With over 20 years of experience in marketing and retail, Elfi Morin has held strategic leadership roles, overseeing teams and large-scale initiatives.

As Executive Director of the non-profit organization Les Produits du Québec since its creation in 2022, she leads the organization with a vision focused on consumer trust and the development of strong, structuring partnerships across Quebec.

Deeply rooted in the realities of SMEs, she and her team support entrepreneurs in transforming their know-how into a true driver of growth.