QPMA Fact Sheet

Currently celebrating the 60th anniversary of its founding in 1947, the Quebec Produce Marketing Association includes some 500 businesses from virtually all levels of the food distribution chain. The QPMA is governed by a board of 17 directors, who are elected annually.

1. Mission

The Quebec Produce Marketing Association is a nonprofit organization operating at every level of the agrifood sector. Its mission is to create a favourable environment for the marketing of fresh produce in Quebec.

The QPMA’s specific goals include:

• To promote increase consumption of fruits and vegetables.
• To involve the larger community through public campaigns and promotions to make Quebecers more aware of the benefits of healthy eating.
• To provide members with information that facilitates their business activities.
• To monitor members interests regarding governmental legislation and outside encroachments.
• To give members of the industry a meeting place where they can exchange ideas and establish new contacts.
  

2. The “I love 5 to 10 servings a day” campaign

For the past several years, the QPMA has actively promoted healthy eating by informing the public in various ways about the benefits of a diet that’s rich in fresh produce.

The QPMA “I love 5 to 10 servings a day” campaign encourages Quebecers to discover new fruits and vegetables as well as the “classics.” With the support of the new Canadian Food Guide, the campaign offers a real possibility of sustaining the industry’s efforts to help fight the growing obesity problem in Quebec. A major feature of the current campaign is another great information tool...the QPMA’s own soon-to-be-published guide to fruits and vegetables.