Lactalis Canada partners with Canadian fintech WhatRocks Inc. to empower Canadians to donate to their charity of choice with blockchain currency

Lactalis Canada joins the WhatRocks community as Founding Member and first Canadian partner.

Toronto, July 6, 2021 – Canadian dairy leader Lactalis Canada Inc. (formerly Parmalat Canada Inc.) is pleased to announce its partnership with WhatRocks™, a Canadian-engineered mobile wallet for good that brands credit with fixed-value blockchain tokens whenever online users view or click on their WhatRocks™-labeled ads across the web for them to donate to the charities of their choice. With iconic brands including Astro, Beatrice, Cracker Barrel, Black Diamond and Lactantia, Lactalis Canada joins WhatRocks as a founding member and first Canadian partner to offer Canadian consumers digital currency to support their favourite charities.

WhatRocks allows brands to convert a fraction of their marketing spend dollars in fixed value blockchain tokens called Rocks™. Brands use this digital currency to reward registered WhatRocks users financially when they view or click on their WhatRocks-labeled ads across the web. With these Rocks, WhatRocks users can make donations to the charities of their choice from the list available in their WhatRocks mobile wallet.

In turn, beneficiary charities can then cash out in actual dollars by reselling their Rocks to the participating brands that will reuse them to reward users exposed to their next WhatRocks-labeled advertising campaigns.

For brands, WhatRocks provides the WhatRocks label at no charge and transactions are commission-free with 100 per cent of the donations (excluding blockchain fees) going to charities. According to Publicis Media, WhatRocks-labeled ads generate over 8.5 per cent more completed views and over 16 per cent more clicks[1].

“At Lactalis Canada, our purpose is to enrich and nurture the lives of Canadians. As we continue to play a vital role in feeding the nation, WhatRocks provides us with an innovative opportunity to further empower consumers and take a lead in driving charitable giving which has seen a sharp decline since the onset of COVID-19,” said Mark Taylor, President & CEO, Lactalis Canada. “Lactalis Canada has a long history of giving back and supporting the communities in which we live and work. By partnering with WhatRocks, consumers are able to engage with our brands online while at the same time helping to support Canadian charities that are important to them.”

“We are thrilled to see Lactalis Canada take a leadership role and join WhatRocks as a founding partner,” said Njara Zafimehy, Founder & CEO, WhatRocks Inc. “With WhatRocks, brands empower consumers financially so they can donate to the causes they personally care about. Their WhatRocks-labeled ads simultaneously create business value and social value while engaging online users with a purpose. WhatRocks is more than just a label: it’s a community of engaged brands, consumers, online publishers and charities that join forces to fund social and environmental change.”

With the outstanding support of Lactalis Canada, WhatRocks is ideally positioned to garner traction with a greater number of leading brands, online publishers and charities and grow the WhatRocks community from coast to coast. As part of the official launch of WhatRocks in Canada, Lactalis Canada has pledged to reward online users who will see or click on their WhatRocks-labeled ads for their Lactantia, Cracker Barrel, Astro and Iögo brands.

About Lactalis Canada

With 140 years of brand heritage, Lactalis Canada is committed to enriching and nurturing the lives of Canadians by producing nutritious and great tasting dairy products. The company directly employs 4,000 Canadians, supports hundreds of farming families and contributes to the livelihoods of thousands of Canadians who provide essential services to Lactalis Canada’s more than 30 operating sites including 19 manufacturing facilities. The company’s iconic brands include Cracker Barrel, Black Diamond, P’tit Québec, Balderson, Cheestrings Ficello, aMOOza!, Astro, siggi’s, Stonyfield, Iögo, Iögo nanö, Olympic, Lactantia, Beatrice, Galbani, and Président. Lactalis Canada is a subsidiary of Lactalis Group, the world’s leading dairy group, headquartered in Laval, France. For more information, visit

About WhatRocks Inc.

WhatRocks Inc. is the Toronto-based fintech startup that powers WhatRocks™, the mobile wallet for good that brands credit with fixed-value blockchain tokens called Rocks™ when registered users see or click on WhatRocks-labeled ads across the web. Thanks to this digital currency, users make donations to the charities of their choice from the list available in their WhatRocks mobile wallet. WhatRocks Inc. is a member of the global startup accelerator program of L’Oréal Group, the world’s 3rd largest advertiser, at Station F in Paris, France. For more information, visit

Media Contacts:
Lactalis Canada
Sarah Sutton
WhatRocks Inc.