PUTTING A BRAND ON TOMATOES
Is there anything more similar to a tomato than another tomato?
Well, not according to Savoura. On April 11th, CAMA Québec received Marie Gosselin, Sales and Marketing Director for Les Serres du Saint-Laurent Inc. (www.savoura.com) and Sylvain Labarre, President of Lg2 (www.lg2.com), its communication agency, to discuss their marketing strategy.
Since 1989, this Québec-based company has been growing top-quality tomatoes and marketing them under the Savoura brand name. In order to sell Savoura tomatoes into grocery stores across Québec, Lg2 suggested using outdoor billboards, which is probably the last media one would have thought of using to advertise tomatoes!
They only displayed a few billboards. Strategically placing them near grocery store headquarters and giving customers the impression that a provincial advertising campaign was going on. With such innovative ideas, Lg2 helped this small business penetrate the tomato market in Québec.
Not only is the company innovate on the marketing side, it is innovative on the production side, as well. More recently, Savoura launched Savoura Lunch, a 3-oz
(80 g) snack bag, which represents a serving of fruits and vegetables.
Do these added marketing efforts pay off? You bet! Since launching the brand name Savoura, 100% of production is sold at the higher price in its category, despite the new greenhouse tomatoes being introduced and sold at a lower price.
NEW BOARD OF DIRECTORS
Québec members elected two new members to the board of directors. Following are the 2007 board members:
Luc Gagnon, CyberCreation.net, President; Alain Beaudry, Financement agricole Canada, Treasurer; Élaine Grignon, Le Bulletin des agriculteurs, Secretary; Geneviève Coderre, La Financière agricole du Québec, Director; Donald Côté, Salon de l'agriculture, Director; Louise Gandey, Agribrands Purina Canada, Director; Jacques Long, La Terre de chez-nous, Director.
The Board wishes to thank Caroline Desforges who left the board after two years of devoted service.
CERTIFICATE OF AGRI-MARKETING
Alain Trudeau, AltaMate Program Manager at Alta Genetics, is the first member of the Québec chapter to complete his Certificate in Agri-marketing.
BEST OF CAMA 2008
For the first time ever, the Best of CAMA will be hosted by the Québec chapter in 2008. We hope you will join us in this celebration of Canadian advertising. We will keep you updated in the months to come. And don't forget the Best of CAMA 2007 (www.bestofcama.com) that will be held in Regina, Saskatchewan on November 14.
WANT TO KNOW MORE?
Contact CAMA Québec President Luc Gagnon 514/978-0486, firstname.lastname@example.org or www.cama.