CPMA — Strategic Plan to 2021 CPMA

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 Industry Simplification Advocacy / GR Food Safety Administration Market Development Consumption / Healthy Eating Data: Markets Information, Consumer Trends Industry Technology Human Resources Membership Administration and Management Corporate Infrastructure: IT Networking Labelling Health Claims Industry Education 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

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

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 1. Produce Basics Certificate • Intended for those fairly new to the industry so they get the knowledge and skill sets required 2. 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 i. Tunes and on the CPMA website

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

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

CPMA – Convention

For more information: Sue Lewis slewis@cpma. ca