Canadian Produce Marketing Association (CPMA)

What Canadian Produce Marketing Association (CPMA) does

The Canadian Produce Marketing Association (CPMA) is a not-for-profit national trade association founded in 1925 and headquartered in Ottawa, Ontario. It represents the full Canadian fresh produce supply chain — growers, packers, shippers, wholesalers, importers/exporters, retailers, and foodservice distributors — and operates as the industry's primary collective voice on trade, food safety, labelling, plant health, labour, and sustainability policy. The association is funded through tiered annual membership dues (ranging from approximately $510 for small regional members to $2,085 for regular members), event and convention booth/registration revenue, and member-only market research subscriptions, with a 37-person staff supporting operations.

CPMA's core offerings include the annual CPMA Convention and Trade Show (Canada's largest produce industry event, now in its 95th+ year), the Fresh Future Conference, Fall Harvest on Parliament Hill, the inaugural Food Safety Conference (September 2026), and the Half Your Plate national consumer education program fronted by Olympic athlete ambassadors. Member services are delivered through a Higher Logic-powered online community portal (community.cpma.ca) that bundles a member directory, labelling guides, food safety resources, innovation articles, webinars, and exclusive market research — quarterly Canadian Customer Reports, the annual Produce Yearbook, the Canadian Marketplace Report, and the Consumer Pulse tool. Strategically, CPMA monetizes its regulatory access and convening power rather than a proprietary technology stack, with no disclosed AI/ML, API, or data platform product. The member base is anchored by every major Canadian grocery retailer (Loblaw, Walmart Canada, Costco, Sobeys, Metro, Longo's), leading foodservice operators (Sysco), and major growers/shippers/wholesalers across the country.

Name

Canadian Produce Marketing Association (CPMA)

Legal name

Canadian Produce Marketing Association

Website

https://cpma.ca

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

11–50 employees

Short description

The Canadian Produce Marketing Association (CPMA) is a 100-year-old Ottawa-based not-for-profit trade association representing Canada's fresh produce supply chain — growers, packers, wholesalers, retailers, and foodservice operators — through membership, events, advocacy, and market research.

Ownership category

akta.pro rank

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Dues: CPMA generates primary revenue through annual membership fees assessed on a tiered basis by company type, size, and location. Regular members in Canada pay $2,085 per year, branch members $1,070, and regional members $510-$765 based on sales volume. International and EU companies follow similar tiered fee structures. Membership runs on an anniversary-date billing cycle and is non-refundable.
2. Events and Conferences: Revenue is generated through registration and exhibit fees for the annual CPMA Convention and Trade Show (Canada's largest produce industry event), the Fresh Future Conference, Fall Harvest advocacy event, and the inaugural Food Safety Conference scheduled for September 2026. Booth sales for the 2027 Convention in Vancouver were reported as 80% sold out.
3. Market Research Publications: CPMA produces and sells market research reports exclusively to members, including quarterly Canadian Customer Reports, the annual Canadian Consumer Preferences CPMA Produce Yearbook, and the annual Canadian Marketplace Report. These are accessible through the CPMA Community member portal.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

CPMA is a non-profit membership trade association that represents every segment of the Canadian fresh produce supply chain. It sells annual memberships (tiered by company type, size, and geography), operates Canada's largest produce industry convention and trade show, runs exclusive member-only market research and consumer education programs, and delivers government advocacy on trade, food safety, labelling, and sustainability. It is funded through membership dues, event/exhibit fees, sponsorships, and support from Center Plate Partners.

Product overview

The Canadian Produce Marketing Association (CPMA) operates as a trade association serving the fresh produce supply chain, offering a portfolio of events, educational programs, market research, member services, and advocacy initiatives. The core offerings include the annual CPMA Convention and Trade Show (Canada's largest produce event), the Produce Talks Podcast, the Half Your Plate consumer education program, the CPMA Community member portal, and various market research reports (Canadian Customer Reports, Produce Yearbook, Canadian Marketplace Report, Consumer Pulse). The association also runs advocacy events (Fresh Future Conference, Fall Harvest), awards programs (Produce Champion Award, Outstanding Women in Produce), food safety programming, food loss and waste resources (including the Waste Efficiency Tool and Use Cases), labeling services, and innovation article resources. CPMA membership provides access to exclusive tools, research, and networking through the Higher Logic-powered CPMA Community platform.

Differentiator

Problem solved

Functional benefit

Products and services

• CPMA Membership Annual membership in the Canadian Produce Marketing Association, sold in tiers (Regular, Branch, Regional) for Canadian, US/International, and EU-based companies across the fresh produce supply chain. Members receive access to exclusive market research, the CPMA Community portal, two free product label reviews, advocacy representation, and discounted event registration.
• CPMA Convention and Trade Show Canada's largest produce industry event, featuring exhibitions, networking, education sessions, and business development opportunities across the fresh produce supply chain. The 2027 edition takes place April 13-15, 2027, in Vancouver, with booths 80% sold out at time of source publication. The 2028 edition is scheduled for April 4-6, 2028, in Montreal.
• CPMA Food Safety Conference Conference focused on food safety issues and practices within the fresh produce supply chain. Inaugural edition scheduled for September 23-24, 2026, in Vancouver.
• Fresh Future Conference Annual advocacy conference focused on policy issues affecting Canada's fresh produce industry, bringing together CPMA members and government officials.
• Fall Harvest Annual advocacy event bringing together produce industry members with Parliamentarians and government officials, held jointly with the Canadian Horticultural Council on Parliament Hill.
• CPMA Semi-Annual Meetings Regular industry meetings bringing together CPMA members for networking and business development throughout the year.
• Canadian Customer Reports Quarterly market research reports highlighting Canadians' perceptions, purchase intentions, consumption, and shopping habits regarding fresh produce. Sold exclusively to CPMA members through the CPMA Community portal.
• CPMA Produce Yearbook Annual yearbook highlighting consumer profiles of the most popular items in Canadian produce departments. Available exclusively to CPMA members.
• Canadian Marketplace Report Annual report featuring unique business opportunities for CPMA members to expand their businesses within Canada and internationally. Available exclusively to CPMA members.
• CPMA Consumer Pulse Market research tool providing insights into consumer behavior and preferences in the Canadian produce market. Available to CPMA members.
• CPMA Community Member-exclusive online platform (Higher Logic-powered) providing social networking capabilities, document sharing, committee participation, member directories, and access to CPMA resources and research.
• Label Review Service Service offering product label reviews for CPMA members to ensure compliance with Canadian produce labelling regulations. Two free label reviews are included as a member benefit.
• Half Your Plate National consumer education program developed to empower Canadians of all ages to eat more fruits and vegetables to improve their health. Includes the Waste Less Guide, storage tips, recipes, and content featuring Olympic athlete ambassadors Rebecca Johnston and Mélodie Daoust.
• Passion for Produce Industry education program for professional development in the produce sector, exposing young professionals to the full Canadian fresh produce supply chain.
• Produce Talks Podcast Industry podcast featuring in-depth conversations with growers, retailers, innovators, and supply chain experts. Distributed via Simplecast, Spotify, and Apple Podcasts.
• Member Webinars Online educational sessions and webinars exclusively available to CPMA members, covering food safety, regulatory updates, market trends, and supply chain best practices.
• Waste Efficiency Tool 14-step continuous improvement methodology developed with Value Chain Management International (VCMI) to help CPMA member organizations identify and reduce operational waste. Projects typically run four to six weeks.
• Food Loss & Waste Landscape Report Comprehensive report quantifying food loss and waste in Canada's fresh produce sector, including the $17.72 billion annual cost and strategic recommendations.
• Food Loss and Waste Use Cases Practical food loss and waste mitigation approaches and best practices from across the produce supply chain, featuring member initiatives from Peak of the Market, Sobeys, Windset Farms, and FoodMesh.

Quantifiable outcome

• The Canadian produce supply chain contributes $14 billion annually to Canada's GDP
• +3 more outcomes

Named customers16 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Canadian Horticultural Council (CHC)coreStrategic or Co-development PartnerCPMA and the Canadian Horticultural Council (CHC) jointly host the Fall Harvest advocacy event, held annually on Parliament Hill. The 2020 edition was virtual (November 2-5). Both associations have been heavily involved in advocating for produce industry needs throughout the COVID-19 pandemic, including keeping borders open, enabling temporary foreign workers, and establishing pandemic funding. The partnership represents a unified industry voice on advocacy.
• NSF Canada (division of NSF International)minorStrategic or Co-development PartnerCPMA partnered with NSF Canada to offer Food Safety, Regulatory and Quality Assurance workshops targeted primarily at small and medium-sized CPMA members. The workshops were held in cities including Toronto and covered compliance with food safety standards.
• Value Chain Management International (VCMI)minorStrategic or Co-development PartnerCPMA partnered with Value Chain Management International (VCMI) to develop the Waste Efficiency Tool, a 14-step continuous improvement methodology helping CPMA member organizations identify and reduce operational waste. Projects typically run four to six weeks.
• Olympic Hockey Champions Rebecca Johnston and Mélodie DaoustminorGTM or Marketing PartnerCPMA announced a partnership with Olympic gold medallists Rebecca Johnston and Mélodie Daoust to promote the Half Your Plate initiative. The athletes promote the program through their personal social media accounts, and CPMA posts content featuring them on Half Your Plate social media and halfyourplate.ca. Johnston is a two-time Olympic champion and three-time Olympic medallist from Sudbury, Ontario.
• Peak of the MarketminorOthersFeatured in CPMA's Food Loss and Waste Use Cases. Peak of the Market developed a model for off-grade produce management through a partnership with Harvest Manitoba, keeping edible produce in the food system. CPMA highlights this as a best practice for circular food systems across the produce supply chain.
• SobeysminorOthersFeatured in CPMA's Food Loss and Waste Use Cases. Sobeys developed a system-wide strategy aligned with the Food Recovery Hierarchy, delivering economic value, environmental benefits, and social impact at retail scale. CPMA highlights this as a best practice for activating the FLW hierarchy at retail.
• Windset FarmsminorOthersFeatured in CPMA's Food Loss and Waste Use Cases. Windset Farms uses circular, data-driven growing practices to cut food loss, extend freshness, and redirect surplus produce to feed communities. CPMA highlights this as a circular economy best practice for produce growers.
• FoodMeshminorOthersFeatured in CPMA's Food Loss and Waste Use Cases. FoodMesh operates a surplus food recovery platform connecting food businesses with donation and diversion pathways across Canada's supply chain, turning surplus into value.
• Canadian GrocerminorGTM or Marketing PartnerCanadian Grocer served as the sponsor for the 2020 CPMA Virtual New Product Showcase, which featured 56 products from 44 companies. The sponsorship provided visibility for the showcase during the COVID-19 pandemic when the traditional in-person event was moved online.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Others

• NSF International: Global public health and safety organization providing food safety certification, standards, and training. NSF is a CPMA partner delivering food safety workshops to members and a key adjacent ecosystem player in the produce food safety value chain.
• Value Chain Management International (VCMI): Canadian supply chain and value chain management consulting firm. VCMI partnered with CPMA to develop the Waste Efficiency Tool, giving it an adjacent role in CPMA's sustainability program offerings to produce members.
• Dietitians of Canada: National professional association for dietitians and nutrition professionals. Dietitians of Canada is an adjacent ecosystem partner that shares CPMA's consumer health agenda (e.g., Half Your Plate) and is a natural ally for produce consumption messaging.

Direct peers

• Canadian Horticultural Council (CHC): Canadian national association representing horticultural growers, including fruit and vegetable producers. CHC is CPMA's joint partner on the Fall Harvest advocacy event on Parliament Hill and serves a directly overlapping constituency in Canadian horticulture policy.
• International Fresh Produce Association (IFPA): Global produce industry trade association formed by the 2022 merger of PMA and United Fresh. IFPA is the closest direct peer to CPMA, offering events (Fresh Summit), advocacy, and market intelligence for the fresh produce supply chain worldwide, closely mirroring CPMA's value proposition at a global scale.

Broad incumbents

• Restaurants Canada: National foodservice association representing Canada's restaurant and foodservice operators. Restaurants Canada serves one of CPMA's key member segments (foodservice distributors and operators) with overlapping advocacy, research, and event offerings.
• Retail Council of Canada: National association representing major Canadian retailers, including the same grocery banners seated on CPMA's board (Loblaw, Sobeys, Metro, Walmart, Costco). Retail Council competes for influence on retail policy and consumer issues, with overlapping member footprint.
• Canadian Federation of Agriculture (CFA): Canada's largest general farm organization, representing over 200,000 Canadian farmers and farm families. CFA is a broader incumbent in Canadian agricultural advocacy, providing overlapping policy influence but without CPMA's fresh-produce-specific specialization.

Regional players

• Fresh Produce Association of the Americas (FPAA): US-based trade association representing produce distributors importing Mexican fresh produce into North America. FPAA shares CPMA's produce supply chain advocacy and event model but operates primarily in a different geography (US/Mexico corridor versus CPMA's Canadian focus).

Emerging players

• FoodMesh: Canadian surplus food recovery platform connecting food businesses with donation and diversion pathways. FoodMesh is featured in CPMA's Food Loss & Waste Use Cases as a circular economy best practice and serves overlapping sustainability-oriented members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CPMA_ACDFL
• YouTubeyoutube.com/channel/UCCW4gNF8hhBiFhpagWL7NlQ/featured
• LinkedInlinkedin.com/company/can-produce-marketing-association

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canadian Produce Marketing Association (CPMA)