CPMA 2026: How the Canadian produce sector is turning "real pressure" into progress and resilience
The Canadian Produce Marketing Association (CPMA) President, Ron Lemaire, delivered a clear and confident message this morning at the Association’s 2026 Annual Convention: Canada’s fresh produce sector is operating under real pressure, but it is not breaking.
Addressing industry leaders from across the supply chain, the executive framed the state of the sector around the produce industry's ability to flex, adjust, and perform under sustained strain while continuing to deliver food security, affordability, and resilience for Canadians.
“2026 is not a story of retreat,” said Lemaire. “It is a story of adaptive capacity: strength without breaking. Pressure is real, but so is our choice. We can turn that pressure into progress.”
CPMA: The industry is holding ground
CPMA member data shows an industry that held its ground in 2025 despite unprecedented challenges.
While more than three-quarters of surveyed members reported stable or improved performance, growth largely came through compression rather than expansion, reflecting tighter margins and reduced operating buffers.
Structural cost pressures, labor constraints, climate volatility, regulatory burden, and rapidly shifting consumer behavior continue to define the operating environment. At the same time, fresh fruits and vegetables are increasingly recognized as strategic infrastructure, sitting at the intersection of health, affordability, and national resilience.
“Food security is now central to national policy discussions,” said Lemaire. “Trade infrastructure is recognized as nation-building. And sustainability expectations are evolving toward greater pragmatism and economic realism.”
CPMA highlighted tangible progress made over the past year in relieving pressure across the supply chain, including the removal of key produce tariffs affecting Canada–US trade, expanded trade diversification efforts with priority markets, advancement of the Grocery Sector Code of Conduct, and the delivery of supplier protection measures under Bill C-280.
These outcomes reflect CPMA’s focus on credible, solutions-oriented advocacy aligned with national priorities such as trade, infrastructure, and food security.
Ron Lemaire reaffirmed the organization’s leadership role in critical foundational areas, such as the continued investment in food safety research and regulatory engagement in Canada.
The challenges facing the Canadian fresh produce industry
On trade, the executive emphasized that predictable, rules-based, tariff-free access is no longer optional, but a core business requirement. With geopolitical uncertainty and an upcoming CUSMA review, CPMA is intensifying efforts to protect and strengthen Canada’s role in an integrated North American and global produce marketplace.
Looking ahead, CPMA outlined a clear direction for 2026: acknowledge capacity strain, prioritize “must-win” work, modernize regulatory frameworks, and build recovery through efficiency, diversification, and focused strategy.
Member outlook for the remainder of 2026 reflects both realism and resolve, with optimism and caution split nearly evenly, and underscoring both opportunity and responsibility.
“We are challenged, but not divided,” said Lemaire. “And we are changing by choice, not by force. The future of fresh produce in Canada is not something that happens to us. It is something we are building together.”
*All images courtesy of CPMA.
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