Author Archives: Bastien Campergue

Saint-Hyacinthe, June 22, 2026 – Lovo stands out in Québec’s agri-food sector by winning the Responsible Initiative Award from the Quebec Association of Animal Nutrition and Cereal Industries (AQINAC) for its Protéines collectives project — an initiative that transforms underutilized food products into a tangible contribution to food security in the Montérégie region.
Presented on June 18 during the Association’s annual conference, this award — which recognizes initiatives that tangibly integrate environmental, social, and governance (ESG) principles — was accepted by Sébastien Mercier, Lovo’s Vice President of Human Resources.

A Structured Initiative Serving the Community

The Protéines collectives project aims to repurpose egg whites generated by Lovo’s processing operations by redirecting them toward food uses with greater social value. As part of this initiative, the company has partnered with La Moisson Maskoutaine to support vulnerable individuals and families in the Montérégie region.
Since the launch of the pilot project, Lovo has been donating 360 liters of egg whites each month — 4,320 liters per year — representing an approximate value of $25,000. This resource is redistributed to some 20 community organizations, contributing to the approximately 6,000 food assistance interventions carried out each month in the region.
Egg whites, recognized for their nutritional value, are a complete and accessible source of protein, particularly relevant in the context of food security. And Lovo’s efforts to make the most of this resource within the community demonstrate that a simple logistical step can have a tangible impact on the daily lives of thousands of people.
“At Lovo, we believe that the sun shines for everyone when we eat well. This project embodies what we aspire to be: a company rooted in its community, finding ingenious ways to create value where there was little before,” says Sébastien Léveillé, CEO.

At the Heart of Our Sustainability Approach

Protéines collectives is fully aligned with Lovo’s social responsibility strategy and addresses three of the United Nations Sustainable Development Goals: Zero Hunger (#2), Decent Work and Economic Growth (#8), and Responsible Consumption and Production (#12).
Owned by farming families since 1987, Lovo maintains a deep connection to the land and the communities around it. The Protéines collectives project builds on this legacy by placing social and environmental considerations at the heart of its operations.

About Lovo

Lovo, formerly Nutri Group, has been owned by Québec farming families since 1987 and is now one of Canada’s leading egg graders, processors, and distributors. Each year, Lovo grades, processes, and markets more than 2.4 billion regular, free-range, organic, specialty, and processed eggs through its subsidiary, Supreme Egg Products, and distributes them through retail, institutional, commercial, and industrial customers. For more information, visit www.lovo.co.

Media Contact
Valérie Lavoie
Marelle Communications
vlavoie@marellecommunications.com
438-885-9135

Saint-Hyacinthe, May 7, 2026 — Nutri Group recently announced the launch of Lovo, its new brand identity. This change marks a defining milestone in the company’s evolution and reflects a broader strategic transformation founded on a formal, virtual collaboration model.

A new way of doing things?

Initially recruited by Nutri’s Chief Executive Officer, Sébastien Léveillé, as Chief Transformation Officer, Benoît Bessette quickly realized the unique context of Québec’s largest egg grader. “Lovo is a national treasure, to the point where our giant egg was part of the French CBC year-end review in 2025. But very few people know us,” says Bessette, who inherited responsibility for marketing in 2024. An internal study revealed that for every person who knows “Nutri” eggs in Québec, one and a half believe the company sells… milk.

It quickly became clear that the company’s unique situation (a small marketing team and limited marketing budgets outside of promotions) called for an innovative approach to brand development.

“Lovo was developed by our virtual agency, made up of marketing communications ‘old apple trees’. Since our budgets didn’t allow us to hire a large marketing agency, we decided to knit our own, relying on heavyweight talent,” summarizes Benoît Bessette.

Barbara Jacques was the first to be recruited as Creative Director of this virtual agency and surrounded herself with a highly competent team. Benoît Bessette approached Nathalie Houde to assist him with strategy, and an advisory committee was established.

“One of the undeniable strengths of large agencies is the perspective they provide, because your assigned team benefit from senior-level guidance. We needed to create that same mechanism for strategic perspective,” he explains, before naming the members of the advisory committee set up for the project: Andrew Bergstrom (Aperture1/Cossette), Jean-Sébastien Giroux (Hologram), Guillaume Mathieu (Îlot), and Claudia Paquette (formerly of Danone and Nutrinor Coopérative).

New Identity

More than just a new name, Lovo embodies a human-centered vision of the future. Inspired by a combination of the universal word “love,” and the Latin word “ovo” (egg), the name Lovo is intended to be a caring response to the current gloomy climate. According to the Edelman Trust Barometer, 79% of Canadians believe things will be worse for the next generation; the company is banking on the sunny side of life: an act of vitality and confidence.

The 2026 World Happiness Report highlights that happiness is closely linked to sharing meals with others. Lovo fully embraces this belief and aims to be part of those meals with not only its eggs but also its upcoming innovative products that diversify its offering and cater to people’s changing food concerns and eating habits.

Life on the sunny side and the joy of eating well

Developed with consumers at the heart of the process, the new identity is the result of careful market research conducted over the past 18 months. It reflects a clear commitment to offering a brand that loves life and resonates with people of all ages. Eggs are universal: over 95% of Canadians eat eggs.

The company selected K72, Îlot et Cie, Jungle Média, and Marelle Communications to design its launch campaign.

About Lovo

Behind Lovo are families of farmers from Québec, Manitoba, Ontario, and New Brunswick who have shared the same ambition for decades: to offer quality products while helping to feed local families.

Lovo, formerly Nutri Group, has been owned by Québec farming families since 1987 and is now one of Canada’s leading egg graders, processors, and distributors. Each year, Lovo grades, processes, and markets over 2.4 billion regular, free-range, organic, specialty, and processed eggs through its subsidiary, Supreme Egg Products, making them available to our retail, institutional, commercial, and industrial customers. For more information, visit www.lovo.co.

Credits

Lovo Virtual Agency:
Creative Director: Barbara Jacques
Strategy: Nathalie Houde
Brand Identity and Graphic Design: Louis Chapdelaine, Denis Duquet, Amélie Fausse
Copywriting: Amandine Léveillé-Quintric, David Purkis
Packaging Design: Pigeon (Olivier Chevillot, Johanne Mathieu, Julie Michaud)

Lovo Marketing Team:
Vice President, Strategy and Business Development: Benoît Bessette
Marketing Director: Francis Viau
Marketing and Digital Execution Director: Virginie Soler
Communication Manager: Martine Cormier
Marketing Account Executive: Christophe Dubé
Products and Development Manager: Gabrielle Saturnin
Customer Service and Sales Support Manager: Ursula Laplante

Lovo Steering Committee: Jasmine Foisy (Project Management Office), Reda Krim and André Loiselle (IT), Jean-François Labrosse (Sales), Audray Ménard and Josée Niquette (Procurement), Agathe Luce (Quality and R&D), Pascale Ouellette (HR), Annie Viel (Operations), Dominic Vincent and Pascal Giroux (Finance)

Production Team:
Photo and Video Production: Philip Henderson
Trade Marketing: Îlot (Amélie Leclerc and Guillaume Mathieu)
Independent producers working on behalf of Lovo: Sylvie Ouzilleau and Patrice Provost
Promotional items and apparel: Trium (Sylvain Petit)
Translation and proofreading (French, English, Spanish): Cartier Lelarge

Media contact
Valérie Lavoie
Marelle Communications
vlavoie@marellecommunications.com
514-743-8504

Saint-Lambert-de-Lauzon, April 27, 2026 — Lovo, formerly Nutri Group, announces the launch of Phase 2 of the expansion project at its Saint-Lambert-de-Lauzon egg grading facility, a strategic investment of nearly $10 million aimed at supporting business growth and modernizing its operations in Eastern Québec.

The first phase, completed earlier this year, focused on modernizing egg handling and preparation equipment—an important step in improving operational efficiency, standardizing practices across the organization, and adapting to evolving industry standards.

“With this project, Lovo is equipping itself to support the evolution of the industry and respond to future market needs. The expansion of the Saint-Lambert-de-Lauzon facility reflects our commitment to providing our producers with modern, efficient infrastructure aligned with best practices,” said Sébastien Léveillé, CEO of Lovo.

An 18,000-Square-Foot Expansion

Phase 2 of the project includes an 18,000-square-foot expansion, increasing the total building size from 44,000 to 62,000 square feet. This addition will primarily enhance storage and production areas, while also optimizing internal workflows within the facility. The project is expected to increase overall capacity by 10% with the expansion scheduled for completion by November 2026.

In addition to strengthening local economic activity—bringing Lovo’s economic impact to more than $85 million over the next five years—this project will reinforce the company’s presence in the region and support the agricultural and agri-food sector.

Saint-Hyacinthe, March 30, 2026 – Today, Nutri Group announced the launch of its new brand identity: Lovo. This rebrand is a pivotal step in the evolution of the company, reflecting a broader strategic transformation that redefines its growth ambitions, approach to innovation, and role in feeding Canadians today and for generations to come.

Lovo is more than just a new name; it embodies a people-centred vision of the future. Derived from the words “love” and “ovo” (Latin for egg), the name is intended to be a caring response to the current gloomy climate. According to the Edelman Trust Barometer, 79% of Canadians believe that things will be worse for the next generation. The company is banking on the sunny side of life: an act of vitality and confidence.

“Lovo reflects our daily presence in people’s lives,” says Sébastien Léveillé, CEO. “We sell 200 million dozen eggs a year! Eggs are a healthy ingredient, a comfort food, and a convenient source of protein. They encourage us to view each day as a blank canvas to be filled with life and memories. We want to help people do that even more.”

The 2026 World Happiness Report notes that an important component of happiness is sharing meals with others. Lovo embraces this idea and wants to be part of those meals with not only its eggs but also its upcoming innovative products that diversify its offering and cater to people’s changing food concerns and eating habits.

Life on the sunny side and the joy of eating well

The new brand identity was developed with consumers top of mind and is the result of careful market research conducted over the past 18 months. It reflects a clear commitment to creating a brand that loves life and resonates with people of all ages. Eggs have a broad appeal; over 95% of Canadians eat eggs.

“Life on the sunny side is at the heart of everything we do,” says Léveillé. “It drives our industrious and outgoing approach we proudly bring to our daily interactions with our farmer-owner families, customers, colleagues, and communities. In an uncertain world, eggs can ground us in everyday life. Comforting, nourishing, and delicious, eggs give us the energy to live life on the sunny side.”

A clear vision driven by farming families

Behind Lovo are farming families from Québec, Manitoba, Ontario, and New Brunswick who have shared the same ambition for decades: to provide quality products and help feed Canadian families. Thanks to their industrious mindset, caring, and entrepreneurial spirit, the company has become a leader in Canada’s egg industry.

Driven by the business vision Nutri established in 1987, Lovo continues to grow and
innovate to better feed Canadians today and in the future

About Lovo

Lovo, formerly Nutri Group, has been owned by Québec farming families since 1987 and is now one of Canada’s leading egg graders, processors, and distributors. Each year, Lovo grades, processes, and markets over 2.4 billion regular, free-range, organic, specialty, and processed eggs through its subsidiary, Supreme Egg Products, and distributes them through retail, institutional, commercial, and industrial customers.