Paul St-Pierre Plamondon is set to become the next prime minister of Quebec after the separatist party Parti Québécois won the election in Canada’s French-speaking province on Monday, October 5. Before entering the highest office in the province, Plamondon worked as a grocery model in Norway, featuring on First Price potato chip bags for roughly a decade after being recruited through a family connection.
Did You Know? Paul St-Pierre Plamondon’s modeling career began when his then-girlfriend’s sister, who worked in marketing, needed replacements for a photoshoot after two models failed to show up. For about 100 dollars, he and his partner posed eating potato chips, and the black-and-white photograph ended up on First Price potato chip bags in Norwegian grocery stores from around 2009 or 2010 until the packaging design changed in 2012.
The Unexpected Modeling Origins of Quebec’s Incoming Leader
The unusual backstory of Quebec’s incoming regjeringssjef came to light through a TikTok video posted by Plamondon in 2024. Kine Søyland, communications manager at Norgesgruppen, confirmed to VG that the image originated from one of the earliest designs for First Price. She noted that while the grocery group does not know the exact details of the shoot, the black-and-white style utilizing people was typical of that era in the brand’s packaging history. Plamondon stated that the picture remained on the chip bags for at least ten years, though Norgesgruppen estimates the design was active for a couple of years starting around 2009 or 2010 before being phased out during a 2012 redesign.
Separatist Victory and the Timeline for Independence
The Parti Québécois secured victory in the October 5 election following more than ten years in opposition, positioning the 49-year-old leader to form a minority government. The party’s core political objective is achieving full independence for Quebec, separating the province from Canada. Plamondon has promised to hold a referendum on sovereignty, though he stated that the vote will wait until Donald Trump has left the White House, pushing any potential referendum to 2029 at the earliest.
Historical Context of Quebec Referendums
Quebec has previously held two referendums on independence from Canada. The most recent vote took place in 1995, when 50.58 percent of voters chose to remain part of Canada. Current polling indicates that public support for separation sits at approximately 30 percent, according to NTB. Meanwhile, a separate referendum on independence is scheduled in the oil-rich province of Alberta, where a clear majority is expected to vote in favor of staying in Canada. VG has attempted to reach Plamondon for comment, but he has not yet responded to the inquiry.
Frequently Asked Questions
When did the Parti Québécois win the election in Quebec?
The separatist party Parti Québécois won the election in Canada’s French-speaking province of Quebec on Monday, October 5, after spending more than ten years in opposition.
When was Paul St-Pierre Plamondon’s image used on Norwegian potato chip bags?
According to Norgesgruppen communications manager Kine Søyland, the photograph was likely in use from around 2009 or 2010 until the brand introduced a new design in 2012, though Plamondon stated in a TikTok video that he believes the image appeared on the packaging for at least ten years.
What is the earliest possible date for a new referendum on Quebec’s independence?
Paul St-Pierre Plamondon has promised to hold a referendum on separating from Canada only after Donald Trump has left the White House, making a public vote possible in 2029 at the earliest.
How do you view the connection between a politician’s everyday past and their path to national leadership?
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