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Role: Committee Members – #Ask a Professional
Role: Editor in Chief – Blog
Interview with Esthel Racine, by Lamia Boucheneb.
1. What’s the concept behind Aliments Racine?
Aliments Racine was created with the conviction that it is important to diversify our sources of proteins. Therefore, we offer a wide range of ready to cook vegan protein option wich are made from pulses and legumes. We do not use soya or gluten because these sources of proteins are already very present on the market, we wish to offer something else to allow people to eat diversified nutrients in a simple and healthy way.
2. What motivated you to build the brand?
Looking to replace meat, I noticed the lack of options in ready to cook vegan food. Most products were made with soya or gluten, two ingredients that were hard for me to digest. I did not find other ready to cook options, so I created my own!
3. Can you tell us a little bit more about you, the founder?
My interest in the positive impact of healthy eating came during my professional training in classical ballet, with time my interest for nutrition became a passion wich gave me the drive to start this business.
4. What types of products and/or services are offered?
A wide range of vegan ready to cook proteins. We have veggie burgers in two flavors:
1: Smoked paprika with maple caramelized pecans
2: Sweet potatoes and Moroccan spices with chickpeas.
We are working on new products such as small bites and nuggets in different flavors!
5. What are the benefits of consuming Aliments Racine products? (culinary and non culinary)
Not only our products are easy to prepare, but they are also versatile. We offer different recipes for inspiration. The possibilities are endless. Our products are also healthy. They are high in protein, a good source of iron, fibre and many other essential nutrients. Each product is made from different pulses and grains to ensure a diversity.
6. Who are you targeting as customers? (age, vegetarians, vegans, lifestyle, etc.)
We target the active individuals who are looking for healthy and simple options to reduce or eliminate their meat consumption without having to eat soya or gluten too often.
7. What’s your best nutrition advice for the busy young business community in Montreal?
Try to diversify as much as possible what you eat. We believe it is the key to a healthy balanced diet.
8. Congratulations on your recent successful Ulule campaign. What do you think made it successful?
I think the success of the campaign is strongly due to our communication plan. Months ahead, we planned the media content and created a community around the product. We also reached out to influencers to taste, most of them showed interest and published positive feedback pointing to our campaign. It is also due to the support of friends and family; the first contributors are rarely outside of that circle.
9. What’s coming for Aliments Racine? What would you like to accomplish?
We are working hard to put things in place to ensure our production to flow this fall when we will start distributing in groceries. Our products are currently available in LOCO (422 Jarry East). A zero waste grocery, but there will be many more sale points in the next months.
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