After five years of hardship marked by pandemics, heat domes, deep freezes, and trade disruptions, British Columbia’s tree fruit and wine grape sectors are showing signs of renewal - and remarkable resilience. From promising early crop signs to successful collaborative projects and expanding global interest in Canadian produce, growers and industry leaders are embracing 2025 with renewed optimism and purpose. 

“This season just feels different,” says Walter Makepeace, owner of Makepeace Organic Farms and member of the Cross-Commodity Advisory Council. “You can see the health in the vines and the blossoms. It’s a welcome shift from the struggle of past years.” 

Signs of recovery are visible across the province. The cherry crop is strong, export programs are in process to markets including China, Japan, Korea, and the EU, and the apple crop sold out two months early - underscoring high demand for Canadian-grown produce. Domestic campaigns such as Canadian Cherry Month are ramping up, while retailers across Eastern Canada are placing strategic orders to prioritize homegrown fruit in light of ongoing trade tensions with the United States. 

“Canadian consumers are showing incredible support for local,” said Sukhpaul Bal, chair of the BC Cherry Association. “There’s a real sense of pride in choosing Canadian-grown, and it’s translating into strong demand from coast to coast.” 

Amid these market shifts, industry collaboration is hitting new heights. The Cross-Commodity Leadership Support Project (CCLSP) - a pilot initiative bringing together tree fruit and wine grape organizations - is helping the sector make progress on shared goals. In just over a year, the project has launched nine joint initiatives, secured more than $900,000 in project funding, and brought more than 50 organizations together through committees, events, and extension work. 

"These are long-considered projects that have been identified as important for the long-term growth of our industries,” said Tyrion Miskell of the BC Grapegrowers’ Association. “But no single group had the time or money to get them off the ground - until now.” 

One of the most celebrated efforts has been the agriculture bus tours, designed to bridge the gap between farmers and local governments. More than 90 people participated in two tours held in Lake Country and Penticton, with elected officials, staff, and growers sharing candid stories and building relationships on the farm. 

“Many left with new ideas for collaboration and a greater appreciation for the realities of incredibly tough years. But this moment feels like a turning point.” 

For more information, visit: www.crosscommodity.org 

Source:  Cross-Commodity Leadership Support Project May 7, 2025 news release