various innovations that have improved efficiency, sustainability and food safety,” says the CPMA website. “By staying at the forefront of innovation, the Canadian produce industry will continue to thrive and meet the needs of consumers worldwide.”

As the fresh produce industry prepares to gather this April, here’s a preview what some exhibitors are looking forward to sharing most in Montreal.

Oppy

“CPMA’s 100-year anniversary is the perfect time to celebrate the innovation and partnerships that drive our industry forward, and we couldn’t be more excited to be part of it,” said Oppy Canadian Sales Manager Myles Coueffin. “We have an incredible lineup of standout brands like Sun Grape, Envy, Divemex, Ocean Spray, Zespri, OriginO, Pink Cosmo and Hunkaberry.”

Coueffin says Oppy will also showcase offerings including baby leafy greens from UP Vertical Farms and hydroponic strawberries from Happy Berry.

Oppy invites attendees to visit at booth No. 701, where the company plans to launch “something very special at the show,” said Coueffin, who adds that Oppy produce items will be featured on the menu at the annual awards banquet night on April 10.

Mucci Farms

“This year in Montreal, we’re excited to showcase our Senza Seedless Sweet Peppers and Linerless Label packaging, two innovations that redefine convenience and sustainability,” said Stephen Cowan, senior director of sales for Mucci Farms. “The seedless pepper offers a hassle-free snacking experience.”

Mucci Farms also plans to showcase its Linerless Label series that eliminates plastic entirely, “addressing a top-of-mind industry concern,” said Cowan.

“As we continue to develop cost-effective, eco-friendly solutions, we look forward to working with retailers to bring more of this packaging to store shelves,” he continued. “We also have another new item that I can’t talk about just yet, but the public will know more soon.”

(Photo courtesy of Mucci Farms)

Florida Tomato Committee

With Canada representing an important market for Florida tomatoes, the team from the Florida Tomato Committee is headed to Montreal to connect with customers.

“Canada represents Florida tomatoes’ largest export market, accounting for over $47 million in sales in 2023,” said Robert Guenther, general manager of the Florida Tomato Committee. “It is the one show that we can engage directly with our customers. Given the current trade climate, it is more important than ever to have direct conversations with our partners in Canada.”

Naturipe Farms

Naturipe Farms expects sustainable packaging to be a hot topic at CPMA.

“We’re most excited to feature our heat-sealed clamshells; they’re an approach to sustainable packaging that we’ve worked hard to perfect,” said Ashley Finster, vice president of marketing for Naturipe Farms. “By using a thinner, heat-sealed top on clamshells, we reduce the plastic being used, resulting in a more eco-conscious package overall. It’s something that Canadian consumers expect, and we’re hoping to see other companies follow this trend.”

Topline Farms

“Our Topline Farms team is excited to be back in Montreal for the CPMA Convention and Trade Show,” said Chris Veillon, vice president of marketing for Topline Farms.

“This year, one of our product focuses is roma tomatoes and our ‘Roma Revolution’ promotional campaign,” he said.

With an intense focus on surety of supply, Veillon said Topline Farms is “leveraging technology with lit culture to ensure a consistent, year-round supply of Canadian-grown Roma tomatoes.”

Topline Farms is strategically adding acreage season over season to meet the increased demand throughout North America, Veillon says.

The Canadian greenhouse grower looks forward to sharing its SanZano roma program with attendees at CPMA.

“The popularity of our SanZano Roma program is providing increased opportunities at retail with new packaging options,” said Veillon. “Stop by booth No. 1715 to learn more.”

(Photo courtesy of Topline Farms)

Gambles Produce

As Gambles Produce, which services all markets across Canada, has its sights set on expansion into the U.S., CPMA is an opportunity for the produce wholesaler to connect with a broader audience, says Gamble’s Tom Kioussis.

“We’re able to service customers coast to coast, suppling them with product from two centralized distribution centers in Toronto and Calgary,” he said. “Along with this expansion, we’re excited to offer more of our Go Fresh branded products to our customers.”

Gambles will exhibit at booth No. 709.

(Photo courtesy of Gambles Produce)

Del Fresco Pure

Del Fresco Pure looks forward to spotlighting its greenhouse-grown produce at the CPMA show.

“The product we’re most excited about is the introduction of our organic English seedless cucumber — a new addition to our family organic products,” said Ray Mastronardi, vice president of sales for Del Fresco Pure. “Our organic seedless English cucumbers are a testament to our dedication to producing exceptional greenhouse-grown vegetables. We are committed to providing our customers with nutritious and delicious produce that meets the highest standards of organic, greenhouse-grown produce.”

Pure Flavor

Canadian greenhouse grower Pure Flavor plans to highlight its new Rocco Reds: The Chef’s Tomato at CPMA.

“Attendees can look for fun executions both at our booth No. 733, and at key ‘hot spots’ around the show location,” said Matt Mastronardi, executive vice president of Pure Flavor. “This new tomato is bold in flavor, color and in its purpose: to trade consumers up from ‘value’ purchases in a large category segment that has not previously seen much meaningful innovation.”

Great Lakes Greenhouses Inc.

Let’s talk organics at CPMA 2025, says Great Lakes Greenhouses Inc.

“We are extremely excited to showcase our organic pepper program this year,” said Jeff Richardson, vice president of sales for Great Lakes Greenhouses. “The challenges of growing organic peppers are well known, but Great Lakes Greenhouses took bold action.”

Richardson says last year was a “game-changer” for the company’s organic pepper production.

“With many growers struggling to deliver consistent quality organic peppers, our partners were facing a significant shortage,” said Richardson, adding that “many farmers had opted out of harvesting altogether.”

Jeff Richardson of Great Lakes Greenhouses

(Photo courtesy of Great Lakes Greenhouses)

Great Lakes Greenhouses shifted its 28-acre production to focus exclusively on organic peppers.

“The response from our partners was overwhelming — they welcomed the increased yields and were grateful for our role in filling the void,” Richardson said.

“Building on this success, we’re excited to launch a range of new packs this year to meet growing consumer demand for diverse packaging options,” he continued. “Our ability to provide a genuine organic green pepper enables us to offer the popular stoplight pack that our partners have been asking for.”

Mastronardi Produce

Canadian greenhouse grower Mastronardi Produce says the company looks forward to featuring the newest addition to its popular Bombs lineup: Bombs Squad.

“As the demand for greenhouse-grown on-the-vine tomatoes continues to grow, Bombs Squad presents a thrilling trio of distinct Bombs tomato varieties packaged together,” the company said.

The tomato medley can be used to add flavor and texture to salads, charcuterie boards, or enjoyed alone as a flavorful snack. This three-variety assortment showcases a range of flavors and vivid colors in one convenient package.

This year, Mastronardi Produce is also excited to feature Campari tomatoes, which are celebrating 30 years. Campari tomatoes were the first tomatoes to be branded by Mastronardi Produce and they remain a staple, the company says.

Mastronardi Produce says it will celebrate the milestone with merchandising programs, ad campaigns and consumer promotions.

(Photo courtesy of Mastronardi Produce)

Tariffs and trade: CPMA president shares what’s at stake for fresh produce

Tue, 11 Feb 2025 13:29:13 GMT

BERLIN — What could tariff wars mean for global fresh produce trading partners? It was a key conversation at the recent Fruit Logistica trade show, which took place Feb. 5-7, just days after President Donald Trump ordered a 25% additional tariff on imports from Mexico and Canada, later pushing pause on those tariffs for 30 days.

On the show floor, The Packer spoke with Ron Lemaire, president of the Canadian Produce Marketing Association, to get his take on what’s at stake and what commodities may be impacted most.

What’s the current size of the market — how much produce does Canada export to the U.S. and how much produce does Canada import from the U.S.?

Ron Lemaire: We have quite a dynamic market in North America right now. We receive in Canada just over $5 billion worth of U.S. product — fresh fruits and vegetables — and Canada exports to the U.S. just over $4 billion, so from a Canadian perspective, we are actually at a trade deficit with the U.S. on our fruit and vegetable trade.

Trump has pushed pause on tariffs that would include produce, but only for 30 days. What’s at stake for Canadian produce if these go into effect?

There’s a significant risk for a lot of our commodities in Canada that do enjoy a trading relationship with the U.S., especially when we look at the greenhouse industry. Ontario greenhouses ship about 80% to 85% of their product to the U.S., and they’ve integrated their business strategy having Canadian and U.S. operations.

Tariff systems in that sector would be dramatically consequential to that industry — [we’d be] looking at a change in product flow and potential loss of business and employment.

If we look at the entire market in Canada, we would see potential retaliatory tariffs from the Canadian government, as we saw initially proposed, and that would impact citrus, cherries and a range of other products, so in the end, only driving up the end cost of food and/or putting increased pressure back on the farmer to try and absorb those 25% tariffs into their margins, which we know is impossible.

The key here is, how do we move forward with a strategy that looks at a tariff-free environment but still builds on sound science and clarity of contractual certainty for building a market into the future?

How vital is a strong trade relationship between Canada and the U.S.?

Extremely vital. We have a lot of product meeting Canadian demands when we’re not in season. We function in North America because of the perishability of our product. We move leafy greens; we move strawberries; we move blueberries — highly perishable products in a very short window. When you have a five-day shipping period from California to Canada, you enjoy premium freshness, premium quality, and you’re able to manage price effectively.

If we need to look at a broader global perspective to start bringing product in from around the world, it changes trading channels and trade flows. It changes the modeling of how we actually operate in the country, and there will be a hiccup relative to the timing of business relationships we currently have today and [a need to] increase imports coming from other countries around the world to fill a gap that was satisfied by an integrated North American framework.

Our key is: How do we build out and ensure we are integrated within North America? Building upon success and relationships we’ve had for generations in the produce industry and fulfill other obligations with our partners from around the world. That system has been proven to be successful, and we need to continue to reinforce that relative to ongoing success in the future.

Some are saying this is pre-negotiations to the United States-Mexico-Canada Agreement. When you look at USMCA, is it a valuable trade deal for Canadian growers? (See video below.)