The organization Rues principales Coaticook was established in Coaticook around 1992 with the mission to support the regional service network and to assure the commercial leadership in Coaticook’s downtown as part of a broader initiative to revitalise Coaticook’s commercial sector. Among the activities pursued and/or supported by Rues principales in the early years were special publicity campaigns (particularly for holidays). Their mission has evolved over time and presently is to offer training to merchants, to organize interactive activities, and joint promotions. It collaborates on the commercial diversification of Coaticook’s downtown by supporting developers and also takes an interest in projects that encourage development, sustainability, and vitality in a diversified commercial sector. In 2009, Rue principales Coaticook received its first 4 As certification from the Fondation Rues principales, which was renewed in 2012 at the same time as receiving a “silver” designation.