The Canadian Produce Marketing Association (CPMA) has completed the first phase of its renewal strategy that will chart a course for the organisation’s future and enrich the support of its members and the produce industry as a whole.
As part of this review, two new managerial positions have been created to support the group’s enhanced focus on advocacy and education, according to a press release from the group.
The manager of government relations and industry technology will increase presence and raise awareness of CPMA within all levels of government and manage industry technology issues related to consumer fresh produce identification and more.
The manager of education, meanwhile, will research the development of a certification programme as well as research and develop strategies and revenue models for CPMA’s educational offerings.
They will also be responsible for the execution of CPMA’s education strategies including the Passion for Produce programme, Career Pathways initiative and webinars, among others.
During the first phase of the overhaul, association members, staff and other stakeholders have had the opportunity to provide input into a comprehensive examination of CPMA activities.
CPMA said the results of that exploration have been used in the development of a new multi-year Strategic Plan that is designed to maximise value for its members by supporting CPMA’s vision to enable and lead the produce industry and to enhance the market and facilitate trade of fresh fruits and vegetables for its members.
“In order to ensure that its members have the information and support they need to efficiently and effectively sell fresh produce in Canada, CPMA has committed to placing enhanced focus on advocating on behalf of our members and to providing educational opportunities to enrich industry knowledge,” the group said.
CPMA represents 760 international and Canadian members who are responsible for 90 per cent of the fresh fruit and vegetable sales in Canada.
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