Alain Hamel
Founding President

450-655-1211 ext. 306

« Make small brand bigger and big brand stronger »

Founding President of PIERAL, Alain has a long and rich experience in the Quebec food industry. Before creating his own brokerage firm in September 1991, he started his career as a Buyer with a wholesaler (Mayrand), then as a Corporate Division Manager with a broker (Clouston), and finally as a Sales Manager with a manufacturer (McCain Foods).

Alain climbed rapidly and successfully the steps from salesman to president of his own brokerage firm. During these years he developed his talents to grow the sales of products and to bring them to new heights. As he was representing important brands in Quebec, he also developed and nurtured an important network of faithful personal and business contacts. In addition, Alain was president of the Quebec Frozen Food Association from 1994 to 1996.

François Verreault

450-655-1211 ext. 305


« Small is beautiful »

Francois Verreault joined PIERAL in 2006 and now is the executive president and owner of PIERAL. He completed his studies at Laval University and University of British Columbia.

His past experience as Sales and Marketing Manager at McCain Foods and Perfetti Van Melle, combined with his great knowledge of retail networks such as food and drugs stores, convenience stores, dollar stores, warehouse stores and mass merchandisers, provided an added value to PIERAL and makes him an excellent account manager. Moreover, François was president of the Quebec Frozen Food Association from 2000 to 2003. Among his strengths are his leadership, his determination and his constant pursuit of positive results.


Eddy Pelletier
Vice-President of Business Development Food Service Division



In 2011, Eddy joined PIERAL with over 30 years experience managing sales teams and negotiating with head offices in the retail and food service industries. He held management positions at Agrinove, Groupe Lactel , Les Aliments Carrière, Europe’s Best and O’Sole Mio.

Known for his leadership and determination to deliver forecasted results, he was also President of the Quebec Frozen Food Association.

Responsible for the Food Service and Industrial Division, Eddy has a large contact network among many distributors and industrials located across Quebec.

André Lessard
Vice-president Sales

450-655-1211 ext. 307


André joined PIERAL in 2011. With over 23 years’ experience under his belt, André has contributed to the success of certain multinational companies in the consumer products industry. André began his career in the food industry, occupying different functions (Sales Representative, Sales Director, and Vice-President of National Accounts) at the heart of large organisations such as Hershey Canada, McCain Foods and Lassonde Inc.


PIERAL covers the entire territory of Quebec with its professional and experienced sales force. Our retail team counts 8 representatives:

  • South Shore of Montreal and Eastern Townships (2 representatives)
  • Montreal metropolitan (4 representatives)
  • Quebec metropolitan and East of Quebec (2 representative)
  • Saguenay / Cote Nord region (sub-broker)
  • Abitibi (sub-broker)

Part of PIERAL team since 2007, Daniel Farnham manages our sales force and coordinate stores sales activities on a daily basis.

  • Daniel Farnham
    Sales Supervisor
  • 514-238-8393


Few brokers can rely on a telemarketing team of 5 individuals that perfectly complements the work done by our sales force.


PIERAL’s team is supported on a daily basis by two experienced resources trained to give an outstanding customer service to principals and clients. Nathalie Dumont has been part of PIERAL since 1999, and Marie-Claire De La Durantaye has been with PIERAL since 2014.