KELOWNA, B.C. – Adrian Abbott has won the Stanley Cup of the Canadian produce industry.The director of marketing for the British Columbia Tree Fruit Association was chosen as the Canadian Produce Marketing Association person of the year.“It’s the most prestigious award the industry can bestow,” said Abbott. He was recruited by the BCTF, the sales and marketing agency for Okanagan orchardists, from the British Columbia Institute of Technology, where he studied international business.“It was a complete surprise, but it’s one of those things you hope you win one day.”Abbott won the award for his eight years on the CPMA board, including the past year as chair. He also works on CPMA’s new consumption education program, “Fruits and veggies, mix it up.”“The idea of produce industry intrigued me; the perishable nature of it and the need for action. It tends to be fast paced and there’s always something new coming along or something changing, which can be driven by Mother Nature or external competition or something as straight forward as exchange rates having an impact on the value of the product.”It was an exciting time and job for a young grad because the BCTF was making a major push into the U.K., Iceland, Fiji and Tahiti.“We had customers everywhere,” he said.Marty Topham, a retired export sales manager of B.C. Tree Fruits, called Abbott bright, keen, determined and personable.“He caught on very well and became very good at his job.”Abbott also worked for the Naramata Packinghouse, where he learned the other side of the business.“We’re somewhat distanced from the farm in that we don’t experience their changes in income, but it affects your psyche,” Abbott said. “You want every year to be a successful year and return to the grower the type of income he needs.”BCTF is targeting consumers as well as retail stores, trying to build brand loyalty.
Read Also
Anti-separatist movement targets rural Alberta
Former deputy premier Thomas Lukaszuk’s anti-separatism Alberta Forever Canada petition campaign expects to run full steam ahead into the province’s farming regions
