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Mixing It Up In Montreal & Quebec

Fresh tips from wholesalers and retailers
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Legislation & Results
For Quebec’s struggling retailers, recent legislation is also creating waves. In August 2016, the City of Montreal passed legislation banning the distribution of single-use plastic bags, following success in several American cities including Washington DC, Chicago, Los Angeles, Seattle, and Austin.

The province also lifted what was considered a ridiculous ban on “ugly” or imperfect fruit and vegetables last July. The Minister of Agriculture announced the change—which was welcomed by retailers and consumers alike—as a way to combat food waste.

Heavily touted in social media, the official lifting of the ban was more an afterthought than news—especially since Loblaw and Provigo stores were already carrying ugly fruit on their shelves under the “Naturally Imperfect” line. With prices roughly 30 cents less than other more aesthetically-pleasing fruits and vegetables, the program was already a success with shoppers and environmental groups alike.

Local & Organic
The organic and locally grown movements continue to demonstrate staying power in Quebec, though not everyone considers it a trend or even a movement at all. “Locally grown has always been part of our province’s DNA,” insists Pitsikoulis. Indeed, the L’Union de Producteurs Agricoles finds that roughly 55 percent of food purchased by distributors in Quebec comes from local suppliers. Of course, this is tempered by seasonal weather and availability, but most suppliers agree they prefer local products whenever they can get them.

The success of the local and organic movement also drives growth at multiple public year-round farmers’ market venues in Montreal, bringing millions of annual visitors to Marché Jean Talon, Atwater Market, and Maisonneuve Market, as well as smaller suburban markets in Longeuil, Lachine, and Sainte-Anne-de-Bellevue.

Local produce and organics are also emphasized in all major retail chains, including Walmart Canada. Like its American sibling, Walmart has put its might behind a greater push for locally grown products, raising awareness through advertising and promotions, and by offering information about these items on its website.

Canada’s big three retailers are responding in kind. Loblaw/Provigo, Sobeys, and Metro Inc. have all also committed to more deals with small, local producers to expand product choices. While consumers are happy for a wider selection of products, some may balk at the cost, as retailers try to overcome slim margins with higher pricing.

In a related move, supply of organics may rise steeply in the years to come as some of the costs associated with switching from conventional to organic growing may be offset by federal dollars. The Canadian government recently unveiled a new incentive program, with funding of $700,000, to encourage interested growers to transition from conventional to organic production.

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