Quebec Consumers Drive surge in ”Short Circuit” Food systems, Challenging Traditional Grocery Models
Montreal, QC – A growing consumer demand for openness and direct connections to food sources is fueling a significant shift in Quebec’s grocery landscape, bypassing traditional supply chains and bolstering regional producers. This “short circuit” movement - characterized by reduced intermediaries between farm and table – is demonstrating surprising resilience even amidst a broader economic slowdown, according to recent observations.
While national inflation metrics don’t fully capture this trend, the rise of platforms connecting consumers directly with producers is limiting the cumulative impact of price increases and responding to a desire for greater food traceability. Consumers increasingly want to know who grows their food, how it’s grown, and under what conditions.
quebec-based company maturin exemplifies this conversion.Celebrating its sixth anniversary, Maturin currently unites approximately 450 agricultural producers – primarily family farms and artisanal processors – offering close to 2,500 products. The company reported a robust 25% growth in 2024, followed by a further 15% increase this year, signaling sustained consumer appetite for regional goods.
The shift is partially driven by producers seeking alternative outlets following declines in attendance at traditional public markets as the pandemic. Maturin functions as a digital bridge, carefully balancing its offerings to prevent competition between its producers and ensuring the economic viability and diversity of participating farms – many of which also hold Aliments du Québec certification.
Trends indicate heightened interest in free-range meats, organic products, and locally processed foods, with traceability emerging as a key purchasing factor. The ability to select a specific farm and understand its practices – breeding methods, ingredient origins – is becoming crucial for building consumer trust. This represents a fundamental change in the relationship with food, where origin and values are now as vital as price.
Though, experts caution that short circuits aren’t a complete solution. While promoting transparency and resilience,they cannot fully replace the existing agri-food system. Economic realities preclude complete local self-sufficiency for all products, and maintaining openness to broader exchanges remains vital for competitiveness and food diversity.
Ultimately, the growing preference for local purchasing reflects a broader consumer quest for meaning, confidence, and economic support for regional economies. Initiatives like Aliments du Québec and Maturin are indicative of a food system evolving to be closer to citizens, more obvious, and better equipped to navigate current global uncertainties. As the holiday season approaches, choosing local options is increasingly seen as a sensible economic and cultural choice.
