BYP isn’t just about networking—it’s about growth, leadership, and opportunity. In Talent on the Rise, we hear how the program is shaping careers and creating lasting impact.
James Berena | Owner, Truly Fresh
What is your current job title?
Owner of Truly Fresh
How long have you been involved in the industry?
I’ve been in the industry for 11 years. Truly Fresh was built around my dad, who brings more than 40 years of experience to the business.
What inspired you to join BYP?
If you are new to the property management scene, you may not have a lot of connections in BOMA. That is exactly how I felt when I first joined. The first three luncheons I attended, I was extremely nervous and could barely gather enough courage to talk to the people at my table, let alone any of brought to my attention, I thought that group would be an opportunity for me to meet some of the other BOMA members in a less intimidating environment.
How has being part of BYP helped you grow in your career so far?
It was the perfect way for me to make friends in the industry and then take those relationships to the other events where I can meet more people. Another part that really helped me grow was the boardroom sessions, where we got to meet great speakers in Winnipeg and just ask all the millions of questions, we would otherwise be afraid to ask in any other setting.
Making friends in BYP is also very easy. Everyone is so friendly and just learning what kinds of jobs and businesses exist in the industry is so cool. We then take those BYP connections to the BOMA events and eventually get introduced to people you would have never felt comfortable approaching on your own.
Growing a network within BOMA is a priceless and rewarding experience.
What skills or insights have you gained through BOMA that you bring back to your workplace?
Confidence. It is much easier for me to attend bids when I know the other vendors and the property management company holding the bid. It also helps to make friends in the industry that I can just grab coffee with and pick
their brain about certain things in their field that I’d like to know more about.
Growing a network within BOMA is a priceless and rewarding experience.
— James Berena, Owner of Truly Fresh
What has been the best advice you have received?
Be your authentic self. You don’t have to pretend to be a professional, high-class, stuck-up, individual to establish your place in BOMA. You will learn that these are all just regular people looking to make connections like yourself.
Can you think of a book that you’ve read that’s changed the way you approach your work?
How to Win Friends and Influence People. It helped me change the way I talk to people to better express myself.
What does a typical day look like for you?
As the owner, I wear many hats, so no two days are ever the same. My day usually starts with CFO and CMO duties I put onto a todo list the night prior. The list is never long enough to fill my day, which leaves me room to ask all other management if they need help with anything. That is when I am usually asked to deliver birthday cakes, inspect sites or even cover a sick call.
What’s one thing property managers value most in a service partner?
Based on my experience I would say: Open communication and Honesty. We always encourage our clients and team members to reach out to us, even if the issue seems small. This way we can fix the issues and have a prevention plan in place to discourage any repeats.
What is your favourite way to break the ice when meeting someone new?
I like to comment on something they are wearing that caught my eye or ask something about their industry.
What’s one habit that’s contributed most to your professional growth?
Being my authentic self. I used to think I would need to be suited up and classy for people to take me seriously. I soon learned that people prefer friends more than they do business cards so my goal has now been just to just relax and make friends, business will follow one day, it always does.
How does networking turn into business for you?
The most interesting part is that 90% of our leads come from two types of referrals: BOMA members who have seen me at an event and someone telling me that we were referred to them by someone in BOMA. Both have helped us grow so much that I can’t help but wonder why we didn’t join sooner.