Success in the food industry is built on a savvy blend of tradition, innovation, and strategic expansion. Lassonde Industries Inc. perfectly exemplifies this model within the Canadian market. This is the story of how a single company transformed into a national giant in the fruit juice sector. Calgary-name shares the details.
The Founding Story
Over a century ago, Lassonde Industries Inc. (Lassonde) was founded as a family-run agri-food business in Rougemont, Quebec. Since then, its team of innovators has invested their time, energy, creativity, and dedication into creating delicious, high-quality products and beverages.
In 1918, the Lassonde family launched their own brand of canned vegetables called “Rougemont.” Aristide and Georgianna were determined to stand out from the competition, so they hired a printer to create eye-catching labels. They also used a broker to find new retail outlets. This was the beginning of a long and successful story—a family legacy passed down through the generations.
The Innovation Drive
The couple’s son, Willie Lassonde, took over the family business in 1944. In 1959, he made a pivotal decision: to start manufacturing “Rougemont” apple juice. This move was strategic, capitalizing on the high concentration of apple growers in the region. A classic was born. Following the new owner’s initiative, the company “A. Lassonde et fils Inc.” was created in 1962. By 1971, the company hit its first million dollars in sales, firmly establishing itself as a successful venture.
In 1972, Lassonde rolled out individual 10-ounce (approximately 300 ml) juice servings. He later reimagined this volume, introducing consumers to the litre format in cartons. This size helped preserve the natural flavours of the juices, making them ready to drink without prior cooling. By 1979, the brand’s juices were being sold across North America in semi-rigid laminated containers.
A new process was added in 1981. Lassonde Industries Inc. was incorporated and began developing “Clarifruit,” a fruit clarification process. In the same year, Lassonde acquired “Produits Ronald Ltd.” in Saint-Damase, which would eventually become “Lassonde Specialties.”
In 1987, Lassonde Industries Inc. became a publicly-traded corporation, with its shares listed on the Montreal Exchange.
Expansion and Growth
While celebrating its 75th anniversary, the company entered the United States market and acquired “Orange Maison.” This marked a crucial step towards international presence, moving beyond its Canadian base. The acquisition of “Orange Maison” expanded both its production capacity and product lines.
In 1999, the company acquired the rights to use the well-known “Allen’s” brand, strengthening its position in the juice market. In 2002, the Ontario Golden Town Apple Products plant was added to Lassonde’s list of assets.
In 2003, Willie Lassonde’s son, Pierre-Paul Lassonde, representing the third generation of the family, took the helm. He also demonstrated a strong flair for entrepreneurship and continued the aggressive expansion strategy.
In 2004, the popular juice and beverage brand “Fairlee” and a new plant were added to the “Lassonde” portfolio through the acquisition of “Alfresh Beverages Canada Corp.”
In 2006, the subsidiary “Vins Arista” was established, which produces alcoholic beverages, including wines, apple cider, and cider-based drinks. Interestingly, Alberta also boasts unique alcoholic beverage producers, such as Spirit Hills Winery, known for its flower wines.
In 2007, the company continued its diversification by acquiring “Mondiv Food Products.” This allowed it to broaden its product range beyond beverages. It was later integrated into the “Lassonde Specialties” subsidiary.
The Calgary Plant
In 2007, Lassonde acquired a plant for the production of ready-to-drink beverages and juices in Calgary, Alberta, which previously belonged to McCain Foods (a division of McCain Foods Limited). It is located in southeast Calgary at 7419 30th Street SE. The facility spans 44,000 sq. ft., allowing for a complete production cycle on one site. Previously, the company’s main production facilities were in Quebec and Ontario, so the Calgary plant allowed Lassonde to reduce logistics costs and delivery times, improve product freshness, and compete more effectively in the Western Canadian markets.
The plant operates 5 production lines and employs 66 staff members. The focus is on manufacturing ready-to-drink beverages and juices, perfectly aligning with Lassonde’s core concept.
The facility holds GFSI-compliant certification.
- Kosher Certified. This certification allows the company to sell products in markets that require strict adherence to Jewish dietary laws, opening access to a niche and premium market.
- Meets USDA Standards. This certification is critically important as it verifies manufacturing practices and product quality. It is also a prerequisite for potential export to the United States, for example.
- Certified Organic Product. This authorizes the production of goods using organic ingredients. The marketing advantage is the ability to meet consumer demand for healthy and environmentally friendly products.
Continuous Development
In 2011, the company made a massive breakthrough in the American market by acquiring “Clement Pappas & Company,” which became the subsidiary “Lassonde Pappas & Company.”
Also in 2011, the specialized cider house “Arista” opened in Rougemont. In 2012, Lassonde secured the rights to use the “Del Monte” brand for fruit juices and beverages in Canada. Two years later, Lassonde acquired the American subsidiary “Apple & Eve.”
A Market Leader
In 2018, the company celebrated its 100th anniversary, having risen to be among the world’s best thanks to the founders’ hard work and passion. Symbolically, during this time, the company purchased “Old Orchard Brands LLC” in Michigan.
Lassonde is a leading North American player in the manufacturing and marketing of fruit and vegetable juices, food products, wines, and ciders. The company operates 23 plants and offices, and boasts 35 recognized brands valued by millions of consumers across Canada and the US. Lassonde employs a total of over 3,000 people.
The company is still guided by family values. The next owner, in 2019, was Nathalie Lassonde, representing the fourth generation of the founding family. She also holds the position of Chief Executive Officer (CEO).
In 2020, Lassonde acquired the Canadian manufacturer of fruit snacks and juices, Sun-Rype Products Ltd, and its factories located in Kelowna, British Columbia, and Selah, in Washington.
The acquisition of “Summer Garden” took place in 2024. This company produces a wide range of premium sauces and condiments, marking Lassonde’s first acquisition of a specialized food company in the US.
The company’s website states that as of September 1, 2024, Nathalie Lassonde became Executive Vice-President and Co-Chair of the Board of Directors, with Pierre-Paul Lassonde also continuing as Co-Chair. They continue to work together, passing on their passion for the business to future generations.
People are the Biggest Asset
With a century of history behind it, Lassonde is convinced that its greatest asset is its people. That’s why working there embodies a family spirit, dedication, and pride in the high-quality products they manufacture.
The presence of such a large manufacturer through the Calgary plant has a multifaceted impact on the local community and economy. This includes stable employment, contributions to local taxes, and support for local businesses. Furthermore, the GFSI-compliant certification ensures that Calgary residents can be fully confident in the safety and quality of Lassonde’s food products.
