Conseil des appellations réservées et des termes valorisants.
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Pascale Tremblay, agr.

President and CEO

2020, a decisive year full of opportunities

Since the implementation of its 2019-2022 strategic plan, the Conseil des appellations réservées et des termes valorisants (CARTV) has initiated a decisive shift for the future of reserved designations. 2020 has confirmed that our main mission – to ensure the authenticity of distinctive biofood products – and our vision – to be a lever for the development of the territory – remain more relevant than ever.

The reserved designations and value-added terms respond to the Quebec government’s call for greater food autonomy. These designations and value-added terms designate foods that are produced locally and therefore contribute to the economy of regions and communities. The designations are allies of the tourism and cultural communities because they celebrate our know-how and our authentic culinary culture. They directly reach the hearts and expectations of consumers. And it is on this basis that our organization has continued and even intensified its development.

It is fair to say that the agility and adaptability of our organization came into its own in 2020. In terms of market surveillance, accreditation of certification bodies and our communication activities, our team has been able to respond quickly and successfully carry out its missions and projects. We have also added new resources to this team to meet clearly expressed needs for greater proximity to our partners and clients, more information and better support. Our service center, now composed of four professionals, is actively working to answer questions and requests, which are more and more numerous. Our website, our communication and information tools and our increased presence in social networks are proof of this team’s work. And it’s only just begun!

The revision of our reserved designation recognition program is a particularly important achievement. After all these years, it was time to look at how we could make the processes for obtaining designations more efficient and therefore more attractive. It is literally a work in progress that has mobilized a lot of energy. The implementation of these processes has begun and will continue into 2021. I am convinced that the current and future appellation projects will benefit from this.

The Organic designation, already 20 years old!

The year 2020 marked the 20th anniversary of the Organic designation in Quebec. This is a great opportunity to salute the work of organic pioneers who have worked tirelessly for more than four decades to make this agriculture what it is today, a flagship of the bio-food industry. Quebec consumers recognize the merits of this approach, which takes into account the health of ecosystems and therefore the health of humans, animals, plants and soils. Quebec is recognized as a Canadian leader in this sector and we have reason to be collectively proud. Organic is a good example of the role of a reserved designation: a sure value that consumers can trust in a constantly changing world, a contribution to the economy by offering responsible business projects that stimulate territorial development, as well as the mobilization of communities around promising projects highlighting local products and know-how.

Preparing for the future

On the eve of its 15th anniversary, the Conseil des appellations réservées et des termes valorisants is proud to have once again demonstrated its resilience in the face of adversity. Better yet, we feel stronger and up to the challenges facing the entire bio-food sector. In closing, I would like to acknowledge the unwavering support of the members of the Board, whom I sincerely thank. I also salute the work of a tightly knit, dedicated and highly professional team.

We are ready for what’s next!

Pascale Tremblay, agr.

President and Chief Executive Officer