“Co-operation is not a dream or a utopia, but a viable economic model that is efficient, productive and profitable” Ghislain Gervais is president of La Coop fédérée
The shift towards digital technology in farming is a major challenge for La Coop fédérée, Québec largest agri-food enterprise, but also a significant opportunity, according to the co-op's president, Ghislain Gervais.
"We are gradually moving from a traditional farming industry to precision agriculture, a practice that is based on the immense possibilities that 'big data' now makes available to producers and organizations such as ours. This is why our digital shift will be extremely important," he says.
La Coop fédérée will also face a number of internal challenges, adds Mr. Gervais, including the modernization of its own network to increase efficiency and to be able to perform, respond and modernize for its producers' growth.
"This also means that it is important to prepare a solid succession plan while staying on top of all the opportunities that appear before us," he says. "We want to remain a leader in our field."
National and international partnerships will help La Coop fédérée respond to the impact of globalization by providing opportunities for renewed growth and access to international markets, adds Mr. Gervais.
"Farms are becoming larger and this implies a change in the partnership we have with our customers; their needs change and we must respond. For agri-business to be successful in a global setting, it must work to develop strong networks, both internal and external. Regional and bilateral trade agreements, which constitute a lifeline for some and a major threat for others, will unavoidably be on the increase," he says.
As the leading agri-food enterprise in Quebec, La Coop is active throughout the food chain from farmers' fields to retail shelves. SUPPLIED
Founded in 1922, La Coop fédérée represents more than 90,000 members grouped into 72 co-operatives with operations located in Quebec, New Brunswick, Ontario, Alberta, Manitoba and Saskatchewan.
The co-op is active throughout the agri-food chain; it is a wholesaler and also provides agricultural producers with the goods and services necessary for their operations. It has three operating divisions: Agri-business (livestock and crop production, and grain marketing under the Elite and La Coop banners), Retail & Innovation (energy, hardware and farm machinery, under the Sonic, Unimat, BMR and Agrizone banners) and Meat (under the Olymel, Flamingo and Lafleur banners). Olymel exports more than $1-billion worth of pork annually to nearly 60 countries worldwide.
Mr. Gervais says La Coop fédérée operates in a highly competitive market and needs to grow and adapt to maintain its strong position.
"In the last few years, we have faced challenges such as the arrival of new players in the agricultural market and the small size of Quebec's market, but we've overcome them by orchestrating our growth outside Quebec through strategic acquisitions and, more recently, by consolidating our gains to strengthen the organization," he says.
As a member-driven organization, member producers are an integral part of the co-op's decision-making process.
"La Coop fédérée has always existed first and foremost for its members," says Mr. Gervais. "All decisions are aimed at continuing to create value for our producers. Also, we always involve member producers so that they are part of the democratic co-ordination of the value-added production chain."
He says La Coop fédérée is a good example of how successful the co-operative model can be.
"For almost 100 years, we have carried out our business based on a model that has proven itself. Co-operation is not a dream or a utopia, but a viable economic model that is efficient, productive and profitable, and which connects the social and economic dimensions together," he says.
Mr. Gervais is confident that La Coop fédérée will continue to play a key role in the social and economic development of Quebec and Canada.
| La Coop Fédérée by the numbers |
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#1 Agri-food enterprise in Quebec 90,000 Members $6-billion Annual revenue 12,200 Employees Source: La Coop fédérée |
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