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In the 1980s, a new trend took hold in Quebec’s business community: diversification. Companies started making acquisitions in sectors far afield of their core business. There were some very unlikely marriages, such as a major grocery store chain running a sporting goods store. But business management is business management, right? And the banks strongly encouraged […]

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 […]

History repeats itself, or so the saying goes. That’s probably what occurred to Jean-Paul Barré, General Manager of A. Lassonde, when he received a phone call from the owner of Produits Ronald just a few years after the fateful call from the former owner of Breuvages Montclair. The cannery in Saint- Damase, a town about […]

Taste is not to be disputed, so the saying goes. Some like their steak well done, others like it rare, and some don’t eat meat at all. Is taste merely a matter of personal preference? No, it’s also cultural. This became clear to Lassonde during the years when the Company operated plants in China and […]

First there was metal. Then there was glass. And in 1979, Lassonde revolutionized the market with a completely new type of container. The spirit of innovation is in Lassonde’s genes. In the late 1970s, a few members of the senior management team went to Paris for the Salon de l’innovation alimentaire (a food innovation tradeshow). […]

Instant recognition – that’s the role of a company’s visual identity. We all recognize the five Olympic rings, the Lacoste alligator and the Mercedes Benz three-pointed star at a glance. OK, so Lassonde isn’t quite in that league – yet. But as the Company secured its foothold in the market, it felt the need to […]

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 […]

Text Take a high-quality product in new single-serve format. Add one TV star. Choose a promotional idea to appeal to youngsters. Concoct an ad campaign to attract consumers. That was Lassonde’s recipe for its very first mass advertising and promotional campaign. In the early 1970s, TV host, singer and actor Jacques Boulanger was everywhere. Nicknamed […]