Avril Supermarkets | Organic products and braised beef, the secret to success?

If the “low prices” strategy adopted by Maxi seems to please consumers, many of them are not ignoring Avril. Known for its organic products and ready-to-eat meals prepared by a Michelin-starred chef, the company has decided to expand its range of private label products to be more competitive and intends to open around ten new stores.

In a context where customers are hunting for discounts more than ever, Avril is still doing well, even by selling organic products, often perceived as being systematically more expensive. Sylvie Senay, co-owner of the organic supermarket chain with her husband Rolland Tanguay, regularly hammers home the same message. According to her, contrary to popular belief, several products sold in her grocery stores are often displayed at prices equivalent to, or even lower than, certain conventional fruits and vegetables, for example, offered elsewhere.

Consultation of the various supermarket sites revealed that the organic cauliflower from Avril sold this week on discount at $2.99 ​​is less expensive than the conventional cauliflower offered at Maxi, Metro and IGA, whose price is between $4.50 and $4.99.

“We do an excellent job of getting the best prices possible. Often, we are very, very competitive,” says Mr. Tanguay during a telephone interview with his longtime accomplice.

And a wider range of private label products, which will increase from 400 to 1000 in four years, will make it possible to offer customers more quality products at competitive prices, believes Rolland Tanguay.

He cites the example of the case of organic royal quinoa. The product, purchased directly in Bolivia, arrives in Quebec in containers and is then bagged here by the retailer under the Avril brand. “ [De cette façon]there is no one who is able to beat us on price. »

The Press was able to note that Avril brand organic royal red quinoa was selling this week for $6.99 (500 g), compared to $8.99 for the same product under another brand sold at IGA. Metro priced it at $12.99.

“We’ve had our house brand for a long time. We started in 2007, says Rolland Tanguay. At the time, we wanted vegetables without added salt and there wasn’t any. » The company therefore marketed canned vegetables sold in glass jars. From there was born the first range offered under the Avril brand.

Various products were then added such as rice chips, biscuits, mango sorbets and even wine.

A growing business

Furthermore, the Granby company, which now has 13 stores – including two in Montreal and three in the greater Quebec City region – will open 10 new branches within the next five years. It could even try its luck on the Ontario market.

“We are asked for Aprils all over Quebec. We offer products that people can buy almost with their eyes closed. We pay attention to the ingredients. We do not accept all products. There are a lot of products presented to us. There is a list of incredible ingredients that are refused at Avril: additives, colorings, chemicals. »

Swap BBQ Chicken for Braised Beef

This concern for quality is even felt in the ready-to-eat section. While several grocery stores whet their customers’ appetites by offering barbecue chicken, fries or even sushi, Avril has instead decided to offer ready-to-eat dishes prepared by a Michelin-starred chef, Clément Feuz. Although they insist on offering dishes worthy of the finest tables, the two owners nevertheless want to offer healthy and quality choices.

The growing sales of ready-to-eat meals convinced Avril to cook more for its customers. The company also intends to expand its central kitchen, located in Granby. The place, where 80 employees work, “operates at its maximum”, according to Rolland Tanguay.

The popularity of the braised beef panini served in beetroot bread illustrates this craze well. “We sell tons of them,” Mr. Tanguay proudly mentions. The beef was braised for 10 hours. But it’s still a panini… with added value, he says in all modesty. We want accessible products, but at the same time, we want them to be delicious and gourmet. »