A Reflection of Change: Reading the Future in the Past: A Q&A Between Ron Lemaire and Sam Silvestro

Despite being the definition of a changemaker during his 40-plus year career, it is not the massive reset to our industry that made Sam Silvestro light up amid a Q&A with Canadian Produce Marketing Association (CPMA) President Ron Lemaire. Upon receiving a Lifetime Achievement Award, it was recalling a time he and Ron found themselves sitting on a curb with some great Scotch and a couple of cigars that made Sam’s face brighten. With nowhere else to sit and savor, the two men enjoyed a premium experience with their heels kicked up on the curb.

While our achievements may be what leave our mark, our relationships carry the magnitude of that impression. It is how our stories are shared and spread.

So, it was fitting for Sam and Ron to again find themselves seated together, this time reminiscing on a stage. Just a year ago, I sat with attendees of CPMA’s 2023 expo, absorbing banter in one ear and wisdom in the other. What follows is a conversation that captured us all.

Ron Lemaire, President, Canadian Produce Marketing Association: Sam, you previously held senior roles at Sobeys and Walmart Canada, overseeing drastic innovations that are regular practices today. You saw the opportunity for us to support the industry through food safety. What else have you seen really drive advancements amid challenges?

Sam Silvestro, Retail Consultant: It’s funny to say, “Everything’s changed, but nothing has really changed,” but it’s true, the produce business is the produce business. Logistically, things are different. There’s far more variety now than from the time my career first started. But I think the biggest change I’ve seen, and this room proves it, is diversity. Honestly, 40 years ago, there would not have been many women in this room, and if you take a look around, it’s not like that anymore.

RL: Agreed. We also see diversification represented by some of the young professionals in the room, as well. We just saw Loblaw’s Greg Palmer, recipient of our Young Professional Award, give some great words of advice about getting this group engaged. What advice can you give a young professional coming down the pipe?

SS: First, congratulations Greg! If there’s any advice I can give to any of the young people out there, it’s don’t be afraid to ask questions. We all think we have the answers, but nobody knows everything, so ask the question. It’s amazing the amount of things you’ll learn. I learn every day from people. As Greg said, excellently, we really do have to give young people a chance and we need to engage more young people in this business. It’s such a vibrant business, but it’s not an easy one. For example, at six o’clock in the morning, everything might be good, but by 6:15 a.m., the whole world could change. The more we can engage a diversity of people, including young people, in this business, the better it is.

RL: Yes. I want to go back to the supply chain discussion because we talked a lot about the challenges in our industry. When you started, you were going to the terminal at 4:00 a.m., four days a week. Product diversity wasn’t quite at the level it is today—are there any other differences you’ve seen, and are they good? Bad? Could we improve?

SS: When I first worked at the food terminal, it wasn’t anything out of the ordinary to see all the major retailers down there buying things at the same time. Logistics have changed so much and we are now able to get things a whole lot quicker. Not a whole lot cheaper, but a whole lot quicker. You see everybody going more direct; to fly stuff in at one time, well, that was ridiculous! But now, Ron, you see we have stuff from all over the world. You walk the CPMA show floor and there are people from Belgium, Spain, and Mexico. That and getting product to North America were the biggest changes in logistics—now, it’s commonplace and it’s allowed us to expand the variety that’s available for our customers year-round.

RL: You’ve mentioned it’d be nice to have a crystal ball for a range of different things; you’ve navigated a wealth of different experiences. What does the future hold in your mind? What opportunities do we have?

SS: The future is in the young people. It is making sure we can get more people involved. Labor and having qualified people to help in this industry is the biggest opportunity that we really need to continue to grow and continue to work on. CPMA and associations do a wonderful job of that, but we all need to get engaged to bring more people in.

RL: Let’s talk for a moment about an industry that’s been supporting you over a lifetime—for which you’re still working!

SS: You meet lots of people in 45 years. When you get a Lifetime Achievement Award, you reflect on the ups and downs—all the good people I’ve met and all the wonderful associations and friendships we make in this business. All of the good times I have had. I want to thank the CPMA and all of the staff. They work above and beyond for all of us.

And Ron, I want to thank you very much. We’ve become friends. Our families have become close, and you build memories with that. We sat on a curb in Florida and smoked a cigar and had a drink. These are things you don’t forget.

Sometimes the crystal ball can be found in our rearview mirror. As the past helps to inform us about what the future might hold, it has been a joy to look back on the wisdom and friendship of these two industry leaders while we prepare for what lies ahead.