Conseil des appellations réservées et des termes valorisants. https://cartv.gouv.qc.ca
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Pascale Tremblay, agr.

President and CEO

pascale.tremblay@cartv.gouv.qc.ca

2019 was a year of mobilization

The environment in which Conseil des Appellations Réservées et des Termes Valorisants operates is an ecosystem of challenging possibilities: increased demand for high-added-value products that meet specific expectations, including transparency, traceability, rigour, respect for the environment, health, and local production, but also differentiation on internal and international markets. The Conseil has made a clear choice: to take up these challenges and adapt to this environment.

2019 began with the adoption and implementation of a strategic plan covering the three following years. This was the fruit of collaboration by members of the Board and our chief partner, the Ministère de l’Agriculture, des Pêcheries et de l’Alimentation du Québec (MAPAQ). (Not forgetting our in-house team, whose day-to-day work helps achieve our vision of fostering regional economies and the development of agri-food businesses and communities throughout Québec.)

Recognition and promotion of reserved designations as development tools serving communities are what we are all about. The Conseil’s primary role is to ensure that designations function as intended. In this respect, our partnership with the MAPAQ is vital, since it is the entry point for any designation project. That’s why have developed a solicitation and positioning strategy and shared it with the MAPAQ.

The Conseil has welcomed a new team manager, whose role is to oversee the coordination of information with our clienteles — economic and territorial development agents, industry and consumers. This objective of keeping our clienteles better informed has also been deployed in our surveillance service, which has been overhauled. Two new inspectors have been added, enabling the team to cover the entire territory of Québec more effectively.

Combating fraud has always been a top priority for us, this being a major factor in the trust and respect accorded to reserved designations. Also, with more and more businesses seeking to use the “Organic” designation and with products using other designations increasingly present on the market, communication and information about compliance with and enforcement of the Act respecting Reserved Designations and Added-Value Claims are more important than ever.

The Conseil’s reputation on the international scene is growing steadily. This is because our accreditation service does not merely evaluate bodies that certify our own reserved designations, but is also an integral part of the Canada Organic Regime for monitoring certification bodies throughout the world and does professional work recognized by the European Union and by Mexican government authorities.

Let me conclude by stressing the unrelenting commitment of members of our Board. I would also like to underline the contribution of our highly motivated in-house team, who draw strength from the expertise of long-standing members and are invigorated by the energy of new arrivals. They are all doing important work for Québec’s agri-food sector, with great conviction. I am profoundly grateful to them.

Pascale Tremblay, agr.
President and CEO