BMR Group is emphasizing its history as a business founded and controlled by Quebecers, as the public mood sours on buying American goods. “You can’t get more Quebecois than BMR,” CEO Alexandre Lefebvre (pictured) told La Presse. “It’s not the flavour of the month. It’s an enterprise that will never be sold [because] it’s a co-op.”
A new marketing campaign features a mineral wool background with a message reminding that the company has been “pure laine” Quebecois since 1967. (The expression, which literally translates to “pure wool,” refers to old-stock Quebecers).
