The Ontario Produce Marketing Association (opma)

What The Ontario Produce Marketing Association (opma) does

The Ontario Produce Marketing Association (OPMA) is a not-for-profit, membership-based trade association founded in 1992 and headquartered at the Ontario Food Terminal in Etobicoke, Toronto. The organization serves Ontario's produce supply chain — connecting growers, packers, shippers, brokers, wholesalers, food processors, distributors, food service operators, logistics providers, and retailers — through three core functions: industry networking and events (Annual Golf Tournament, Awards Gala, Women's Produce Network Summit, Young Professionals Network activities), government advocacy (carbon-tax position letters, School Nutrition Program working group appointment, food-safety compliance guidance), and consumer marketing via its flagship Produce Made Simple platform (25M+ media impressions in 2024, up from 16M in 2023). Membership spans 230+ companies across Canada, the US, Mexico, and Europe, with annual dues of $600 for industry members and $500 for associate members (increased from $100 each in 2025, the first adjustment in over a decade). Membership benefits include quarterly market intelligence from a Numerator partnership, a member directory, professional development resources, marketing tools, and recognition through an annual awards program that has expanded to include the Women's Produce Network Award (launched 2023) and category-specific honorees such as Produce Person of the Year, Fresh Award, Outstanding Achievement, and Lifetime Achievement. The association is led by President Rebecca Harris (appointed January 2024), a four-person staff, and an annually rotating board chaired since June 2026 by Dustin Wellman.

Name

The Ontario Produce Marketing Association (opma)

Legal name

Ontario Produce Marketing Association

Website

https://theopma.ca

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

The Ontario Produce Marketing Association (OPMA) is a not-for-profit trade association founded in 1992 that serves Ontario's produce supply chain through networking, advocacy, and consumer marketing. It connects 230+ member companies across growers, distributors, and retailers via events, awards, and its Produce Made Simple platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: Annual membership fees from industry members ($600/year) and associate members ($500/year). Membership provides access to market intelligence, networking events, advocacy services, and consumer marketing through the Produce Made Simple platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

OPMA is a not-for-profit membership-based trade association that serves Ontario's produce supply chain by offering membership tiers (Industry Member at $600/year and Associate Member at $500/year), consumer marketing through the Produce Made Simple platform, market intelligence via Numerator partnership, government advocacy, professional networking through events and committees (Women's Produce Network, Young Professionals Network), and member resources including quality control guidance and billboard advertising opportunities.

Product overview

OPMA offers a unified platform of member services for the Ontario produce industry combining marketing, networking, education, and advocacy. Core offerings include the Produce Made Simple consumer marketing campaign, professional networks (Women's Produce Network, Young Professionals Network), signature events (Golf Tournament, Gala & Awards), and member resources (Market Intelligence, Quality Control, Member Toolkit). The organization acts as a connector between growers, packers, shippers, brokers, food services, retailers, and service providers across Ontario's produce supply chain.

Differentiator

Problem solved

Functional benefit

Brands

• Produce Made Simple: Consumer-facing marketing platform promoting fresh fruits and vegetables consumption, with recipes, educational content, and seasonal produce messaging. Generated over 20 million consumer impressions annually.
• Women's Produce Network (WPN)
• Young Professionals Network (YPN)
• Freggie the Produce Mascot

Products and services

• OPMA Industry Membership Annual membership for producers, packers, shippers, brokers, wholesalers, food processors, distributors/food service operators, logistics companies, retailers, or any entity actively involved in the fruit and vegetable supply chain. Priced at $600/year.
• OPMA Associate Membership Annual membership for associations or non-profit organizations actively involved in the fruit and vegetable industry. Priced at $500/year.
• Produce Made Simple Consumer-facing marketing campaign platform providing seasonal produce messaging, recipes, storage tips, and health information about buying and eating local Ontario produce. Generated over 20 million consumer impressions annually and more than 25 million impressions to date.
• Billboard Advertising Exclusive billboard advertising location near Park Lawn Avenue and Toronto Food Market, reaching 300,000 cars per day. Available to OPMA members at discounted rates.
• Freggie the Produce Mascot Rental Official Canadian produce industry mascot available for rental at events across Canada to promote fresh produce consumption at events. Features guidelines for costume handling and operational instructions.
• Temperature Recorder Services Third-party temperature and humidity monitoring services for fresh and fresh-cut produce handling, assisting in dispute resolution and supply chain documentation.
• OPMA Signature Events Signature events including Annual Golf Tournament, Annual Awards Ceremony and Gala, Women's Produce Network Summit, and Young Professionals Network activities.
• Women's Produce Network (WPN) Specialized programming, mentorship, and peer networking for women in the Ontario produce industry.
• Young Professionals Network (YPN) Networking, idea sharing, and professional development opportunities for young people in the produce industry.
• Market Intelligence & Research Quarterly consumer and industry insights via partnership with Numerator, providing Canadian and Ontarian produce shopping reports and data.
• Member Directory Access to member listings across the produce value chain from growers to retailers, enhancing collaboration and visibility.

Quantifiable outcome

• Over 25 million consumer impressions generated through Produce Made Simple program
• +2 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA)coreGTM or Marketing Partner · 6 June 2024Received government funding to rebrand and expand the 'Produce Made Simple' consumer campaign. First phase included complete brand redesign including new artistic direction, new logo, and new website.
• NumeratorcoreStrategic or Co-development PartnerMarket research partnership providing OPMA members with quarterly Canadian and Ontarian produce shopping reports and data. This partnership has expanded OPMA's research capabilities, providing valuable consumer insights on fresh produce purchasing habits.
• Student Nutrition OntariocoreStrategic or Co-development PartnerOPMA partnership with SNO helps feed thousands of students across Ontario by providing access to fresh fruits and vegetables. OPMA supports organizations bringing fresh produce to school communities.
• Toronto Foundation for Student Success (TFSS)coreStrategic or Co-development PartnerOPMA partnership with TFSS promotes healthy eating habits and cooking skills for school children by helping them learn about the produce industry and access fresh produce for after-school programs including the Junior Chef program.
• Toronto Wholesale Produce Association (TWPA)coreStrategic or Co-development PartnerFor over 30 years, OPMA and TWPA have worked together along with OPMA members and volunteers to procure, pack, and deliver thousands of hampers of fresh fruits and vegetables to families across the province.
• International Fresh Produce Association (IFPA)minorGTM or Marketing PartnerPartnership for Women's Produce Network Award sponsorship; grand prize includes free registration to IFPA Women's Fresh Perspective Conference.
• Taylor FarmsminorGTM or Marketing PartnerCo-sponsor of Women's Produce Network Award and event participant.
• Wonderful SalesminorGTM or Marketing PartnerCo-sponsor of Women's Produce Network Award and event participant.
• USA PearsminorGTM or Marketing PartnerSponsor of OPMA Fresh Award.
• Ontario Fruit and Vegetable Growers Association (OFVGA)coreStrategic or Co-development PartnerRepresents Ontario fruit and vegetable growers; Dan Tukendorf serves as OPMA Board Chair representing OFVGA.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Canadian Produce Marketing Association (CPMA): National produce trade association for Canada. Directly comparable as a membership-based body serving the produce supply chain with advocacy, networking, and industry events — but at national rather than provincial scope.
• Ontario Fruit and Vegetable Growers' Association (OFVGA): Ontario-based trade association representing fruit and vegetable growers. Closely comparable industry/mandate, with overlapping leadership (OFVGA's representative sits on OPMA's board) and shared advocacy agenda.

Others

• Foodland Ontario: Ontario government consumer marketing program promoting Ontario-grown produce. Comparable as a producer-aligned consumer marketing and branding effort, but operated as a public program rather than a member-funded association.
• Canadian Federation of Independent Grocers (CFIG): National trade association for independent and regional grocers. Adjacent rather than directly competitive — overlaps with OPMA in retailer-side membership and produce advocacy, but its core constituency is grocers rather than the broader produce supply chain.

Broad incumbents

• International Fresh Produce Association (IFPA): Global produce industry association formed from the merger of PMA and United Fresh. Operates at much broader scope than OPMA, with overlapping awards (e.g., Women's Fresh Perspective Conference) and advocacy.
• Canadian Federation of Agriculture: Canada-wide umbrella federation for agricultural producers. Comparable as a producer-facing advocacy and membership organization, though with a broader cross-commodity mandate than OPMA's produce-only focus.

Regional players

• Union des producteurs agricoles (UPA): Quebec's main agricultural producer trade body. Comparable as a province-level membership-based agricultural association, but operating in a different province and serving a broader agriculture mandate beyond produce.
• Alberta Food Processing Association: Alberta-based industry association serving food processors and producers. Comparable as a regional membership association offering advocacy, training, and member services within a different Canadian province.
• BC Food and Beverage: British Columbia's industry association for food and beverage producers and processors. Comparable as a regional trade association providing networking, advocacy, and member services, but for BC rather than Ontario.
• Toronto Wholesale Produce Association (TWPA): Toronto-region wholesale produce trade body co-located at the Ontario Food Terminal. Directly comparable produce-industry membership association with a 30+ year partnership relationship with OPMA on the fresh hamper program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCzB5riXXqJdZ7-Y3QTQkZ3w
• LinkedInlinkedin.com/company/the-ontario-produce-marketing-association-opma
• Instagraminstagram.com/producemadesimple

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The Ontario Produce Marketing Association (opma)