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Marie-Claude Bergevin
Marie-Claude Bergevin, President
Company: La Maison Bergevin Inc., Quebec City, Quebec
Contact Info: 418.624.9797 e-mail: mcbergevin@maisonbergevin.com
Web site: www.maisonbergevin.com
Description: As its Web site says, "La Maison Bergevin has only
one passion: cranberries." This family business processes cranberries every
which way, supplying the food industry, nationally and internationally, with
every kind of cranberry product imaginable: frozen, dried, as jelly, juice,
puree or syrup, canned for garnish or as jam for fillings, coulis or sauce,
mixed with other fine fruit as a spread, even as gourmet vinegar. You name it,
La Maison Bergevin has it, packaged in quantities appropriate for fine food
boutiques or large processing companies and everything in between. La Maison
Bergevin processes more than four million pounds of cranberries per year in
its10,000-sq.-ft. plant, with a target of five million pounds in the near future.
One quarter of the cranberries come from a different branch of the business,
a 50-acre farm run by Marie-Claude's daughter and son-in-law, the rest bought
from other suppliers.
Background: With a degree in landscaping, Marie-Claude became the city
of Sainte-Foy's first woman landscape architect in 1972. Within a year, she
and a fellow graduate had opened the area's first-ever female landscape consulting
firm. In her 10 years there, she also owned a travel agency and a service caring
for indoor greenery, discovering her knack for entrepreneurship. Longing to
broaden her horizons, she approached one of Quebec's largest engineering consulting
firms, Le Groupe Dessau, and became an associate, starting its Environmental
Department. By the time she left 15 years later, she headed a staff of 40 and
looked back on doubling her department's sales figures and the number of her
employees every year.
An incessant worker, Marie-Claude could not sit idle after leaving Dessau.
She encouraged her daughter, a nutrition graduate, and son-in-law, with an agricultural
background, to start a cranberry farm since the land they owned was fertile
with wild cranberries. Marie-Claude was right there helping them launch their
business. Her corporate years had honed her marketing skills, and two years
into cranberry farming she drew on these skills, added the processing component
and thus started La Maison Bergevin in 1999. "I wanted to leave something
to other generations, to my grandchildren. Although it takes three years for
the first crop of cranberries to grow, they then continue to grow for hundreds
of years. Cranberries are a long-term business."
Unique Feature: Marie-Claude supplies more than product to her clients.
In her consultative way, she not only listens to clients needs, producing accordingly,
but also suggests new ways for them to use her existing products. Always striving
for the little extra that will give her wares the edge over her competitors',
she found, for example, a way to dry cranberries whole, uncut, tenderizing the
skin.
Path to Growth: Initially working with a staff of three, Marie-Claude
now employs 12 people year-round, twice that number during high season, from
Thanksgiving to Christmas. At first, the fledgling company targeted mainly fine
food boutiques, establishing a name and reputation for quality. First-year sales
of $136,000 have doubled in each subsequent year to reach $ 1.5 million in 2003
with an annual return of 10%. Marie-Claude expects the pattern to continue and
projects profits of over $1 million by 2006. She already exports 65% of her
production to markets in Europe, Japan and the U.S. Given the therapeutic merits
of cranberries, which she promotes, and the market's growing awareness of nature's
remedies, she is more than likely to reach her targets.
Financing: Over the years, Marie-Claude has invested more than $400,000
of personal money in her business. Every year at harvest time though, RBC Royal
Bank finances one-third of the cost of buying the cranberries and other produce
needed to make La Maison Bergevin's trademark products.
Key Success Factors: By understanding the uniqueness of this niche product,
Marie-Claude was able to spearhead its commercialization. Dedicated to her business,
she does not shy away from long hours. She sets targets and knows where to get
expert advice. "My business doesn't support employing all kinds of specialists.
That's why I have many mentors and hire expert consultants, such as engineers,
when I need them." The secret to her success? "I try to avoid making
too many mistakes." Creative, action-oriented and motivating, she surrounds
herself with other achievers who are equally committed.
Biggest Challenge: "To find my replacement! I made the mistake
of starting this business alone, and none of my three children want to take
it over." Marie-Claude's succession plan includes finding a younger partner
to join her and eventually take over the business. She is also seeking out other
cranberry growers with whom to develop partnerships.
Growth Tips:
- "Building and growing a successful business requires self-confidence
in whatever you attempt. Focus ahead on the goals and be totally dedicated.
Be creative and find innovative ways to differentiate yourself from the competition."
- "Don't be afraid to surround yourself with people more competent than
you. Create a team spirit and encourage them to excel."
Personal Interests: Although she lives and breathes her work ("I'm
100% involved in the business."), Marie-Claude makes time for sports every
weekend - whether that is skiing, golfing, camping, swimming or fishing with
her husband. "I often take care of my grandchildren too and enjoy taking
them skiing."
How RBC Royal Bank Helps: Marie-Claude stays in close touch with the
bank - with the account manager, the director and the vice president. Since
she prefers personal contact with her financial advisers, she continues to see
them at the bank, even though this means a half-hour drive, not a quick visit
around the corner. "I appreciate them very much and would never consider
changing banks. For the past eight years, RBC has been an indispensable financial
partner, providing us with a line of credit and long-term loans so we could
see our projects come to life. Over time, we have developed an atmosphere of
mutual trust and cooperation. Each time we've wanted to expand, the bank has
been there, responding to our needs. Since they've been with us from the beginning,
they know our situation and the scope of our projects."
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