North America’s fresh produce industry thrives on fluid trade, but recent tariffs are disrupting supply chains, increasing costs and creating uncertainty for businesses and consumers alike.

Since February 1, I have heard industry leaders from Canada and around the world ask the same question: How will Canada navigate these turbulent times? The answer is clear: Canadians are resilient and remain open for business.

Tariffs increase import costs, disrupt long-term planning and add complexity to an already competitive industry. With razor-thin margins, manufacturing companies across North America face difficult decisions about sourcing, pricing and supply chain management.

As traditional trade patterns change, countries such as Mexico, Chile, Peru, Colombia, Spain, Morocco and Egypt have the opportunity to strengthen their presence in the Canadian market. Retailers, importers and food service providers are already exploring diversified supply chains to maintain access to fresh and affordable products.

Rising import costs may accelerate investment in local production, including greenhouse expansion and season-extending initiatives. At the same time, changing consumer preferences for locally grown produce are driving demand. Mainstream media, social media, government and consumers are all highly focused on supporting Canadian-made products to overcome this challenge.

However, scaling up to meet these demands won’t happen overnight, especially in the case of fresh produce, where we simply don’t grow most of the products consumers expect year-round. Addressing this gap will require strategic investments, aggressive planning, and industry-wide collaboration.

At CPMA, we continue to work for free and fair trade across North America. We are actively working with government officials in Canada and the United States to achieve clarity on the application of these tariffs and ensure that our members’ voices are heard.

We will continue to work closely with our colleagues in Canada, the United States and Mexico to address these challenges and mitigate their impact on the fresh produce sector.

While these times are uncertain, I have no doubt that our industry will adapt, innovate and emerge stronger. CPMA will keep our members informed and advocate for solutions that support the long-term health of our supply chain.

Ron Lemaire is president of the Canadian Agricultural Marketing Association.