The line has only been in the water for 15 months and already some big catches have been made. The only team in Quebec that certifies the authenticity of products manufactured here has just recruited Walmart as a partner.
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“It was obvious that a big player where many consumers go would join us,” breathes Elfi Morin, first and only boss of Produits du Québec (PDQ) since the summer of 2022.
The NPO is the equivalent of Aliments du Québec for the factories from Saguenay to Estrie, via Outaouais and the North Shore. Its mission: to measure the degree of “Made in Quebec” and offer certification to those who qualify.
Three choices exist – produced, manufactured or designed in Quebec. Each has its own logo, which products from Cascade, Groupe Marcelle and Kruger are already adorned with, in particular.
Les Produits du Québec is a happy NPO on Monday: it made its debut at the territory’s largest retailer, Walmart.
photo provided by Elfi Morin
Walmart – US$572 billion in revenue in 2022 – is PDQ’s ninth and largest partner, after Jean Coutu, Brunet, La Vie en Rose, Souris Mini, BMR, SAIL, DeSerres and JC Perreault.
He is also the first foreigner in the group. “It’s not the origin of the retailer that matters, but the reach of the stores,” says Elfi Morin.
PDQ was born in 2022 from the left buttock of Panier Bleu. A CAQ elected official was also present Monday morning during the announcement at the Marché Central in Montreal.
“People want to buy local, but the products must be authentic,” enthuses Christopher Skeete, MP for Sainte-Rose and Minister Delegate for the Economy.
Housed in modest offices in Montreal, the PDQ team includes eight women, who convinced 141 companies to join in 15 months. Founded in 1996, Aliments du Québec employs 30 people, who certify the production of 1,700 companies.
“We are starting to see logos more and more,” recognizes the CAQ elected official.
Around 1,000 products from Quebec will be labeled in the aisles of Walmart for the moment. “This is just the beginning,” assures Elfi Morin.
Big fish
At the American giant, we are delighted. “It’s everyone’s responsibility, buying local. We already have 480 Quebec suppliers,” argues Cyrille Ballereau, senior executive at Walmart in Canada.
The multinational, which has 73 stores in Quebec, will not give up on potential sales, because that’s also what certifications do.
“It’s a way of serving the customer, who asks for local products,” offers Mr. Ballereau.