In 2016, the Canadian fresh fruit and vegetable market reached an all-time high of $11.9 billion, but due to the seasonal limitation, 85% of all fresh fruits and 76% of all fresh vegetables were imported into the country. Imports of fresh fruit and vegetables rose for the sixth consecutive year, reaching $5.98 billion and $3.72 billion respectively. Even though Canadians are eating less than the recommended fresh fruit and vegetable servings suggested by the Canada Food Guide, the increase in fresh fruits and vegetables is largely due to increase in population and downstream demand from supermarkets and grocery stores, restaurants, hotels and motels and specialty food stores which have all increased, driving industry revenue growth.