QPMA appoints new executive director

Mario Lalancette tapped for the position
Jillian Morgan
Digital Editor
Jillian Morgan, female, digital editor for Canadian Grocer
Mario Lalancette
Mario Lalancette.

The Quebec Produce Marketing Association (QPMA) has appointed Mario Lalancette as executive director.

He succeeds Sophie Perreault, who held the position for the past 20 years.

A nutritionist by training, Lalancette was most recently the QPMA's director of strategy and communications. As part of his duties, the executive was instrumental in rolling out the I Love Fruits and Veggies Movement, which promotes greater fruit and vegetable consumption.

He brings more than 25 years of experience in the agri-food, communications and public health sectors to the role.

"I begin my new role with the QPMA filled with determination and ambition. Given that only about one in every three people in Quebec eats more than five portions of fruits and vegetables a day, the QPMA's mission is crucial: it must promote healthy eating habits and defend the interests of its members in dealings with public decision-makers. The fruit and vegetable industry is diverse, committed, and supportive and is a key economic driver in Quebec and a critical public health player," Lalancette said in a press release.

The QPMA extended its thanks to Perreault while welcoming Lalancette to his new post.

"From the moment he arrived in 2019, Mario Lalancette quickly set up partnerships with the Quebec government to roll out public campaigns to raise awareness about the importance of eating fruit and vegetables among Quebecers. In collaboration with his team, the I Love Fruits and Veggies Movement hit new milestones. He'll continue to implement the 2024-2027 strategic plan, to which he's made a substantial contribution. The plan aims to strategically position the fruit and vegetable industry," stated Enrico Charest, chairman of the QPMA's board of directors.

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