PEAK OF THE MARKET
CHANGES CROP UP FOR PEAK OF THE MARKET BY TODD LEWYS
PHOTO BY DARCY FINLEY
This past spring — on May 1, to be exact — Peak of the Market announced a new di- rection for the future of produce in Canada. Due to changes in government legislation, the company elected to re-establish itself as a for-profit company and, in the process, changed its name from Peak of the Market to Peak of the Market Ltd. While the change in name seemed minor, the implications associated with making the change weren’t, says Pamela Kolochuk, CEO of Peak of the Market Ltd. “All Manitoba table potato and root crop growers are unified and looking forward to continuing to proudly work together with a renewed purpose focused on exceptional quality and service,” Kolochuk adds. “This change allows us to expand business outside of our province, which, under the previous model, we weren’t permitted to do.” Retailers and consumers have relied on Peak’s high quality, fresh produce and excep- tional customer service for 80 years, and the yellow and red diamond has signified that. While much is changing, customers can con- tinue to rely on a terrific assortment of pro- duce from the same group of knowledgeable Canadian growers. “Our vision is to supply fresh produce to fill half the plate of Canadians and our mission is to partner with experienced and responsible growers to provide sustainable, fresh product that nourishes bodies and minds,” she says. “While our focus is on local, we have the abil- ity to supply the entire produce aisle from A to Z, 12 months of the year.”
“While our focus is on local, we have the ability to supply the entire produce aisle from A to Z, 12 months of the year.” – Pamela Kolochuk, CEO of Peak of the Market Ltd.
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WINTER 2022
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