In the mid-1970s, a strange looking Ford truck took its place among Lassonde’s moveable assets. The interior had been refurbished. The vehicle now sported large horizontal windows and a long counter had been installed. The truck was equipped with a small refrigerator to keep the famous single-serve Rougemont fruit juice and drinks cold. Decked out on all sides with the brand logo, the company’s first mobile unit set off to conquer Quebec for Lassonde.

Every occasion was an opportunity to acquaint people with the Company’s juices and drinks: fairs, public markets, local festivals, marathons… It was just at that time, actually, that jogging was coming into fashion. Perhaps it was the influence of the 1976 Olympic Games in Montreal, but there was a wave of foot races in cities and towns all over Quebec and elsewhere in Canada.

A decade or so later, Lassonde’s reinvented Ford truck was retired. It wasn’t until the beginning of the new millennium that a new mobile unit began travelling the roads of Quebec again. This time the ever inventive team at Lassonde transformed a trailer designed for transporting racing cars! Pulled by a car, this travelling trade booth was spacious, well-equipped and heated. From then on, Lasssonde’s tasting teams were able to introduce consumers to all the Company’s products year-round and they could even venture beyond Quebec’s borders.

Next column: The logo that caused a stir…