Les Cuisines de Saint-Maxime, Gaspésie's little treasures of the sea
Diversification as a way out of the crisis
For many years now, the Gaspésie marine products and aquaculture sector has been hindered by a myriad of obstacles. By extension, businesses operating in the sector have had to overcome numerous challenges in order to succeed. But while it is true that today's climate imposes certain constraints, it also offers a treasure trove of opportunities just waiting to be harnessed. This is something that Cusimer has clearly understood, judging from the course it has plotted for itself. This Haute-Gaspésie SME, a specialist in the processing and export of fresh and frozen fish, has decided it's here to stay. The recipe? A healthy dash of diversification.
So Cusimer set out in search of ideas for new products and ways to improve its practices. In 2006, the Gaspésie enterprise found what it was looking for in Marin Vendéen, a French company with more than 10 years experience in the development of fresh fish-based products and a well-established reputation for the irreproachable quality of its production and the innovativeness of its products. Cusimer saw Marin Vendéen not only as a wellspring of inspiration, but also as a driving force of innovation in the field. A close relationship ensued between the two that, five years later, is still going strong.
Technology at the service of innovation
Cusimer and Marin Vendéen would prove to be the perfect match—the former gaining new know-how to ensure its survival and the latter exporting its innovative cooking and assembly techniques to broaden its reach. Technology transfer formalized the union, and from it was born Les Cuisines de Saint-Maxime, Traiteur de la mer, a new line of frozen, vacuum-packed gourmet foods made from a combination of fresh fish fillets and pre-cooked fish meat that is unlike any other product on the Quebec market today.
These fine quality, nutritious and quick-to-prepare meals, which carry such names as Sea rose, Fish stuffed salmon fillet and Fish and scallop stuffed salmon fillet, are already available in some Quebec grocery stores (like IGA and Marché des saveurs) and fish markets. Certain of the province's caterers and restaurants are also now offering these items on their menus!
“We stepped up our efforts, research and investment to create Les Cuisines de Saint-Maxime. After making two trips to Vendée to purchase specialized equipment, we hired a resource person, adjusted our processing techniques, modified our production lines, trained our staff and tested our recipes,”
explains Hélène Ouellet, Cusimer's managing director and winner of the 2009 Quebec businesswoman of the year award in the category of Entrepreneur of a medium-sized enterprise.
Exporting for growth
Cusimer presently exports 64% of its primary food production, all of it to the United States. Now hoping to expand, the company has already launched the process to sell its Les Cuisines de Saint-Maxime tertiary products on Quebec, Canadian and U.S. markets. This process has included taking part in a 2010 trade mission to Western Canada to promote its new dishes and hiring the services of an American sales representative to help it break into the U.S. market.
Realizing that its own resources were insufficient to successfully export this new line of products, Cusimer turned to Canada Economic Development and GIMXPORT (regional export specialist) for help. These organizations decided to provide the company with financial assistance and technical support, respectively, over the next two years. Thanks to this helping hand, Cusimer will now be able to develop and implement a marketing strategy, take part in trade shows and commercial fairs, carry out commercial visits to target markets, update its Web site and develop new promotional tools.
“From our very first meeting with Cusimer's entrepreneurs a number of years ago, the GIMXPORT team was immediately struck by the dynamism of this innovative company,”
notes GIMXPORT General Manager Aurèle Doucet. “Since that time, our organization has continued to support Cusimer in its efforts to develop a new marketing strategy by helping it obtain U.S. customs safety and security program (C-TPAT)Note 1 certification, a requirement for all Canadian exporters to the United States, and launch its new line of prepared dishes, Les Cuisines de Saint-Maxime, at the Salon international de l'alimentation (SIAL) held in Montréal in 2010. It should be added that Les Cuisines de Saint-Maxime made quite an impression at this international food show, with its dishes featured in the Trends and Innovations competition.”
Cusimer presently exports 64% of its primary food production, all of it to the United States. Now hoping to expand, the company has already launched the process to sell its Les Cuisines de Saint-Maxime tertiary products on Quebec, Canadian and U.S. markets.
Cusimer currently employs 45 seasonal workers for its primary processing operations. The company expects its new tertiary processing activities to result in the creation of 12 permanent full-time jobs, generate a 30% increase in sales as of the first of production and help improve the firm's competitive standing. It is already clear that this Cusimer project will have a major impact on the Gaspésie fishing industry—by, among other things, ensuring the survival of 15 independent fishermen—as well as on the Haute-Gaspésie Regional County Municipality, one of the most devitalized in the province. It goes without saying that Les Cuisines de Saint-Maxime may well be the recipe to success!
