In Quebec, strawberries grown by local producers in partnership with Driscoll's, an American fruit production and distribution company, have been introduced to supermarket shelves during the summer season. These strawberries, identifiable by packaging that mentions Quebec or Canada, are sold alongside products branded as Fraîches du Québec, endorsed by the Association of Strawberry and Raspberry Producers of Quebec (APFFQ). The presence of Driscoll's strawberries has sparked discussions among local producers about the implications for local brands.
"This cohabitation of the two brands in the fruit and vegetable section of grocery stores is disturbing." Michel Sauriol, an outgoing president of the APFFQ, voiced concerns over the competitive positioning between Driscoll's and Fraîches du Québec strawberries within supermarkets.
Driscoll's strawberries made their debut in select IGA stores last summer, described by Anne-Hélène Lavoie, a spokesperson for the brand, as a "minimal volume." Driscoll's experience in the fruit market was highlighted, and it was noted that their strawberries would be available again in the upcoming summer at IGA, with packaging modifications including a fleur-de-lis to signify their Quebec origin.
Source: actualnewsmagazine.com