The co-owners of the famous Ashton concession, Émily Adam and Jean-Christophe Lirette, say they were contacted two months ago by the organizers in order to introduce “Quebecers’ favorite dish” to international tourists and employees.
The young couple says they accepted the offer on the spot. Like Ashton, the L’Érable Rouge sugar shack did not hesitate long before heading towards Île Notre-Dame.
The craze is there
L’Érable Rouge co-owner Marja Lantagne was down to her last samples of maple taffy when the pilots started their engines. The company can claim mission accomplished, having greatly gained visibility over the weekend, when many members of the media came to meet them.
“80 to 85% of people had never tasted maple taffy before,” she told Noovo Info. It’s the fun to show them. They have stars in their eyes the first time they taste it.”
Celebrities seduced by poutine and taffy
Among the celebrities intrigued by the Érable Rouge kiosk, the singer Talk came to taste it twice, confided Ms. Lantagne. But it was the arrival of Finnish driver Valtteri Bottas that caught the attention.
“And the majority of teams came in large numbers,” she added.
For their part, Ms. Adam and Mr. Lirette have not been idle. The poutine samples disappeared after blinking.
Although the poutines are free, the two co-owners believe that this event is the perfect opportunity to gain visibility. “We couldn’t ask for better,” said Ms. Adam.
“People love poutine. They want it in their city and in their country.”
-Emily Adam, co-owner of Ashton
According to traders, the enormous success of the kiosks could encourage the organizers of the Grand Prix to repeat the experience next year.
If they were invited again in 2025, Ashton and L’Érable Rouge say they would be ready to return.
