Elfi Morin brings nearly two decades of experience in marketing and retail to her role. She started her career at Loblaws before transitioning to a marketing agency. There, she spent a decade managing and developing accounts for key players in the Quebec retail sector. She then dedicated nearly seven years to Sobeys, handling marketing and retail operations. During her tenure, she reorganized and led the local marketing team for 400 stores and executed brand strategies for local banners. A strategic and unifying leader, Elfi has served as the General Manager of the nonprofit Les Produits du Québec since its inception in April 2022.