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.
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).
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.
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.
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.
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
Counstryside Farms
Nutri-Œuf
Maritime Pride Eggs
Supreme Egg Products
