LOOP Mission: The Montreal Brand Turning Rejected Produce Into Cold-Pressed Juice

One pile of rejected produce, three co-founders, and a supply chain that stopped throwing food away

The origin story LOOP Mission tells on its own about page is unusually specific for a beverage brand. Courchesne Larose, Canada's largest fruit and vegetable distributor, was "throwing away 16 to 20 tons" of perfectly fresh produce "every single day" because the fruit was the wrong size, the wrong colour, or slightly bruised. Frédéric Monette, whose family runs Courchesne Larose, was tired of the waste. Around the same time, Julie Poitras-Saulnier and David Côté — the latter a co-founder of Montreal juice brand Crudessence and Rise Kombucha — were looking for a way to turn reject produce into cold-pressed juice at scale.

The three joined forces in 2016 and launched LOOP Mission in Montreal, with a supply arrangement that most upcycled brands can only aspire to: the head of Canada's largest produce distributor was in the room as a co-founder rather than a supplier. That structural link is why LOOP can quote per-day and per-bottle rescue figures instead of general sustainability language. LOOP's own homepage states that the arrangement now saves "18 tons of fruits and vegetables from landfill every single day."

The rescue figure has compounded over the last decade. On its LinkedIn company page (2026), LOOP states it has rescued more than 47 million pounds of fruits and vegetables from landfill since 2016.

What is in a LOOP Mission bottle?

LOOP's current cold-pressed lineup at loopmission.com (verified 2026-07-08) is built around eight core juices sold in 355 mL bottles at CAD 4.65 and 1 L bottles at CAD 9.99:

• Beach Bum — ginger, turmeric
• Better Together — grapefruit, ginger
• Clementines — single-origin clementine juice
• Cranberries — rescued Canadian cranberry
• Deep Green — celery, cucumber
• High Achiever — beet, carrot
• King of the Hill — turmeric, carrot
• Morning Glory — strawberry, orange, clementine
• Orange Juice — rescued oranges
• Undercover — pro+prebiotic functional juice

Around the cold-pressed range sit five other categories, each built from the same rescued-produce pipeline: wellness shots (Booster, Brain Fuel, Recover at CAD 2.99), pro+prebiotic sodas around CAD 3.49, sparkling iced teas at CAD 3.45, protein smoothies developed with Vega, and small-batch beers and gins made from soda and juice byproducts.

What "upcycled" means on this label

Upcycled food is a category with a real definition. The Upcycled Food Association defines it as food made from ingredients that otherwise would not have gone to human consumption, procured and produced using verifiable supply chains, and having a positive impact on the environment. LOOP's operational fit is closer to that definition than most brands that borrow the language.

The rescued fruits and vegetables come from Courchesne Larose's daily reject pile — produce that failed a size, shape, colour, or minor-defect test at the distribution centre and would have been sent to landfill or animal feed. LOOP's homepage claim of "up to 3 pounds of rescued fruits and veggies per bottle" is a per-SKU tonnage statement, not a per-cent environmental claim, and can be checked against the ingredient list.

LOOP has also built partnerships downstream of its own production. Solids from the cold-pressed juice press are sent to Wilder Harrier, a Montreal sustainable pet-food brand, for use in dog treats. Fermentation byproducts feed a partnership with Entosystem, which raises black-soldier-fly larvae as protein feedstock. The point is that the "waste" side of LOOP's own operation is also engineered rather than landfilled.

The retail footprint

LOOP's retail distribution has scaled steadily from a Quebec DTC launch in 2016 into most major Canadian grocery banners across all three parent companies. Verified as of 2026-07-08 on the LOOP homepage and confirmed via the retailer product pages, LOOP is stocked at Loblaw stores (Loblaws, Maxi, No Frills, Real Canadian Superstore), at Sobeys/Empire stores (Sobeys, IGA, Longo's), and at Metro Inc. stores (Metro, Food Basics), plus at Costco, Walmart, Save-On-Foods, and Whole Foods Market. Availability of any given SKU varies by store and region: the sparkling iced teas and prebiotic sodas roll out unevenly, and the seasonal cranberry juice is easier to find in Quebec and Ontario than in western Canada.

The brand also runs a direct-to-consumer store at loopmission.com, including juice cleanse bundles (Rainbow Juice Cleanse, from CAD 51 for a one-day pack) and a Discovery Box priced at CAD 65 that runs a shopper through the core cold-pressed lineup in one order.

Who founded LOOP Mission?

Julie Poitras-Saulnier, Co-Founder. Based in Montreal, Quebec. Her LinkedIn (2026) identifies her as Co-Founder at LOOP Mission. Beyond LOOP she co-founded Big Bang Académie, an online entrepreneurship program, and sits on the board of RECYC-QUÉBEC, the provincial recycling and circular-economy agency. In her own LinkedIn posts, Poitras-Saulnier has described LOOP's early years being "lived in a van in New Zealand" before the Montreal launch.

David Côté, Co-Founder. Based in Montreal, Quebec. Côté's track record in Canadian food and beverage predates LOOP: he was a co-founder of Crudessence, the Montreal raw-food restaurant group founded in 2007, and of Rise Kombucha, the Montreal kombucha brand that grew to national retail distribution before its acquisition. LOOP is his third company-scale build in the Quebec food-and-beverage ecosystem.

Frédéric Monette, Co-Founder, and part of the family that runs Courchesne Larose, Canada's largest fruit and vegetable distributor. Monette's involvement is what makes LOOP's supply claim structural rather than aspirational — the reject pile LOOP juices comes directly from the family business he co-runs, which is why the rescue-tonnage figures on LOOP's about page can be quoted in tons per day rather than in generic sustainability language.

Where to buy LOOP Mission

Direct at loopmission.com. Cold-pressed juices at CAD 4.65 (355 mL) and CAD 9.99 (1 L), plus prebiotic sodas, sparkling iced teas, wellness shots, protein smoothies, and multi-SKU cleanse and discovery bundles.

In Canadian grocery, split by parent company: Loblaw stores (Loblaws, Maxi, No Frills, Real Canadian Superstore), Sobeys/Empire stores (Sobeys, IGA, Longo's), and Metro Inc. stores (Metro, Food Basics). Also stocked at Costco, Walmart, Save-On-Foods, and Whole Foods Market. Availability rotates by region. Use the retailer's own SKU search or the brand's Instagram for the current confirmed stockists in your city.

For a related Maple Made spotlight from the same Montreal beverage lineage — David Côté co-founded both — see Maple Made: Rise Kombucha, the Montreal fermentation brand.

Bottom line

LOOP Mission is one of the clearest examples in Canadian CPG of a sustainability claim built into the ownership structure rather than added on top of a finished product. The reason the tonnage numbers on LOOP's about page — 18 tons of produce saved per day, more than 47 million pounds rescued since 2016 — are quotable is that one of the three co-founders runs the distributor those tons were coming from. If you want to taste an upcycled cold-pressed juice that is actually made from what it says on the label, start with the Morning Glory or the Cranberries seasonal SKU at loopmission.com.