2. CPMA - Strategic Plan to 2021

3. CPMA - Strategic Plan to 2021

4. 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

5. 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

6. 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

7. 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)

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

9. 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)

10. 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)

11. 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

12. CPMA – Convention

13. For more information:
Sue Lewis