Creating Lasting Brand Value

Stephane helps organizations create brand images with a deep understanding of consumers, markets and different cultures. He has held leadership positions at both the client and agency levels, where he has led brand strategies and positioning development for a variety of companies, ranging from small start-ups to future challenger brands to national leaders.

His curiosity, analytical and innovative skills, and deep understanding of brand issues and opportunities have allowed him to develop a keen expertise that stands out at PIGEON. More than 25 years of experience in the fields of food marketing, communication and brand strategy are assets that make Stéphane a true strategic partner. His deep belief in the value of branding and his understanding of consumer habits and the buying decision process are essential to creating ideas that make a difference. Creative and visionary, he has contributed to the success of clients such as Cavendish Farms, Royale, Danone, Bridor, Montpak (Famille Fontaine), Bonduelle Americas, GoGo Quinoa and Prana to name a few.

A member of the ÉEQ optimization team since 2010, Geneviève Dionne is the architect of the packaging ecodesign training and coaching service. Over the years, her expertise has been put to good use in a number of initiatives such as the creation of a web portal and a simplified life cycle assessment tool for companies that want to integrate packaging eco-design into their business practices, and bold projects such as the launch of an international packaging eco-design competition, an exhibition of projects and the co-editing of a book entitled Avons-nous besoin d’un autre emballage?

She holds a bachelor’s degree in industrial design and a master’s degree in applied sciences from the Université de Montréal (UdeM) Faculty of Planning. She also holds a graduate diploma in management and sustainable development from HEC Montréal, and has been a lecturer at the UdeM School of Industrial Design since 2007.

Jonathan Rodrigue is the co-founder and CEO of Still Good, a proudly carbon-negative circular economy company whose mission is to repurpose ingredients, primarily grains, to reduce food waste. Jonathan has extensive experience in implementing innovative programs for sustainable food and responsible sourcing in partnership with major corporations, retailers and social enterprises.

He has 15 years’ experience in business development, combined with knowledge of the environmental impact of food waste. His expertise in the field has led him to envision a new model for the agri-food industry where the circular economy and responsible consumption are prioritized. He has developed an “eco-valuation model”, “eco-” for ecological, but also for economic, since by working with companies, Still Good succeeds in turning what used to be a cost into a revenue stream.

In addition to piloting the Still Good company since 2017, his circular economy innovations have won multiple accolades including various Dux Manger Mieux awards, the CTAQ Ecofriendly Innovation award in 2022 and 2023, the CTAQ Food Innovation award in 2023,  Arista award in the category Québec’s young leader : Social Responsability category in 2023, the ESTim 2023 award in the manufacturing company category. In 2024, his company won one of two grand prizes in Agriculture and Agri-Food Canada’s Food Waste Challenge in the business model category, in front of over 300 companies, following a three-year selection process.

Jonathan has been a guest speaker and panelist on food waste reduction and sustainability initiatives on numerous occasions and received PMI Montreal’s Elixir Award as project manager of a national retail food waste reduction initiative. He has served on numerous advisory committees discussing waste reduction solutions, as well as on the boards of non-profit and social enterprises.

Today, he aspires to integrate his new business models into the food industry so that the circular economy, local and responsible consumption become essential practices worldwide.

Jean-François Béliveau is a seasoned creative director with over twenty years of experience in advertising, branding, and graphic design. His expertise spans the promotion of brands in various sectors, including agri-food, restaurants, entertainment, tourism, and culture.

Whether it’s in structuring and implementing brand ecosystems for renowned companies such as Gogo Quinoa, Van Houtte, La Parisienne, 3 Brasseurs, Éducaloi and Montreal Airports or in-store communication for reputable retailers and consumer brands such as Metro, Super C and Food Basics Jean-François has an intrinsic understanding of the critical moment of truth.

His impressive portfolio includes significant contributions to the identity and recognition of numerous local and international brands, including CF Montreal, IKEA, Del Monte, Nutrinor, Biscuits Leclerc, Lactantia, Astro, Cirque du Soleil, Almond Fresh, SoNice, Boston Pizza, Hershey’s, Maple Leaf, Air Transat and Mont-Tremblant. Jean-François brings valuable creative and strategic vision to his role as creative director at PIGEON, where he shapes innovative and impactful advertising campaigns.

Elyse Boulet is the dynamic force behind PIGEON, an award-winning agency renowned for its prowess in branding, packaging, and communication.

A forward-thinking leader, Elyse is known for her honest and collaborative approach which unites her team to create brand value with every engagement, enabling people to buy, love, and recommend brands. With truth as her rocket fuel, she orchestrates strategies, designs, and integrated marketing efforts aimed at delivering tangible ROI for clients. She is an out of the box thinker with an energetic and entrepreneurial spirit that is highly contagious. Her portfolio boasts an impressive array of projects for esteemed brands such as IKEA, Metro, Hershey, Cara, Danone, Coca-Cola, and L’Oréal, among others. Her contributions to brand strategies, design solutions, and integrated campaigns span local, national, and international markets.

In the past two years, she has been named in the IERA Women Top 10 Inspiring Women Leaders, is an RBC Canadian Women Entrepreneur nominee, and included in the Honored Listee of Marquis Who’s Who. She oversees a team of fearless brand design and communication specialists in Toronto and Montreal.

Strategist and marketing professional, Annik Labrosse has been working in the food industry for 20 years.  Her main focuses are innovation and branding, major keys in this industry where consumer needs are continuously evolving.  In food packaged good or in restaurant business, status quo is more than often synonym of decline.

Annik holds a Bachelor of Economics degree from Université du Québec à Montréal, as well as a Master of Business Administration from Université de Sherbrooke.  She is also member on the Board of Directors of the Conseil de la transformation alimentaire du Québec (CTAQ), of Cintech Agroalimentaire and of Éco Entreprise Québec.

Renée-Maude Jalbert is Vice-President of Marketing at Krispy Kernels, a Canadian company that processes and distributes savoury snacks. Before joining Krispy Kernels in 2002, Renée-Maude worked in the wines and spirits marketing field at Maxxium House, an establishment that represents a portfolio of iconic brands, such as Robert Mondavi, Masi, Absolut Vodka, Rémy Martin and Jim Beam.

Renée-Maude Jalbert possesses a leading edge expertise in the food marketing sector. During her career, she has implemented numerous marketing campaigns aimed at establishing brand influence and dominance for Yum Yum and Krispy Kernels.

Renée-Maude combines a strong creative acumen with an in-depth knowledge of everyday consumer products marketing and sales. She has actively participated in the development of several product innovations, including Viva vegetable chips in 2004 and, most recently, St-Hubert BBQ flavoured potato chips.