CPMA - Strategic Plan to 2021

CPMA - Strategic Plan to 2021

CPMA Business lines Strategic Goal: Enhance the market and facilitate trade of fresh fruits/vegetables. Corporate Services Governance Strategic Planning Administration Human Resources Membership Administration and Management Corporate Infrastructure:IT Industry Simplification Advocacy / GR Food Safety Industry Technology Labelling Health Claims Industry Education Market Development Consumption / Healthy Eating Data: Markets Information, Consumer Trends Networking Membership: development and retention Communications and Marketing

Research Update: Economic Footprint of Canada’s Produce Sector Total household consumption of fresh produce in 2016: $12 billion Additional $4.3 billion consumed by other industries (restaurants, food processors) Additional $6.7 billion exported Produce industry directly supports over 91,000 jobs (18% higher than 2013) Including supply chair, sector has direct impact of $11.4 billion in real GDP Source: Conference Board of Canada 2016 CBoC 147,900 jobs 11.4 in real GDP 10.4 billion consumed

Food Safety Canadian Food Safety Fund (CFSF) Officially launched January 2018 Member supported resource for research, education and food safety projects with a Canadian focus Food Safety Forums 1-day intensive review of the Safe Food for Canadians (SFC) and Food Safety Modernization (FSMA) acts Upcoming forums in Leamington, Calgary, Vancouver, Montreal, Toronto and Salinas

Advocacy / Government Relations Fall Harvest Event 2017 48 meetings held over 2-days in November with MPs, Senators, senior bureaucrats to discuss topics of concern to the produce industry Embassy events- Promoting trade relations and business opportunities in Canada Town Halls – Member education and outreach NAFTA Heavily engaged in NAFTA via stakeholder meetings, government consultations, tri-lateral industry discussions Advocacy Engagement Strategy Health Policy Meetings with provincial and federal officials (Ex. AAFC Deputy Minister, MOHLTC, Ontario Parliamentary Assistant for Health, AAFC Director General, etc.) Integrating Health Policy as part of the new Food Policy for Canada Total number of officials met with on health: 16 (from March 2017-September 2017) Financial Risk Mitigation (FRM) Determined where roadblock is and begun forging new working relationship with government file holder Ongoing meetings of FPA Strategic advice from Summa on outreach and engagement Engagement with key stakeholders (CCUA, CBA) Total number of officials met with on FRM: 15 (from March 2017-September 2017) Free Trade Active participation in Agricultural Trade Negotiation Consultations Group (ATNCG) Comments submitted for potential China FTA, Pacific Alliance FTA and NAFTA 2.0 Comprehensive NAFTA engagement strategy (Ex. Meeting with negotiators and PMO, California meetings, NAFTA webpage, Wilson Center event, etc.) New relationships in PMO, Office of the Minister of Transport and Office of the Minister of International Trade Total number of officials met with on trade: 10 (from March 2017-September 2017) Total number of officials met with on NAFTA: 21 (from March 2017-September 2017) Innovation Engagement on discussions surrounding the Innovation Supercluster Initiative Board Visit to Innovation Center Salinas Planned tour of Queen’s Innovation Park and regional innovation ecosystem Outreach to Ryerson on possible engagement and information sharing Total number of officials met with on innovation: 6 (from March 2017-September 2017)

CPMA Advocacy Embassy Events IFCA NAFTA Panel, D.C. Meetings with US Senator- California Chef Michael about to cook with Minister of Agriculture

Education Produce Credentialing Program Produce Basics Certificate Intended for those fairly new to the industry so they get the knowledge and skill sets required Produce Essentials Credential Intended for those with 2-5 years experience Recognizes individuals who have an in-depth working knowledge of the produce industry elearning.cpma.ca 3. Produce Talks: The CPMA Podcast Monthly podcast available through iTunes and on the CPMA website 2017-September 2017)

Half Your Plate Social Media Social media reach of over 1 million followers Facebook – 618,000 video views since May 2016 Youtube – Chef Michael Smith videos avg. 50,000 views each Twitter – averaging 27,000 impressions per month Half Your Plate Events Monthly Facebook Live Cook Along with Chef Michael Smith Town Halls Food Bloggers Canada Conference Elementary school Chef for a Day program Half Your Plate Reception with Chef Michael Smith during Fall Harvest 2017 2017-September 2017)

CPMA – Market Development The Great Big Crunch Food Bloggers of Canada Healthy Chef BC Royal Winter Agriculture Fair Town Halls George Brown College HYP Challenge

CPMA – Convention

For more information: Sue Lewis slewis@cpma.ca