A Century of Growth

January 23, 2024

As we celebrate the Canadian Produce Marketing Association's (CPMA) 100th anniversary, we reflect on a century of remarkable achievements that have shaped Canada’s produce industry. Through growth, innovation, and collaboration, CPMA has consistently served as a vital force, advancing the interests of its members and fostering a thriving, sustainable industry.

CPMA's Founding Story

Founded in 1925, CPMA emerged from the need for a unified voice to represent the diverse sectors of Canada’s produce industry. Industry leaders came together with a clear goal: to create a platform for collaboration that would tackle shared challenges. In its early years, CPMA worked to establish standards for produce quality and safety—efforts that built trust between producers and consumers and laid the foundation for a flourishing industry.

By the 1950s, CPMA’s influence expanded across Canada and internationally. It began addressing broader issues like market access and international trade, solidifying its reputation as a trusted leader in the industry.

Innovations in Produce Safety and Sustainability

As the produce industry evolved, so did CPMA’s priorities. From the 1980s onward, the association championed numerous innovations in food safety and sustainability, establishing global standards for produce handling and distribution. The first national food safety program launched by CPMA set new benchmarks, improving consumer confidence and influencing international standards.

In 2018s, sustainability became a central focus. CPMA's advocacy for recyclable and biodegradable packaging, alongside efforts to reduce agricultural waste, demonstrated that environmental responsibility could align with economic growth.

Success in Produce Efficiencies and Coding

CPMA has been instrumental on a domestic and global level in driving advancements in produce efficiencies and coding, streamlining operations across the supply chain. By promoting the adoption of standardized coding systems such as PLU (Price Look-Up) and GS1 barcodes, CPMA has enhanced traceability, reduced errors, and improved inventory management for industry stakeholders. These innovations have enabled seamless communication between growers, suppliers, retailers, and consumers, ensuring that fresh produce moves efficiently from farm to table. Moreover, CPMA’s leadership in advocating for digital solutions and data-driven practices has positioned Canada’s produce industry at the forefront of global operational excellence. These efforts continue to foster transparency, sustainability, and trust throughout the supply chain.

Memorable Advocacy Wins and Policy Changes

Advocacy has been a cornerstone of CPMA’s work. One of its earliest wins in the 1940s led to fair pricing regulations that protected growers and stabilized the market. In more recent decades, CPMA has played a crucial role in securing favourable terms for Canadian produce in international trade agreements and addressing labour shortages through supportive policies for domestic and migrant workers. To build on this work, CPMA has been a key leader in the development of the new Canadian Grocery Code of Conduct which will launch in 2025, this tool will provide better market stability and contractual certainty to all sellers within the food industry.

A milestone in CPMA's advocacy history was the launch of the Half Your Plate campaign in 2014, which successfully encouraged Canadians to increase their fruit and vegetable consumption—a significant achievement in both public health and industry support.

In 2024, CPMA achieved a landmark advocacy win with the adoption of Bill C-280, the Financial Protection for Fresh Fruit and Vegetable Farmers Act. This critical legislation provides much-needed financial protection to Canada’s produce growers and sellers in cases of buyer insolvency, aligning Canada with similar protections in the U.S. The successful passage of Bill C-280 highlights CPMA’s unwavering commitment to its members and its ability to influence impactful policy changes that safeguard the stability and growth of the fresh produce industry.

Looking Ahead: A Bright Future for CPMA

As we celebrate 100 years of service, CPMA’s journey stands as a testament to growth, innovation, and advocacy. Looking to the future, CPMA remains committed to fostering collaboration and navigating the evolving challenges of the produce industry. With a forward-thinking vision and a strong community, CPMA is poised to continue driving progress in the next century and beyond.

Thank you for your continued support. Together, we will build on this rich legacy and shape the future of Canada’s produce industry.