“We are no longer just reacting to chaos — we are shaping the future,” Lemaire said. “Our sector is one of the most dynamic in the world, and we must lead with solutions, not fear.”
Lemaire highlighted a number of themes in his address including:
Trade & Tariffs: “Keep tariffs out of our business discussions and allow us to do what we do best — be competitive and innovative in one of the most dynamic markets in the world.” Lemaire stressed the urgency for the U.S. and Canadian governments to exempt fresh fruits and vegetables from any trade tariff discussions.
From Resilience to Transformation: “In 2024, our theme was resilience. In 2025, it’s transformation. The world is changing—our industry must too.”
Global Turbulence and Domestic Opportunity: “Climate change, inflation and geopolitical unrest are not going away. But these aren’t just challenges — they are catalysts for innovation and leadership. The Canadian produce sector is proving that it can lead globally by staying agile, sustainable and science-based.”
Empowering Through the Supply Chain: “Ports, borders and logistics remain strained — but our shift to long-term planning will position us to thrive, not just survive. The CPMA is working globally through the Fresh Produce Coalition to advocate for smarter, faster, and safer trade flows.”
Lemaire said the top three influencers in 2025 would be supply chain evolution; sustainability; and politics and economics. "With federal elections ahead in Canada, CPMA is ensuring all political parties understand the essential role of our industry," he said. "And the important that produce is an essential driver to our economy and core to food security. Our job is to ensure the next government, no matter who they are, understands that food is national security.”
Lemaire also stressed urgency for a unified voice: “We cannot let political theater define our future. Now is the moment for cross-sector collaboration and a united industry voice.”
Though he pointed to changes in consumer preference: “Canadian consumers are increasingly avoiding U.S. produce due to trade tensions. Sixty-nine percent say they’ll continue this behavior ‘as long as it takes.’ We must rebuild trust and brands. For our sector an integrated North American market is vital. The fact that Canadians are turning away from U.S. produce is alarming. We must be visible, communicative and transparent to protect our brands.”
