Stepping into the executive director role at the BC Fruit Growers’ Association, I am humbled by the long history that brought us here.
The conditions leading into 2025 created a sense of optimism the tree fruit industry hadn’t felt in years. After a long stretch of weather disasters, market disruptions and lost crops, this spring’s bloom across the Okanagan, Similkameen and Creston valleys promised a return to profitability. Orchards were full, the weather was kind and growers were ready for a fresh start.
The cherry crop delivered abundance like never before. By mid-June, it was clear B.C. was heading for a record season. But with that success came strain. Family farms couldn’t find enough workers to keep up, and many orchards were forced to abandon up to 30 percent of their fruit on the trees.
This challenge isn’t new. The Okanagan’s labour pool is too small to meet the demands of harvest, pruning and thinning. Farmers have always done their best to hire locally, but the seasonal workload far exceeds what the region can supply. Like much of Canadian agriculture, the industry depends on international workers through federal programs to bridge that gap. Their contribution is essential to getting fruit from our orchards to consumers.
Trade tensions between the U.S. and China pushed a flood of American cherries into Canadian and global markets, driving prices down just as B.C.’s fruit reached the shelves. As prices softened, movement slowed, and coolers began to back up. Packing lines ran at capacity, but sales couldn’t keep pace with supply. The promise of a desperately needed financial reset started to fade.
Retail consolidation made things worse. A handful of national chains now control most of Canada’s grocery market, and that power imbalance drives down farm-gate prices. Growers received returns below the cost of production, another painful blow after a season that began with such hope.
Fruit isn’t sold in isolation. It’s a partnership between growers, packers, marketers and retailers, and for it to work, every part of the chain needs to benefit. Growers need fair prices that reflect their effort and cost of production. Retailers need to ensure that efficiency and profit are not achieved at the expense of the people who grow the food. Consumers, meanwhile, deserve transparency and fair value for the price they pay. Valuing local fruit supports both ends of that equation — stronger farms and a stronger food system for all Canadians.