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The Canadian Produce Marketing Association will help promote the Canadian produce industry to the world by organizing the first Canadian pavilion at the 2010 Fruit Logistica trade show, the largest show in the produce industry, Feb. 3-5 in Berlin.

The pavilion, a joint initiative of the CPMA, Messe Berlin GmbH, the venue and trade show's owner, and B-For International Exhibit Services, which represents Messe Berlin in North America, will also have exhibits from the British Columbia Blueberry Council, Jealous Fruits, Knight's Appleden Ltd., Norfolk Fruit Growers' Association, Ontario Apple Growers, Accu-Label, Scotian Gold Cooperative Ltd. and Bay Growers' Cooperative Inc.

Dan Dempster, the association's president, told The Produce News that it had been looking at the possibilities of having an increased Canadian presence at the show for over five years.

"We wanted to find another venue to reach out and explain to people about what the CPMA is and talk to them about the Canadian market," he said, noting that because of its small staff, exhibiting at Fruit Logistica "became an adjunct to some of the other things we were doing. Two years ago, we saw a number of Canadian firms [at Fruit Logistica] that were there on their own, and we said to them, 'what do you think if we try to coordinate a pavilion and we try to get a little bit bigger presence so people can see more about Canada and the industry?'"

Mr. Dempster and Adrian Abbott, the CPMA's 2009-10 chairman, will represent the association at the pavilion and will be supported by CPMA staffers and some of the association's volunteer directors. Mr. Dempster encouraged CPMA members who are at the show to stop by and say hello, especially at the pavilion's opening ceremonies, which will be held at 11 a.m. Feb. 3 with a reception following in the pavilion's business lounge.

"We're quite pleased," he said. "It's nice to see other Canadian companies take an interest and show their stuff and what they can do. We'll be there to help people if they have questions relative to membership. We have quite a diverse and extensive membership, so if people are looking for information, we're going to help them and give a little value added to our membership."