A 22-year-old Frenchman recently arrived in Quebec with his Breton shortbread recipe... With 100% Quebec ingredients and a funny little marketing ploy, his boxes of six biscuits are selling like hotcakes.

The crazy adventure of "Les Sablés de l'Osti d'français" involved countless discussions with locals, far too many biscuit tastings, and also hours spent observing people in the "Biscuit aisle" of the Intermarché on Rue Saint Jean. Sébastien stopped when the security guard mistook him for a store employee. "Today's biscuit brands play on tradition, and consumers don't necessarily identify with that anymore."

Let's not get carried away! The growing consumer demand for natural products (with ingredients we could easily find at home) is understandable when you see the mountain of chemicals listed on the back of the packaging. Prices are simply being driven down at the expense of quality..."