Viandex, a renowned food distributor based in Quebec, Canada, has carved a distinct niche in the Canadian food industry since 1992. The company has enhanced its market presence and operational capabilities, transitioning from a local startup to a major player within Premium Brands Holdings Corporation.
Challenges like labor shortages in the culinary sector have significantly impacted most businesses. Viandex demonstrates its market adaptability by focusing on protein products, which make up a considerable portion of its offerings today. It eases kitchen operations for clients, primarily in the food service industry, by providing pre-processed and portion-controlled products. This strategy directly addresses a significant pain point in the hospitality sector—the scarcity of qualified chefs and kitchen staff.
Innovation at Viandex extends beyond product offerings. The company has ventured into non-traditional categories like fruits and vegetables. This diversification demonstrates its responsiveness to market demands and commitment to being a comprehensive supplier for clients.
We specialize in providing niche products to our customers, guaranteeing tailored solutions that meet their needs
“We specialize in providing niche products to our customers, guaranteeing tailored solutions that meet their needs,” says Eric Gingras, general manager at Viandex. He points out a notable shift in the food distribution landscape, with consolidation being the most prominent trend right now. This drives specialized distributors like Viandex to innovate and adapt.
Under the strategic guidance of its current leadership, Viandex has significantly expanded its operational capabilities and redefined its approach to engaging and serving the market. The acquisition by Premium Brand Holdings in 2019 marked a turning point, providing Viandex with the resources to enhance infrastructure, marketing and customer engagement strategies. Today, it has a robust footprint, especially in the eastern region of Quebec, with focused expansions into Montreal.
To support this growth, the company undertook significant infrastructure enhancements last year, expanding its Quebec City main building by 20,000 square feet and adding nine new loading docks to improve logistics efficiency. Its fleet of delivery vehicles was also increased to 28, and the workforce to approximately 215 employees. These developments underscore Viandex’s dedication to strengthening its operational capabilities and market presence in the food distribution industry.
Viandex has strategically expanded its marketing efforts by investing in high-profile television exposure, including the premiere of ‘MasterChef Québec’ and the long-running ’Top Chef,’ which has been airing for nearly 15 years. By aligning with popular culinary shows, Viandex enhances brand recognition among chefs and restaurant owners, reinforcing its presence in the food service industry. These efforts are part of a broader strategy to connect more deeply with its target audience and showcase its commitment to quality and innovation in the culinary field.
The corporate culture at Viandex is deeply rooted in values of diversity, equity and inclusion, aligned with environmental, social and governance (ESG) criteria. This commitment is reflected in its workforce diversity and initiatives aimed at integrating non-French speaking employees. Fostering an inclusive and socially responsible environment, the company builds trust and reliability with its partners and clients.
These values, combined with an innovative approach and robust distribution network, solidify Viandex’s position as a prominent and reliable partner in the food distribution industry, ensuring it continues to meet the evolving needs of the market with excellence and integrity.
