In his annual State of the Industry Address in Montréal, Canadian Produce Marketing Association (CPMA) president Ron Lemaire called on the fresh produce industry to move from a mindset of resilience to one of proactive transformation amid global instability, trade disruptions and changing consumer demands. 

Speaking at the sold-out CPMA 2025 Trade Show and Convention on April 9, Lemaire emphasized the need for unified advocacy, agile adaptation, and bold investment in innovation to ensure the continued strength of Canada’s fresh produce sector.

“We are no longer just reacting to chaos – we are shaping the future,” Lemaire said. “Our sector is one of the most dynamic in the world and we must lead with solutions, not fear.” 

Lemaire highlighted a number of themes in his address including:

Trade and tariffs

“Keep tariffs out of our business discussions and allow us to do what we do best – be competitive and innovative in one of the most dynamic markets in the world.” 

Lemaire stressed the urgency for the U.S. and Canadian governments to exempt fresh fruits and vegetables from any trade tariff discussions. 

From resilience to transformation

“In 2024, our theme was resilience. In 2025, it’s transformation. The world is changing – our industry must too.” 

Global turbulence and domestic opportunity 

“Climate change, inflation and geopolitical unrest are not going away. But these aren’t just challenges – they are catalysts for innovation and leadership.” 

“The Canadian produce sector is proving that it can lead globally by staying agile, sustainable and science-based.” 

Empowering through the supply chain 

“Ports, borders and logistics remain strained – but our shift to long-term planning will position us to thrive, not just survive.” 

“The CPMA is working globally through the Fresh Produce Coalition to advocate for smarter, faster and safer trade flows.” 

Top three influencers in 2025: 

Supply chain evolution

“We are moving from continuous crisis management to essential more structure to solutions and resilience planning within our supply chains.” 

Sustainability

“We are redefining sustainability as a business driver, not just an environmental issue.” 

Politics and economics 

“With a federal election ahead in Canada, CPMA is ensuring all political parties understand the essential role of our industry. And the importance that produce is an essential driver to our economy and core to food security.  Our job is to ensure the next government, no matter who they are, understands that food is national security.” 

Successes in advocacy 

“In 2024, CPMA advocacy helped pass Bill C-280, delivering long-overdue bankruptcy protection for producer sellers. That’s the power of industry working together.”

“We’ve made progress on forced labour policies, regulatory harmonization and trade engagement – real wins for Canadian agriculture.”

Food as essential policy 

“Food must be defined as essential in national policy. We are an economic engine and a social necessity.” 

Urgency for a unified voice  

“We cannot let political theater define our future. Now is the moment for cross-sector collaboration and a united industry voice.”

Changing consumer dynamics 

“Canadian consumers are increasingly avoiding U.S. produce due to trade tensions. Sixty-nine percent say they’ll continue this behaviour ‘as long as it takes.’ We must rebuild trust and brands. For our sector, an integrated North American market is vital.” 

“The fact that Canadians are turning away from U.S. produce is alarming. We must be visible, communicative and transparent to protect our brands.” 

Leadership and innovation 

“CPMA continues to be the Solution Space for our sector. We are equipping our members with the tools to adapt, collaborate and lead. Together we will drive change and our global produce community will be the difference in mapping a new path to success for our sector.”

Industry call to action 

“We must be active participants in shaping our future. Be vocal, be visible and stand united to protect and grow our integrated North American market.” 

Source:  Canadian Produce Marketing Association April 9, 2025 news release