News

Over and above the national identity that they share with the rest of the country, certain cities and regions have a distinctive character. Marketing experts are keenly aware of this when it comes to testing out new products. In the United States, the residents of Boston and Miami are known for their thirst for novelty. […]

A bold move. That’s the best way to describe one of the most elaborate and costly promotional campaigns in Lassonde’s history. And what a splash it made! It’s no surprise that Quebecers love apple juice, especially, given the abundance of apple orchards. But they still prefer orange juice with breakfast. Alas, northern climes aren’t conducive […]

Do the names Nick, Kevin, Howie, Brian and A.J. mean anything to you? Doesn’t ring a bell? Really? You’re thinking maybe hockey players? Basketball? Where were you when the Backstreet Boys were making waves in the mid-1990s? This boy band hailed from Orlando, Florida, home of three of the members, and Lexington, Kentucky. Their youth […]

Toward the end of the 20th century, businesses began to think differently about human resources. Companies were already aware of how crucial employees were to their progress and success, but now they went a step further, coming to see employees more and more as ambassadors. What did it take to be a good ambassador? Having […]

It might have had something to do with a growing awareness of the passage of time and the prospect of the dawn of a new millennium, but in the mid-1990s consumers began to exhibit a growing concern with health – with the baby boomers at the forefront. They aspired to stay young and in shape […]

There’s one thing that Jean Gattuso, CEO and Chief Operating Officer of Lassonde Industries, can’t stress often enough: innovation is part of this company’s DNA. The flair for innovation comes from longstanding practice, an openness to change and a willingness to accept that experiments don’t always yield the desired results. With the acquisition of Vac-O-Nut […]

Going public has its benefits, but it also carries responsibilities, such as providing investors with information about the company’s activities and financial performance. To fulfill that particular obligation, Lassonde’s public relations, finance, and legal affairs teams were enlisted to produce quarterly and annual reports. At first, Lassonde found this demanding practice quite burdensome. It monopolized […]

In the 1990s, Lassonde’s partnership with Thailand was going strong, when a new opportunity knocked in the vast Asian marketplace. China was opening its doors to Western investors, many of whom would race over there in the next decade. Lassonde, the Thai company Tipco Juice and a foreign investor decided to form a consortium with […]