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Quebec greenhouse grower rebrands into Cultures Gen V

A multigenerational family business in Quebec, known for the Mirabel and VÔG brands, is introducing a new direction as Cultures Gen V. 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.

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.

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.