TORONTO — Daniel Terrault, vice president of business development at Gen V, has been recognized by The Packer and the Canadian Produce Marketing Association as the 2026 Canadian Produce Person of the Year for his advocacy on critical issues.
Terrault was presented the award at the CPMA Convention and Trade Show on April 30.
A Connector Across the Supply Chain
Terrault’s peers describe him as ambitious and charismatic, passionate about his work and someone who truly wants the best for the industry and always seeks to understand the realities of every link of the supply chain.
Peers laud Terrault for his leadership and service to his community and the Canadian and Quebec produce sectors. He is currently the president of the Quebec Produce Marketing Association, and he has also served for many years on the CPMA board of directors.
As a part of his role at QPMA, Terrault has been instrumental in bridging the gap between Quebec growers and the North American market. Peers describe him as a connector who brings different parts of the supply chain together.
“We all benefit as an industry from his input, and [it’s] a big reason why he’s well deserving, as well as his involvement in the CPMA,” says George Pitsikoulis, president and CEO of Canadawide Fruit Wholesalers Inc. and the 2025 Canadian Produce Person of the Year. “As a director, as a member of different committees, he’s done amazing work.”
As a long-standing member of the CPMA board, Terrault has helped shape national policies on food safety, plastic packaging reduction and labor standards.
“This dual leadership, provincial and national, is a defining feature of Daniel’s impact and underscores why his influence extends well beyond his own company,” says Jennifer Strailey, editorial director of The Packer, who presented the award to Terrault.
Pioneering Canadian Self-Sufficiency
Before the buy-local movement, Terrault, who farms with his brother Sylvain and sister-in-law Chantal Desjardins, was a pioneer in showing that Canada could be self-sufficient in greenhouse-grown leafy greens. He helped transition Gen V into a multisite operation to ensure Canadian retailers could provide fresh, high-quality lettuce to consumers 365 days a year, even in the middle of a Quebec winter.
He is also credited with providing the strategic financial vision to save one of Canada’s largest producers and help keep the company family-owned and locally managed.
Terrault has also been a key advocate of the living lettuce category, which has helped extend the shelf life of leafy greens and reduce food waste. He has also promoted the sustainability efforts of hydroponic growing, reducing water usage compared to field production. He has also pushed for the move toward high-tech indoor growing systems.
Building the Gen V Legacy
Terrault played a key role in the transition from the brand Hydroserre Mirabel to the unified Cultures Gen V, which consolidated the brands Mirabel, VÔG, Diva and Serres Royales and created a powerhouse for year-round, Quebec-grown organic vegetables and lettuce.
He has also focused on the next generation of Gen V and has helped integrate nephew Simon, niece Valérie and son Francis into leadership roles in the company.
On accepting the award, Terrault told the audience: “Just keep up the good work. It’s all healthy what we’re doing.”
