Le Temps des Cerises answers the call of the Earth

Gilles Beaulieu was born, grew up and worked in the Greater Montréal area but he had always longed to put down roots in his parents’ native region of Mauricie.

A return to roots

Mr. Beaulieu, owner and founder of Le Temps des Cerises cherry farm, therefore settled in Charette, a municipality of about 900 souls, not just to spend quiet days daydreaming but as a man on a mission. Initially, his plan was to go into the apple business. However, an agronomist advised him against growing apples north of the St. Lawrence River. In 1997, after watching a report on La Semaine Verte, a popular Quebec agriculture and food television show, he revised his plan and decided to grow cherries instead. He even travelled to Edmonton to research the culture of sour cherries, a variety that does well in our harsh climate.

In 2001, a first plantation of 1,000 trees was established, marking the birth of Quebec’s first cherry orchard. The varieties came from around the world, from China through to Europe and even Alaska. The results were conclusive, so much so that today, the orchard boasts 7,000 cherry trees, production is plentiful and the fruit, beautiful, delicious and very much in demand. In fact, supermarket shelves throughout Quebec are stocked with a variety of the farm’s cherry products. The cherries are sold dried, in jams and jellies, and chocolate- and yogurt-covered, and are marketed under the brand name CROQUE CERISE.

Reaping the rewards

When production reached a stable, steady level, it was time for the farm to begin processing its products itself. Canada Economic Development was approached in the hope that its financial support would help leverage investment from other sources of funding. A conscientious entrepreneur, Gilles Beaulieu did his homework and left nothing to chance. The project included the acquisition of equipment and the construction of a building in which to process the cherries, as well as an interpretive centre and a boutique where visitors can buy Temps des Cerises’ cherry products and other locally grown products from the Maskinongé region. The new facilities were inaugurated in July 2011, just right for cherry picking time, which took place at the end of the month and was a great success.

Mr. Beaulieu does more than merely cultivate cherries. He also cultivates customers’ intellect, through the interpretive centre, and love for locally grown products, by making them available province-wide and posting delectable recipes on CROQUE CERISE’s Website.