Liberté celebrates 90 years of history, boldness, and an obsession with taste through a major campaign

Key Takeaways:

• Liberté is celebrating 90 years of history.
• The company was founded in 1936 by the Kaporovsky family on Saint-Urbain Street.
• Liberté introduced Quebec’s first kefir in 1981.
• The Méditerranée and Greek lines expanded the brand’s innovative offerings.
• The new “Taste, Always” campaign reaffirms Liberté’s commitment to flavor integrity.

A Bold Beginning

Founded on Saint-Urbain Street in 1936 by the Kaporovsky family, the Liberty Cheese Company—now known as Liberté—earned its reputation by focusing on quality dairy products crafted from fresh, natural ingredients. Created originally to serve Montreal’s Jewish community, the fledgling enterprise quickly stood out for its insistence on taste and craftsmanship over quick trends.

Milestones in Dairy Innovation

Over the decades, Liberté has delivered several groundbreaking products that shaped Quebec’s culinary landscape. In 1981, the company introduced Quebec’s first kefir, offering a tangy twist to the province’s dairy scene. Just a few years later, the Méditerranée line launched in 1984, bringing a new dimension of indulgence to yogurt. In 2009, Liberté’s Greek line burst onto the market, cementing the company’s place as a leader in flavor and texture innovations.

“Taste, Always”: A New Era

To celebrate this historic 90-year milestone, Liberté has unveiled a major advertising campaign titled “Taste, Always.” This initiative pays homage to the many moments, large and small, that have been shaped by the brand’s dedication to authentic taste. As the campaign captures, Liberté has “always dared,” favoring the integrity of its flavors over fleeting industry trends.

Looking Ahead with Commitment to Flavor

Though it has grown from a smalls-scale cheese company into a nationally recognized dairy brand, Liberté remains true to its founding ambition: to offer exceptional dairy products that put taste first. By honoring its history while continuing to innovate, Liberté intends to remain a cherished contributor to Canadians’ daily culinary experiences for decades to come.