5 questions with CPEPC’s new president and CEO Jean-Michel Laurin

In July, Jean-Michel Laurin began transitioning to his new role as president and CEO of the Canadian Poultry & Egg Processors Council. Laurin brings a lengthy background in communications to his new role. He previously worked for public affairs firms and the Canadian Manufacturers & Exporters. We asked him five questions.

How have things gone thus far?

Very exciting. I don’t come from the poultry and egg sector. So, I came here with a lot to learn about the industry. Some days, especially in the first couple of months, it felt almost like I was going back to school. You’re absorbing a lot of information in very little time. I just find the people and sectors to be fascinating. Some of the issues are cross cutting across all the sectors but there are a lot of things we do that are unique to each group.

Why are you a fit for this role?

The reason they thought I’d be a good fit for this position is the association just finished its new three-year strategic plan. I completed that process but it started two years before I was hired. With where the association and our members want to go, they felt they needed someone with my skills and experience to lead the group. I come more from a public affairs background. They feel that with the challenges we’re facing as an association going forward, we really need to proactively communicate with customers, consumers, media, parliamentarians and government officials.

What was your first priority?

My first priority was to ensure we had a good strategic plan in place, that there was consensus around it and that there were annual objectives around that plan. With change management, you need to communicate to people regularly so they know where you’re going and how you’re going to get there. You remind them constantly throughout the journey. I felt having annual goals and an annual workplan would help ensure team members are aligned in what we need to do and also members would see that there are key milestones that we need to reach. Our goals are ambitious, but I feel if we organize ourselves we’ll achieve them.

What advice did your predecessor give you?

One of the things he told me was to spend time with your members. Meeting people face to face and getting to know them personally makes a big difference. Pretty soon I’m going to know all of my members on a first name basis.

How do you spend downtime?

My biggest interest is my family. I’ve got two young boys. We’re really into sports. Personally, I run. I don’t win any races but I run a lot. I coach my kids at baseball. I also do lots of reading. I studied economics and political science and have an MBA. I still read a lot of books coming out on economics. I’m kind of a geek that way. The last book I read was Misbehaving: The Making of Behavioral Economics. It’s on the history of behavioural economics.

Jean-Michel Laurin is president and CEO of the Canadian Poultry & Egg Processors Council.