Dedication to health and sustainability driving innovation
Fruit d’Or’s cranberries are grown and processed with care for the environment and the product. supplied
More than ever, Canadians pay close attention to food product labels. They choose healthy options and want to support brands committed to sustainability and corporate social responsibility.
All these priorities are strongly aligned with “the core values of our company,” says Isabelle Gallant, manager, Insights & Corporate Social Responsibility, Fruit d’Or. “Many people are turning to organic because they want what’s best for their health. They are also more aware that organic agriculture leaves less of an environmental footprint compared to conventional agriculture.”
Sustainability and a long-term vision have been central to Fruit d’Or’s operations from the very beginning, when Martin Le Moine decided to grow cranberries according to organic principles more than two decades ago.
Leveraging the benefits of organic cranberries, including the maintenance of a high degree of biodiversity and conservation of soil fertility, the absence of chemical synthetic pesticides and GMOs, and responsible management of natural resources, Mr. Le Moine not only set the trajectory for the Quebec-based family business – he became a catalyst that helped to turn the province into the global leader in organic cranberry production.
Today, Fruit d’Or is a world leader in the processing of organic cranberries and wild blueberries, and its subsidiary, Patience Fruit & Co, has become an inspirational retail brand, says Ms. Gallant. “The growth in demand for organic products has helped to create more production capacity for us and the organic sector in general.”
Since the number of organic producers has grown steadily and many brands are adding organic products to their offerings, companies have to differentiate themselves. The Fruit d’Or group achieves this through innovation – and bringing together organic farming practices and cutting-edge technology.
“People have always loved cranberries, but have often associated them with condiments served on holidays,” she says. “We believe the production and processing of cranberries must be carried out with care for both the environment and the product, an approach that is reflected in all our processes, from growing to processing the berries.”
A substantial R&D expertise allowed Patience Fruit & Co to develop a range of products that “fit the busy lifestyle of modern families,” explains Ms. Gallant. “For example, we’re transforming cranberries into candy, which makes it easy to enjoy their amazing taste and nutritional benefits.”
The candy, called SourCran, comes in five flavours: peach, strawberry, cherry, watermelon and raspberry. It is one of the four product types, in addition to fresh cranberries, pure juices, whole and sliced dried fruit, for which Patience Fruit & Co has won numerous innovation awards.
Returning to the topic of labels, Ms. Gallant explains that everything Patience Fruit & Co offers is gluten-free, certified non-GMO and certified organic by Ecocert Canada.
What’s more, customers can trust that they are supporting a local family business dedicated to continually improving its ecological footprint, she adds.
To view this report on The Globe's website, visit globeandmail.com
To view the full report as it appeared in The Globe's print edition: Organic Week