Quebec strawberries have recently been sold here under the brand of an American giant. Driscoll’s, a company specializing in the production and distribution of fruit, grows precious red fruits in the province, in partnership with producers, and then sells them during the summer season in Quebec supermarkets. A presence that disturbs and raises questions.
The fruits harvested and then packaged under the name Driscoll’s, with the mention Quebec or Canada, began to appear last summer on supermarket shelves, right next to Fraîches du Québec, the brand promoted by the Association of Strawberry and Raspberry Producers of Quebec (APFFQ), reported Our Earth At the beginning of the month of March.
This cohabitation of the two brands in the fruit and vegetable section of grocery stores is disturbing. “We don’t want to have Driscoll’s strawberries from our farms delivered to door 15 of the food chains, while Fraîches du Québec are at door 14,” explains producer Michel Sauriol on the line.
As outgoing president of the APFFQ, he took advantage of a speech given at the annual general meeting in February to share his concern about the arrival of Driscoll’s in the fields of Quebec.
“I don’t really see the advantage [de travailler avec eux]he added in an interview with The Press. In strawberries, we amply fill the market. Everything is in place to properly supply the network: supermarkets, fruit stores, public markets. »
In grocery stores
The American company’s Quebec strawberries were sold in a few IGA stores last summer. “We are talking about a minimal volume,” however, underlines Anne-Hélène Lavoie, spokesperson for the brand. “Driscoll’s is a player who has a lot of experience,” she adds. Customers who shop at IGA may see the company’s products again in the fruit and vegetable aisle during the summer season. The chain will once again offer Driscoll’s strawberries produced here. However, she asked the American company to add a fleur-de-lis to the packaging to ensure that consumers clearly understand its origin. It is currently impossible to know how many supermarkets they will be distributed in. “But our priority is Fraîches du Québec,” insisted M.me The way.
Maxi and Provigo stores offered the product in all of their stores last summer, says spokesperson Geneviève Poirier. “ [Ces fraises] were sold at the same price and same format as Fraîches du Québec, she clarified by email. We believe that the two products complement each other well and simply offer additional variety of choice to consumers. As for the 2024 season, it is too early to confirm anything at this stage. »
On the Metro side, the Quebec version of Driscoll’s strawberries has not yet made its debut. No decision has been made regarding the next summer season.
Faced with the appearance of these baskets, in the middle of the strawberry season, the president of the APFFQ, Josiane Cormier, does not hide her concern either. “These are foreign interests coming into our sector, it’s worrying,” says the producer of L’Assomption.
Further east, on Île d’Orléans, Guy Pouliot understands that, for many, Driscoll’s represents at first glance a “threat”. “It’s like a big stranger,” explains the co-owner of the farm Onésime Pouliot. We don’t really know to what extent he wants to establish himself or not. »
However, both producers refuse to blame those who decide to work with Driscoll’s. “If I’m a curious producer and I want to see what an American giant can offer me, all of a sudden allowing me to be more productive and get by, I have to go explore this avenue, argues Mr. Pouliot. Maybe it won’t do anything. But I understand the producer who will see if it could be a solution for him. »
Would he himself be tempted by this avenue? “I like taking care of my marketing too much to leave it to someone else. I spend 95% of my time in the office because I take care of my marketing. »
The Driscoll’s machine
Growers who work with the American company must grow the Driscoll’s strawberry variety in their fields. They harvest and pack the fruit into company-provided baskets before leaving their cargo in a cooling warehouse. Driscoll’s then takes care of delivery and distribution.
Jérémie Pitre, in the Hautes-Laurentides, decided to try the experience. With the help of his two brothers and his father, the producer has been doing “tests” with the company for two years.
“It’s a variety that we don’t yet know about. We learn to work with her. You should be careful. We need to ensure that the variety performs well in our climate and region. It is a company that has proven itself all over the world, he emphasizes. We are always looking for new varieties, new ways of doing things, new technologies. »
Is it profitable? “I can’t answer that. We are at the testing stage. » A tiny portion of his fields is currently reserved for Driscoll’s products.
It is impossible at the moment to know the intentions of this giant for the coming years. “Driscoll’s grows berries with a small number of independent growers in Quebec,” the company said in an official response emailed to The Press. “We are evaluating various cultivation methods,” we specify, adding that tests are also being carried out with raspberries.
Meanwhile, to those who might criticize Mr. Pitre’s decision to partner with an American company, the main person already has a ready answer: “Change can be scary, but we have to be open and see what is done elsewhere. In the end, it is my farm that produces the strawberries. I prefer that rather than it being a farm in Mexico or California. »
Strawberries in a few figures
337: number of farms producing strawberries
1813: number of hectares devoted to strawberry cultivation
13,419 tonnes: marketed volume
4.1 kilograms: annual consumption per person
Sources: MAPAQ and APFFQ