{"id":16880,"date":"2023-07-25T15:37:48","date_gmt":"2023-07-25T19:37:48","guid":{"rendered":"https:\/\/www.evol.ca\/?p=16880"},"modified":"2023-10-17T14:08:14","modified_gmt":"2023-10-17T18:08:14","slug":"were-crackers-about-malterre","status":"publish","type":"post","link":"https:\/\/www.evol.ca\/en\/blog\/were-crackers-about-malterre\/","title":{"rendered":"We\u2019re crackers about malterre"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">It\u2019s the height of the pandemic: March 2021. Annick Bachand and her two daughters, Marie-Chantale and \u00c9lo\u00efse Viens, sell their first 150 bags of crackers in under 24 hours.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, their Rivi\u00e8re-du-Loup-based business malterre produces close to 300 bags daily.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it is even more of a success because their crackers have something special about them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They are made from draff, waste generated by brewing beer.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Crackers to combat food waste<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Once brewers have crushed the cereal grains, they are mixed with warm water and the sugars drawn out.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What remains is draff. \u201cDraff contains a lot of protein and fibre,\u201d Annick explains. \u201cIt tastes like plain oats, but not as sweet.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the regions, draff is generally given to local farmers to feed their livestock. But in the city, reusing draff is more difficult.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The majority of the draff produced by large Quebec brewers is sold to American farmers. That means many round trips in tractor trailers and the resulting pollution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPeople would be surprised to see the amount of draff brewing creates,\u201d Marie-Chantale says. \u201cThere is so much, it doesn\u2019t all get used!\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And Marie-Chantale, \u00c9lo\u00efse, and Annick were able to see that with their own eyes.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-8-1024x683.jpg\" alt=\"\" class=\"wp-image-14160\" srcset=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-8-1024x683.jpg 1024w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-8-300x200.jpg 300w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-8-768x512.jpg 768w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-8-600x400.jpg 600w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-8.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-7-1024x683.jpg\" alt=\"\" class=\"wp-image-14162\" srcset=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-7-1024x683.jpg 1024w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-7-300x200.jpg 300w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-7-768x512.jpg 768w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-7-600x400.jpg 600w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre-Web-7.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:7px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Because the draff they use to make their crackers comes from the microbrewery Aux Fous Brassant, which is owned by \u00c9ric, Annick\u2019s spouse and the two women\u2019s father. He is also affectionately called \u201cvolunteer of the year.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When she realized the amount of draff produced, Annick had the urge to make it a value-added product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After testing dog biscuits, Annick discovered draff-based crackers during a trip to Europe with her spouse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When she returned, she asked her daughters to embark on an entrepreneurial adventure with her.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Having a big impact is no small beer<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">When we asked Annick what impact entrepreneurship means to her, she smiled a little and answered: \u201cIt\u2019s funny, because I only recently discovered that we were engaging in impact entrepreneurship. I wasn\u2019t aware of the term.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yet malterre is indeed having an impact. Annick, Marie-Chantale, and \u00c9lo\u00efse haven\u2019t settled for simply \u201crecycling\u201d draff. They \u201cupcycle\u201d it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhen you recycle, you use the product to make one that is of lesser quality,\u201d Annick explains. \u201cWhile upcycling provides added value to the base product.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Making crackers with upcycled waste \u2013 draff \u2013 nevertheless presents its share of challenges. Unlike traditional crackers, malterre has a lot of education to do with some clienteles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to selling their products, the three entrepreneurs have to deconstruct myths about draff.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe keep having to explain to people what draff is,\u201d Marie-Chantale says. \u201cThat it doesn\u2019t taste like beer. That it is good for your health. That, yes, it\u2019s the waste of brewing. But no, we don\u2019t get it from the garbage.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marie-Chantale admits that this education can be exhausting, but she also takes pride in getting people to change their views.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because that is having an impact too: getting people to adopt new consumption habits, which are healthier, more local, and more environmentally responsible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Annick confirms in all modesty that \u201ccrackers are not enough to solve the problem of draff,\u201d but malterre is doing its part and wants to inspire others.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEvery little step makes a difference,\u201d \u00c9lo\u00efse says. \u201cImpact is often calculated in the long term, so it is important to persevere. If the mission and values are representative of entrepreneurs, the result is worth the effort.\u201d<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"684\" src=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-9-1024x684.jpg\" alt=\"\" class=\"wp-image-14164\" srcset=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-9-1024x684.jpg 1024w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-9-300x200.jpg 300w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-9-768x513.jpg 768w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-9-600x401.jpg 600w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-9.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"684\" src=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-4-1024x684.jpg\" alt=\"\" class=\"wp-image-14166\" srcset=\"https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-4-1024x684.jpg 1024w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-4-300x200.jpg 300w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-4-768x513.jpg 768w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-4-600x401.jpg 600w, https:\/\/www.evol.ca\/wp-content\/uploads\/2022\/12\/Malterre_Web-4.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Growth, yes, but not at any cost<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">malterre, is first and foremost a family business. \u201cIf my daughters weren\u2019t involved, the business wouldn\u2019t be where it is today.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But to double their production, Annick, Marie-Chantale, and \u00c9lo\u00efse need reinforcements. They intend to recruit employees and automate some aspects of production.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a context of growth, how can a business like malterre maintain its social impact and local flavour?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s a question I ask myself every day. (\u2026) But one thing is certain: we won\u2019t turn our back on our values to grow more,\u201d Marie-Chantale says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">malterre chose to use natural, local ingredients, such as maple syrup rather than sugar. But this means higher costs, and it is a price that Annick, Marie-Chantale, and \u00c9lo\u00efse are willing to pay to have a quality product and to embody their values.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But creating a business with strong values does not necessarily mean generating fewer profits. It can also be a differentiator in today\u2019s market. The malterre clientele doesn\u2019t just buy crackers. It buys the philosophy that comes with them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many businesses, such as Loop, The Pretty Ugly Company, and Ellipse Conservation, have also understood how doing things differently could position them in the competitive agri-food market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe business world is changing,\u201d Annick says. \u201cWe see it in how we are received compared with other businesses. People want to come visit us, to meet us.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">malterre currently offers three types of crackers, in addition to their special edition gingerbread cookies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Try them. You\u2019ll see that, no, they don\u2019t taste like beer.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And you too will go crackers for malterre.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">To learn more about malterre:<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/malterre.ca\/\" target=\"_blank\" rel=\"noreferrer noopener\">malterre.ca<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Source : <a href=\"https:\/\/ici.radio-canada.ca\/nouvelle\/1888919\/agriculture-exportation-dreche-molson-labatt-biere\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/ici.radio-canada.ca\/nouvelle\/1888919\/agriculture-exportation-dreche-molson-labatt-biere<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s the height of the pandemic: March 2021. Annick Bachand and her two daughters, Marie-Chantale and \u00c9lo\u00efse Viens, sell their first 150 bags of crackers in under 24 hours. Today, their Rivi\u00e8re-du-Loup-based business malterre produces close to 300 bags daily. And it is even more of a success because their crackers have something special about &hellip; <a href=\"https:\/\/www.evol.ca\/en\/blog\/were-crackers-about-malterre\/\">Continued<\/a><\/p>\n","protected":false},"author":3,"featured_media":14145,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[2],"tags":[936,780],"point-of-interest-category":[],"class_list":["post-16880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-bas-saint-laurent-en","tag-sustainable-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>We\u2019re crackers about malterre - evol<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.evol.ca\/en\/blog\/were-crackers-about-malterre\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We\u2019re crackers about malterre\" \/>\n<meta property=\"og:description\" content=\"It\u2019s the height of the pandemic: March 2021. Annick Bachand and her two daughters, Marie-Chantale and \u00c9lo\u00efse Viens, sell their first 150 bags of crackers in under 24 hours. Today, their Rivi\u00e8re-du-Loup-based business malterre produces close to 300 bags daily. 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