As Vallée approaches its 70th year in operation, the Québec-based manufacturer of heavy-duty material handling equipment is entering a new phase of focused growth. Known for its robust, customized forklifts and deep roots in the Canadian industrial landscape, Vallée is leveraging its legacy while adapting to modern demands across sectors like forestry, mining, and port operations. Under the leadership of co-owners Jean-Daniel Genest (CEO), Benoit Vohl-Darveau (VP, Business Development), Nicola Guy-Laberge (VP, Operations), and Cédrick Fréchette (Director of Engineering), the company is renewing its commitment to quality, innovation, and customer-driven engineering, while continuing to expand its reach across North America. 2
A PROUD HISTORY AND BOLD FUTURE “Founded in 1956 by Mr. Oscar Vallée, the company has established deep roots in Québec’s industrial landscape,” says Genest. “For nearly 70 years, Vallée has been designing, manufacturing, and distributing specialized material handling equipment known for its strength and reliability.” The company has long been a pioneer in the niche of articulated four-wheel-drive forklifts. Since a change in ownership in 2021, Vallée has been revitalizing its brand and business with a clear purpose: “to bring Vallée back where it deserves 3
to be with its full potential: a renowned Canadian OEM that plays a bigger role in Canadian economy as well as giving back to the wider community in various ways.” With around 50 employees, Vallée’s footprint may appear modest, but its ambition is anything but. “Its mission has remained constant since day one: to be the benchmark in durable and customized material handling equipment by combining local expertise, innovation, and an unwavering commitment to quality,” says Genest. A MISSION FORGED IN DURABILITY AND DESIGN “Driven by passion and a strong belief in its products’ ability to transform the way people work, Vallée has always aimed to make a meaningful impact in the industry,” Genest explains. That impact has been felt across industries like forestry, mining, and port operations, where harsh conditions and high performance standards demand equipment that can stand the test of time. 4
“Thanks to smart design and proven durability, Vallée’s equipment has naturally earned its place as a market reference,” he says. “The mission remains clear and authentic: to make our customers’ life better by turning their most difficult material handling challenges into something they can forget about.” Rather than forcing customers to adapt to standardized products, Vallée does the reverse: “We strongly believe that providing robust, durable and adapted material handling solutions puts more money back into our customers’ pockets over the long run than all the one size fits all identical products that are pushed to them in astronomically high volumes. Instead of pushing the customer to adapt to our products, we adapt and want to find the best solution for what the customer needs.” VALUES THAT POWER PERFORMANCE At the core of Vallée’s operations are three deceptively simple values: happiness, pride, and (Left to Right) Nicola Guy-Laberge (VP, Operations), Benoit Vohl-Darveau (VP, Business Development) & Jean-Daniel Genest (CEO) 5
6
efficiency. According to Genest, “Three simple values guide all decisions and actions across the organization, from leadership to the shop floor. Our employees are the most authentic ambassadors of the company, and that’s the energy we aim to share with every client.” That internal unity translates into a personalized, collaborative customer experience. “At Vallée, the engineering team is involved at every step from assessing client needs to quality control,” Genest says. “Having all departments on the same site enables seamless collaboration, which is deeply embedded in Vallée’s workplace culture.” BUILT IN CANADA FOR THE WORLD With customers across Canada, the U.S., and South America, Vallée’s commitment to quality and consistency is evident in its vertically integrated processes. “Because each product is fully designed and manufactured at Vallée’s Saint-Alban facility under rigorous processes, customers benefit from consistent quality regardless of delivery destination.” Genest outlines a synchronized approach: “The sales team precisely identifies customer needs 7
8
and recommends tailored solutions. Engineering designs or adapts the equipment and is present throughout production. Production is carefully planned with integrated quality controls at every stage. The after-sales team ensures customer satisfaction through ongoing support and adaptation to evolving needs in addition to feeding back any lessons learnt to the rest of the organisation to ensure continuous improvement is sound and founded in customer reality.” FORM AND FUNCTION The company’s growth strategy is centered around flexibility. “Vallée’s strategy is rooted in flexibility— offering some standards but also modular, customizable products that align with the diverse needs of industries served,” says Genest. Being present at key trade shows and industry events has helped Vallée keep its finger on the pulse of market needs. “This involvement not only keeps it in tune with trends and innovations but also reinforces its reputation and leadership,” Genest notes. True to its Canadian roots, Vallée integrates sustainability through local sourcing and responsible partnerships. “Proudly Canadian, Vallée prioritizes sourcing from local suppliers and builds strong relationships across its supply chain,” Genest 9
10
says. This not only supports the regional economy but also enables greater responsiveness and accountability. The company also aligns itself with strategic partners and industry associations to stay at the forefront of emerging practices and technology. WORKFORCE OF THE WORLD, CULTURE OF INCLUSION In the past three years, Vallée has welcomed over a dozen foreign workers, primarily from Latin America and Africa, many of whom occupy strategic production roles. But the company goes far beyond recruitment in its commitment to inclusion. “Recognizing the importance of successful integration, Vallée created the Ambassadeur Vallée role. This position ensures structured and welcoming onboarding while complying with all legal and human resource standards,” Genest explains. That support is comprehensive: “Welcoming a foreign worker and their family goes far beyond filling a role. It’s about creating a space where they can thrive both personally and professionally, and 11
12
become active, engaged members of the local community.” INNOVATION ON THE HORIZON Looking to the future, Vallée is actively investing in electrification and automation. “To meet evolving client needs, Vallée is adding products to its manufacturing line-up and embracing key industry shifts—particularly around electrification and automation,” says Genest. A standout initiative currently underway is “a 100 per cent electric high-capacity articulated roughterrain lift truck—a first of its kind in Canada.” Additionally, the company is “exploring vehicle automation through a pilot project,” further pushing the envelope on innovation. A CONFIDENT PATH FORWARD “As Vallée approaches its 70th anniversary, the company enters a new decade focused on sustainable growth and bold ambition,” Genest says. “With an experienced team and visionary leadership, the company is well-positioned to continue expanding—whether by entering new markets, exploring new sectors, or deepening its local community impact.” www.vallee.ca/en/ 13
As seen in BusinessEliteCanada.com www.vallee.ca/en/
RkJQdWJsaXNoZXIy MTE4MTQ=