As it achieves the venerable mark of 90 annual produce conventions, the Canadian Produce Marketing Association stays true to its course with the theme “Educate, Create, Innovate” for the April 15-17 event at the famed Palais des congres de Montreal in historic Old Montreal.Outgoing CPMA Board Chair Bernadette Hamel.

Outgoing CPMA Board Chair Bernadette Hamel, who holds the position of vice president of national procurement-produce for Metro Richelieu, said in her published remarks, “The theme for our 90th convention is ‘Educate, Create, Innovate.’ In this day and age we are regularly faced with challenges in the various aspects of our business. To overcome these challenges we rely on education, creativity and innovation to consistently find new and effective ways to move our products from field to fork.”

She added, “At the convention you will find our new and exciting ‘Learning Lounge,’ which will offer opportunities to learn more about innovation and creativity in the produce industry.”

And Hamel noted, “Our Convention and Trade Show is the largest of its kind in Canada and the must attend event of the year.”

Hamel’s career is one of distinction. Her involvement with CPMA includes being on the executive committee, and she is the second woman in the association’s history to hold the position of chair. She joined the Metro team in 1983 as a produce buyer and has held positions in several departments, including purchasing and merchandising. Hamel has been in her current position as vice president of national procurement of produce since 2008.

Hamel served as president of the Quebec Produce Marketing Association in 2008 and governor in 2009, and in 2014 QPMA named her Pillar, a first for a woman in 66 years.

At the conclusion of the 2015 event, incoming Chair Mike Furi will take the gavel from Hamel. Furi, manager of procurement for the Grocery People Ltd., has a long history in the produce industry and CPMA. His focus for 2015-16 will be “on expanding the CPMA’s advocacy efforts both federally and provincially on key files such as financial protection for produce sellers, health policy, food safety, labeling, and labor.”

Furi resides in Saskatoon, Saskatchewan, and the 2016 convention will be staged in Calgary.

Each convention strives to build on the year before, and the Montreal event follows last year’s in Vancouver, where nearly 450 exhibitor booths occupied the trade show floor and more than 3,500 delegates were in attendance.

Hamel and the 2015 Convention & Organizing Committee, which has been led by Convention Chair Jim Di Menna of J-D Marketing Inc., have put together a full slate of informative business sessions to run during the morning hours, followed by the trade show in the afternoons. In addition, a number of special receptions and speaker sessions are scheduled.

The event opens with the CPMA Members Annual General Meeting, followed by the Chair’s Welcome Reception on Wednesday, April 15. On Thursday, April 16, the day kicks off with a delegate/companion breakfast that features keynote speaker Ron Tite, whose presentation is appropriately titled “Telling Your Story” and subtitled “Corporate Storytelling.”

Tite, an actor, comedian, speaker, host and ad writer who was named to the Top 10 Creative Canadians by Marketing Magazine, will explain to attendees the importance of connecting with others through personal communication, whether  it’s to “capture best practices, close a sale, or grow the business...”

With communication skills that include writing for television series, authoring a children’s book, performing in and producing “The Canadian Baby Bonus” play and creating ad campaigns for clients such as Air France, Evian, Kraft, Intel, Microsoft and Volvo, Tite engages his audience through example. Currently the motivational speaker is president of  The Tite Group — a content marketing agency based in Toronto, and he is also chief content curator for Dx3 Canada.

Thursday’s three business sessions run concurrently and will include “Achieving More Together” ­— a look at the “power of cooperation, communication and collaboration” in an interactive workshop led by with Paul Houle, president and founder of Boom! The Power of Rhythm;  “The Profitability of Sustainability”­— a “focus on sustainability within their ‘people resources’ or attention to organizational efficiencies and profitability” led by moderator Steve Roosdahl, director of supply chain management for The Oppenheimer Group and featuring presenters Tim York, president of Markon Cooperative, Scott Tudor, director of sustainability for Sobeys and Keith Kuhl, president/CEO of Southern Manitoba Potato Co. Ltd; and “Work-Life Balance: More than just turning off your smartphone” — an interactive worship looking at factors such as the gender divide as well as the role of the employer and the impact of technology.

Business sessions are followed by the delegate luncheon, which will include a keynote presentation entitled “Implementing Fresh Everyday.” Moderated by Reggie Griffin, former senior vice president of the Kroger Co., and featuring panelists Teri Miller, category manager of Food Lion, Pierre Dandoy, vice president of operations for QC Market Loblaw; Pat Pessotto, vice president of merchandising for Longo’s, Oleen Smethurst, AGMM of produce for Costco Wholesale Canada and Rich Dachman, vice president of produce for Sysco, the presentation will look at “how the entire supply chain must work together to grow the market.”

The tradeshow commences with the traditional opening ceremony and entertainment at 1 p.m. and closes at 5:30 p.m. The After Party runs from 9:30 p.m. to 1 a.m.

Friday’s activities start with the retail produce manager’s session from 9-11:15 a.m., followed by the awards brunch, which includes the presentation of the Mary FitzGerald Award and the CPMA Lifetime Achievement Award.

The tradeshow floor will open at 11:30 a.m. and will close at 4:30 p.m. The “Learning Lounge” will run from 11:30 a.m. through 3 p.m.

This year’s annual banquet reception will be held from 6:30-7:30 p.m., followed by the banquet from 7:30-11 p.m. The banquet theme for 2015 is “An Evening in Paris,” with décor, entertainment, menu and wine all reflecting La Ville Lumiere.