Kevin Qu, 36

Import & Export Manager, Fresh Direct Produce Ltd, Vancouver, British Columbia

June 12, 2026 | 3 min to read

SHORT BIO

Hometown: Vancouver, British Columbia
Hobbies: Swimming, Jet-ski, Table tennis, Dessert making.
Family/Community: Married
Motto in life: Where there’s a will, there’s a way.

Kevin Qu immigrated to Canada from China in 2005 and began his career at Fresh Direct Produce while still in high school. Over the past 18 years, he has advanced through a wide range of roles — from packer and receiver to finance, and ultimately into import operations.

After earning his bachelor’s degree in economics, he was appointed import coordinator in 2015, and then promoted to import buyer in 2018. In 2023, he began a role as assistant import manager, and most recently, in January 2026, he was promoted to import and export manager.

One of his significant achievements was transforming the papaya category from a small offering into a key sales driver for the company. This success earned him the 2019 Outstanding Buying and Sales Performance Award, and contributed to Fresh Direct Produce receiving a Best Supplier Award from one of its major customers that same year.

Driven by a deep passion for the produce industry, he has consistently exceeded procurement targets and supported strategic initiatives across the company. He was entrusted with managing high-impact categories and key strategic customer accounts, contributing to FDP’s recognition as a Platinum Best Managed Company. In 2021, he was honored to complete the Canadian Produce Marketing Association’s Passion for Produce program. He is incredibly proud to have played a role in Fresh Direct Produce’s growth from a single location in Vancouver to four operations across Western Canada.

Q: What is the one thing in your business that you are most passionate about?

Canada is a proudly multicultural country, and this diversity is one of its greatest strengths —something I deeply connect with. I take great pride whenever our team successfully brings in products from overseas. It’s more than just moving goods; it’s about sharing cultures and connecting people through food.

Our company offers Canadians the chance to explore global flavors, while also allowing our diverse communities to reconnect with the familiar tastes of their home countries. That sense of connection is powerful. Seeing the satisfaction on our clients’ faces — whether it’s joy, nostalgia, or curiosity — fuels my passion.

Q: How has the industry changed during your tenure?

The COVID-19 pandemic, the Russia-Ukraine War, Trump-era tariffs, and the impact of global warming have continually challenged my Import and Export Department, reshaping how and when we source products globally.

Over my 17 years in the industry, I’ve witnessed significant shifts in consumer behavior. There have been times when shoppers balanced premium quality with deals, followed by periods of strong purchasing power, driving demand for exotic produce.

More recently, inflation and transportation costs have driven produce prices so high that they rival or even surpass the cost of meat. As a result, consumers have become more budget-conscious, carefully selecting which fruits and vegetables to buy. Navigating these changes has strengthened my resilience and strategic thinking in this ever-evolving global trade environment.

Q: What challenges and opportunities do you see for the future of the industry?

Climate change, logistics, and supply chain disruptions, and the continued reliance on physical labor are major challenges for global agriculture.

On the consumer side, inflation and rising living costs are making shoppers more discerning, demanding greater transparency in how produce prices are set. Despite these challenges, technology and automation present significant opportunities for the produce industry.