Jour de la Terre Canada

What Jour de la Terre Canada does

Jour de la Terre Canada (operating in Quebec as Jour de la Terre Québec) is a Montreal-based non-profit environmental organization (OBNL) that coordinates Earth Day celebrations in Canada and operates a portfolio of year-round environmental programs. Founded in 1995 in Quebec and holding the Canadian and French trademarks for 'Earth Day' and 'Jour de la Terre' (transferred from Earth Day International in 1993), the organization employs 51–100 people and runs programs spanning waste management (Fonds Éco IGA across 294 grocery stores; Action Réduction tiered certification), food waste prevention (À vos frigos workshops), electric vehicle charging infrastructure (RechargÉco and Changez, rechargez programs), forest conservation (Demain la forêt), energy efficiency education (CARBURE à l'efficacité!), and awareness campaigns (Boutique IMAGINAIR anti-fast-fashion portal, web TV at jourdelaterre.tv, and the Activity Calendar).

The technology footprint is conventional web/digital — activity calendar platform, blog, newsletter, event registration, donation pages — combined with on-the-ground human advisory services embedded at partner retail locations. The organization does not commercialize a software product; instead, its core technical capability is the Action Réduction tiered certification methodology (Bronze through Diamant+) that quantifies residual material valorization rates (70–91% achieved at top retail sites) and the underlying advisor-driven process methodology.

The revenue model is partnership-and-grant-driven rather than transactional. Approximately 90% of revenue derives from corporate partnerships, with the IGA supermarket network as the dominant financial partner funding the Fonds Éco IGA program. Significant supplementary revenue comes from program-specific grants (e.g., C$8M from Fondaction, Investissement Québec, and Tapestry Capital Solidaire in 2021 for the RechargÉco EV network), foundation funding (TD Friends of the Environment Foundation for CARBURE), media partnership support (Quebecor), and individual donations plus membership programs (Devenez membre). Programs and educational content are offered free of charge to participants — there is no commercial pricing model.

Name

Jour de la Terre Canada

Legal name

Jour de la Terre Canada

Website

https://jourdelaterre.org

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Jour de la Terre Canada is a Montreal-based non-profit that coordinates Earth Day celebrations in Canada and operates year-round environmental programs, including waste management certifications across 294 IGA supermarkets, food waste reduction workshops, and EV charging infrastructure deployment. The organization is funded primarily through corporate partnerships (led by IGA), grants, and donations.

Ownership category

akta.pro rank

Product category

Environmental Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Sustainability Engagement, Training & Behavior Change Programs (On-site) (BPABALAK)

akta.pro secondary industry

Waste, Recycling & Sustainability Services (EDAEAAAF)

Keywords

• Environmental education programs
• Waste management consulting
• Sustainability certification services
• Community environmental action
• Environmental awareness campaigns

Headquarters

HQ city

Saint Laurent

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Partnership and Sponsorship Revenue: Corporate partnerships represent approximately 90% of the organization's revenue. Major partners include IGA (grocery retail), Quebecor (media), and TD Foundation for environmental projects. These partnerships fund Earth Day celebrations, environmental programs, and operational activities.
2. Program Funding and Grants: Government and foundation grants support specific programs. RechargÉco received $8M from Fondaction, Investissement Québec, and Tapestry Capital Solidaire. TD Foundation supports CARBURE efficiency program. Funding enables environmental initiatives without direct cost to beneficiaries.
3. Donations: Individual donations support the organization's mission. Membership programs (Devenez membre) offer individuals, businesses, nonprofits, municipalities, and institutions opportunities to support environmental action.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

Jour de la Terre Canada is a non-profit environmental organization that coordinates Earth Day celebrations in Canada and delivers year-round programs to help individuals and organizations reduce their environmental impact. Its offerings include waste management consulting and tiered certification for grocery retailers (Fonds Éco IGA, Action Réduction), food waste reduction education and workshops (À vos frigos), electric vehicle charging infrastructure deployment (Changez, rechargez), forest conservation and urban greening (Demain la forêt), environmental conferences, energy efficiency education in schools (CARBURE à l'efficacité!), and student scholarships (Bourses Zéro Émission).

Product overview

Jour de la Terre Canada is a non-profit environmental organization (OBNL) that coordinates Earth Day celebrations in Canada, running programs year-round. The organization offers multiple environmental programs including: the core Earth Day coordination, the Fonds Éco IGA waste management certification program, the À vos frigos food waste reduction initiative, Action Réduction certifications for businesses, conference services, the jourdelaterre.tv web portal, the IMAGINAIR awareness boutique, electric vehicle charging programs (Changez, rechargez), forest conservation initiatives (Demain la forêt), and student scholarships (Bourses Zéro Émission). The organization also coordinates over 450,000 tonnes of materials diverted from landfill through its various programs.

Differentiator

Problem solved

Functional benefit

Brands

• Fonds Éco IGA: Environmental fund program in partnership with IGA supermarkets for waste management optimization in Quebec and New Brunswick.
• RechargÉco
• Action Réduction
• À vos frigos
• Boutique IMAGINAIR

Products and services

• Fonds Éco IGA Waste management optimization program launched in partnership with IGA supermarkets in Quebec and New Brunswick, where advisors help stores improve sorting, recycling, and composting of residual materials, with tiered certification levels.
• Action Réduction Certification

Quantifiable outcome

• 450,000 tonnes of materials diverted from landfills across 294 IGA stores since 2013
• +4 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core, major, historical and minor.

• IGA (Réseau de magasins IGA)coreStrategic or Co-development PartnerStrategic partnership since 2013 for the Fonds Éco IGA program where Jour de la Terre Canada advisors work with 294 IGA stores on waste management, food waste reduction, and Action Réduction certification. IGA is a major partner and major financial supporter representing ~90% of organizational revenue.
• Sid LeecoreGTM or Marketing PartnerCreative agency partnership for annual Earth Day campaign development since 2012 (5+ years). Created memorable campaigns including 'Offrons mieux à nos enfants' series with environmental messaging for children's bedrooms.
• QuebecormajorGTM or Marketing PartnerMajor partner of Jour de la Terre Quebec, contributing to environmental celebration and awareness campaigns. Media partner supporting reach and visibility of environmental initiatives.
• Earth Day InternationalhistoricalStrategic or Co-development PartnerOriginal trademark holder for Earth Day globally. Transferred Canadian trademark rights to Earth Day Canada in 1993 to ensure the Canadian celebration maintains the original environmental mission.
• Earth RangersminorStrategic or Co-development PartnerPartner organization dedicated to children's education on biodiversity, wildlife protection, and sustainable behaviors. Provides resources for engaging young people in environmental action.
• Fonds Éco IGAcoreStrategic or Co-development PartnerAdministered by Jour de la Terre Canada, the environmental fund supports waste management programs, advisor services, and Action Réduction certification for IGA stores across Quebec and New Brunswick.
• Various Municipalities (Municipalités Engagées)minorStrategic or Co-development PartnerQuebec municipalities participating in the Municipalités Engagées program, coordinating local environmental activities and initiatives with support from Jour de la Terre Canada.
• FoodHerominorStrategic or Co-development PartnerAnti-food waste app deployed in 1000+ Sobeys, Safeway, and Foodland stores across Canada, allowing consumers to purchase unsold products at up to 60% discount.
• Too Good To GominorStrategic or Co-development PartnerAnti-food waste app partnership with Metro, Super C, and 7-Eleven chains. Has helped save over 400 million meals since 2016 launch across Canada.
• Greener VillageminorStrategic or Co-development PartnerNew Brunswick organization building the first Perishable Food Recovery Centre for Atlantic provinces, transforming surplus food into frozen meals for food banks.
• Moisson (Food Banks Network)minorOthersFood bank network receiving redistributed unsold food from IGA stores participating in the waste reduction program. 2,100 tonnes of food redistributed in 2024 alone.
• Recyc-QuébecminorStrategic or Co-development PartnerQuebec government organization referenced as a resource for waste sorting guidance and the 'Ça va où?' mobile application recommended to citizens for proper material sorting.
• Turbo Marketing / Pierre LadouceurminorImplementation/ SI/ Consulting PartnerMarketing consultant engaged in 2011 to support partnership development and fundraising strategy. Founder Pierre Ladouceur brought 30+ years of marketing experience with focus on social marketing.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nature Conservancy of Canada: Canada's largest land conservation non-profit, focused on private land acquisition, habitat protection, and biodiversity. Adjacent conservation mission with similar non-profit funding structure; comparable on forest and biodiversity programs.
• WWF-Canada: National conservation non-profit with significantly larger budget and broader portfolio covering wildlife, oceans, forests, and climate. Comparable Canadian environmental non-profit at greater scale with similar mission and donor-driven revenue model.

Emerging players

• 350.org: Global climate activism organization mobilizing grassroots action on fossil fuel infrastructure and renewable energy transition. Comparable grassroots mobilization approach (community-led, event-driven, partner networks), narrower climate-only focus.

Direct peers

• EARTHDAY.ORG: Global Earth Day organizer (formerly Earth Day Network) and most direct peer. Operates the same global Earth Day franchise, mobilizes civic participation across 190+ countries, and shares brand IP lineage with Jour de la Terre Canada via the 1993 trademark transfer.
• Equiterre: Quebec-based environmental non-profit focused on ecological transition, sustainable transport, responsible agriculture, and consumer awareness. Closest regional peer with shared Quebec geography, citizen-engagement model, and behavior-change mission.
• David Suzuki Foundation: Canadian environmental advocacy foundation working on climate, biodiversity, and sustainability. Comparable donor-funded advocacy non-profit with similar mission to influence Canadian environmental outcomes through education and policy.
• Environmental Defence Canada: Canadian environmental advocacy non-profit focused on human health, climate, and ecosystem protection. Similar donor-funded advocacy model, comparable Canadian geographic focus, and overlapping themes (chemicals, plastic waste).
• Nature Québec: Quebec-focused environmental conservation NGO (formerly SNAP Québec) covering forests, water, biodiversity, and protected areas. Strong regional peer with shared Quebec geography, citizen-engagement model, and overlap with Demain la forêt program themes.
• Greenpeace Canada: Canadian arm of a global environmental advocacy organization, focused on climate, oceans, forests, and biodiversity. Comparable donor-funded advocacy model, similar volunteer and grassroots mobilization tactics, and overlapping program areas (forest protection, climate).

Regional players

• Réseau Environnement: Quebec professional association for environmental industry practitioners covering water, waste, soils, and sustainable development. Adjacent comparator on Quebec environmental programming and member-based organization model overlapping with municipal engagement and waste management advisory work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/JourdelaTerreCa
• Facebookfacebook.com/JourdelaTerreCA

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jour de la Terre Canada