MAKING A PLACE IN THE INDUSTRY

INTERNATIONAL MARKETS

Les marchés internationaux

A product of the highest quality, guaranteed yearly supply and the will to conquer international markets is how CITADELLE managed to gain a foothold in the markets of five continents and become the world leader in the marketing of maple products.

Almost 90% of the company's production is sold to foreign markets in order not to compete with the local market. In fact, CITADELLE's mandate is to develop markets that are inaccessible to producers to avoid competing with its members in retail markets in Quebec. Today, Cooperative products are found in almost 40 countries.

The Cooperative has never missed on an opportunity to build awareness internationally. Gifts provided to important people such as King George VI and Queen Elizabeth, General de Gaulle or Pope Pius XII quickly brought widespread publicity in different countries. International exhibitions or global events are the best ways to sample the products and sell tehm on world markets.

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Our maple syrup

January 1932 L'Abeille et l'Érable

Tribute from the John G. Paton Co.

on the occasion of the cooperative's 25th anniversary August-September 1950 L'Abeille et l'Érable The first contract with the Paton auction house in New York was signed on August 25, 1927. This agreement opened the US market and represented a significant springboard onto the international market.

Conference of allies in Quebec

September 1943 Cyrille Vaillancourt L'Abeille et l'Érable The allies conference in 1943 allowed the Cooperative to promote its products on an international scale, thanks to the journalists who came to cover the event.

1967 Montréal World's Fair

1967 ©Citadelle Archives, Maple Syrup Producers' Cooperative Small 1/4 lb boxes were exhibited at Montréal Worls'd Fair in 1967. In addition, pavillon restaurants used Citadelle maple syrup in many of its desserts.

Grand salon culinaire, 1975.

Hôtel Windsor. Montréal. 1975 Gilles Langevin and Jean Pratte Quebec National Library and Archives BAnQ Old-Montréal Fund of Ministry of Culture, Communications and status of Women Series Film Board of Quebec E6, S7, SS1, P750528

First shipment

of maple syrup in small containers to Japan October 4, 1978 Author unknown Origin unknown

INTEGRATE MAPLE SYRUP IN EVERYDAY COOKING

Le marché local

From the first years of the Cooperative’s existence, the company has sought to bring maple syrup to every French Canadian home and to encourage consumers to enjoy it throughout the year. Cyrille Vaillancourt wrote in 1932, while neighbouring provinces consumed twice as much maple products than Quebec, “Should we allow others to enjoy the most beautiful and best product, and not keep some for ourselves?” Advertisements emphasize the pride of the inhabitants of the province and the importance of consuming homegrown products. Large shop windows also promote CITADELLE products and invite consumers to taste.

In 1957, a large ad and education campaign was launched to make known the various uses for maple syrup and make it a daily-use product. The Cooperative associated with well-known personalities from the culinary world to share maple recipes in newspapers, radio and television. Several booklets were also distributed with the products with the goal of integrating maple with everyday cooking.

SHOULD WE ALLOW

OTHERS

TO ENJOY

THE MOST BEAUTIFUL AND BEST PRODUCT, AND NOT KEEP SOME FOR OURSELVES

?

- Cyrille Vaillancourt

D'Argencourt showcase 1931-1932 Ward and Davidson, commercial photographies Citadelle Archives, Maple Syrup Producers' Cooperative	Gitnick Bros. showcase, Montréal 1931-1932 Ward and Davidson, commercial photographies Citadelle Archives, Maple Syrup Producers' Cooperative	Citadelle publicity on the back of Le cahier de l'épargnant Louis-Philippe Roy Librairie de l'Action catholique Citadelle Archives, Maple Syrup Producers' Cooperative
Citadelle publicity Around 1930 ©Citadelle Archives, Maple Syrup Producers' Cooperative Donation from La congrégation des Soeurs de Saint-Joseph de Saint-Vallier	Recipes Around 1970 ©Citadelle Archives, Maple Syrup Producers' Cooperative	Recipes Around 1970 ©Citadelle Archives, Maple Syrup Producers' Cooperative
Recipes Around 1970 ©Citadelle Archives, Maple Syrup Producers' Cooperative	Cuisine de chez nous June-July 1959 Germaine Gloutnez L'Abeille et l'Érable In the 50s, Germaine Gloutnez, pioneer as culinary demonstrator on Quebec television, published several recipes using maple in the journal L'Abeille et L'Érable, the periodical for members of the Cooperative.	James Beard cooks up sales for Camp 1981 Muller Jordan Weiss ©Citadelle, Archives, Maple Syrup Producers’ Cooperative In 1981, the Cooperative with the Camp brand whom the New York Times named the "dean of American cooking" for the largest advertising campaign ever conducted for maple products.