In a recent interview with CanadianSME Small Business Magazine, Martin Lavoie, CEO of the Agri-Food Export Group Quebec-Canada, offered in-depth insights into the Canadian agri-food sector. He focused on how innovation and creativity within Canadian agri-food companies are pivotal to the industry’s growth and enhancing its global reputation. Martin discussed current trends and developments in Canada’s food export sector, highlighting what sets Canadian food products apart in the international market. He emphasized the significance of the Alizés Awards’ inclusivity, detailing how opening them to all Canadian companies benefits the agri-food sector. Martin shed light on the key factors that make a company a potential Alizés Awards winner, noting the specific qualities the jury looks for in contestants. He also encouraged companies to participate in the Alizés Awards, outlining the advantages and opportunities that come with being a finalist or winner, and how these accolades can impact a business’s growth and recognition in the agri-food industry.
Active for more than 25 years in the agri-food sector, Martin Lavoie possesses a deep understanding of the necessities related with food product exports. Possessing a degree in business administration and industrial relations, Martin specialized in international trade, regulations, and marketing, notably holding the position of Chief Executive Officer of Canada Pork in Ottawa. He also has practical experience in international business development while being part of the leadership teams of two prominent Canadian trading houses.
Currently, as the CEO of the Agri-Food Export Group Quebec-Canada, he dedicates his experience and expertise every day to support Quebec’s agri-food exporters and assist in their international development strategies. He and his team base their interventions on values of collaboration, commitment, and innovation, aiming to prosper and promote Quebec companies internationally.
Canada’s agri-food sector is known for its dynamic and innovative approach. From your perspective, how do you see the innovation and creativity within Canadian agri-food companies contributing to the industry’s growth and global reputation?
Canada agri-food industry is well positioned worldwide as it is experiencing consistent growth. Indeed, Canadian agri-food exports reached a record value of approximatively $92.8 billion. This amount is far exceeding the $75 billion by 2027 set by the Barton report. The favorable scenario was made possible combining sustained increases in commodities prices and Canada establishing Canada itself as a reliable supplier for importers on a global scale. I have the chance to observe this enthusiasm on a day-to-day basis, Canadian companies are putting in a lot of efforts to achieve such numbers. The country has a strong reputation for both high-quality commodities, and innovative processed food products.
What are the current trends and developments in Canada’s food export sector? And what makes Canadian food products stand out in the global market?
There is a strong demand for commodity products driven by growing population in several key international markets and our offer is fully compatible with the plant-based trends. Our meat, fish and seafood sectors are still strong and we are seeing continuous growth in several other healthy products. Maple products, cranberries, wild blueberries are among the items where Canada has a unique offer and a short list of competitors. The reputation of Canada as a supplier of safe and healthy food also carries over to the processing food. We witness firsthand so many young entrepreneurs who making strides in the US and other international markets with their innovative products.
The decision to open the Alizés Awards to all Canadian companies is a significant one. What is the reason behind this inclusivity and how it benefits the Canadian agri-food sector?
Our goal is to showcase the excellence and the passion of Canadian food entrepreneurs. Indeed, many Canadians may not be fully aware of the extent to which our food industry’s creativity is recognized worldwide. The Alizés Awards align with SIAL Canada, the largest multisectoral agri-food tradeshow in North America. Which is why it is only natural for us to open the competition to all Canadian companies.
The Alizés Awards seek to highlight the global enthusiasm and significant impact that the Canadian food industry has on the international stage.
In the context of the Alizés Awards, what are the key factors that position a company as a potential winner? What specific aspects or qualities does the jury typically looks for in the contestants?
Primarily, the Alizés Awards features three award categories: “SME Fonds de solidarité FTQ” (companies with revenues of $50 million or less), “Large Company FCC” (companies with revenues of over $50 million), and “Innovative Export Strategy Inno-centre.” The key focus across these categories is on companies’ exports outside of Canada.
Our panel of judges is comprised of distinguished professionals in the food industry. In previous assessments, they have shown keen interest in companies that stand out as distinct and compelling. They delve into where these companies are exporting, examining the strategies employed to effectively introduce their products to diverse markets. Evaluation also includes the company’s growth trajectory in recent years and its success in penetrating various markets. In summary, the jury assesses the innovativeness of the companies’ export strategies and their adeptness in market analysis.
Unlike many other competitions, our emphasis is not on evaluating the product itself, but rather on scrutinizing the export strategies and outcomes achieved by a food company.
By the way, we urge food-export companies across Canada to submit their applications for the Alizés Awards before the February 28, 2024 deadline!
Why would you encourage companies to submit their applications to the Alizés Awards? What advantages or opportunities can a business expect to gain by being named a finalist or a winner of one of these awards?
The Alizés Awards offer excellent visibility both nationally and internationally, extending beyond the event providing great media coverage and public relations opportunities.
Indeed, Group Export Agri-Food, with the support of its media partners, ensures extensive coverage across various platforms for the award recipients. Winners are prominently featured on the social media channels of Group Export Agri-Food, as well as through a digital marketing campaign and a vast public relations campaign across the country. Furthermore, the event hosts over 100 buyers from around the globe, eager to explore new additions to their portfolios.
Being recognized as a finalist or winner at the Alizés Awards provides a valuable opportunity for substantial visibility and acknowledgment from both buyers and the broader industry.
In my opinion, these are some of the reasons why winners typically convey deep pride in their win within this industry competition, showcasing their Alizés Award accomplishment across various social media platforms, diverse communication channels, and during trade shows.
Could you provide an overview of the Alizés Awards, including its schedule and objectives? Additionally, how does the event’s alignment with SIAL Canada enhance the experience and opportunities for participants?
Companies interested in submitting their applications to the Alizés Awards have until February 28, 2024, to complete and send the application form. I strongly advise promptly seeking the form, accessible on our website, to ensure ample time for thoughtful consideration of their answers. The announcement of the finalists will be made through a widely viewed video on social media, scheduled for publication on April 3rd.
The event itself, the Alizés Awards Evening, is taking place in conjunction with SIAL Canada, on May 15, 2024. Attendees will have the opportunity to engage in networking activities with both the Canadian food industry and international food buyers.
Furthermore, SIAL Canada, occurring from May 15 to 17, holds a cherished position in the global food industry. The cocktail event not only adds to, but also extends the enjoyment for everyone in Montreal and within the industry.
