With one of the largest pavilions at the show and a dedicated lounge for B2B meetings, Group Export is once again a key force behind Quebec’s international outreach

SIAL Canada Daily spoke with Martin Lavoie, President & CEO of Group Export Agri-Food Quebec-Canada, about the organization’s role in promoting Quebec products abroad, its goals for the 2025 edition of the show, and why the pavilion is a must-visit for anyone interested in food innovation and export potential.

How does Group Export Agri-Food Quebec-Canada help increase the visibility and appreciation of Quebec products around the world?
The Group Export maximizes export sales growth for Quebec bio-food companies by offering them competitive advantages. Our organization plans and organizes a pavilion for Quebec companies at more than thirty trade shows in Canada and around the world.

In partnership with the Quebec Ministry of Agriculture, Fisheries and Food and Agri-Food Canada, financial assistance also supports the participation of Quebec companies, enabling them to attend more trade shows throughout the year and meet more buyers. The Group Export is a real catalyst for meetings to maximise international sales and diversify the export markets of agri-food exporters. We are a one-stop shop, offering a customer experience tailored to their specific needs. Their personalized experience is delivered by a highly experienced and motivated team of export consultants, transport and logistics specialists and labelling and regulatory advisors.

Why is SIAL Canada an important event for you?
Every year, the Group Export has the largest pavilion at the most important agri-food trade show in Canada—SIAL. Appreciated by the association’s members, it offers a real opportunity for concrete discussions with players in the international agri-food industry, while being close to home—in Quebec or Ontario. The extensive programme, the quality of the visitors and the number of relevant meetings for our agri-food exporters make SIAL Canada a must for maximising interprovincial and international sales year after year.

What can visitors expect from the Group Export’s presence at this year’s show?
Like every year, visitors to SIAL Canada are usually surprised by the sheer diversity of products from Quebec, as well as by the dynamism of the participating companies in the pavilion. Visitors will find classic Quebec products such as maple products and bakery products, as well as a selection of more innovative products such as camelina oil, a variety of sauces and condiments, and a number of non-alcoholic beverages that are very popular with consumers.

In partnership with the Quebec government and Farm Credit Canada, we have also set up a large-scale lounge to facilitate business discussions between companies, buyers and various members of the industry. This area also includes two private meeting rooms.

The Quebec presence, under the Group Export pavilion, is truly a focal point of the visitor experience at SIAL Canada.

What are your main objectives for SIAL Canada 2025?
Our objectives for SIAL Canada 2025 are the same as they are every year: to create rewarding encounters with quality business partners, showcase Quebec’s expertise, and position ourselves as a major player in the Canadian and international agri-food industry. But this year more specifically, many Canadian companies and international business partners are actively seeking to diversify their sources of supply or export markets. We’re convinced that the Toronto edition will play an important role in facilitating these new exchanges.

Stand 1045

Celebrating distinction in food exports

The Group Export is holding a gala evening in conjunction with SIAL Canada this year: the Alizés Evening, in partnership with Farm Credit Canada. Bio-food companies, buyers, political decision-makers and associations are all taking part in this major event highlighting excellence in food exports. During the evening, the Group Export will be presenting an award celebrating success in agri-food exports to four Canadian companies.