Laurentide Paint:
The Francophone Touch of North America
The Visionary Legacy of Gabriel Buisson: A Quebec Epic of Innovation and Resilience
The story of Société Laurentide is a true epic of determination, boldness, and innovation. Since its founding in 1950 by Gabriel Buisson, a visionary from Shawinigan, the company has grown through constant ambition and has become a symbol of Quebec’s entrepreneurial success. Driven by an unwavering will to succeed, Gabriel Buisson stood out as one of the first great francophone entrepreneurs in Quebec, charting a course of innovation that still runs through the company’s DNA.
A Pioneer Among the Greats
Gabriel Buisson, a visionary from Shawinigan who was then working at Shawinigan Chemicals, built the company on the principle of pushing limits, turning it into a beacon of Quebec entrepreneurial achievement.
At a time when access to specialized education was limited for francophones, Buisson completed a chemistry training program by correspondence — offered only in English — illustrating from the outset his perseverance and innovative spirit.
He stands among legendary builders such as Jean Coutu, Pierre Péladeau, Paul Desmarais, and Joseph-Armand Bombardier — men who elevated francophone entrepreneurship during a time when few believed in its potential. Their vision helped reshape Quebec’s economic landscape and continues to inspire future generations.
In a time when most large businesses in Quebec were led by anglophones or foreign interests, Gabriel Buisson rose as one of the first major francophone entrepreneurs in Canada.
A Little-Known Anecdote, A Lifelong Bond
A lesser-known fact: a young lawyer from Shawinigan named Jean Chrétien — who would later become Prime Minister of Canada — served as the company’s board secretary in its early years. He even drafted the initial charter and by-laws of Société Chimique Laurentide. A sincere friendship developed between the two men, lasting a lifetime. They often shared rounds of golf at Mr. Buisson’s private course, Le Mémorialin Shawinigan — a testament to their enduring connection.
Even today, Buisson’s journey toward innovation and his fight to secure a place in the business world remain a true source of inspiration: a story of the courage to innovate against all odds.
The Sustainable Vision of André Buisson
Today, André Buisson, the founder’s son, continues the work initiated 75 years ago with great conviction. Proud of his roots, deeply committed to Quebec’s francophone culture, and driven by a constant desire to move the company forward, he has preserved the essence of its entrepreneurial heritage while infusing it with a forward-looking vision of sustainable innovation.
Throughout his career, he has helped shift mindsets by placing environmental responsibility at the heart of the corporate culture. His commitment extended beyond the company walls: he is a founding member of Éco-Peinture and still serves on its board of directors—a key player in establishing Quebec’s collective paint recovery and recycling system.
This commitment to valuing residual materials also led to the creation of Laurentide Environnement, a subsidiary fully dedicated to end-of-life product recovery and concrete implementation of circular economy principles.
Under his leadership, the company has expanded its reach by prioritizing responsible innovation, manufacturing performance, and sustainable practices.
Renowned for its industrial and architectural paint solutions, Laurentide Paint has also become a global leader in post-consumer paint recovery. Through its subsidiaries, the company embodies a model of sustainable development that extends well beyond Quebec and is now seen as a global benchmark.
The Fresque des Québécois: a living symbol of durability, proudly supported by Laurentide
©Wilfredo Rafael Rodriguez Hernandez, CC BY-SA 4.0
Created in 1999 by the Cité Création collective at the initiative of the Commission de la capitale nationale du Québec, the Fresque des Québécois is a monumental 450 m² trompe-l’œil located in Old Quebec. Inspired by the famous mural paintings of Lyon, this masterpiece pays tribute to key figures in the city’s history – from Jacques Cartier to Félix Leclerc – through an architectural tableau that shifts with the seasons.
To bring this vision to life, the artists chose paints from Peinture Laurentide, a third-generation, family-owned Quebec company, known for its high quality, durability, and weather resistance—perfectly aligned with the scale and ambition of the project. More than 25 years later, the mural has retained its vibrancy, a powerful testament to the performance of our products.
For 75 years, Peinture Laurentide has supported large-scale projects, staying true to the legacy of determination, resilience, and vision passed down by its founder, Gabriel Buisson. The Fresque des Québécois, admired by over 3 million visitors each year, has become an iconic symbol of Quebec City and a lasting source of pride for our company, Laurentide.
“This iconic work perfectly embodies our mission: to deliver long-lasting paints designed to stand the test of time and enhance our heritage. It also reflects our deep commitment to quality, art, and culture.”
— André Buisson, President and CEO, Laurentide Paint Inc. and Société Laurentide Inc.
The Trois-Rivières Fresco: A mural tribute to a city founded in 1634
©Murale Création (détail), 2009. Collection Ville de Trois-Rivières, 2009.15.01. Photo : Étienne Boisvert.
Created in 2009 to mark the 375th anniversary of the founding of Trois-Rivières, this monumental 760 m² fresco depicts, in 12 historical panels, the key moments that shaped the city since its beginnings in 1634. A striking trompe-l’œil artwork, it features more than forty characters both historical figures and anonymous citizens —portrayed through the changing seasons, pivotal events, and milestones of the city’s evolution.
Designed by Murale Création, in collaboration with the Sautozieux collective and CitéCréation, the fresco follows in the tradition of large-scale public narrative murals. It now stands as the largest historical mural in Quebec, paying tribute to the city’s identity and collective memory.
Laurentide Paint is proud to have contributed to this iconic project with paints known for their durability, exterior performance, and resistance to time. As a third-generation family-owned business, founded by Gabriel Buisson, we see this mural as a powerful reflection of the values that have guided us for 75 years: local commitment, resilience, and lasting support for cultural projects that stand the test of time.
“This mural captures the richness of our past and the creative energy of the present. Contributing to such a meaningful work is a tangible way for us to honour our commitment to history, culture, and community.”
— André Buisson, President and CEO, Laurentide Paint Inc. and Societe Laurentide Inc.
The Third Generation: A Committed Continuity
Today, the next generation has stepped in. Félix Buisson, grandson of the founder, has joined the company’s leadership team as Executive Vice President. Fueled by the same passion, he represents a new generation of leadership focused on product performance, profitability, and environmental responsibility.
He is actively working to integrate circular economy principles across the entire product range, serving both the manufacturing and architectural sectors.
Félix Buisson is committed to carrying forward this intergenerational project with modernity and ambition, ensuring that Laurentide Paint remains a Quebec flagship recognized across Canada for its expertise, performance, and sustainable commitments.
Looking Back to Move Forward
We proudly pay tribute to Gabriel Buisson, a pioneer whose vision continues to guide our every action. Firmly rooted in its history yet fully focused on the future, Société Laurentide and its subsidiaries continue to evolve while remaining true to the values that have shaped their identity: innovation, resilience, and a deep commitment to community and environmental responsibility.
