A multigenerational family business in Quebec, known for the Mirabel and VÔG brands, is introducing a new direction as Cultures Gen V Inc., unifying all its brands under the new Gen V banner. With this name change and a new visual identity, the company, which operates four greenhouse complexes in Quebec across 30 hectares, is joining forces with the next generation to breathe new life into the business and embrace the values of tomorrow's society.
In line with the Terrault family values, the second generation aims to continue to grow vegetables organically, hydroponically, without GMOs, and without the systematic use of pesticides.
Gen V's history is a family affair, a group that is passionate about modern agriculture and entrepreneurship with the ambition to farm better, to eat consciously, and to create a future that mirrors this. In line with the Terrault family values, the second generation aims to continue to grow vegetables organically, hydroponically, without GMOs, and without the systematic use of pesticides. It wants to prioritize using green and renewable energy, recyclable materials, and eco-conscious packaging. It believes in Quebec's food autonomy and is convinced this will happen through organic and hydroponic greenhouse crops.
"We are bringing new ways to eat fresh. Our products are alive and thriving. So are our values," says Valérie Terrault, second-generation brand manager. "Responsible production is at the heart of our promise, honoring sustainability for our planet and respect for our community."
The company also wishes 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 it operates. It also aims to obtain B-Corp certification by actively improving its internal processes.
"The human aspect is extremely important to us in this process. We bring people closer to what they eat, but more than anything, we want to grow these products in a way that respects people, communities, and the environment," says Simon Terrault, second-generation general manager.
Cultures Gen V's products include hydroponic lettuce, organic cucumbers, peppers, and mini-cucumbers produced locally year-round.
The new brand launched on March 1 and will permanently replace the former Mirabel and VÔG brands. Its products include hydroponic lettuce, organic cucumbers, peppers, and mini-cucumbers produced locally year-round. It will progressively roll out in major and independent food retailers, produce markets, and ready-to-eat box services across Canada from that date on.
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Cultures Gen V Inc.