April 17, 2019
by TOM WALKER
Building team spirit is high on the agenda of BC Tree Fruits’ new CEO.
Todd McMyn joined the co-op on April 1 and recently spoke to Country Life in BC in one of his first media interviews following the announcement of his appointment on April 9.
“My short-term goal is to bring the idea of team work and cooperation back into this cooperative,” he says. “I look at myself as a quarterback. If you are part of a team you have to pass the ball to win.”
McMyn wants growers to know he is a businessman.
“I think that speaks volumes about where the board is and where the BC Tree Fruits Cooperative is,” he says. “We are going to use business metrics and marketing metrics. Yes, this is a cooperative, we have our unique attributes, but we also have to be very cognisant of how a good business is run.”
A mid-term goal for McMyn is improved marketing. While the brand is familiar to older generations, people born since the 1980s may not be as familiar with the brand. Greater immigration also means brand positioning has to change. McMyn would like to see the brand adapted to different languages and cultures, for example.
“I love the BC Tree Fruit brand. I think it has wheels,” says McMyn. “I think we really have to get that out more and more locally across Canada and also across the globe.”
The co-op’s receiving and packing facilities also need upgrades.
“We have our challenges to align our factories and make them more efficient,” McMyn says. “I am confident we can do that. I think the long-term vision is a fairly sophisticated plant amalgamation.”
McMyn brings extensive global experience to his new job, as well as extensive experience with growers. Prior to BC Tree Fruits, he worked with the precision agriculture division of Winnipeg-based Buhler Industries Inc.
Vol. 105 Issue 5
STORIES IN THIS EDITION
What on earth?
Opposition slams ALC bill
Sidebar: Protection & pushback
Editorial: Truth in labelling
Back Forty: So you don’t believe in climate change
Viewpoint: Don’t blame the cows for global warming
Ag council’s lobbying efforts produce results
Learning a new skill
Foundation’s nest egg for funding projects increases
Province will hold the line on piece rates
New CEO aims to kindle team spirit at co-op
FIRB decision prompts rethink of pricing scheme
Beekeepers see potential in technology transfer
AgSafe markes quarter century
Raspberries hit hard by harsh February
Blueberry growers anxious for new varieties
Biological controls for pests in demand
Sidebar: Pesticides in play
Growers urged to focus on fresh
Westgen celebrates 75 years of excellence
Top seller was no-show at Holstein sale
Spring show attracts exhibitors from Quebec
Cheesemakers unite to grow niche market
Range use permits under greater scrutiny
Sidebar: Range use plans go digital
Market Musings: Top bulls sell for top dollar at spring sales
Grapegrowers share sustainability objectives
Grape specialist honoured for dedication
Hazelnut production expands across BC
Sidebar: Pest pressures
Supporters take to AITC’s Sips & Sprouts
Research: Cultured meat fails to impress researchers
UAVs undergo testing for pesticide delivery
Sustainability goes beyond saving farmland
Father and daughter roll with the last of the steel wheels
Woodshed: Susan Henderson is warming to country life
Wannabe: Farming is more than just a job
Surplus, cull fruit finds new purpose as tasty snacks
Jude’s Kitchen: Special food for special moms