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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 […]

At the beginning of the 1970s, Lassonde was on a roll! And new ideas were germinating in some people’s minds. Following the lead of manufacturers in western Canada, Lassonde decided to produce juices and fruit drinks in small metal containers. Having started out canning vegetables, the Company was acquainted with the process! So in 1972, […]

The old adage “the secret is in the sauce” certainly applies to the Freddy brand line of products that Lassonde produced as a contract manufacturer in the late 1960s. The secret of Lassonde’s new found success, however, lay above all in the glass. The Company’s purchase of Breuvages Montclair was having a positive impact once […]

Lassonde was now equipped with the tools to package its products in glass jars and expand its market. The company owned a trademark that would eventually become its star brand and it had several private clients such as Kamerling for which it continued to do bottling. Purchasing Breuvages Montclair had clearly been a good decision. […]

When he hung up the phone, Jean-Paul Barré, the general manager at the time, had a lot on his mind. He knew that the call from Mr. St-Arnaud could well be the opportunity that the CEO and the Lassonde family had been waiting for – a chance for Lassonde to sell its products in glass […]

Let’s say your business is thriving, but you know you could be doing even better if only you could get a little financial leg up. In the first half of the 20th century, small regional entrepreneurs went knocking at the door of the notary, the doctor or other local notable. They were people with money, […]

On September 22 and 23, the Marathon International Oasis de Montréal was held. For the 2018 edition, Downtown Montreal was the host of a brand new course. On this occasion, nearly 25 000 runners gathered to participate in this long-awaited event. For several years, Oasis has been present as the main sponsor. Each edition, several employees […]

The history of a company, like that of a person, is punctuated by pivotal encounters and decisive turning points. In the 1960s, Lassonde’s broker Anastase Brault helped the company to land a contract with the big Steinberg grocery store chain to produce its cans of small yellow and green beans under a private label. But […]