Montreal: Diversity Drives Demand

A melting pot of nationalities translates into a huge demand for a variety of fresh produce.

Two facts tell you right away that Montreal is a magnificent melting pot of a city when it comes to cuisine and the requirement for the freshest of produce ingredients.

First, over a quarter of Canada’s best restaurants reside in Canada’s second-largest city of Montreal, according to the 2024 Canada’s 100 Best list. Second, there are 120 ethnic groups represented in this metropolitan area, according to Tourisme Montréal, underscoring the city’s cosmopolitan character.

“The reason why Montreal has so much ethnic diversity is immigration,” says Guy Milette, executive vice president of 1918-founded Courchesne Larose Ltd, a Montreal-based full-line importer and distributor of fresh produce.

This diversity translates into a demand for a wide variety of fresh produce.

“Demographics make our business viable. If consumers only wanted apples and oranges, it would be game over,” says Christos Botsis, president and owner of Botsis Fruits & Vegetables in Montreal. “Instead, we are always hunting for what’s new.”

Botsis Fruits & Vegetables is a family-run wholesaler and distributor operating out of a 41,000-square-foot warehouse with commodity-specific temperature control rooms.

“Montreal has the highest per capita consumption of fruit and vegetables, at 3.4 servings, compared to Canada as a whole at 3.17 servings,” says Ron Lemaire, president of the Canadian Produce Marketing Association (CPMA), based in Ottawa, ON.

“It’s the cultural mosaic of the city that drives consumption, and this is reflected in an equally diverse landscape of mom-and-pop, independent and major retailers in the market.”

On the foodservice side, Montreal has 4,525 full-service restaurants as of 2022, according to Association Restauration Québec.

WHOLESALE IS GLOBAL, LOCAL

Canada-wide, about 80% of fruits and 60% of vegetables are imported, according to 2023 information from the Ottawa, ON-based Canadian Agri-Food Policy Institute. Operated by the Montreal Port Authority (MPA), the Port of Montreal is the largest container port in eastern Canada and the only container port in Quebec. It is a destination port served by the largest shipping lines in the world.

“In terms of logistics and freight, Montreal benefits from its access to multiple transportation modes and extensive distribution networks,” says Britney Hawkins, senior sales planning and market analytics manager for Fruits et Légumes Gaétan Bono, one of the largest wholesalers in Quebec.

Capespan, with its Canadian main office in Montreal, imports fresh deciduous and citrus products principally from Southern Hemisphere sources in South Africa, Peru, Chile, Argentina, and Brazil, as well as Morocco, Spain and Israel, according to Mark Greenberg, president.

“Our Canadian-destined fruit arrives by refrigerated container, and we sell our products to Canadian retailers in Ontario, Quebec, and the Atlantic provinces. We also sell into the Montreal and Toronto wholesale markets.”

Tropicals, such as mangos and papaya, are fruits that Maria Cavazos, owner-manager at MC Produce Inc., in Montreal, imports from Mexico via boat to the U.S. Port of Philadelphia, then plane to Toronto, and finally trucked a little over 300 miles to the northeast to Montreal.

Sourcing for customers, large to small retailers and foodservice operators, is also worldwide for Canadawide Fruit Wholesalers Inc., in Montreal. The company manages an average of 2,500 SKUs of fresh produce daily — everything from exotics to new varietals, both conventional and organic.

“At Canadawide Fruits, we take pride in playing a key role in supplying fresh produce to retailers and foodservice providers across Canada, mainly in Eastern Canada. Our particular Montreal market stands out in North America for its multicultural diversity, allowing us to explore products from around the world and continuously expand our offerings,” says Chris Sarantis, senior vice president of business development.

Sarantis says recent challenges impacting the industry include the possibility of tariffs on U.S. imports, leading to finding alternative sources to maintain competitive pricing, without compromising quality. “Logistics remains a constant challenge, and we are always seeking the best solutions to optimize our supply chain and ensure fast and efficient transit times.”

Sarantis also says inflation and the economic slowdown are also shaping consumer expectations, with shoppers increasingly looking for the best value. “Canadian retailers are responding by identifying value-driven opportunities while maintaining high-quality offerings. Additionally, demand for local products continues to grow year-round, pushing us to strengthen our network of local suppliers while continuing to source the best products from around the world.”

To meet the needs of this changing market, Canadawide is expanding its selection of ethnic products, focusing on the Maghreb, Asian, Caribbean and Indian communities. “At the same time, we are leveraging new technologies to better promote these products to the broader consumer base, using packaging, informative labels, social media, and QR codes to educate shoppers on how to use them,” says Sarantis.

As of 2020, Quebec reached 50% self-sufficiency for greenhouse-grown vegetables, as per Quebec’s Greenhouse Producers. In total, Quebec accounted for nearly one-third of all fruits and vegetables grown in Canada, according to Statistics Canada for 2024.

Eagle Export, in Saint-Remi, QC, specializes in selling produce grown in Quebec and Ontario, according to Alex Zenebisis, president. “The peak local market is between July and Halloween. We do veg like lettuces, zucchini, cucumbers, and hard squash in the fall; fruit like berries, and stone fruit from Niagara. We sell hothouse tomatoes, cucumbers, and peppers 52 weeks a year.”

Looking ahead, the Montreal market is poised for continued growth and innovation in the fresh produce sector, with a focus on quality, sustainability, and meeting the diverse needs and preferences of consumers, retailers, and restaurants alike, according to Gaétan Bono’s Hawkins.

“As suppliers, we will need to adapt to these changing dynamics by expanding our product offerings, embracing technology and sustainability initiatives, and continuing to provide exceptional service to our customers.”