B.C. produce wholesalers have a launched a public-relations campaign to fight plans to widen Malkin Avenue in Strathcona.

The B.C. Produce Association website states its objection to a proposal to "replace Prior-Venables as an arterial route with Malkin Avenue as one of the options". The area is home to several produce companies.

The organization has even posted a downloadable letter, enabling its members to write a form letter to Mayor Gregor and council opposing the conversion of street into an "arterial route".

"While the City of Vancouver engaged a consultant to write an impact assessment on Produce Row operators, it focuses mainly on semi-trailer operations rather than the overall impact to each business or to the group as a whole, which has synergistic benefits," the letter states. "However, even the report’s limited analysis still suggests that the impact will be significant. Not only does the report say that 3 of the businesses’ operations are ‘incompatible’ with an arterial route on Malkin, the mitigation options the report offers for the other 6 businesses come at a cost."

That's because these companies will have to do "expensive retrofits" if they want to continue using semi-trailers to deliver their produce. And the association maintains that this could lead to higher prices for fruits and vegetables.

The traffic changes are being driven by last year's council vote to remove the Georgia and Dunsmuir viaducts.

"It’s very likely that several, if not all Produce Row businesses will be forced to relocate or close," the letter continues. "It will be an end to their history in the community and the jobs they provide."