At Gourma, Charles Verdy has built a powerhouse herb-growing operation that thrives on precision, passion, and pushing boundaries, all without missing a beat. Since 2013, what began as a leap from industrial engineering into horticulture has evolved into one of Quebec's leading herb producers, renowned for its fresh flavors, local roots, and innovative approach. Not every rock star needs a spotlight to make an impact.
From engineer to frontman
Verdy does not come from a traditional agricultural background, and that is precisely what sets him apart. "I studied industrial engineering at Polytechnique Montréal, then worked in hospital logistics," he explains. "It focused on optimizing processes in hospitals for the replenishment of medical supplies and optimizing square footage in hospitals. At the time, I was in charge of a team of engineers, frequently flew, and worked very hard. I wanted to find a field where I could develop and apply everything I had learned."
That passion? Food. "I love to eat, and I loved making flower beds with my mother. It all came together naturally. A friend of mine, who later became my business partner, introduced me to greenhouse growing. We visited a site, and that was it. It was a burst of passion that drove us to buy the greenhouse complex and develop it."
Scaling the sound
From day one, Verdy approached the project like a live show that could always be tightened, always be better. "I don't know if it's my personality or my background, but I've never been able to sit still. In my mind, things can always be improved," he says. "And when you're in business, you have to be in tune with your customers. Their needs change over time, and you need to be ready to meet them."
That mindset has shaped every decision at Gourma. "Every time we expanded or renovated a greenhouse, we didn't just build; we optimized. We didn't want to fall into the trap of, 'We've always done it this way.' Even if something worked well, we'd ask, 'How can we do it better?'"
Verdy credits that mentality to his engineering background: constantly questioning, refining, and streamlining to do more with less.
A local band with a big reach
While Gourma's growth has been steady and strategic, the mission has remained local and grounded. "We're 100% local employment," Verdy says. "Our employees are mainly in Lanaudière, and our suppliers are as local as possible. We produce in Quebec year-round. We want to share the joy of living through the passion we have for fresh herbs."
And that joy, he insists, makes a difference. "We're proud of the quality of what we grow, and the people behind it. The taste, the freshness, it matters."
© Gourma
Turning up the volume on sustainability
Sustainability isn't a trend at Gourma; it's embedded in the workflow. "One of the first things we implemented was nutrient solution recirculation. That means we only add water and recalibrate; it's a huge water savings," Verdy explains. "Yes, we're lucky to have abundant water in Quebec, but that doesn't mean we shouldn't protect it."
The team is working toward even more responsible water use, with plans to capture and store rainwater for production. They've also converted their vehicle fleet to propane. "That reduces pollution by about 25% compared to traditional fuel. Electric is the dream, but we're not quite there yet on vehicle range."
Greenhouse heating and insulation are another challenge in Quebec's cold winters. "We try to capture as much natural light as possible, but that often means sacrificing insulation. So now we're optimizing our heating systems to lower emissions. We're looking at every part of the process to get closer to carbon neutrality."
Automating the rhythm
One of Gourma's boldest moves has been embracing automation, both for efficiency and for food safety. "By automating, we reduce human contact with the product," Verdy says. "That became especially important during the pandemic. We didn't want to risk contaminating the plants or passing anything to the consumer."
But implementing automation hasn't always been easy. "Change management is critical. If you just drop robots on the floor, it won't go over well," he says. "You have to explain why, show the team how it helps, and involve them from the beginning."
At Gourma, that even meant naming the robots. "We held a naming contest. One's called Régis, and the other is Wallee," Verdy laughs. "Now, when we talk about the robots, they're part of the team."
More importantly, Verdy says, automation elevates the work. "When you do something repetitive, you don't ask why. But when something goes wrong with a robot, you have to analyze it. That deepens our employees' knowledge. They've had training, they understand the system, and they can really grow in their roles."
Leading with PRO-MIX
Gourma has used PRO-MIX products from the very beginning. "I bought the greenhouse in 2014, and we've used PRO-MIX for over eleven years," Verdy says. "It's a high-quality product, and most of the peat comes from here. That matters to us."
© Gourma
The consistency, he says, is key. "We get predictable, uniform growth. The root system is well-oxygenated, and water retention is right where we want it."
But it's not just about the mix, it's the support. "The service is incredibly personalized. When we have questions, we get answers. And if they don't have the answer, they go and find it. They've got labs and tools that we don't have access to, and they put them to work for us."
That partnership, he says, is what sets PRO-MIX apart. "Quality, consistency, and innovation. That's what defines them."
Verdy also values the impact of biologicals like mycorrhizae and Bacillus. "They improve nutrient and water absorption at the root level. And since the roots are the foundation of a healthy plant, that gives us a major advantage."
Pushing the boundaries
So what makes Gourma a rock star? "I think it's about always pushing yourself," Verdy says. "Putting yourself in uncomfortable situations so you can innovate, improve quality, and keep growing with passion and respect."
© Gourma
Verdy's biggest challenge? Two years come to mind. "In 2017, we launched a major expansion and tripled our growing space. Then in 2020, during the pandemic, I bought out my partner, doubled the facility again, and implemented automation, all while navigating inflation and supply shortages. It was a lot to manage."
Still, he never played solo. "I'm lucky; my wife Jannick supports me completely in these projects. I have a family that allows me to thrive in entrepreneurship. I'm really grateful for that."
When asked what kind of band Gourma would be, Verdy doesn't go rock. He goes classical. "My first thought was Rachmaninoff," he says. "Because of the precision, the depth, and the timelessness. Gourma is like that: precise, with character, and built to last."
What's next for Gourma?
"We've made real progress in herbs, but we want to diversify our crops and reduce our risks," Verdy says. "There's more we can do with automation and more to explore in sustainability. We're not done."
He's inspired by the rise of new greenhouse-grown crops in Quebec: radishes, strawberries, even ginger and bananas. "What can we grow that's economically viable and builds knowledge around new crops? That's how we'll keep contributing to food autonomy in Quebec."
© Gourma
For young growers stepping on stage for the first time, Verdy offers this: "You need passion, but you also need a solid business plan. Don't rely only on feeling. Do your homework. Surround yourself with people who know more than you. Energy is great, but you've got to focus it in the right direction."
What does Charles want people to know about Gourma? "That it's a high-quality, local product, made by people here in Quebec who love what they do. We take it seriously. When we sell something, it's because we'd buy it ourselves."
And the show isn't over. "There's no shortage of projects at Gourma," Verdy says. "It's just about prioritizing. The next few years are going to be very interesting."
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