QPMA / AQDFL

What QPMA / AQDFL does

Association québécoise de la distribution de fruits et légumes (AQDFL), also known internationally as the Quebec Produce Marketing Association (QPMA), is a private non-profit industry association founded in 1947 and headquartered at 9252 Boulevard Pie-IX in Montréal. It represents all eight sectors of Quebec's produce supply chain — producers, packers, shippers, wholesalers, importers, exporters, distributors, and retailers — under a unified governance structure led by a Board of Directors with a permanent staff team of approximately 19 employees. The association serves as the recognized industry interlocutor with municipal, provincial, and federal governments, with active mandates tied to MAPAQ's Politique bioalimentaire du Québec 2025-2035 and the Stratégie nationale d'achat d'aliments québécois.

AQDFL's core offerings combine a membership-based business networking model with a publicly funded consumer awareness movement. The "J'aime les fruits et légumes" movement (launched 2018) reaches over 300,000 Quebecers through a consumer website, social media channels, newsletters, a 40-video educational toolkit ("Je cuisine avec simplicité"), and a multilingual newcomer platform ("Bientôt dans votre assiette"). Five annual networking events — the Congress at Fairmont Le Manoir Richelieu, the Oyster Party, Golf Tournament, Next-Generation Event, and Spring Festivities — collectively attract over 2,000 participants and generate sponsorship revenue across five structured tiers (Ami at $375 to Club du Président at $11,500). Adjacent programs include the Cultivons la Relève internship (14 graduates since 2012), a mentorship program, the Pilier de l'industrie recognition award, and the La Grande Récolte member referral program.

Revenue is generated through three streams: recurring membership dues from companies across the produce supply chain, event sponsorship packages with nearly 50 exclusive visibility options, and government partnership funding (including a $500,000 MAPAQ grant for a 2023 social marketing campaign). The underlying technology stack is conventional association/web tooling: a WordPress website hosted by Quebec-based agency Atypic, the Yapla member portal for authentication, renewals, and event ticketing, MailChimp for newsletters, Google Analytics, and Complianz for cookie consent. Technology is not a differentiator; the association's competitive position rests on its 77-year network density, regulatory access, and the institutionalized "J'aime les fruits et légumes" brand.

Name

QPMA / AQDFL

Legal name

Association québécoise de la distribution de fruits et légumes

Website

https://aqdfl.ca

Company type

Private

Founded year

1947

Operating status

Operating

Short description

Non-profit industry association founded in 1947 representing all eight sectors of Quebec's produce supply chain (producers through retailers), delivering networking events, government advocacy, and the J'aime les fruits et légumes consumer movement reaching 300,000+ Quebecers.

Ownership category

akta.pro rank

Product category

Produce Trade Association

NAICS

Business Associations (81391), Professional Organizations (81392), Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sustainable Agriculture & Food Systems (BPAGAGAI)

akta.pro secondary industry

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

Keywords

• Produce trade association
• Industry membership services
• Networking events
• Government advocacy
• Consumer awareness campaigns

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees from companies across all sectors of the produce supply chain. Members gain access to networking events, industry representation, and the right to use the movement branding and participate in its programs.
2. Event Sponsorships and Partnership Visibility: Sponsorship packages ranging from $375 to $11,500 at five major annual events, providing visibility opportunities to industry partners. Nearly fifty exclusive visibility options are offered across events including the Convention, Oyster Party, Golf Tournament, Next-Generation Event, and Spring Festivities.
3. Movement J'aime les fruits et légumes Partnership Kits: Media kits and partnership plans sold or provided to food brands and producers who wish to align with the consumer movement and promote the consumption of Quebec fruits and vegetables on their own platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

QPMA / AQDFL is a Quebec-based, member-driven industry association founded in 1947 that represents all eight sectors of the fruit and vegetable supply chain from producers to retailers. The association delivers its core offering through annual membership dues, five flagship in-person networking events, government and regulatory advocacy, and the consumer-facing 'Mouvement J'aime les fruits et légumes' awareness campaign that reaches over 300,000 Quebecers. It also operates youth development, mentorship, and member-recognition programs funded in part by MAPAQ and MSSS grants.

Product overview

AQDFL operates as a member-based industry association for Quebec's fruit and vegetable distribution sector, offering a portfolio of programs, events, and public campaigns. Key offerings include the J'aime les fruits et légumes movement (a consumer awareness campaign launched in 2018), youth development programs (Cultivons la Relève, Mentorship Program, Next-Generation Network), member recognition initiatives (Pilier de l'industrie award, Concours J'aime), and member recruitment (La Grande Récolte). The association organizes five annual networking events attracting over 2,000 participants, plus an annual Congress. Public-facing consumer initiatives include the Bientôt dans votre assiette platform and the Je cuisine avec simplicité educational toolkit. The association also provides government relations and industry representation services to its members.

Differentiator

Problem solved

Functional benefit

Brands

• Mouvement J'aime les fruits et légumes: A public awareness movement launched in 2018 to sensitize Quebecers to the importance of fruit and vegetable consumption in adopting healthy lifestyles, and to encourage them to eat fruits and vegetables more often.
• Cultivons la Relève
• Réseau Relève
• Pilier de l'industrie
• La Grande Récolte

Products and services

• AQDFL Membership Annual membership for produce companies across all eight sectors of the Quebec supply chain, providing access to the largest produce business network in Quebec, government relations support at municipal, provincial, and federal levels, the J'aime les fruits et légumes consumer movement, newsletters, and association branding rights.
• Congrès annuel de l'AQDFL The association's largest annual networking event, held over three days at the Fairmont Le Manoir Richelieu in La Malbaie, attracting hundreds of industry professionals for conferences, networking activities, and industry meetings.
• AQDFL Annual Event Portfolio Five annual networking events including the Next-Generation Event (February, Montreal), Spring Festivities (April, Longueuil), Golf Tournament (June, Blainville), Congress (August, La Malbaie), and Oyster Party (November, Anjou), collectively attracting over 2,000 industry participants each year.
• Annual Partnership and Visibility Program Sponsorship packages providing visibility to industry partners across AQDFL's five major annual events, with five tier levels ranging from $375 (Ami) to $11,500 (Club du Président) and nearly fifty exclusive visibility options.
• Programme Cultivons la Relève Year-long internship program placing a young professional aged 35 or under within AQDFL, including participation in board meetings and industry events, sponsored by Mouvement Desjardins. The program has 14 graduates, 5 of whom now serve on the Board of Directors.
• Programme de Mentorat Mentorship program that pairs young professionals aged 35 and under with industry veterans to facilitate knowledge exchange and career development in the Quebec produce sector.

Quantifiable outcome

• Over 2,000 annual participants at AQDFL events
• +4 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Ministère de la Santé et des Services sociaux (MSSS)coreStrategic or Co-development Partner · 1 January 2024MSSS co-financed the 'Bientôt dans votre assiette' multilingual platform with MAPAQ, targeting new arrivals to Quebec with practical and economic information about Quebec fruits and vegetables, in partnership with the 'J'aime les fruits et légumes' movement.
• Regroupement des cuisines collectives du Québec (RCCQ) and Réseau alimentaire de l'Est de Montréal (RAEM)minorStrategic or Co-development Partner · 1 January 2024Collaborated with the 'J'aime les fruits et légumes' movement to develop the 'Je cuisine avec simplicité' food literacy toolkit launched on National Collective Kitchens Day 2024. RCCQ and RAEM provided expertise on vulnerable populations' food needs and distribution channels for the 40 educational videos.
• Marianne Lefebvre, Nutritionist and Intercultural Nutrition ExpertminorStrategic or Co-development Partner · 1 January 2024Collaborated with Marianne Lefebvre to develop the 'Bientôt dans votre assiette' multilingual platform, providing expertise on integrating local produce into diverse cultural culinary traditions for new arrivals in Quebec.
• Mouvement DesjardinscoreGTM or Marketing Partner · 1 January 2023Official partner of the AQDFL Relève (next-generation) network since 2019. Desjardins sponsors the next-generation program and associated events, contributing to the development of young professionals in the produce industry. The partnership supports the networking events and professional development of members aged 35 and under.
• Sophie F. Marcil, Versatus LeadershipminorImplementation/ SI/ Consulting Partner · 1 January 2012Expert in human resources who oversees the rigorous selection process for the 'Cultivons la Relève' program candidates, providing coaching and development framework for next-generation industry talent.
• MAPAQ (Ministère de l'Agriculture, des Pêcheries et de l'Alimentation du Québec)coreStrategic or Co-development PartnerMAPAQ provides financial support to AQDFL for the 'J'aime les fruits et légumes' movement and institutional market development initiatives. In 2023, MAPAQ contributed $500,000 for a social marketing campaign. AQDFL is also recognized by MAPAQ as a key actor in the Stratégie nationale d'achat d'aliments québécois and the Politique bioalimentaire du Québec 2025-2035.
• CPMA / ACDFL (Canadian Produce Marketing Association / Association canadienne de la distribution des fruits et légumes)coreStrategic or Co-development PartnerAQDFL works closely with the national produce marketing association on shared initiatives including the food waste survey, Extended Producer Responsibility advocacy, and the 'Passion des fruits et légumes' event. The two associations collaborate on industry-wide policy positions, trade issues, and food safety regulations.
• National (Cabinet de relations publiques)minorGTM or Marketing PartnerNational is the strategic and public relations partner of the AQDFL, hosting the annual Next-Generation Event at its offices in Montréal. The firm provides media relations support for association announcements and events.
• MAPAQ and MSSS (Ministère de la Santé et des Services sociaux)coreStrategic or Co-development PartnerThe 'Je cuisine avec simplicité' food literacy toolkit was funded by the MSSS within the framework of the Politique gouvernementale de prévention en santé (PGPS). The initiative aims to help vulnerable populations better plan, choose, prepare, and consume Quebec fruits and vegetables through 40 educational videos and practical tools.
• Club de golf Métropolitain, Club de golf Le Blainvillier, Fairmont Le Manoir RichelieuminorGTM or Marketing PartnerVenue partners for AQDFL's major events: Oyster Party (Club de golf Métropolitain, Anjou), Golf Tournament (Club de golf Le Blainvillier, Blainville), and Congress (Fairmont Le Manoir Richelieu, La Malbaie). These venues host the association's networking events.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Canadian Produce Marketing Association (CPMA / ACDFL): The national-level produce marketing association that AQDFL explicitly partners with on shared initiatives. CPMA operates the same trade-association model (membership, advocacy, events) but at the pan-Canadian scale, making it the closest direct peer.
• Fruit and Vegetable Growers of Canada (FVGC): Canadian national association representing fresh fruit and vegetable growers. Similar non-profit trade-association model with government relations, policy advocacy, and member events focused on the production side of the same supply chain AQDFL represents.
• Ontario Produce Marketing Association (OPMA): Provincial-level produce marketing association for Ontario, the closest provincial peer to AQDFL. Runs the same membership, advocacy, and consumer-awareness playbook at the provincial scale, competing for sponsor mindshare and best-practice benchmarks.

Broad incumbents

• International Fresh Produce Association (IFPA): The largest North American produce association, formed from the merger of PMA and United Fresh. Operates the same member-driven trade-association model with industry advocacy, conventions, and consumer-facing campaigns, but at global scale across the entire supply chain.
• United Fresh Produce Association: Legacy US produce trade association (now part of IFPA) that ran conventions, government advocacy, and consumer campaigns. Directly comparable to AQDFL's model of combining B2B networking, policy representation, and consumer awareness under one membership umbrella.

Regional players

• Union des producteurs agricoles (UPA): Quebec's main agricultural union representing all farmers, including produce growers. While broader in scope than AQDFL, it overlaps materially in advocacy on provincial agriculture policy and represents part of the membership ecosystem AQDFL serves.
• Conseil de la transformation alimentaire du Qu\u00e9bec (CTAQ): Quebec food processing industry council. Comparable provincial-level trade association model with advocacy and member services, but focused on food transformation/manufacturing rather than fresh produce distribution.

Peers

• BC Food and Beverage (formerly BCFPA):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Jaimelesfruitsetlegumes
• LinkedInlinkedin.com/company/association-quebecoise-de-la-distribution-de-fruits-et-legumes-aqdfl-qpma
• Instagraminstagram.com/jaimelesfruitsetlegumes

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 QPMA / AQDFL