Louis Morissette, well known for his stormy past with TVA, wants absolutely nothing to do with being a partner of Pierre-Karl Péladeau in the return of the Nordiques.
This refusal is understandable, given the dark history that binds them. Since he was blocked by TVA, Morissette has harbored a stubborn resentment towards Péladeau.
Despite his passion for sport and the fact that he is rich like Crésus, he does not want to associate with Péladeau under any circumstances. This is unfortunate, because Morissette could have been an excellent ambassador for the Nordiques.
Every time he has the opportunity, Morissette does not fail to attack Pierre-Karl Péladeau and Julie Snyder.
He settles scores with the former couple who dominated TVA, becoming particularly scathing towards them. Former lovers are not spared from his criticism.
“You will never see me in the same room as Julie Snyder and Pierre-Karl Péladeau”he declares.
Morissette even makes fun of the divorces that marked Péladeau and Snyder, digging them deeper, while praising the stability and honesty of her own relationship with Véronique Cloutier.
It is clear that Morissette still has not digested the fact that Péladeau and Snyder removed him from TVA after his controversial sketch, where he impersonated Péladeau as Séraphin during Bye Bye 2003.
“Séraphin Péladeau, a man and his sins” was a mistake that cost him dearly, depriving him of a contract with Quebecor.
“I can’t wait to see my review in Le Journal de Montréal”he quips, knowing that the Quebecor media will not fail to criticize him.
Morissette preferred to launch a brand of canned latte rather than partner with the Nordiques. This ambitious project, made possible by equipment unique to Canada, demonstrates its desire to succeed in another field.
Canned latte, still unheard of in Canada due to its manufacturing complexity, required a massive investment.
The Station Agro-Biotech factory in Saint-Hyacinthe benefited from an investment of $30 million, including $10.6 million from the Quebec government, to modernize its facilities and integrate a new sophisticated production line.
Louis Morissette, president of Groupe KO, expressed his enthusiasm for this product which he particularly appreciates in the United States, highlighting the unexpected technical challenges encountered during its manufacture. Here is what he told the Press.
“I am a fan of this product in the United States.”
“We never thought it was going to be this complicated to make.”
“The guy who tries to copy us will never be able to.”
In addition to his conflict with Péladeau, Morissette is too busy making money…and making the government pay for his own pockets. He wants nothing to do with investing in a company that will undoubtedly lose money, the Nordiques, which would operate in a market that is too small to be profitable.
Jonathan Robin, president of Station Agro-Biotech, also highlighted the complexity of producing this canned latte.
Sterilizing cans requires high temperatures, making them susceptible to explosion without the use of specialized equipment.
The autoclave imported from France, weighing 65 tons and measuring approximately 70 feet long, was essential for this process. This massive device even required the expansion of the factory and significant logistical considerations for its transport.
In addition to the new can production line, the factory acquired a fully automated bottling line. These improvements will also enable the production of other protein-based products, such as collagen. The installation work on the new machinery lasted more than two and a half years.
The canned latte market is growing in the United States, with an increase of 20 to 30 percent, and Jonathan Robin hopes to reach a younger audience with this innovative product.
To support this project, the Government of Quebec provided significant financial assistance through Investissement Québec and the ESSOR program, highlighting its commitment to SMEs and regional development.
This initiative is also expected to create new jobs, with the factory increasing from 75 to 110 employees. Louis Morissette’s latte is scheduled to be available on the market early next fall, marking a new milestone in the comedian-turned-entrepreneur’s career.
Station Agro-Biotech, with significant financial support from the government, expanded its factory to accommodate the autoclave necessary for the production of this drink.
Despite the challenges, Morissette remains optimistic about the success of his product, which is expected to hit shelves next fall.
So, even if he wants nothing to do with a partnership with Péladeau, Louis Morissette continues to move forward and diversify his projects, but he will never, ever become Péladeau’s partner.
