Recorded at SWIPE in Tucson, this episode of The Fresh CrEd features Ron Lemaire, President of the Canadian Produce Marketing Association (CPMA), in a wide-ranging conversation on trade predictability, USMCA renewal, and the future of the produce industry.

Ron breaks down why the USMCA framework must remain trinational, how trade flows through critical hubs like Nogales and Mexico to serve Canadian consumers year-round, and why uncertainty disproportionately harms small and mid-sized companies across the supply chain.

The conversation also explores:

Why predictability is essential for business planning

How trade uncertainty accelerates consolidation

The role of industry advocacy in shaping policy outcomes

Why regional shows like SWIPE create space for meaningful, high-signal dialogue

A timely discussion on trade, leadership, and what’s at stake if predictability breaks down.