New Identity, New Ambition: Nutri Group becomes Lovo

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.