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Subsidiary (Loblaws' Quebec stores)
Division (supermarket banner)
Industry Retail
Founded 1969
Headquarters Montreal, Quebec, Canada
Products Bakery, beer, charcuterie, dairy, deli, frozen foods, general grocery, liquor*, meat & poultry, produce, seafood, snacks, wine
* Select locations
Number of employees
5,700 [1]
Parent Loblaw Companies

Provigo is a grocery retailer based in Quebec, Canada, consisting of over 300 stores and franchises throughout the province. A majority of the stores are located in the Montreal area. It is owned by Loblaw Companies Limited.

The chain's advertising slogan is "Si vite, si bon!" ("So quick, so good!")


Provigo was founded in 1969 by a consortium of four wholesalers under the Couvrette & Provost name, which was changed to Provigo in 1970.

At first it used three names for its identity: "Provigain", "Provibec" and "Provipop". But as it began acquiring other chains in the 1970s and 1980s, the company decided to consolidate them into one name, so all of the stores, including those they would later acquire, were renamed Provigo in 1979.

Acquisitions included Les Aubaines alimentaires in 1972, Jato in 1975, Dionne in 1977, Dominion and Raymond in 1979, A&P Montréal in 1984 and Steinberg in 1992.

In 1998 Provigo was purchased by Loblaw Companies Limited.

Beginning in 2008, the Provigo logo style and branding (but not the Provigo name itself, or the "P" logo) were repurposed for the SaveEasy chain in Atlantic Canada. SaveEasy and Provigo remain separate chains.

On July 18, 2013, Provigo introduced its new concept "Provigo Le Marché". The logo for Provigo Le Marché has the familiar "L" logo from Loblaws. The first store opened in Sherbrooke, Quebec. More stores are being rolled out, including Kirkland, Quebec.[2]



87 locations:

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