The City of Montreal is discontinuing its popular "welcome box" program for newborns as part of a sweeping effort to rein in municipal spending. The decision, announced as part of Mayor Soraya Martinez Ferrada's first budget, will halt the distribution of free boxes filled with locally made plush toys, diapers, and essential supplies to parents of new infants.
Financial Strain Forces Program Cancellation
Mayor Ferrada presented the city's 2026 budget on Monday, January 15, 2024, declaring that Montreal's financial situation was dire. "We've added many missions and projects over the last few years," said Claude Pinard, the mayor's right-hand man, in a Radio-Canada interview. He pointed to the baby box as a "striking" example of initiatives outside a city's core role. The program, originally announced by former Mayor Valérie Plante's administration in 2021 and launched in 2023, was deemed unsustainable.
Each welcome box was valued at approximately $200 and contained high-quality, practical items from eight local Quebec businesses, including bibs, blankets, clothing, and toothbrushes. Since its inception, the program has provided boxes to around 20,000 Montreal families. The now-cancelled three-year contract with boutique Veille sur toi was worth about $6.5 million before taxes, with a goal of distributing 30,000 boxes.
Local Businesses Left Reeling and Facing Layoffs
The abrupt cancellation has sent shockwaves through the local businesses that supplied and managed the program. Simon Boulanger, co-owner of Laval-based baby boutique Veille sur toi, which held the management contract, learned of the decision from the radio interview. He said the news was "a shock" and has left his company in a precarious financial position.
"We counted on that. We expected it to last three years, and now, given what's happened, we're in a bad position financially," Boulanger stated. He revealed that the contract was his company's largest ever and that staff cuts are now likely. The business made significant investments to fulfill the contract, including leasing warehouse space, securing a bank loan, and purchasing massive amounts of inventory—like enough fabric to "give a new roof to the Olympic Stadium."
Boulanger noted that all seven other supplier companies are in the same difficult situation. While he understands the city must address pressing issues like homelessness, he criticizes the administration's "disregard for the companies and the people... that counted on it." A formal council vote on the program's fate is scheduled for January 26, but Boulanger believes the decision is final.
Parental Outcry and Community Disappointment
The announcement has sparked significant disappointment and frustration among Montreal parents who benefited from the program. On social media, many expressed their sadness and criticized the decision as harmful to families, particularly those in need.
One parent commented on Facebook, "So sad to see such a wonderful project that has touched so many families in Montreal come to an end... Very disappointed." Another wrote, "I'm stunned. We use absolutely everything we received in our box... What a bad decision for families." Many highlighted the boxes' utility and their role in supporting inclusive community support for new parents.
The move underscores the tough choices facing Montreal's new administration as it attempts to manage what Mayor Ferrada described as a "maxed out" municipal credit card. The focus is now on lowering the city's debt burden, even if it means cutting popular, feel-good programs that supported young families and local commerce.
