At the April CPMA Convention and Trade Show in Vancouver, outgoing CPMA Chair Walt Breeden of The Oppenheimer Group will hand over his duties to incoming Chair Bernadette Hamel, vice president of national procurement-produce for Metro Richelieu Inc. Hamel is no stranger to the CPMA, having served on the executive committee since 2010 and as convention chair for the 2013 Toronto convention.

“I’m very excited at the prospect of having the opportunity of being a key player in participating and improving our industry,” said Hamel.

Bernadette HamelShe has thirty years of experience in the produce industry to bring to the table. Hamel was a co-owner of a fruit and vegetable store at the tender age of 20, and at 28 began as a junior buyer for Metro.

She has a long standing interest in serving the produce community, having been president of the QPMA from 2007 to 2009 and a governor of that institution since 2009.

Hamel’s experience will be a valuable resource for CPMA’s six main action areas this year. According to the incoming chair, building upon the CPMA five-year corporate strategy, the focus in 2014 will be on:

•       Implementation of new consumer program: Launch at convention.

•       Continued focus on CPMA advocacy efforts with government.

•       Building allied partnerships.

•       Developing CPMA’s Industry Education Program.

•       Expanding CPMA research offering.

•       Preparing CPMA for the future (the next five-year plan).

The strategies come with a key message. “In 2014, I hope to work to build on the CPMA vision to ‘Increase Consumption to Improve Consumer Health and Industry Prosperity!’ This simple yet powerful vision continues to drive everything we do at CPMA,” said Hamel.

She noted some specific strategies CPMA will use to implement the vision. The association will introduce the new program to consumers at retail outlets, the health community and via a range of social media. Work will also continue on the final strategies for the development and delivery of the new CPMA Education Credential.

Hamel cited the education programs as particularly important to her. “Whether it is within the association, or for customers, or for growers, there is so much to be learned and so much to be known, from best practices and traceability to food safety and healthy diet. The new customer program that will be launched at the Toronto Convention is also very exciting.

Our new partnership with PMA via the Career Pathways program to bring Canadian university students and their professors to the convention to help them experience firsthand our dynamic industry is also something I really cherish,” said Hamel. 

The year ahead will be a busy one, but Hamel, who describes herself as dedicated and results-oriented, isn’t worried.

“There is an excellent board of directors and great staff supporting me at the CPMA, so I’m very confident for the upcoming months.”