There was a piano in the center of the home where I grew up. The funny thing is that my mom and dad didn’t play. As an only child, I found ways to occupy myself. The piano was just there waiting to be played with. I would start playing random keys, finding sequences I liked. […]
Quebec stands out for a unique and deeply human choice: it leads the world [1] in medical assistance in dying (MAID). Since adopting the End‑of‑Life Care Act [2] in 2015, the province has become a global reference point, with 7.3% of all deaths between April 2023 and March 2024 occurring through MAID—a proportion unmatched anywhere
Marketers seek to understand their target audience to better cater to their needs. How can a brand relate to Quebec’s unique mindset? This is a question that has challenged marketers for over 50 years. In 1978, a pioneer of marketing in Quebec by the name of Jacques Bouchard wrote a book entitled 36 cordes sensibles
Marketing research Read More »
In Québec, dessert isn’t just a course—it’s a cultural ritual. And no one embodies this joyful indulgence more than Martin Picard, the wild genius behind Au Pied de Cochon and its legendary Cabane à Sucre. For Picard, maple syrup isn’t merely a topping—it’s a foundation, a philosophy, a sweet rebellion that seeps into every crevice
Tradition – Maple syrup pie Read More »
Everytime I would see my grandmother, she would have a sweet snack for me at the moment we said hello. Even as I got older, she would ask me: “So what’s your favorite chocolate bar or candy these days.” When I would want something different, she would diligently write the name down. I knew what
As a gift – Sugar Fudge Read More »
The Vachon bakery, founded in 1923 in Sainte-Marie-de-Beauce, Québec, bakes treats that have earned a permanent spot in the province’s collective memory. For many Québécois, unwrapping a Jos Louis or May West brings back vivid memories of school lunches, dépanneur runs, and family road trips. These cakes became rituals of recess, often traded, hoarded, or
Lunchbox – Gateaux Vachon Read More »
When I was bikecamping down the coast of Vietnam from Hanoi to Ho Chi Min in 2007, I loved to spend long lunches out of the sun in restaurants. I enjoyed a meal and then wrote my adventures in my journal. One day, there was a tv in the restaurant playing a familiar TV show.
In the 1960s, Quebec cracked open. The Révolution tranquille wasn’t loud, but it was deep. It was also swift, stubborn, and total. It wasn’t a revolt in the streets; it was a reshuffling of everything under the surface: who held the power, who had the voice, and what kind of future could be imagined. A
Tranquil revolution Read More »
In the early 1900s, Quebec’s economy was still largely resource-based, and timber was one of its most valuable exports, especially softwood (pine, spruce) for the U.S. and Britain. Logging provided seasonal work for thousands of men—farmers in winter, unemployed laborers, and immigrants alike. It was often the only cash income for rural families. Beyond raw
The fight for equality of rights for both sexes is well established. Historians have described Quebec as a matriarchal society. Mothers taking care of their dozens of children demonstrated their management capabilities and expected their say in family decisions. The right to vote was established in 1940 in Quebec by the pressure groups led by
