Fruit and Vegetable Growers of Canada
Fruit and Vegetable Growers of Canada is a national not-for-profit trade association, founded in 1922 and headquartered in Ottawa, representing Canadian fruit and vegetable growers through provincial associations via policy advocacy, events, publications, and research program management.
- Company typePrivate
- Founded1922
- HeadquartersOttawa, Canada
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Fruit and Vegetable Growers of Canada does
Fruit and Vegetable Growers of Canada (FVGC) is a national not-for-profit trade association headquartered in Ottawa, founded in 1922 and rebranded from the Canadian Horticultural Council to its current name in 2022. It represents Canadian fruit and vegetable growers through provincial associations and industry stakeholders, covering an industry that contributes roughly $8 billion in farm gate value and $15 billion to GDP across 14,000+ farms producing 120+ commodities. Its core offerings are policy advocacy, federal regulatory representation, member publications (HortShorts, Fresh Thinking Magazine), industry events (Annual General Meeting, Fall Harvest, Farm to Plate), and administration of the Canadian AgriScience Cluster for Horticulture research program.
FVGC monetizes primarily through a subscription/membership dues model paid by provincial grower associations and associate industry stakeholders, supplemented by revenue from the HortProtect crop insurance program and government grants supporting cluster research. It also historically created the CanadaGAP food safety certification program, which was spun off to CanAgPlus in 2012 to allow FVGC to focus on advocacy. Strategic priorities span federal plastics regulation, food security policy, the Advance Payments Program, and industry sustainability, executed in concert with partners including CPMA, DRC, Agriculture and Agri-Food Canada, the University of Windsor, and CanAgPlus.
Operationally, FVGC is a lean organization with 1-10 employees, member-driven governance, and a recently refreshed Board under a "Fresh Approach" framework elected in 2024. Its competitive position rests on a century of federal engagement, the density of its cross-provincial membership, and its role as the convening node for horticulture research and policy in Canada.
Fruit and Vegetable Growers of Canada firmographics
Firmographics- Name
- Fruit and Vegetable Growers of Canada
- Legal name
- Fruit and Vegetable Growers of Canada
- Website
- https://fvgc.ca
- Company type
- Private
- Founded year
- 1922
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fruit and Vegetable Growers of Canada is a national not-for-profit trade association, founded in 1922 and headquartered in Ottawa, representing Canadian fruit and vegetable growers through provincial associations via policy advocacy, events, publications, and research program management.
- Ownership category
- akta.pro rank
Fruit and Vegetable Growers of Canada industry classification
Industry- Product category
- Agricultural Advocacy Services
- NAICS
- Fruit and Tree Nut Farming (1113), Vegetable and Melon Farming (11121)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Sanitary & Phytosanitary (SPS) & Food Safety Regulatory Cooperation (BPADANAF)
Keywords
Where Fruit and Vegetable Growers of Canada is headquartered
LocationHeadquarters
- HQ city
- Ottawa
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Fruit and Vegetable Growers of Canada business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Membership Fees: FVGC generates revenue through membership fees from two categories: Members (provincial grower associations) and Associate Members (industry stakeholders and businesses). Members pay for direct representation, policy involvement, and access to industry committees.
- HortProtect Insurance: Exclusive group life, health, and disability insurance offered to members through HortProtect program.
- Government Grants: FVGC has received funding from Agriculture and Agri-Food Canada, including funding to establish the Canadian AgriScience Cluster for Horticulture which has funded over $34 million in horticultural research.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Member - Provincial grower associations |
| Subscription | Annual | Associate Member - Industry stakeholders and businesses |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Fruit and Vegetable Growers of Canada product offering
Product offeringCore offering
Fruit and Vegetable Growers of Canada (FVGC) is a not-for-profit national trade association that delivers paid Membership Programs (Member and Associate Member tiers) with direct policy representation, working-group participation, and industry committee access, alongside the HortProtect group life, health, and disability insurance program offered exclusively to members. Beyond these paid offerings, the organization conducts horticultural research coordination via the Canadian AgriScience Cluster for Horticulture, publishes industry newsletters and Fresh Thinking Magazine, hosts advocacy events including the AGM and joint Fall Harvest/Farm to Plate events with CPMA, and runs recognition programs such as the Doug Connery Award and FVGC Excellence Awards.
Product overview
FVGC operates as a not-for-profit national trade association (not a technology product company) offering membership services, advocacy programs, publications, and events for Canadian fruit and vegetable growers. The core offerings include membership programs with direct policy involvement, the HortShorts/Horti-Concis bi-monthly newsletters, Fresh Thinking Magazine, annual events (AGM, Fall Harvest, Farm to Plate), insurance through HortProtect, and recognition awards. Additionally, FVGC manages research programs including the Canadian AgriScience Cluster for Horticulture and previously launched the CanadaGAP certification program.
Differentiator
Problem solved
Functional benefit
Products and services
- Membership Programs (Member and Associate Member) Two-tier annual membership offering: Members (provincial grower associations) receive direct representation on key industry committees, policy involvement, lobby event participation, working group and Board of Directors leadership opportunities, insider information updates, and federal government relations support; Associate Members (industry stakeholders and businesses) receive Member Notes and On Your Behalf briefings, bi-monthly HortShorts newsletter, AGM networking, sponsorship opportunities, policy insights, and Associate Spotlight advertising.
- HortProtect Insurance Program
Quantifiable outcome
- FVGC advocated for increase of Advance Payments Program interest-free limit to $250,000 for 2026 program year
- +2 more outcomes
Companies that use Fruit and Vegetable Growers of Canada
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Fruit and Vegetable Growers of Canada technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Fruit and Vegetable Growers of Canada partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Canadian Agriculture Coalition PartnerscoreJoint letter on Federal Plastics Registry with 18 agricultural organizations including Canadian Aquaculture Industry Alliance, Canadian Cattle Association, Canadian Federation of Agriculture, Dairy Farmers of Canada, and others.
- University of WindsorminorFVGC and University of Windsor committed to advancing economic growth, clean energy transition, and food security through research and collaboration.
- CanAgPluscoreCanadaGAP certification program became independent, managed by not-for-profit corporation CanAgPlus.
- Agriculture and Agri-Food CanadacoreCHC awarded funding by AAFC to establish Canadian AgriScience Cluster for Horticulture, a program that helped fund over $34 million in horticultural research.
- Fruit and Vegetable Dispute Resolution Corporation (DRC)coreCHC led the establishment of DRC to ensure growers had access to dispute resolution mechanism. Stephen Whitney, CHC Executive Director at the time, left to lead DRC.
- Canadian Produce Marketing Association (CPMA)coreFormerly Eastern Canada Fruit and Vegetable Jobbers. Longstanding relationship sharing office space for over 80 years. Les Burrows was Secretary of both organizations until 1967. Currently co-host annual advocacy events including Fall Harvest and Farm to Plate.
Scale indicators6 records
Recent moves9 records
Expansion highlights5 records
Fruit and Vegetable Growers of Canada competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fruit and Vegetable Growers of Canada social profiles
Digital presenceFruit and Vegetable Growers of Canada financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fruit and Vegetable Growers of Canada leadership team
Management profileNumber of profiles
Profiles1 record
Fruit and Vegetable Growers of Canada funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fruit and Vegetable Growers of Canada M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fruit and Vegetable Growers of Canada
What does Fruit and Vegetable Growers of Canada do?
Fruit and Vegetable Growers of Canada (FVGC) is a not-for-profit national trade association that delivers paid Membership Programs (Member and Associate Member tiers) with direct policy representation, working-group participation, and industry committee access, alongside the HortProtect group life, health, and disability insurance program offered exclusively to members. Beyond these paid offerings, the organization conducts horticultural research coordination via the Canadian AgriScience Cluster for Horticulture, publishes industry newsletters and Fresh Thinking Magazine, hosts advocacy events including the AGM and joint Fall Harvest/Farm to Plate events with CPMA, and runs recognition programs such as the Doug Connery Award and FVGC Excellence Awards.
Is Fruit and Vegetable Growers of Canada a public or private company?
Fruit and Vegetable Growers of Canada is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Fruit and Vegetable Growers of Canada founded?
Fruit and Vegetable Growers of Canada was founded in 1922. It employs 1 to 10 people.
Where is Fruit and Vegetable Growers of Canada based?
Fruit and Vegetable Growers of Canada is headquartered in Ottawa, Canada, in the North America region.
How does Fruit and Vegetable Growers of Canada make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are hortProtect Insurance and government Grants.
Does Fruit and Vegetable Growers of Canada have an API?
No public API is recorded for Fruit and Vegetable Growers of Canada.
What industry is Fruit and Vegetable Growers of Canada in?
Fruit and Vegetable Growers of Canada's product category is Agricultural Advocacy Services. Its primary akta.pro industry code is BPADANAF, Sanitary & Phytosanitary (SPS) & Food Safety Regulatory Cooperation. Its NAICS code is 1113 and its SIC code is 8600.