OTTAWA, ONTARIO, CANADA - A clear sense of vision is guiding the Canadian Produce Marketing Association (CPMA) into next year, as the organization has announced the launch of its 2024–2026 strategic plan. The well-thought-out blueprint will guide the organization’s work for the next three years, starting January 2024.

“At CPMA we are dedicated to working for our members and advancing our industry,” said Ron Lemaire, CPMA President. “The landscape of our industry has changed drastically in recent years, shifting the priorities of our members. And this is the right time to reposition our organization through this strategic plan and focus our work on meeting the emerging needs of our members.”

The updated strategic plan is designed to meet the current needs of CPMA members and the fresh produce industry at large and was approved by the organization’s Board of Directors in September 2023.

According to a press release, the newly announced plan outlines three goals that will define CPMA’s success over the next three years, building on the 2015 strategic plan that focused on growing businesses, connecting the industry, and advocating for produce:

• Advocating for produce – by increasing produce consumption, addressing supply chain issues, and engaging with the government on industry issues and solutions
• Connecting the industry – by delivering a world-class international convention and trade show, providing business-to-business events in Canada and abroad, and supporting the development and growth of talent within our industry
• Empowering the industry – by supporting training initiatives that meet the industry’s needs, providing an environment that allows members to identify new innovations, and offering relevant and timely research data on the fresh produce marketplace

In addition, CPMA’s 2024–2026 strategic plan also outlines the expansion of the following three initiatives that the association has been working on for the past few years:

• Women in the produce industry

• Young professionals

• Sustainability

To read more about this strategic outline, click here.

And for more fresh produce updates, stay on the pages of ANUK.

Canadian Produce Marketing Association