Montreal, August 23, 2018 – The 71st Annual Quebec Produce Marketing Association (QPMA) Convention was held August 16 to August 18 at the Fairmont Le Manoir Richelieu in La Malbaie under the theme of “Winning Through Innovation.”
More than 500 conventiongoers were welcomed by 2017-2018 QPMA board president Francis Bérubé (Sobeys Québec) and his wife Annie Boisvert, and by convention chairman Bernard Côté (JB Laverdure) and his wife Danny Germain, before being treated to two days filled with thought-provoking, innovative, and inspiring content: a major success all around.
2018-2019: another action-packed year ahead
Members took the opportunity at the annual general meeting to elect the 2018-2019 board of directors. Congratulations to Simon-Pierre Murdock (Morille Québec) and Jonathan Saint-Jean (Hector Larivée) who were both officially welcomed to the board. (organigramme en annexe)
http://www.morillequebec.com/
https://hectorlarivee.com/
During the meeting, QPMA CEO Sophie Perreault and board president Francis Bérubé reviewed the year’s many achievements, including the presentation made to various industry partners and government officials on the study of the contribution the fruit and vegetable sector makes to Quebec’s economy, the QPMA’s active participation in two working committees involved in the co-creation of the Quebec Government’s Biofood Policy, and strategic thinking on the future on the association until 2022.
The QPMA also carefully rethought its mission and vision in order to respond even more fully to member needs and expectations.
- Mission: Promote fruit and vegetable consumption and sector member activities in Quebec.
- Vision: To be recognized as the intermediary of choice when it comes to fruit and vegetable consumption in Quebec.
The annual general meeting endorsed six main directions to follow in keeping with the 2018-2022 strategic plan:
- Diversify and increase sources of funding
- Review the association’s governance structure
- Position the QPMA as a vehicle for promotion and education
- Maximize the added value of membership
- Increase awareness of the “I Love Fruits and Vegetables Movement”
- Develop a permanent staff structure based on these objectives
Members were able to voice their opinions and comments on the strategic plan using a mobile survey app.
Speed-meeting: a business-oriented approach
The speed-meeting was another convention innovation. During the inaugural meeting, eight buyers and 27 suppliers were able to establish potentially rewarding business relationships.
2018: the year the “I Love Fruits and Vegetables Movement” (#ILFV) was launched
During the Industry Brunch, hosted by Stéphane Bureau, “I Love” spokesperson Julie DesGroseilliers officially launched the “I Love Fruits and Vegetables Movement.”
Since 2004, when the campaign was first developed, “I love 5 to 10 servings a day” has earned its place in the hearts and minds of Quebecers and has certainly had a major impact on their adopting healthier lifestyles. The numbers make the case: 46% of Quebecers eat more than five servings of fruits and vegetables every day compared to just 40% for the rest of Canada. And the QPMA has big ambitions to do even more for a healthier Quebec.
Working in close collaboration with the TACT and Gendron agencies for creative and strategic thinking, the QPMA put a new twist on the old campaign by turning it into a literal movement across Quebec and beyond. The new logo, a heart representing the five fruit and vegetable colour groups, features a more rounded and natural typography to better fit the product. The curved lines symbolize a fit torso suggesting pride and robust health. The new graphic look comes with an #ILFV hashtag (#JMFL in French) designed to take the movement viral for maximum reach online.
The movement aims to encourage people to consume more fruits and vegetables while de-emphasizing the number of servings and focusing more on the pleasure aspect, in tune with the latest trends in terms of nutrition. Impressive projects with influencers from the food industry, professionals, and industry partners as ambassadors for the movement are already being developed. The QPMA will continue to be the go-to reference for the fruit and vegetable industry, staying ahead of the curve on upcoming changes, including the release of the new Canada’s Food Guide.
Succession for the fruit and vegetable industry a major challenge for the QPMA
The QPMA also followed up with the 7th edition of the “Cultivating the Next Generation” program during the Industry Brunch. The program was set up in 2012 with the goal of promoting commitment to the sector, encouraging the development of new talent, enhancing value, and ensuring the sustainability of human resources for the fruit and vegetable industry. It offers a young professional a one-year internship with the QPMA where they can attend meetings, including meetings of the board of directors, and the opportunity of weighing in on the issues and projects where the QPMA is involved, as well as building up their personal network.
Catherine Hamel (Clark Drouin Lefebvre), 2017-2018 intern, spoke about some of the highlights of her year, including rewarding meetings with industry professionals, participation in major events, and opportunities to be involved that greatly exceeded her expectations. She then passed the torch on to the 2018-2019 Next-Generation intern Danny Boileau (Jean-Yves Boileau & Fils). Congratulations to both interns!
The Closing Banquet: fun and serious business
The closing banquet on Saturday evening was the high point of the convention. The QPMA assumed a bigger role in the scheme of things while Christian Bégin and Alexandra Diaz brilliantly hosted a delicious six-course dinner cooked by Manoir Richelieu executive chef Pierre-Laurence Valton-Simard. The lighthearted evening also got down to more serious business at times. During the dinner, Pat Calabretta (Sun Grape Marketing) was honoured as the “2018 Pillar of Quebec Fruit and Vegetable Industry” for his career at various banners and his contribution to the overall development of the sector. Calabretta is well known for his commitment to establishing win-win relationships with local suppliers and producers.
The board presidency was also handed over during the evening. Board president Francis Bérubé summed up the achievements during his term, including the many initiatives and strategic thinking exercises. He also expressed his enthusiasm for the new “I Love Fruits and Vegetables Movement” and the “Cultivating the Next Generation” program, proud to contribute to a healthier Quebec and a more promising future for the industry. He then handed the reins of power over to Dino Farrese (Bellemont Powell), QPMA board president for 2018-2019.
MANY THANKS TO ALL PARTICIPANTS AND SPONSORS!
We look forward to welcoming you to the 72nd Annual QPMA Convention
August 8 to August 10, 2019 at the Fairmont Le Château Frontenac in Quebec City.
About the QPMA
Founded in 1947, the Quebec Produce Marketing Association (QPMA) is a non-profit organization that brings together members from every sector of the fruit and vegetable industry, working in close synergy with them and with its various industry partners. In carrying out its mission of creating a favourable environment for the development of fruit and vegetable marketing in Quebec, the QPMA plays a leadership role in representing and promoting the best interests of its members with government and industry.
About the “I Love Fruits and Vegetables Movement”
The “I Love Fruits and Vegetables Movement” was launched by the QPMA in 2018. The movement was developed to raise consumer awareness about the importance of eating fruits and vegetables as part of a healthy lifestyle and, as a result, to increase sales of these products for the benefit of its members. For more information, please visit jaimelesfruitsetlegumes.ca.
Facebook : facebook.com/jaimelesfruitsetlegumes
Instagram : instagram.com/jaimelesfruitsetlegumes
