Why Produits Avantage Plus became a Presenting Partner of the Sherbrooke Wine Auction

The Sherbrooke Wine Auction is approaching, and already we can feel that special energy building, the energy of a community coming together to support children and their families. This year, Produits Avantage Plus plays a central role as presenting partner, a position that symbolizes both the company’s philanthropic leadership and its concrete commitment to the Pediatric Research Foundation (PRF).

Behind this commitment is Karine Lebel, President and CEO of Produits Avantage Plus, a dedicated leader and mother deeply affected by the reality of pediatric care. Through her words, we discover a dedication that is evident both in her professional and personal life. Her testimony brings a breath of hope and sincerity that invites everyone to join her in mobilizing for this cause.

Values rooted in people and corporate action

Produits Avantage Plus, founded by Robert Lebel, embodies a clear philosophy: putting people at the center of all its decisions. “Protecting, supporting, and contributing to the well-being of families is part of our DNA. For us, getting involved is not a strategic move: it’s a natural one,” says Karine Lebel, who has taken over the family business.

For over 30 years, Produits Avantages Plus has been supporting vehicle dealers and their customers across Quebec, offering extended mechanical warranties and quality claims service. This expertise also translates into a concrete commitment to communities: by securing the future of families through its services, Produits Avantage Plus is in synergy with the FRP’s mission, which aims to offer a better future for children.

This vision guides every choice Karine Lebel makes, and she expresses it bluntly, with inspiring clarity. “Produits Avantage Plus is involved in causes where the human impact is concrete and measurable. The Sherbrooke Wine Auction is an event recognized for its seriousness, transparency, and ability to bring people together around an essential mission.”

When emotion meets action  

For Produits Avantage Plus, the role of presenting partner for the auction is to amplify the impact of the event, inspire other companies to get involved, and demonstrate that a philanthropic mission can go hand in hand with measurable actions. Karine Lebel is so deeply committed to this cause because she embodies the human and responsible values that guide Produits Avantage Plus.

As the head of the company, Karine says she is deeply moved by the PRF’s mission and its concrete desire to give every child the best chance of recovery. “Pediatric research is a promise for the future: the promise of transforming families’ worries into hope, of making treatments possible that did not yet exist, and of protecting what is most precious in our society, our children.”

Having witnessed how research can change a family’s journey, she adds, with her characteristic generosity and sincerity:

“When you go through these moments, you realize how much each discovery, each medical procedure, and each scientific advance can truly transform a life.”

A story that transforms

Romain, her youngest son, had to undergo heart surgery. “It’s a moment you never forget as a parent,” she says. “Thanks to advances made possible by research and the development of cutting-edge technologies, my little boy can now lead a life like his friends: playing, running, dreaming, growing up… without his heart dictating his limitations.” “

Sometimes, other stories reinforce this conviction. Karine remembers a parent who told her that pediatric research had enabled their child to receive treatment even before the medical team had officially announced its effectiveness. This testimony reminded her that research is not abstract, but a powerful force for changing lives. “Having experienced firsthand the fragility of a child’s health, these stories resonate with me with particular intensity.”

And as a business leader, the lesson she takes from this is simple: “When you have the power to help, you also have a responsibility to do so.”

A concrete and measurable commitment

This edition of the Auction marks the third consecutive year of Produits Avantage Plus’ commitment. Since its inception alongside the PRF, the company has donated nearly $30,000 in support, an amount that has already helped advance several innovative pediatric research projects. “Every contribution, large or small, plays a direct role in changing lives,” says Karine Lebel.

Over the years, Produits Avantage Plus’ commitment has grown stronger, fueled by trust, respect, and a sincere attachment to the cause. For Karine, “becoming a Presenting Partner is a natural extension of our commitment: a way to amplify our support for a cause that touches us deeply… and that, for me, also resonates on a personal level.”

As the Presenting Partner of the 13th edition of the Auction, Produits Avantage Plus is contributing directly to the development of the new Research Chair on Youth Health and Well-Being, an essential initiative to ensure sustainable funding and transform the mental health of young people here.

An invitation to businesses: turning action into impact

Karine wants to reach out to those who are still hesitant to get involved and reminds them that, in philanthropy, the impact of businesses far exceeds the effort required. “The health of our children is the health of our future. Businesses have an essential role to play in supporting initiatives that strengthen our communities.” “

And with conviction, she continues: “Philanthropy is not an expense: it is a direct contribution to hope, innovation, and the quality of life of families here. “

Behind these words lies a clear message: every organization, regardless of size, can create real and measurable change. By joining the auction or supporting the PRF, companies become direct players in pediatric health innovation and contribute to more cures, more hope, and more healthy children.

A shared responsibility

At the heart of the Auction, Karine reminds us that behind every research project and every statistic, there are children who want to grow up and parents who remain hopeful. She hopes that this edition will be driven by an even stronger collective momentum, mobilizing both citizens and business leaders who are keen to leave a positive and lasting mark.

She then sums up the essence of the event in one warm sentence:
“Hope that is built together.”

Join a movement that changes lives

On December 8, experience a moment that transcends numbers and statistics. With every bid at the auction, you help write stories of healing.

Whether you are a leader, entrepreneur, partner, or committed citizen, your contribution can become a driving force for change for children and their families.

At the Sherbrooke Wine Auction, hope is built with each and every one of us, and it’s not too late to join the movement.

The Pediatric Research Foundation extends its warmest thanks to Produits Avantage Plus and Karine Lebel for their unwavering commitment to the health of our young people.