 Qualifirst
started like all small companies, as an Idea.
The Idea
was to have a distribution company import products based strictly
on Quality; fulfilling a customer niche that did not base
purchases strictly on cost. A niche in which customers know
what they want! It is only human to want that quality at the
best price possible, and that was the challenge.
The
Foundation: Far-Met Importers
In 1957,
my parents - Michel and Nicole Farges - started a small fine
food company in a place known strictly for its "steak
and potatoes". As "fine food pioneers" they
imported exotic products for Vancouver and Western Canada.
The first to import the best the World had to offer: Foie
Gras from Rougie, Burgandy Escargots from UGMA, Wine Vinegars
from France, Flageolet from Belgium, Sardines from Portugal,
and superb wines! The list was endless.
A small
business in the truest sense: with clear memories of riding
cases of Portuguese sardines in the basement of my house as
a boy. The beginning of my lifelong training and roots for
the knowledge and experience for Qualifirst!
Far-Met
kept growing and adapting during the decades. Abandoning wine,
changing warehouse facilities several times to accommodate
growth, but the nexus point for the company was the expansion
into fine Cheese. By applying knowledge and the Quality principle,
Cheese is one of those products that customers line up for
blocks! Far-Met became one of the largest distributors of
Cheese in Western Canada, with a reputation for great cheese.
The
Adventure: Qualifirst Ideal
 Venturing
away from Far-Met by working in the States, trading stocks
on the Vancouver Stock Exchange, surveying mineral claims
in the Yukon, only to find myself returning to my family company
in the late 1970's. The work load, the early mornings, the
late nights, the pressure, the lack of coffee breaks, the
swallowing of lunches behind the desk would discourage most:
But I thrived on it! Personal pride to understand the need
to face all responsibilities head-on, make decisions quickly
yet correctly, and gain a zero tolerance for failure! The
challenge and risk of starting my own business began to intrigue
me. Being a voracious reader, pillaging the local library
for all manners of commercial books only fed my fire. 1983
was the year to confront all odds and have a "go at it":
But where to go and what to do?
What to
do is an easy question to answer. Only a fool embarks on a
business venture with zero knowledge of the chosen industry.
It would be distribution and it would be of food products.
Where
to go proved to be challenging. Travelling to major Canadian
cities and the State's financial hub - New York City - the
decision to start in a major metropolitan centre took form.
Business
acquaintances advised that competition would be intense and
success less sure if starting a food distribution business
in a major, metropolitan centre: "They'll eat you alive."
Giving this viewpoint serious thought, only led to the conclusion
that their premise was faulty: In fact, the bigger the city,
the bigger the market, the more competitors there are, the
better off a small company would be.
The
Beginning: Qualifirst Foods
 Where
to go? It was late 1983 and the economy was just starting
up again. The last city on my tour was Toronto. Arriving tired
and jet-lagged after a fortnight of solid travelling, interviewing
chefs, business owners, and store owners in over a dozen cities
with little in the way of sleep, I deposited my luggage and
a ton of "working notes" in a room at Delta Chelsea
Inn, downtown Toronto, and wandered down to the formal dining
room - called "Whittles" - being told about was
a very "serious" chef there. The prospect of a serious
meal with taste as one of the essential elements was most
appealing, especially after consuming cafeteria fare during
the weeks of travel. I requested for a very specific meal
and asked if the chef could make it for me. Surprise! Not
only was time and attention taken to prepare the meal, it
was perfect! I slept like a log, wrote a thank you note to
the chef, and left for Vancouver to go through the notes and
make a decision.
Back in
Vancouver, it did not take long to decide on Toronto as the
home for this new venture. What to call the new company? It
took a long while, but finally, a few months later, after
important details such as product range and pricing were addressed,
I came across the name "QUALIFIRST", which communicates
the idea and the way I want to run the business.
Soon after,
I received a kind letter from the chef at the Delta Chelsea
in Toronto, thanking me for my kind words. It turned out that
Domenic Zofferani was also President of the Escoffier Society,
the Ontario Association of Chefs. We became friends and in
fact, one of the wonders of starting Qualifirst Foods in Toronto
was the privilege of meeting and doing business with the hard-working
chefs that make up Ontario's food service industry.
The
Journey Far and Beyond
Almost
two decades later we have grown to nationally service the
Canadian Marketplace! With pride, we always strive to provide
the best quality product, with the best service.
Mission
Statement:
Since 1957, the Qualifirst Group has dedicated itself to provide
the highest quality food products, for both Foodservice Chefs
and Retail customers across Canada. Representation and growth
of brands characterized by quality, the Qualifirst Group strives
to exceed the expectation of all customers, in both products
and service, to become the trusted one-stop source for all
fine food needs.
Overview:
The Qualifirst Group is a coast to coast organization serving
the three major markets in Canada with quality fine food products
from all over the World. Dedicated warehouses and centralized
office support are located in Toronto, and Vancouver. The
sales force is National.
Senior
Management:
info to follow
© 2004-2006
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