『Martin Lavoie, CEO of Groupe Export Agroalimentaire Québec-Canada: SIAL Summer Bonus Episode』のカバーアート

Martin Lavoie, CEO of Groupe Export Agroalimentaire Québec-Canada: SIAL Summer Bonus Episode

Martin Lavoie, CEO of Groupe Export Agroalimentaire Québec-Canada: SIAL Summer Bonus Episode

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Editorial note: This conversation was recorded live at SIAL Canada in late April — well before the July CUSMA review deadline and the most recent U.S. tariff actions targeting Canada. Some of the optimism expressed here about a smooth CUSMA outcome should be heard in that context. It's become a Food Professor tradition: every year at SIAL Canada, hosts Michael LeBlanc and Dr. Sylvain Charlebois sit down with Martin Lavoie, President and CEO of Groupe Export Agroalimentaire Québec-Canada, for a state-of-the-nation check-in on Canadian agri-food trade. This bonus episode, recorded live on the SIAL Canada show floor in Montreal, picks up exactly one year after their last conversation — and at the time, a lot had already changed. Lavoie opens by reflecting on the whiplash of the prior twelve months. Since "Liberation Day" tariffs rattled Canadian exporters the previous spring, Quebec's agri-food sector had kept growing despite the uncertainty, but the volatility had taken a toll: lost U.S. customers, disrupted contracts, and a level of unpredictability Lavoie says he'd never seen in his career. He walks through how Groupe Export helped member companies navigate the chaos — from renegotiating who absorbs tariff costs to bracing for policy shifts announced, at times, over social media. The conversation turns to CUSMA (USMCA), then under review, with Lavoie offering a cautiously optimistic read at the time: dismantling the agreement would be so disruptive to deeply integrated U.S. industries that he believed cooler heads would prevail on both sides of the border. Listeners should weigh that optimism against what's actually unfolded since the July deadline and the latest U.S. tariff moves against Canada. A major theme is diversification. Lavoie argues Mexico represents Quebec's single biggest near-term opportunity — logistically easier than overseas markets and increasingly motivated to reduce its own reliance on U.S. imports. He also flags growing momentum in Japan, Korea, Southeast Asia, and Europe, while acknowledging the real barriers: time zones, market development costs, and a Canadian logistics network still built for trucking to the U.S. rather than shipping by ocean freight. Comparing Canada to the Netherlands' export powerhouse model, he makes the case for urgent investment in port infrastructure, warehousing, and resolving ongoing labour disruptions at Canadian ports. Domestically, Lavoie and Charlebois dig into interprovincial trade — noting it's often cheaper and easier for a Quebec exporter to ship to New York than to Calgary — and discuss data from an MNP survey showing Canada ranks as a top-tier nation for agri-food reputation among G20 countries, trailing only the Netherlands. The episode closes with a practical overview of how Groupe Export supports Quebec exporters: 30-40 trade missions and shows per year, shipping and regulatory support, market intelligence, and export-readiness evaluations for companies just getting started. A time-capsule look at where Quebec's agri-food exporters stood mid-storm — worth hearing alongside what's happened since. About UsDr. Sylvain Charlebois is a Visiting Professor in Food Policy and Distribution at McGill University and a Professor in Food Distribution and Policy in the Faculty of Management at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University.Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. He is one of the world’s most cited scholars in food supply chain management, food value chains and traceability with over 775 published peer-reviewed journal articles. Dr. Charlebois is also an editor for the prestigious Trends in Food Science Technology journal. He co-hosts The Food Professor podcast, discussing issues in the food, foodservice, grocery and restaurant industries and which is the most listened Canadian management podcast in Canada. Every year since 2012, he has published the now highly anticipated Canadian Food Price Report, which provides an overview of food price trends for the coming year. Furthermore, his research has been featured in several newspapers and media groups, nationally as well as internationally. He has testified on several occasions before parliamentary committees on food policy-related issues as an expert witness. He has been asked to act as an advisor on food and agricultural policies in many Canadian provinces and other countries.With extensive experience collaborating with businesses, governments, and NGOs, Dr. Charlebois combines academic rigor with practical expertise, making him one of the most influential voices in the global agri-food landscape. His work continues to advance the understanding of food systems, fostering innovation and resilience in a rapidly evolving industry. In 2025, he received the prestigious Charles III medal recognizing...
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