What Centre HUMAMI does

Centre HUMAMI is a Quebec-based, non-profit consumer research and sensory evaluation centre serving the Canadian agri-food industry from its headquarters at 4900 Rue Martineau in Saint-Hyacinthe. Established as a Quebec reference for over 25 years, the organization specializes in two core expertises: consumer research (quantitative validation across 100+ consumers per day and qualitative exploration via focus groups) and sensory analysis (ASTM-standard discriminative and descriptive tests using trained judge panels). These services help food companies predict new product success, characterize sensory profiles, measure perceptible differences from reformulation or packaging changes, and orient go-to-market strategy.

The company operates a B2B, B2G, and B2C business model. B2B revenue comes from quote-based professional services engagements with Quebec food manufacturers. B2G revenue is generated through a cohort-based Institutional Market program priced at $6,250 + taxes per participating company, supported by MAPAQ under SNAAQ, with five cohorts run since 2022-2023. A third revenue stream comprises government-funded social innovation projects, including a food bank supply chain initiative with the Moisson network (April 2024 - February 2026, funded by MEIE), packaging perception research under FAQDD's Écoemballage+ program, and a Health Improvement project spanning 5 Quebec regions. Distribution is direct, domestic Quebec-only, with marketing conducted through the company website, LinkedIn, webinars, the Accès Privilégié podcast, and regional transfer days.

The organization is privately held with no disclosed outside investors and is led by Director Sophie Vincent. Its competitive position rests on a deep Quebec ecosystem of partnerships (SNAAQ, MAPAQ, MEIE, FAQDD, Aliment du Québec, AQDFL, ITHQ, RTCBQ, Cintech, Investissement Québec) and a unique dedicated facility that is accessible to both consumers and biofood sector actors for training, networking, and collaborative work.

Name

Centre HUMAMI

Legal name

Centre HUMAMI

Website

https://centrehumami.ca

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Centre HUMAMI is a Quebec-based, non-profit consumer research and sensory evaluation centre serving the Canadian agri-food industry for over 25 years, combining quantitative and qualitative consumer studies with ASTM-standard sensory analysis to help food companies reduce product launch risk.

Ownership category

akta.pro rank

Product category

Food Industry Consumer Research and Sensory Evaluation Services

NAICS

Marketing Research and Public Opinion Polling (54191)

SIC

Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Monitoring, Evaluation, Research & Learning (MERL) (BPAGABAO)

Keywords

• Consumer research services
• Sensory evaluation
• Food industry insights
• Product testing services
• Sensory analysis

Headquarters

HQ city

Saint-Hyacinthe, Québec

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Institutional Market Cohort Program Fees: Companies pay $6,250 + taxes to participate in structured cohort programs that guide them through institutional market access, including training, activities, and matchmaking with key institutional actors.
2. Consumer Research and Sensory Evaluation Services: B2B professional services providing consumer research, sensory evaluation, product testing, and strategic interpretation for food industry companies.
3. Government-Funded Social Innovation Projects: Social projects funded by government ministries (MAPAQ, MEIE) including food bank supply chain development, health improvement initiatives, and packaging research. Centre HUMAMI acts as project lead and coordinator.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Centre HUMAMI provides consumer research and sensory evaluation services to Quebec food industry companies, combining quantitative validation studies and qualitative exploration (focus groups, perception studies) with scientific sensory analysis methods (discriminative and descriptive testing using trained panels). The firm guides clients in product development, reformulation, packaging decisions, and market strategy, while also operating a cohort-based institutional market access program and structuring social impact projects on food security, sustainable packaging, and nutritional reformulation.

Product overview

Centre HUMAMI is a Quebec-based consumer research and sensory analysis firm with over 25 years of experience serving the agri-food industry. The company operates a single integrated service model combining Consumer Research (quantitative and qualitative studies) with Sensory Analysis (trained panel evaluations, discriminative and descriptive testing). These core offerings are complemented by four structural projects: Institutional Market (cohort-based training for Quebec companies accessing public sector markets), Packaging Research (consumer perception studies on recyclable packaging), Health Improvement (regional transfer days on nutritional reformulation), and Food Bank Supply Chain (social innovation project). The company also produces a podcast series called 'Accès Privilégié' featuring industry expert interviews. Centre HUMAMI serves B2C, B2B, and B2G markets across Quebec and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Accès privilégié: A series of podcast-style capsules featuring interviews with agri-food industry leaders and experts, launched for the centre's one-year anniversary, showcasing insights from guests including Jean Lacroix (CEO Cintech agroalimentaire), Simon Lacharité (Investissement Québec), Anick-Marie Boivin (Ministère de l'Économie), and Dominique Benoit (Novali Gourmet).

Products and services

• Consumer Research (Recherche Consommateurs) Consumer research services for food industry companies, including quantitative validation (statistical analysis with 100+ consumers per day) and qualitative exploration (focus groups, perception studies, discussion guides). Helps companies understand consumer preferences and purchase behaviors, predict product success, and orient market strategy.
• Sensory Analysis (Sensoriel) Sensory evaluation services using ASTM-standard scientific methods, including discriminative analysis (triangular, paired, duo-trio, A-not-A tests), descriptive analysis with trained judge panels, and shelf-life testing. Characterizes products and measures the impact of ingredient, formulation, process, or packaging changes for food industry clients.
• Institutional Market Program (Marché Institutionnel) Cohort-based training and support program guiding Quebec agri-food companies to access the public institutional market (healthcare, education, government). Includes formation activities, networking with key stakeholders, product analysis, personalized consultations for market adaptation, and ambassador representation for Quebec products. Program costs $6,250 + taxes per company and is funded in part by MAPAQ under the SNAAQ framework.
• Packaging Research (Emballages) Consumer perception research on recyclable food packaging, providing syntheses, educational capsules, and webinars to help Quebec food companies understand how consumers view packaging changes and leverage sustainable packaging as a strategic differentiator.
• Health Improvement Transfer Days (Amélioration Santé) Regional transfer days across 5 Quebec regions helping food companies understand consumer perspectives on nutritional improvements (sugar, sodium, saturated fat, fiber) to guide reformulation strategies and avoid disappointing consumers with product changes.
• Food Bank Supply Chain Project (Banques Alimentaires) Social innovation project in collaboration with Moisson regional food banks (Moisson Estrie, Moisson Québec, Moisson Laval, Moisson Montréal, Moisson Rive-Sud, Moisson Beauce) to create an autonomous and dedicated supply chain for Quebec food banks, addressing food security through a three-phase approach.

Quantifiable outcome

• 70-80% of new food products fail within one year on shelves (both new launches and reformulated products)
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• Moisson EstriecoreStrategic or Co-development Partner · 1 April 2024Regional food bank partner in the food bank supply chain innovation project led by Centre HUMAMI. Collaborated between April 2024 and February 2026 to develop an autonomous, dedicated supply chain for Quebec food banks.
• Moisson QuébeccoreStrategic or Co-development Partner · 1 April 2024Provincial food bank partner in the food bank supply chain innovation project. Collaborated between April 2024 and February 2026 to address food security challenges across Quebec.
• Moisson LavalcoreStrategic or Co-development Partner · 1 April 2024Regional food bank partner in the food bank supply chain innovation project, working to develop a more self-sufficient supply system for food banks.
• Moisson MontréalcoreStrategic or Co-development Partner · 1 April 2024Major regional food bank partner in Montreal for the food bank supply chain innovation project. Working on improving variety, predictability, quantity, and quality of food donations.
• Moisson Rive-SudcoreStrategic or Co-development Partner · 1 April 2024Regional food bank partner on the South Shore of Montreal in the food bank supply chain project, addressing food security through a collaborative supply chain approach.
• Moisson BeaucecoreStrategic or Co-development Partner · 1 April 2024Regional food bank partner in the Beauce region participating in the food bank supply chain innovation project.
• SNAAQ - Stratégie nationale d'achat d'aliments québécoiscoreStrategic or Co-development Partner · 1 January 2022The National Quebec Food Purchasing Strategy enables the collaborative institutional market project between Centre HUMAMI and multiple institutional sector actors. SNAAQ allows coordination across the Quebec food ecosystem to help companies access public procurement.
• Aliment du QuébecmajorStrategic or Co-development PartnerPartner organization in the institutional market access project, supporting the promotion and recognition of Quebec-sourced food products in public institutions.
• AQDFL - Association québécoise de la distribution de fruits et légumesmajorStrategic or Co-development PartnerQuebec association of fruit and vegetable distributors collaborating on the institutional market program to facilitate distribution and procurement of Quebec produce in public institutions.
• ITHQ - Institut de tourisme et d'hôtellerie du QuébecmajorStrategic or Co-development PartnerQuebec tourism and hospitality institute participating as an institutional partner, providing insights on food service needs and educational perspectives for the institutional market program.
• RTCBQ - Regroupement des tables de concertation bioalimentaire du QuébecmajorStrategic or Co-development PartnerQuebec biofood sector roundtable network collaborating on the institutional market project to strengthen the regional food ecosystem and stakeholder coordination.
• Cintech agroalimentairemajorStrategic or Co-development PartnerQuebec agri-food research and technology center. CEO Jean Lacroix appeared on Accès Privilégié podcast. Positioning itself as an ecosystem creator in R&D, generating industry partnerships for technology and expertise access.
• Novali GourmetminorStrategic or Co-development PartnerQuebec bakery manufacturer whose VP Dominique Benoit appeared on Accès Privilégié podcast. Represents a case study of an entrepreneurial food company pursuing national expansion and US market entry.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Eurofins Scientific: Global food and feed testing group with sensory and consumer product evaluation services. Comparable as a broad incumbent offering sensory evaluation, product testing, and consumer research alongside larger food safety and analytical portfolios.
• IPSOS: Global market research and consumer insights firm with a dedicated food and beverage practice. Comparable as a broad incumbent offering consumer research, sensory studies, and brand insights to food industry clients at global scale.
• NielsenIQ: Global consumer intelligence and measurement company serving CPG and food manufacturers. Comparable as a broad incumbent offering consumer insights and product innovation research to food industry clients with much larger data assets.
• Mérieux NutriSciences: Global food testing, sensory, and consumer research services provider. Comparable as a large incumbent offering sensory evaluation and consumer studies to food industry clients, with broader geographic reach and integrated lab services.

Emerging players

• Numerator: Tech-enabled consumer insights platform providing purchase behavior and survey research to CPG brands. Comparable as an emerging player bringing digital and panel-based methodologies to food consumer research, potentially disrupting traditional in-person sensory and consumer study providers.

Direct peers

• Sensory Spectrum Inc. US-based sensory evaluation and consumer insights consultancy specializing in trained panel descriptive analysis and product guidance. Comparable as a specialized sensory and consumer insights firm serving food and personal care clients.
• Canadian Food Innovation Network (CFIN): National not-for-profit connecting Canadian food and beverage companies with innovation capabilities, R&D, and training. Comparable as a federally-supported Canadian food innovation intermediary serving similar SME and institutional clients.
• Cintech Agroalimentaire: Saint-Hyacinthe-based food processing R&D centre serving Quebec agri-food companies with technology transfer and innovation support. Comparable as a Quebec-centric applied food research centre with overlapping B2B clientele and shared podcast ecosystem.
• Merinov: Quebec applied research centre focused on fisheries, aquaculture, and seafood processing. Comparable as a Quebec applied food research centre with specialized technical facilities serving regional biofood companies.
• Vineland Research and Innovation Centre: Canadian horticultural research centre combining applied science with consumer and sensory research for the food industry. Comparable as a publicly-supported Canadian food research organization with consumer insights and product development capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/centre-humami

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Centre HUMAMI