Mouvement allaitement du Québec (MAQ)

What Mouvement allaitement du Québec (MAQ) does

Mouvement allaitement du Québec (MAQ) is a Quebec-based non-profit community organization founded in 2009 that operates as the province's reference body for breastfeeding-friendly environments. Its mission is to enable women to participate fully in society while breastfeeding by addressing public, workplace, educational, and healthcare barriers. The organization serves a diverse stakeholder set including families and parents, healthcare professionals and students, municipal governments, childcare services (services de garde), and employers across Quebec.

MAQ's core product portfolio centers on the Formation nationale en allaitement (National Breastfeeding Training), developed by the Ministère de la Santé et des Services sociaux (MSSS) and hosted by MAQ on a Moodle e-learning platform accessible to health program students province-wide. The portfolio is complemented by a family of toolkits (trousses) targeting workplaces, students, municipalities, and childcare services; a virtual library on Omeka containing specialized collections; recurring webinars and conferences (MAQ'conférences, Tour d'Horizon); the annual Colloque allaitement et périnatalité; advocacy materials including free posters and leaflets; and a province-wide referral network of community breastfeeding resources (RCA) accessible via a dedicated portal. The organization also maintains a toll-free helpline (1-866-529-2221) and produces earned media around policy milestones, including the 2022 unanimous National Assembly motion recognizing the right to breastfeed in public spaces.

MAQ's revenue model is a hybrid of subscription (individual and partner memberships), modest event fees ($12 CAD per non-member event), one-time toolkit sales, donations and sponsorships, and in-kind government partnership value (Moodle training hosting). GTM is community-led and event-driven, leveraging a small paid staff (1-10) supplemented by a large volunteer base, university partnerships (e.g., UQAR), municipal partnerships (e.g., Ville de Longueuil with Espace MAM), and a multi-channel digital presence including website, Bluesky, Facebook, LinkedIn, Instagram, YouTube, and email newsletter. The organization is governed by a board of directors and is currently led by General Director Isabelle Michaud-Létourneau, appointed in August 2025.

Name

Mouvement allaitement du Québec (MAQ)

Legal name

Mouvement allaitement du Québec (MAQ)

Website

https://mouvementallaitement.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Mouvement allaitement du Québec (MAQ) is a Quebec non-profit founded in 2009 that serves as the province's reference organization for breastfeeding-friendly environments, providing training, toolkits, advocacy, and resources to families, healthcare professionals, municipalities, childcare services, and employers.

Ownership category

akta.pro rank

Product category

Public Health Advocacy Services

NAICS

Individual and Family Services (6241), Child and Youth Services (624110)

akta.pro industry

PRIMARYBPAGACAF

Maternal, Child & Family Health Organizations

Business & Public Services/Nonprofit, NGO & Social Services/Health & Medical Nonprofits

SECONDARYHLAJAKAG

Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs

Healthcare & Life Sciences/Public Health, Government & Regulators/Global Health & Development Agencies (NGOs/Multilaterals)

SECONDARYEDACAMAB

Breastfeeding, Lactation & Infant Feeding Support

Education/Early Childhood Education/Health and Nutrition Programs for Young Children

Keywords

• Breastfeeding support services
• Perinatal education programs
• Community health advocacy
• Nonprofit training programs
• Public health resources

Headquarters

HQ city

Saint-léonard

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. Membership fees: MAQ generates revenue through individual and partner memberships, with members receiving free access to certain events such as MAQ'conférences.
2. Event and conference fees: MAQ charges registration fees for certain events (e.g., $12 for non-members for MAQ'conférences), while members attend free of charge.
3. Toolkits and educational materials sales: MAQ produces and sells toolkits (e.g., Trousse pour les municipalités favorables à l'allaitement, Trousse pour les services de garde, reconciliation toolkits) and free downloadable/printable materials.
4. Donations and sponsorships: MAQ accepts donations and sponsorships ('Dons et commandites') from individuals and organizations to support its mission.
5. Training program delivery: MAQ integrates and delivers the Formation nationale en allaitement on its Moodle platform for university programs (e.g., UQAR's perinatal nursing program), serving as an educational platform provider.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels12 records

Core offering

Mouvement allaitement du Québec (MAQ) is a nonprofit community organization that promotes breastfeeding-friendly environments in Quebec through a portfolio of educational programs, practical toolkits, public events, and advocacy resources. Its offerings include the Formation nationale en allaitement hosted on a Moodle platform, specialized toolkits for workplaces, students, municipalities, and childcare services, online conferences and webinars, and a province-wide network of community breastfeeding resources.

Product overview

Mouvement allaitement du Québec (MAQ) is a community organization offering a portfolio of educational products and services focused on creating breastfeeding-friendly environments. The core offerings include the Formation nationale en allaitement (national training hosted on Moodle), various toolkits (trousses) for workplaces, municipalities, childcare services, and students, web-based conferences, a virtual library, and advocacy materials. These products work together to support breastfeeding mothers and families across Quebec through education, resources, and community engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Formation nationale en allaitement
• Trousse pour les municipalités favorables à l'allaitement
• Trousse pour les services de garde favorables à l'allaitement
• Trousse pour la conciliation allaitement-travail
• Trousse pour la conciliation allaitement-études
• Conférences et webinaires du MAQ (MAQ'conférences, Tours d'Horizon)
• Colloque annuel allaitement et périnatalité

Quantifiable outcome

• 85% breastfeeding initiation rate at one week of age in Quebec
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Espace MAMcoreStrategic or Co-development Partner · 21 May 2025Espace MAM, a perinatal resource center in the Longueuil region, partnered with MAQ and Ville de Longueuil to help implement breastfeeding-friendly municipal measures. Espace MAM served as the expert advisor to the municipality, providing recommendations on breastfeeding-friendly practices, connecting with families, and collaborating with other regional organizations on early childhood tables.
• Ville de LongueuilcoreGTM or Marketing Partner · 21 May 2025Ville de Longueuil partnered with MAQ and Espace MAM to become a breastfeeding-friendly municipality. The city adopted resolutions, trained municipal staff, improved building accessibility for breastfeeding families, and included breastfeeding-positive imagery in its communications, creating a model for other Quebec municipalities.
• Codmorse (Camille Desrosiers-Gaudette, Fondatrice)minorOthers · 24 March 2025Camille Desrosiers-Gaudette, founder of Codmorse, was a speaker at MAQ's Tour d'Horizon event on breastfeeding employees, sharing expertise on workplace breastfeeding reconciliation.
• SafelyFed CanadaminorStrategic or Co-development PartnerSafelyFed Canada, a national organization dedicated to protecting infant and young child nutrition in emergency situations, created COVID-19 breastfeeding advice posters in English. MAQ translated the posters into French and distributed them through its channels, supporting families during the pandemic.
• Ma place au travailminorStrategic or Co-development PartnerMa place au travail participated in MAQ's Tour d'Horizon event on the needs of breastfeeding families in childcare settings, providing a discussion panel alongside MAQ coordinators and Ville de Longueuil representatives.
• Ministère de la Santé et des Services sociaux (MSSS)coreStrategic or Co-development PartnerThe MSSS developed the Formation nationale en allaitement (revised 2021), which MAQ hosts on its Moodle e-learning platform, making it accessible to health program students across Quebec. This is a core government partnership for breastfeeding education delivery.
• Université du Québec à Rimouski (UQAR)coreStrategic or Co-development PartnerUQAR integrated MAQ's Formation nationale en allaitement into its perinatal nursing program (Program court en soins infirmiers en périnatalité). Professor Marie Lacombe used the training as a foundational course, demonstrating a model for embedding breastfeeding education in university curricula.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• INFACT Canada: INFACT Canada is a national advocacy organization focused on infant-feeding policy and protecting breastfeeding. It is comparable to MAQ’s public-health advocacy and its work to change institutions and public environments.
• Breastfeeding Committee for Canada: The Breastfeeding Committee for Canada is a national nonprofit coalition promoting breastfeeding through the Baby-Friendly Initiative, standards, and public-health advocacy. It overlaps with MAQ’s institutional education, policy advocacy, and breastfeeding-friendly environment work.
• Nourri-Source: Nourri-Source is a Québec nonprofit focused on peer breastfeeding support, parent education, and community referrals. Its community-led delivery model and regional network make it a close analogue to MAQ.
• La Leche League Canada: La Leche League Canada is a volunteer-led organization providing breastfeeding information, parent support, and peer education across Canada. It is directly comparable to MAQ’s community education, member engagement, and support mission.
• Lactation Education Resources: Lactation Education Resources provides online education and training for healthcare professionals working in lactation and breastfeeding support. It is comparable to MAQ’s Moodle-based national training and professional-development offering, although it operates as a commercial education provider.
• Association québécoise des consultantes en lactation: The Association québécoise des consultantes en lactation supports Québec IBCLCs and the professional breastfeeding ecosystem through information, practice resources, and networking. It is comparable to MAQ’s healthcare-professional training and Québec lactation network, while being more professionally focused.

Broad incumbents

• La Leche League International: La Leche League International is a global volunteer network providing breastfeeding education and parent-to-parent support. It shares MAQ’s core mission, community-led model, and educational content, but operates at a much broader geographic scale.
• Canadian Paediatric Society: The Canadian Paediatric Society is a national professional organization that publishes child-health guidance and advocates on pediatric public-health issues. It is a broader incumbent relevant to MAQ’s early-childhood health positioning and its efforts to influence healthcare institutions and policy.
• International Lactation Consultant Association: The International Lactation Consultant Association is a global professional membership organization for lactation consultants, with education, practice resources, and professional standards. It is relevant to MAQ’s healthcare-professional training and institutional breastfeeding-education activities.
• Academy of Breastfeeding Medicine: The Academy of Breastfeeding Medicine is a physician-led professional organization that develops clinical guidance and education on breastfeeding and infant nutrition. It is an adjacent incumbent comparable to MAQ’s evidence-based training and professional authority-building role.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xbsky.app/profile/maq-info.bsky.social
• YouTubeyoutube.com/@mouvementallaitementduqueb4897
• Facebookfacebook.com/mouvementallaitement
• LinkedInlinkedin.com/company/mouvement-allaitement-quebec
• Instagraminstagram.com/mouvementallaitementduquebec

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Mouvement allaitement du Québec (MAQ)