Giving away tickets to sporting events (hockey, baseball, football, etc.) and shows is a much welcome way of showing appreciation to clients, suppliers and even employees. But it’s not original. In 1982, Pierre-Paul Lassonde, President of A. Lassonde & Sons, and the firm’s General Manager Jean-Paul Barré wanted to do something a little different. Lassonde had just hired a new public relations advisor. So they figured he’d have a bright idea.

The new fellow, Mario Allaire, rose to the challenge. He suggested staging an event unique to Lassonde. The idea was to organize a family-oriented festivity showcasing Lassonde’s expertise, its corporate culture and its roots. And what better way than to invite people to come pick apples at the Lassonde orchards in Rougemont! Although he was initially taken aback by the proposal, Pierre-Paul Lassonde warmed to it and even had a big tent built for the occasion.

Lassonde’s apple picking party was a success right from the inaugural event. For five weekends in September and October 1982, 2,500 guests picked McIntosh apples. Nothing was left to chance. The organizers planned refreshments, activities for the children, walks in the orchard, as well a security service, first aid station, washrooms and parking. “This was a great idea and we hope you’ll do it again next year,” wrote Provigo General Manager Guy Lessard in the thank you note he sent.

And Lassonde did indeed do it again the following year – and the year after that and on through the years. It’s become a real tradition! The orchards have been expanded and in the fall of 2017 nearly 7,000 employees, retirees, suppliers and clients came to Rougemont to savour freshly picked apples with their families and enjoy the day among friends.

Next column: Staying on top of the trends…