Pork Served Three Ways

Established in 1961 and based in Ange-Gardien, Canada, F. Menard (in summary) produces pork and poultry products. (In length) it has three distinct operations within the industry: (1) F. Ménard proper, dedicated to the breeding of hogs; (2) Agromex, the “processing” unit (i.e., slaughtering, to the tune of 21,500 pigs per week); and (3) Boucherie 235, a retail butcher shop for consumers in Ange-Gardien. Tying all three operations together, F. Ménard recently introduced a new identity designed by Montréal-based lg2.The mandate given the agency was, first and foremost, to clarify the company brand which until then had had a distinct name for each of the organization’s three specialties: [see intro above]. A Brand Positioning exercise was carried out to