The Fédération des producteurs de lait du Québec is hitting the road with a mobile store that will visit 10 shopping centres in the Montreal area, Trois-Rivières and Quebec City between now and Nov. 9, followed by a year-long tour of other cities.
Under the theme, “Milk. So Much Love,” the 400 square-foot circular store will showcase close to 50 innovative dairy products made with 100% Canadian milk.
“We want to get in front of our customers in a new way, so we choose projects that venture outside the box,” said Marcel Groleau, Fédération president. “The Milk. So Much Love store is a perfect example.”
The store features new milk flavours and styles, creams (flavoured, country-style, cooking), hand-made cheeses (soft, firm, semi-soft, blue), butter, ice cream made with real cream, and real dairy yogurt. More that 65% of the products on display are specialty cheeses from across Quebec.
Specialists, including a dietitian, food consultant and master cheese maker, will be at the store to speak with visitors about products and recipes.
The mobile store was the brainchild of Nicole Dubé, director of marketing for the Fédération.
It required almost 18 months of preparation, from inception to construction by Nolin Branding & Design.
“We don’t have a specific label to promote because we’re a federation, so the only way to get our message across is through some form of communications like the mobile store,” said Dubé.
“There are so many new milk, yogurt and cheese products on the market that we felt it was important to inform people about the variety of choices.”
Optimum is handling media relations.
