Interviews
Our focus should be on reshaping people’s perceptions, emphasizing both the value and health benefits of produce.
What regions or countries do you think will play a pivotal role in shaping the future of the North American produce market? Peru is emerging as a significant player, as are some previously overlooked Central American countries, as well as Colombia with its avocado exports. And South Africa, which is tradition- ally not a significant supplier of grapes, plums and citrus for North America, is now gain- ing prominence in this market. Interestingly, China has nearly replaced Japan in the mandarin orange market; we see about 90%
The industry needs to come to- gether and help put some dollars behind promotion. We’re fighting against some major industries like potato chips and snacks — they have massive dollars. There’s a perception that produce is expensive, but in actual fact it’s not. It’s actually one of the
cheapest things on your table. We need to effectively communicate the value, taste and health bene- fits of produce. Just highlighting the health aspect isn’t enough. People always say they want to eat healthily, but they don’t nec- essarily follow through. Our focus should be on reshaping people’s perceptions, emphasizing both the value and health bene- fits of produce. Given the close geographical and trade ties between the U.S. and Canada, how do you envision the evolving dynamics of produce trade between these countries over the coming years? I honestly think that the next elections in both the United States and Canada could have an influence on that. The borders have been open for many years — it’s probably one of the best trade relationships globally. Around 50% of exports from the United States go to Canada, so there’s a great relationship between the two. As mentioned ear- lier, Oppy is now 165 years old, older than Canada itself. During this timeframe, we have come to rely on a great relationship between our two countries. I think that will continue, but the current geopolitical developments worry me. For instance, in Canada they’re talking about limiting nitrogen in fertilizer to only 30% by 2030, and that’s going to have a big impact on our ability to grow our products. There are also discussions about eliminating plastic pack- aging for produce by 2026. How are we expected to get our products to people? Those regulations could greatly influence consumption trends and cross-border trade. Through organizations like the IFPA and CPMA, we advocate for changes that benefit the industry. We need to be cautious about the ones we think are going to damage not just the industry but the general public.
of our imports now coming from China. Mexico’s going to continue to be a major supplier to North America due to the increasing costs of growing produce in California. It’s also getting more expensive to grow in Mexico, but they are still more cost-effec - tive compared to California, though domestic growers remain critically important for year-round supply. Aside from costs, global weather patterns are shifting, and this is influencing where it’s most optimal to grow certain produce. You have to look at regions where you think you can grow better now than you could before, because that’s shifting too. What worries and excites you most about the future? The worry is that the world is a pretty crazy and unpre- dictable place right now. One growing concern is the increased involvement of governments in our day-to-day lives across many parts of the world. Often these gov- ernments might not fully grasp the complexities of our industry, leading them to enact regulations that could disrupt our product flow. Such disruptions aren’t just det - rimental for our industry but also for the general public. Environmental shifts are also a concern. But, I’m excited about the fact that we have great-tast- ing products which make people’s lives healthier. Even though we’ve had a lot of challenges getting there, it’s still exciting that we’re in a position where we can make that happen.
Vision Magazine 53
October/November 2023
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