The Terrault family, a leader in greenhouse production in Quebec for more than three decades, has introduced a brand identity as Cultures Gen V Inc., unifying all its brands under the new Gen V banner.
The company, which operates four greenhouse complexes in Quebec across 75 acres, introduced the Gen V brand March 1. The brand permanently replaces the former Mirabel and VÔG brands, Simon Terrault, general manager at Cultures Gen V Inc. Gen V products, said in the release. Gen V products include hydroponic lettuce, organic cucumbers, peppers and mini cucumbers produced locally year-round. They will progressively roll out in major and independent food retailers, produce markets and ready-to-eat box services across Canada, company officials said.
“We are Generation V, bringing you new ways to eat fresh,” Valérie Terrault, brand manager at Cultures Gen V Inc., said in the release. “Responsible production is at the heart of our promise, honoring sustainability for our planet and respect for our community. We are the vision of a new generation, serving up vitality in every crunchy vegetable and vibrant green.”
The business, now with leadership from second-generation Terrault family members, aims to continue growing vegetables organically, hydroponically, without GMOs and without the systematic use of pesticides, according to the release. The company prioritizes the use of green and renewable energy, the use of recyclable materials and the production of eco-conscious packaging, the release said.
The company believes in Quebec’s food autonomy, and its leaders are convinced that this will happen through organic and hydroponic greenhouse crops, the release said.
The company also aims to embody this vision of modern agriculture through its operations and by promoting the well-being of all of its employees, including local and seasonal workers as well as the small communities of Mirabel, Ham-Nord, Ste-Clotilde and Portneuf, where they operate, the release said. In addition, the company is seeking to obtain B Corp certification by actively improving its internal processes.
