{"id":15922,"date":"2024-03-31T12:58:38","date_gmt":"2024-03-31T16:58:38","guid":{"rendered":"https:\/\/wmaxwell.com\/?page_id=15922"},"modified":"2026-04-09T20:55:08","modified_gmt":"2026-04-10T00:55:08","slug":"our-values","status":"publish","type":"page","link":"https:\/\/wmaxwell.com\/en\/our-values\/","title":{"rendered":"Our values"},"content":{"rendered":"

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OUR VALUES<\/h1><\/span>
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\"Enracin\u00e9<\/span><\/div>

Rooted in the
\ncommunity<\/p>\n<\/div><\/div><\/div>

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\"Engag\u00e9<\/span><\/div>

Committed to the environment<\/p>\n<\/div><\/div><\/div>

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\"Inspir\u00e9s<\/span><\/div>

Inspired by
\ntradition<\/p>\n<\/div><\/div><\/div>

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\"R\u00e9solument<\/span><\/div>

Thoroughly
\nmodern<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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Rooted in the community<\/h2><\/span>
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At W. Maxwell, we believe that each one of us has the power to contribute to change things. All that\u2019s needed is a concrete act, however small it may be.<\/h3><\/div><\/div><\/div><\/div><\/div><\/div>

WHALES AND OUR OTHER ANIMAL FRIENDS<\/h3><\/div><\/div><\/div>
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Animals have always had a special place in our hearts. Over the years, W. Maxwell has been involved in several projects to help them.<\/p>\n

In 2022, a humpback whale swam 400 km against the current to stop in the Old Port of Montreal and spent a few days there, which caused a lot of emotions to those who could observe it. We paid tribute to it with a cover designed by Quebec illustrator Annie St-Amant and a donation to CPAWS (Canadian Parks and Wilderness Society). We have then contributed to the creation of a marine protected area in the Gulf of St. Lawrence, a hotspot for marine biodiversity. This area will provide more safety for the many species of cetaceans that visit these waters.<\/p>\n<\/div><\/div><\/div>

The challenges faced by cetaceans in the St. Lawrence River, largely due to human activities, touch us deeply. This is why, in 2020, we have decided to adopt a beluga in collaboration with the Group for Research and Education on Marine Mammals (GREMM). The name we have chosen for this young male is Novo, in the hope that a new relationship between humans and cetaceans will be born. Since then, Novo has been observed several times in its natural habitat, which is excellent news for the St. Lawrence beluga species, officially declared at risk of extinction.<\/p>\n<\/div><\/div><\/div>

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During the summers of 2019 and 2020, for a total of 20 weeks, an employee of W. Maxwell has been a volunteer shepherdess for Biquette in Montreal. It is thanks to this organization that we have seen sheep grazing in the city for several years. In some of Montreal’s urban parks, these endearing animals provide a number of benefits: they reduce the need for mechanical mowing of the grass, thus the use of fuel and weedkillers, as well as noise and nuisance for wildlife. Moreover, they inspire in those who cross their path a feeling of relaxation and reconnection with nature.<\/p>\n<\/div><\/div><\/div>

In 2017 and 2018, we were a foster home for retired racing greyhounds from the United States. These dogs, extraordinarily powerful once launched at the pursuit of a lure, are calm, gentle, and sometimes very funny companions, in addition to being among the most elegant animals on Earth (partial opinion!).<\/p>\n<\/div><\/div><\/div>

\"W.Maxwell<\/span><\/div><\/div><\/div><\/div><\/div>

FILM NOIR AU CANAL<\/h3><\/div><\/div><\/div>
\"Film<\/span><\/div><\/div><\/div>

With the arrival of thousands of new residents in the Sud-Ouest borough, W. Maxwell decided to get involved in livening up the public space and creating opportunities for people to get together. In 2015, we established a free outdoor festival of film noir on the banks of the Lachine Canal. Film Noir au Canal is now in its 9th edition and it attracts an average of 500 moviegoers for each of its screenings. The atmosphere there is magical!<\/p>\n<\/div>

Film noir au Canal website<\/span><\/a><\/div><\/div><\/div><\/div><\/div>

CANAL BLEU<\/h3><\/div><\/div><\/div>

In 2008, W. Maxwell employees co-founded Canal Bleu, a collective of residents who have since carried out more than 70 clean-ups along the Lachine Canal, as well as in the Saint-Henri, Little Burgundy, and Griffintown public spaces.<\/p>\n

In 2021 we have concluded this enriching adventure with one last community action: planting vines that will cover with greenery the concrete walls of Griffintown.<\/p>\n

The South-West Borough has then invited us to sign its Livre d’or to highlight the contribution brought to the area by this grass-roots initiative.<\/p>\n<\/div><\/div><\/div>

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NEW COLLABORATIONS<\/h3><\/div><\/div><\/div>
\"Bal<\/span><\/div><\/div><\/div>

During the past year, we have also collaborated with the following Montreal organizations:<\/p>\n