BC’s Tree Fruit and Grape Sectors Rebound with Resilience and Unity
Syilx Territory, Kelowna, BC – After five years of hardship marked by pandemics, heat domes, deep freezes, and trade disruptions, British Columbia’s tree fruit and wine grape sectors are showing signs of renewal – and remarkable resilience. From promising early crop signs to successful collaborative projects and expanding global interest in Canadian produce, growers and industry leaders are embracing 2025 with renewed optimism and purpose.
“This season just feels different,” says Walter Makepeace, owner of Makepeace Organic Farms and member of the Cross-Commodity Advisory Council. “You can see the health in the vines and the blossoms. It’s a welcome shift from the struggle of past years.”
Signs of recovery are visible across the province. The cherry crop is strong, export programs are in process to markets including China, Japan, Korea, and the EU, and the apple crop sold out two months early – underscoring high demand for Canadian-grown produce. Domestic campaigns like Canadian Cherry Month are ramping up, while retailers across Eastern Canada are placing strategic orders to prioritize homegrown fruit in light of ongoing trade tensions with the United States.
“Canadian consumers are showing incredible support for local,” said Sukhpaul Bal, Chair of the BC Cherry Association. “There’s a real sense of pride in choosing Canadian-grown, and it’s translating into strong demand from coast to coast.”
Amid these market shifts, industry collaboration is hitting new heights. The Cross-Commodity Leadership Support Project (CCLSP) – a pilot initiative bringing together tree fruit and wine grape organizations – is helping the sector make progress on shared goals. In just over a year, the project has launched nine joint initiatives, secured over $900,000 in project funding, and brought more than 50 organizations together through committees, events, and extension work.
“These are long-considered projects that have been identified as important for the long-term growth of our industries,” said Tyrion Miskell of the BC Grapegrowers’ Association. “But no single group had the time or money to get them off the ground – until now.”
One of the most celebrated efforts has been the agriculture bus tours, designed to bridge the gap between farmers and local governments. Over 90 people participated in two tours held in Lake Country and Penticton, with elected officials, staff, and growers sharing candid stories and building relationships on the farm.
“Many left with new ideas for collaboration and a greater appreciation for the realities of food production,” said Shelby Austen, CCLSP’s Administration and Communications Manager.
Projects are also breaking new ground in innovation and knowledge-sharing. Work is underway to expand the BC Decision Aid System to include wine grapes, and new collaborations with the BC Agricultural Climate Action Research Network will help translate current research into digestible briefs for producers. Alongside efforts to develop domestic labour strategies, support access to global Club varieties, and pilot clean plant material imports without fumigation, BC producers are investing in the tools and expertise needed to remain competitive in an increasingly complex market.
“Our progress shows what’s possible when we work together,” said Kellie Garcia, Director for CCLSP. “Even with limited capacity, we’re solving problems and creating momentum. It’s encouraging to see so many people step forward to support the sector and each other.”
While challenges remain – labour shortages, policy misalignment, and climate volatility among them – the tone across the sector is changing. With the world watching how Canada responds to global disruptions, BC’s agriculture community is reminding the public why buying Canadian isn’t just the right choice – it’s a resilient one.
As Beth Cavers from the BC Cherry Association put it, “We’ve weathered some incredibly tough years. But this moment feels like a turning point.”
The cross-commodity project is funded by the Government of British Columbia through programs and initiatives delivered by the Investment Agriculture Foundation of BC.