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Agrimarketing : April 2009
CAMA UPDATE QUÉBECNEWS Reach the power to purchase. Buy provincial. Industry Update 2008 continues to look like a great year for Canadian agri- culturewithmarket receipts for Canadian farmers fromthe sale of crops and livestock totaling $41.8 billion, up 14.2% froma year earlier. Including programpayments, total cash receipts for 2008 amounted to $45.9 billion. These increases alsomade theirway to the farmerswith receipts for crop producers increasing 25.6%to $23. billion, mainly on higher prices.While receipts rose in all 10 provinces in 2008, the largest increases occurred in Saskatchewan (+23.3%) andAlberta (+15.2%). Luc Gagnon, CAMA Québec President; Christine Deschesnes and Pierre Pellerin of Bleu Lavande; Pierre Cyr of AXA, Honorific President of the 2009 Gala Cérès; Charles Bachand, agr.Salon de l’Agriculture President QUEBEC’SMARKETER OF THE YEAR In January,at the Salon de l’agricul- ture, Pierre Pellerinwas named QuébecAgri-Marketer of the Year. Pellerin, themain producer ofmedi- cinal lavender in Canada, runs Bleu Lavande, situated in Fitch Bay nearMagog, Quebec. For health reasons, Pierre Pellerin Alberta’s provincial farm paper 43,000 Farms and Ranches Biweekly James Shaw ames Sha Na National A jamesshaw@r aw ational Advertising Sales email@example.com Phone: (416) 231-1812 Phone: (416) 231-1812 32 Agri Marketing s April 2009 ising Sales sold his electronic instrument business in 1999 and bought a piece of land in Fitch Bay.Against the advice of QuébecDepartment ofAgriculture specialists, he decided to growlaven- der,aMediterranean plant, to soothe his body andmind.He planted hun- dreds of lavender cuttings, and suc- ceeded to growthe crop. However, the oil extracted from his plants did notmeet the interna- tional perfumery standards, so he replantedwith the rightmedicinal varieties. The newplants grewwell, until thewinter of 2002 destroyed 80%of the crop. Pellerin and his spouse, ChristineDeschesne, replanted again. This time, they pro- tected the precious rowswith straw, fixed to the ground bywiremesh. The strategyworked. In the summer of 2004, they opened their farmto the public! Last summer, close to 200,000 vis- itors admired the violet blue covered hills. Their children guide visitors through the lavender fields,where one canwander, have a picnic or even listen to livemusicians. From the oil extracted, Bleu Lavande’s site certified laboratories have developed awide range of products fromlaven- der soaps to lavender-flavoured chocolate! Last fall, Bleu Lavande opened a shop in downtownMontréal’s The Bay and another at LesGaleries d’Anjou. In 2009, the company, which nowhas 90 employees,will invest $2million to open eight new shops across Canada.With 214% growth from2005 to 2007, it is already present inmore than 150 retail stores across eastern Canada. CAMA 2008 HONOUR ROLL At the Best ofCAMA, each chapter recognizes one of their colleagues for their active participation in the chap- ter’s development. This year,Luc Gagnonwas the recipient of this hon- our for theQuébec chapter. Gagnon, owner ofCyberCreation. net, awebsite design agency, served on theCAMAQuebec BoardofDirectors since 2005.He has also been the Presi- dent ofCAMAQuebec since 2006. BEST OF CAMA 2009 This year, the Ontario Chapterwill host the Best of CAMA,whichwill recognize the best in Canadian advertising. The eventwill be held onNovember 5, 2009, inNiagara Falls.Awinery tour is scheduled on that day.Visit www.BestOfCama.com for full details or contactMary Thornley at firstname.lastname@example.org. AM
May 2009 Supplement