Video available in French only
Did you know the only almond paste producer in Canada is located right here in Gatineau? Indeed, Edde Almond Paste has been operating in Gatineau’s industrial park for more than 20 years. To this day, no other Canadian business has looked into manufacturing this product, which is merely a blend of almonds and sugar.
Over time, the business expanded its products. It now manufactures cake, muffin and doughnut mixes, as well as a great variety of ingredients that are included in pastry, bakery and chocolate goods. Edde Almond Paste offers more than 200 commodities, thus providing its clients from all over the world with complete lines of products.
Jean Edde comes from an entrepreneurial family. This Lebanese immigrant came to Canada in 1978, from his war-torn country. He immediately opened a bakery in Ottawa, Edde's Bakery and Pastry, which he operated for ten years.
“In 1987, the price of almond paste, a product that I regularly ordered, went from $7.50 to $12.50 per kilo”, explains Mr. Edde. “The product was imported from England and there was no way to buy it in Canada. That’s precisely when I decided to manufacture it myself.”
Through his research, Jean Edde found out that Canada imported more than 300,000 kilos of almond paste from Europe and the United States a year. He promptly seized the opportunity to grab his share of the market.
He travelled to Europe and toured a number of almond paste equipment plants, before selecting a system designed in Germany.
Back in Canada, Mr. Eddesold his bakery and purchased land in Gatineau, where he built his factory. He started his business in 1989, with his spouse as partner. He hired four employees assigned to production. The total investment for his business start-up amounted to more than one million dollars.
In 1996, a second factory was established to manufacture burnt almond, an ingredient used in preparing candy, cakes and chocolate spread “gianduja style”.
Four years later, in 2000, pie filling was added to the line of products. In 2004, a 9,000 square feet addition allowed for the introduction of doughnut mix. Another 9,000 square feet expansion was completed in 2010, for the production of cake and muffin mixes, as well as chocolates.
The fully-automated factory is also equipped with state-of-the-art technology. The business located on boulevard de l’Aéroport in Gatineau now employs a team of 15 workers.
Exportation
As well as Canada and the United States, products manufactured by Edde Almond Paste are exported to bakeshops and bakeries in Mexico, Cuba, Malaysia, Saudi Arabia, Lebanon, Kuwait, Jordan and the United Arab Emirates.
“Ever since 1996, we have been travelling to numerous fairs, particularly the Gulf Food Show in Dubai. In this way, we have successfully expanded our market on the international stage”, says Mr. Edde. “We also participated in a few commercial fairs organized by Agriculture Canada.”
After more than two decades, Jean Edde’s objective is to maintain the high quality of his products, while providing his Canadian and worldwide clients with exceptional services.
Pratical information
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What made you decide to start up a business?
I come from a family of entrepreneurs. Therefore, when I came to Canada in 1978, it was natural for me to open a new business. Edde Almond Paste is my second venture. I started it because no one manufactured almond paste in Canada. It was a great opportunity.
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Why Gatineau?
When I was looking to build my production plant, my research led me to Gatineau’s industrial park. I found this location had many benefits. So, not only did I build my business in this region, but I also left Ottawa to settle here with my family.
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In your opinion, what advantages does Gatineau have over Ottawa?
Personally, I see no differences in my line of business.
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What are the advantages of being self-employed?
There is no limit to one’s ambitions. An entrepreneur sets his own goals; then, he draws on his creativity to achieve them.
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What surprised you the most about the business world?
I am surprised by the extent to which markets neglect the quality of products in order to reduce costs. I for one constantly seek a high level of quality, while maintaining costs as competitive as possible.
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To what do you attribute your business success?
In terms of exports, the fact that I speak Arabic is very helpful. It allowed me to develop the Middle-Eastern market. We provide a broad variety of products which allows distributors to buy supplies from a single location. I even developed new products following purchasers’ requests.
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What were your toughest challenges, and how did you overcome them?
At this point, we are working to introduce new products on the Canadian market, which is not an easy task. Pistachio and coconut spreads that are common in Europe, are quite difficult to market here. We are faced with the same issue with the retail sale of almond paste.
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What does it take to succeed in business today?
High quality products, affordable prices and impeccable service.
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What advice would you give someone who is thinking of starting up a business?
First and foremost, you must rely on a sound financial situation. You also have to acquire raw material of premium quality. Finally, you must always strive for excellence.
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How did Développement économique – CLD Gatineau contribute?
In the past, DE-CLDG granted me a prime-rate loan of $ 50,000 so I could carry out an expansion project.
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