MONTREAL — With almost 300 exhibitors occupying 500 exhibit spaces at the Palais de congrès de Montréal, here, the Canadian Produce Marketing Association’s 90th annual convention and trade show, under way April 15-17, is the largest CPMA trade show yet.

“This is the largest show we’ve had in our 90 year history both in terms of attendees and exhibitors,” said CPMA Director Guy Millete of Courchesne Larose Ltée. “It’s a tribute to a lot of hard work by a lot of people behind the scenes to make it happen.”Chef Michael Smith, the new Canadian Half Your Plate ambassador, with the program’s mascot, Freggie.

Representatives from seven countries have booths on the trade show floor, with 65 first-time exhibitors taking part and 48 new CPMA members exhibiting for the first time. More than 50 companies are participating in the New Product Showcase.

The theme of this year’s CPMA is “Educate, Create, Innovate” and there is ample evidence of that on the trade show floor.

“In this day and age we are regularly faced with challenges in the various aspects of our businesses," said outgoing CPMA Board Chair Bernadette Hamel of Metro Richelieu. "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.”

Legendary chef Michael Smith, host of “Chef Michaels Kitchen,” “Chef Abroad” and “Chef at Home” on Food Network Canada, represent one of those new approaches.Lemoneira showed off its new striped lemons with an acrobatic team that walked the floor doing stunts and juggling fruit. Smith made his debut April 16 as CPMA’s brand ambassador for the Half Your Plate campaign.

“We need to get families back in the kitchen preparing fresh and healthy meals and Chef Michael is the perfect ambassador to inspire change,” said CPMA President Ron Lemaire. “He truly embodies the philosophy of the Half Your Plate campaign.”

 “I’m a big fan of Half Your Plate and proud to be joining the team," said Smith. "We all know how important it is to eat lots of fruits and vegetables every single day but not all of us know how. That’s where I come in.”

Produce is the main focus here, of course, but hockey is a close second. The National Hockey League playoffs began this week, with the Montreal Canadiens and a handful of other Canadian teams among those vying for the vaunted Stanley Cup, and have infused another layer of excitement into the proceedings.

From the opening President’s VIP reception April 15 to the trade show floor to the rollicking after party April 16 at the Montreal Westin, hockey has been front and center, with games displayed on big screen TVs and in one case even projected on an entire wall.

Hockey mania inspired CPMA members to pick up sticks and gloves of their own and gather for the first annual “Half Your Plate” Hockey Classic April 15 at Concordia University in Montréal.

The CPMA host association — Quebec Produce Marketing Association this year — fielded one team, while CPMA members from across Canada comprised the other in a quintessentially Canadian event.