BCPMA Announces New Board of Directors
FOR IMMEDIATE RELEASE
BCPMA Announces New Board of Directors
New Leadership Team to Champion Innovation, Connection, and Growth in BC’s Produce Industry
Vancouver, BC – July 28, 2025 — The BC Produce Marketing Association (BCPMA) is excited to introduce the newly elected Board of Directors for the upcoming term – A dynamic group of professionals committed to strengthening our industry through collaboration, innovation, and community engagement.
Meet the individuals who will help guide the BCPMA into its next chapter.
Myles Coueffin
President, BCPMA | Sales Manager, The Oppenheimer Group
Myles Coueffin was elected President of the BCPMA, following three years of active involvement with the association. With nearly a decade of experience in fresh produce sales at The Oppenheimer Group (Oppy), he brings a strong industry perspective and deep customer relationships to the role. A proud alumnus of CPMA’s Passion for Produce program, Myles is passionate about giving back to the industry that has shaped his career. As President, he is focused on strengthening BCPMA’s value to its members, engaging emerging leaders, and supporting initiatives that grow produce consumption and public knowledge about healthy food.
“I’m truly grateful for the opportunity to serve as President,” says Myles. “BCPMA has been an important part of my professional journey, and I’m honored to give back and support its continued growth.”
Rocky Wong
Vice President, BCPMA | Director of Procurement – The Produce Terminal
Rocky Wong is an individual with a background in procurement, business development, and retail operations within the Produce industry. He’s currently the Director of Procurement at The Produce Terminal.
“My vision for joining the BCPMA board focuses on fostering meaningful connections that inspire engagement and champion technology-enhanced efficiency. I aim to leverage my experience in process improvement to cultivate a robust BC Produce sector, attracting young talent for sustainable growth. As a ”geek” for technology-enhanced efficiency, I’m eager to streamline operations and enhance efficiencies in this evolving industry.”
Bruno Jimenez
Director, BCPMA | Entrepreneur – Produce Industry – Global Fresh Produce Ltd.
I have been an entrepreneur in the produce industry for the past five years, and the journey has been both rewarding and filled with valuable challenges. During this time, I’ve gained hands-on experience in sourcing, importing, and distributing fresh produce, while navigating the complexities of supply chains and market trends.
“My primary goal in joining the BCPMA board is to build long lasting connections and help evolve the association into a more dynamic platform that actively creates business and networking opportunities for all members. I’m especially passionate about advocating for small and emerging businesses in our industry, ensuring they have a voice and access to the resources they need to grow and succeed.
I believe in the power of community, and I’m committed to helping BCPMA continue delivering real value through collaboration, innovation, and programs that support both individual members and the broader produce industry.”
Edward Kanna
Director, BCPMA | Divisional Merchandising Manager – Gordon Food Service – Canada
As a Divisional Merchandising Manager at Gordon Food Service – Canada, I bring over a decade of dedicated experience across supply chain, sales, marketing, and merchandising, providing me with a comprehensive understanding of the food distribution landscape. I excel at bridging communication gaps and cultivating strong relationships with category teams, local brokers, and suppliers. I bring a proven ability to analyze market trends, develop effective sales strategies, and manage product margins, all while maintaining a sharp focus on achieving key business objectives and ensuring customer satisfaction.
“Looking ahead, I’m committed to fostering greater involvement of the BCPMA within the broader food service sector, leveraging collaboration to drive industry advancements.”
Justin McLean
Director, BCPMA | Sales Manager – Farmers Fresh Mushrooms
Currently, as a Sales Manager at Farmers Fresh Mushrooms, I’m responsible for managing high-profile retail and Food Service accounts, developing strategic business plans, and ensuring profitable growth through effective collaboration across various departments.
“Thank you to BCPMA for this incredible opportunity. I look forward to working with a talented group of professionals to create meaningful change. I’m passionate about connecting consumers with growers. I want to encourage new ideas on how we market and share our harvests. This role allows me to connect with others in the field, build meaningful relationships, and work together for a stronger future for local agriculture.”
Katie Marshall
Director, BCPMA | Truck Sales Consultant – Medium Duty, Inland Truck & Equipment Ltd.
With nearly a decade of experience in the transportation industry at Inland Truck & Equipment, she brings a fresh perspective and operational insight to the BCPMA.
“I’m excited to explore the partnership between the produce and transportation industry and how they can further collaborate in a way that benefits their consumers.”
Mona Zamani
Director, BCPMA | Sales & Business Development – City Wide Produce
I have been part of the produce industry for the past 10 years, gaining experience across different departments from accounts payable and receivable, buying, sales, and business development. This has given me a well-rounded understanding of different areas and functions within our industry.
“I want to join the BCPMA because this industry has shaped my career, and I feel it’s time to contribute in a meaningful way. The BCPMA plays a vital role in connecting different sectors of the industry, promoting education, collaboration, and fostering a strong sense of community.
I look forward to working alongside the Board of Directors to share ideas, learn from one another, and contribute to the continued growth and success of the BCPMA.”
Peter App
Director, BCPMA | VP, Sales & Marketing – Fresh Direct Produce Ltd.,
25-year CPG veteran with experience in Local, Regional, National and International Key Account Management and Brand development. Peter has worked for a range of companies such as PepsiCo Foods, broker Murray Market Access to startup Tru Earth Environmental Products. He is currently the VP of Sales and Marketing with the Fresh Direct Produce Group.
Moving to produce aligned with his desire to provide healthy food for consumers, but the real learning has been in managing perishables, dealing with port strikes, quality control and embracing the day-to-day pace.
“I understand why people say – once you are in produce it’s hard to leave and therefore joining the BCPMA was an easy decision. I look forward to ensuring that the association continues provide value to the members with new perspectives, ideas and increased communication.”
Congratulations to our new board! We look forward to a year of growth, innovation, and connection. Thank you to all members and supporters for making BCPMA a strong, inclusive community.