Allstream Morning Trends

A revolution, one cup at a time

GMCR, the company that’s changing coffee drinking habits in Canada

Thursday, September 26, 2013 from 7:30 A.M. to 9 A.M.


Sylvain Toutant

GMCR Canada
Holding Inc.

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Sylvain Toutant became President of GMCR Canada Holding Inc. in 2012, after holding the position of Chief Operating Officer for a year. He joined the company in July 2008 as President, Retail, for Van Houtte, having developed an impressive track record in retailing and marketing.

A business graduate of Université du Québec à Trois-Rivières, Mr. Toutant started his career in 1985 at General Motors of Canada, followed by a job on the agency side with Publicité Martin.

In 1987, he joined Groupe Val Royal, the renovation product retailer behind Réno-Dépôt. From Brico Centre division Marketing Coordinator to Branch Manager, to Director of Advertising and then Director of Marketing of Groupe Val Royal, Mr. Toutant was well prepared to get involved in the conception and launch of Réno-Dépôt in 1992 and 1993. In 1994, he became Vice-President, Marketing and a key architect in the company’s development, helping it to become one of Quebec’s most admired enterprises.

With French company Castorama having taken ownership of Réno-Dépôt, Mr. Toutant was assigned to overhaul Castorama’s positioning in Brazil, while continuing his duties in Quebec. He was later involved in Réno-Dépôt’s move into the Ontario market under the banner The Building Box.

Mr. Toutant was named President and CEO of Réno-Dépôt in 2001. Following the company’s takeover by RONA Group at the end of 2003, he acted as President and CEO of San Francisco Boutiques, helping to develop the company’s turnaround plan.

From 2004 to 2007, Mr. Toutant was President and CEO of Société des alcools du Québec. Under his guidance, the state-owned retailer has seen major improvements in customer satisfaction, along with significant gains on the financial performance front.

Mr. Toutant was chosen as one of the 2001 winners in the annual Top 40 Under 40 competition of Canadian achievers. In 2003, he was awarded the title of New Performer, Executive category, by the firm Perform, which honors business leaders who have made outstanding contributions to Quebec’s economic development. That same year, he received an Award of Distinction from Concordia University’s John Molson School of Business.

Mr. Toutant serves on the boards of the Fondation P.H. Desrosiers, as well as Groupe Harnois and Vini-Quatro.

The activity will be held in French.


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Ticket(s) $55* $80*
Table(s) of 10 $550* $800*
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By phone
514 871-4001

Cancellation policyNo reservations, cancellations or refunds as of 2 days before the event. Participant substitutions are accepted at no extra charge until the event is held. Please note that only written cancellation notices sent by fax at 514 871-5971 or by email at will be accepted.


Hyatt Regency Montreal
1255 Jeanne-Mance Street

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A unique opportunity to… 

  • Hear the president of GMCR Canada speak about the changes currently taking place in the coffee market
  • Learn all about the company behind Keurig brewing systems and Canadians’ favourite major coffee brands: Van Houtte, Timothy's World Coffee, and many others
  • Find out more about GMCR’s mission to offer everyone the ultimate beverage experience, from source to cup

And to hear about… 

  • The innovative brewing technology developed by GMCR Canada to conquer the canadian market
  • The environmentally friendly and socially responsible practices the company has implemented
  • GMCR’s recent investments, which have allowed for the creation of a true “Quartier du café” in Montréal
  • The guidelines the company is following in order to continue to assert its leadership in the speciality coffee and brewing systems fields, from coast to coast
Find out how GMCR intends to change the way Canadians drink coffee!

In collaboration with:

  • Hydro Québec
  • Robic