Concordia University Stingers
November 29, 2012

Of chocolate milk, role models and basketball

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All-Canadian Evens Laroche

Evens Laroche, an all-Canadian forward with the Concordia Stingers men’s basketball team, is involved in a unique marketing endeavor for chocolate milk.

He has entered a contest to be an ambassador for “lait au chocolat” which is a product promoted by Fédération des producteurs de lait du Québec.

“A friend of mine saw the website and called me and said, ‘You really have to do this.’ I thought about it and decided it would be a good way to tell my story and to get exposure for the future,” he said.

Laroche has a very noble plan for the future. He is in his last season of basketball and winding down his university studies in Human Relations. Afterwards he wants to set up a non-profit organization to work with children. He plans to use his success on and off the basketball court to encourage young people to use their time and energy constructively.

“I hope I can be a role model,” Laroche said. “I hope kids will look at me and see the importance of focusing on sports and school and that they will do something positive with their lives.

“I also believe strongly in being healthy and taking care of yourself.”

Lait au chocolat is looking for five new ambassadors to help promote chocolate milk and an active lifestyle. There are 10 athletes currently under consideration, including Laroche. A jury will select four people while public voting on the website will decide the fifth person.

The public voting runs until Dec. 16. Please support Laroche by looking for his profile and voting for him at