David Côté: "Replicating the LOOP Mission model around the world".

LOOP Mission is a pillar and model in the Quebec economy, yet its history is still very recent. Founded in 2016 by Julie Poitras-Saulnier and David Côté, a dynamic and passionate entrepreneurial couple, the company has made a specialty of rescuing imperfect fruits, vegetables and foods to give them a second life through tasty pressed juices and gourmet products. Having conquered Quebec and Canada, LOOP Mission is now tackling the American market, and hopes soon to duplicate its recipe for success on other continents.

David Côté, co-founder of LOOP Missionwho can be seen on the popular TV show "Dans l'œil du dragon", talks to La Boite à Grainswith his characteristic enthusiasm and optimism.

Interview with Loop's David Côté

What three words best define LOOP Mission?

David Côté : Turning waste into gold!

In a little more than three words now, what values does LOOP Mission stand for?

David Côté : LOOP is a project that was born from a phone call, then a visit to a warehouse where up to 25 tonnes of fruit and vegetables are thrown away every day, 365 days a year. Julie and I had just met and couldn't believe our eyes. We decided we had to do something.

Julie sold her house, I left my other activities, I went from 120 employees to 0, and the LOOP adventure was born... At first, the company was called LOOP Juice, LOOP referring to the French economy. FlyerBut we realized that there was a lot more food being thrown away, and that the potential was much greater than just creating juice... hence LOOP Mission.

Our goal is to be the leader in economy FlyerOur goal is to be the leader in the recycling economy, transforming the surplus that goes to landfill into new products for consumers. Creating value without withdrawing resources.

What's the biggest breakthrough LOOP has seen since its inception?

David Côté : The day Del Monte and Kraft contacted us to ask us to help them with their surpluses, we knew we'd got where we wanted to be. We were no longer a start-up, but a source of inspiration for the industry. Before LOOP, nobody talked about the economy. Flyer. I take part in the show "Dans l'œil du dragon", and today at least 1 pitch out of 5 mentions the economy. Flyer.

What are LOOP's ambitions for the coming years?

David Côté : With our newly-built plant in Boisbriand, we've started exporting to the United States. The idea is to replicate our model around the world, with a plant in Europe, Australia, the Western U.S... Surpluses are everywhere!

LOOP Mission in a few words

• Founded in 2016 by David Côté and Julie Poitras-Saulnier
• 75 employees
• 15,000 tonnes of fruit and vegetables saved
• A business now focused on international markets

Have you seen changes in attitudes to food waste and respect for the environment?

David Côté : More than at the consumer level, it's within the industry, among food manufacturers and farmers, where the problem lies in terms of food waste. That's why we're trying to be a source of inspiration, because that's what's going to make a real difference when it comes to greenhouse gas emissions and all the targets set to contain global warming.

Can you tell us a little about LOOP Synergies?

David Côté : The idea behind this project is to help other food manufacturers incorporate rejected foods into their products. The problem with rejected fruit and vegetables is that they're not all the same, which makes it difficult to produce them uniformly. With LOOP Synergies, we create fruit purées, stabilized juices and powders that can be used by other players in the food processing industry. Flyer.

What's the LOOP emblematic product to discover first?

David Côté : Morning Glory juice is the juice that put us on the map in Canada. It highlights the clementine, which is the most rejected ingredient in fruit and vegetable warehouses. At the moment, we save the equivalent of 75 truckloads of clementines a year. The Morning Glory recipe also includes orange and strawberry, and it's delicious.

Anything new to announce?

David Côté : Yes, a new product will join the LOOP family in September 2023, another beverage, but I can't reveal anything yet!

One of LOOP's biggest current challenges?

David Côté : I'd say the whole operational aspect... With the construction of our new plant, we went through a transition period lasting several months, where we struggled to keep up with demand. This put us out of our comfort zone, and we had to maintain the confidence of our customers. Fortunately, everything is back to normal now!

How can the Dragons' experience help LOOP Mission's adventure and growth?

David Côté : What's interesting is to have a front-row seat to new innovations and to see what kind of start-ups are emerging. It's also a great way of seeing how far we've come, when Julie and I were in the shoes of these young entrepreneurs just five years ago. It makes it easy to connect with them, and it's an extraordinary feeling.

Many thanks to David Côté for answering our questions!

To find out more about our product range LOOP Mission product line, click here.