Plaza Premium Group (PPG) has partnered with Whence, a hospitality marketplace, to bring to life its ‘Proudly Local’ initiative in Canada. This collaboration introduces curated products from bespoke, hyperlocal brands into Plaza Premium Lounges, offering travellers a taste of each city’s unique offerings.
PPG operates over 1,600 touchpoints globally and serves close to 2.8 million travellers per year in Canada alone. As part of its commitment to sustainability and supporting local economies under its ESG mission, PPG actively connects travellers with locally sourced products and experiences. Through its ‘Proudly Local’ initiative, PPG celebrates the diverse communities that make Canada unique by showcasing hyperlocal, independently owned brands with high standards.
“We’re proud to partner with Whence, whose dedication to thoughtfully sourced brands and a meaningful connection aligns with the essence of our ‘Proudly Local’ initiative,” said Pascal Belanger, Senior Vice President of the Americas, PPG. “By working together, we’re enhancing our guests’ experience while giving local businesses with exceptional standards a global platform to grow and thrive.”
Whence has worked closely with PPG to curate and vet a selection of thoughtful brands for ‘Proudly Local’. Whence partners exclusively with high-quality producers that prioritise community impact, ethical manufacturing, and environmental stewardship to elevate guest experiences. This year, travellers visiting select lounges can enjoy local beers from Prince Edward County and wines from family-run vineyards in the Niagara Peninsula, reflecting PPG’s commitment to showcasing the best of Canada while promoting environmental and social responsibility.
“The stories behind these businesses are inspiring, and that’s exactly what guests want to be part of,” said Sonia Ruparell, Founder & CEO, Whence. “If we can provide thoughtful brands with more opportunities, take on the heavy lifting buyers previously faced to align their purchases with their values and create spaces where guests can delight in the details, everyone wins. That’s what Whence is all about. We’re thrilled to partner with PPG. By sourcing thoughtfully with Whence and giving these brands a global platform, PPG is leading the hospitality industry in a meaningful way, walking the walk, and helping local economies grow.”
