Shania Pearson is a rising star in the produce sector. In 2022, she joined Peak of the Market Ltd. as its Procurement Coordinator, and nearly two years later, the company nominated her to participate in the Passion for Produce (PFP) program led by the Canadian Produce Marketing Association (CPMA). Shania was accepted into the program among other high-quality participants.
The PFP program is designed to develop notable talent in the produce industry through hands-on experiences and mentorship, helping participants better understand the fresh produce supply chain from start to finish. Pearson attended the program during the 2025 CPMA Convention and Trade Show in Montreal.
“Participating in CPMA’s PFP program went far beyond education; it reignited my passion for procurement by connecting me with the people behind the products,” said Pearson. “The opportunity to network with industry partners not only expanded my professional network, but also deepened my understanding of market dynamics, supplier challenges, and the journey of produce from field to fork.”
A Full Plate of Inspiring Events
Pearson participated in 15 events during the program.
“Some of the scheduled events gave me the chance to mingle with other program attendees, which was a great way to hear different perspectives and feel a strong sense of shared purpose, said Pearson.
“One highlight was the friendly culinary competition, it was such a fun, hands on way to work together, get creative, and really connect with people outside of a formal setting. It strengthened relationships, celebrated teamwork, and skill, and, of course, being on the winning team didn’t hurt! The conversations throughout the events helped build meaningful connections grounded in common goals.”
Pearson said her favourite event was speed mentoring. “We had five minutes with each mentor, some of whom are PFP alumni. Those quick, focused conversations packed a punch, delivering real insights into industry challenges, career paths, and innovation. It really showed how quickly you can learn and build valuable relationships in a fast-paced, relationship-driven field.”
The delegate breakfast and lunch introduced Pearson to two leaders she describes as inspiring. “Geoff Molson was fascinating, he blends strong leadership, a long-standing family legacy, and real-world business insight, giving a unique perspective on how tradition and innovation can coexist at the highest levels. Tina Lee was equally inspiring, with a forward-thinking approach rooted in entrepreneurship, innovation, and sustainability. Her insights really emphasized how purpose-driven leadership and adaptability can make a real impact in today’s evolving business world.”
The industry education sessions were another highlight for Pearson, offering a deeper look at trends and challenges in the produce sector.
“Gwillimdale Farms was especially enlightening, giving a firsthand look at innovative farming practices, sustainable crop management, and ways to balance productivity with environmental stewardship. LOOP Mission shared creative strategies for reducing food waste and promoting circular economy practices, and Shannon Sommerauer gave important insights into government relations and advocacy, showing how policy engagement supports long-term growth and success in the industry.”
Pearson said the opportunity to attend the Women in Produce Networking Reception was impactful because it brought together industry professionals to celebrate leadership, collaboration, and the contributions of women in the sector.
“Seeing Pamela Kolochuk, CEO of Peak of the Market, recognized with the Outstanding Women in Produce Award was especially inspiring, highlighting the tangible impact of her dedication and excellence while motivating others to strive for meaningful contributions within the industry.”
A One-In-A-Lifetime Opportunity
Often described as a once-in-a-lifetime opportunity, PFP offers participants an interactive way to learn about the fresh fruit and vegetable sector, with educating spanning from “Field to Fork.” Participants gain valuable industry knowledge both inside and outside their current roles, build personal and professional skills, and connect with industry managers, executives, and PFP alumni who share a true passion for the industry.
“The insight, relationships, and perspective I’ve gained have made my work more personal, purposeful, and impactful, and continue to shape how I approach sourcing, collaboration, and strategic decision-making,” said Pearson. “The program reminded me that procurement is about people as much as products, and it has truly transformed the way I engage with my role and the industry I love.”
Admission to PFP is highly competitive, involving a formal application and approval process. In recent years, approximately 60 candidates apply with only 20 selected to participate. Upon completion, graduates become PFP alumni, gaining ongoing access to exclusive opportunities, such as attending CPMA Board of Directors meetings, CPMA committee meetings, and other industry networking events.
Each year, the program is held during the CPMA Convention and Trade Show, where PFP participants are easily recognized by their iconic red vests — symbolizing their commitment, passion, and leadership potential within the produce industry.
