This logo is visible on the packaging of many food products in Québec. It has become a widely recognized sign of local provenance since it was first introduced in the late 90’s.

Findings from our recently released What Québec Wants syndicated study reveal that Québec consumers say it is important to “purchase local products, that is, those made or grown in my own province”; 48.6% of French Quebeckers say it’s important compared to 43.8% of Canadians in the ROC.
French Quebeckers appear to be more concerned with the provenance of the food they consume. 65.5% agree with the statement “it’s important to me to know about the origin of the food that I eat” compared to 54% of Canadians in the ROC.
French Quebeckers are also more likely to agree that “locally grown food products are generally superior to others”; 63% of French Quebeckers agree compared to 57% of Canadians in the ROC.
These are significant differences but does this translate into purchases? When comparing brands at the grocery store shelf, does it matter that one is made in Québec with ingredients sourced entirely from Québec while others aren’t?
A survey conduced by a professor of brand management from l’Université de Sherbrooke in 2008 confirmed that it does.
First, some background on Aliments du Québec and a few definitions.
According to the organization’s website, Aliments du Québec's mission is to increase the market share of Québec food products on the domestic market through promotional activities, brand identification and consumer education.
There are two classifications:
Aliments du Québec (Food from Québec)
Any product entirely made from ingredients sourced in Quebec or composed of a minimum of 85% of main ingredients from Quebec can be considered an « Aliments du Québec ». All the processing and packaging activities must be done in Quebec.
Aliments préparés au Québec (Food prepared in Québec)
Any product processed and packaged entirely in Quebec can be considered an « Aliments préparés au Québec ». When the main ingredients are available in Quebec in sufficient quantities, they must be used.
The value of the Aliments du Québec brand
The study was conducted by Francine Rodier, a Ph.D. in Brand Management from l’Université de Sherbrooke. The main finding was that food products stamped with the Aliment du Québec logo had an average market share increase of 2.8%.
The study looked at fifteen products during a 39 weeks period (27 weeks before the logo was applied and 12 weeks after the logo was applied). Increases were observed on products with dominant and much smaller market share. For the full report of the study (in French), click here.
For more about our What Québec Wants™ study, click here.

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