Eat 'true to your values'

Founded 36 years ago, Cultures Gen V Inc. is one of the oldest Canadian greenhouse growers, rooted in a family-owned greenhouse business. Valérie Terrault, the company's sales and marketing director, shares her connection to the business. "We are the next generation of ownership, with my cousin and my brother, as we boldly decided to take over the company from my parents and uncle. We grew up in the greenhouses, and it was only natural for us to continue the family legacy," she explains.

After spending time working in advertising in other industries, Valérie found herself drawn back to the family business, seeking a more meaningful career aligned with her values. "Coming back to the family business, it felt good to know that we were growing food for people in an environmentally respectful way," she reflects.

The company, now in its second generation of leadership, is known for its hydroponic lettuces, organic tomatoes, bell peppers, mini cucumbers, and cucumbers. "Gen V, as our company is now branded, represents the new generation's commitment to values such as environmental sustainability, organic farming, and responsible practices. The slogan 'True to your values' really speaks to our mission. Every decision we make is aligned with our values, from avoiding GMOs to ensuring recyclable packaging," Valérie shares.

'True to your values'
Cultures Gen V takes pride in its commitment to responsible practices, from minimizing environmental impact to ensuring employee well-being. The company decided to adopt renewable energy sources, like biomass, even if it results in lower profit margins. "We're not just focused on being the best in the world; we want to be the best for the world," Valérie emphasizes.

This company philosophy has led them to seek certification from B Corp, an organization that recognizes companies meeting high standards of social and environmental performance. "B Corp is important to us because it verifies that we're not just claiming to be sustainable, but we're actually doing it," Valérie explains. "It's a third-party certification that ensures we meet the highest standards for the environment, people, and community."

Being certified by B Corp allows Cultures Gen V to make decisions with greater clarity, knowing that their actions are aligned with both their values and global standards. Valérie notes, "For me, the B Corp certification isn't just about bragging rights. It's about knowing we're making the right decisions for people and the planet." The certification was also awarded to companies like the familiar sports brand, Patagonia, who pride themselves in designing clothes for "silent" sports leaving a minimal environmental footprint.

The challenge of automation
While some new companies focus heavily on automation, Valérie believes there's a balance to be struck. "Automation is definitely the future, but we're mindful of the huge investment," she says. "I've seen companies with fully automated greenhouses, and it works, but the costs are so high. I think it's important to remember that not every business needs to scale too quickly or become overly ambitious as it still needs to be financially sustainable," she adds.

The role of mentorship and tradition
Valérie's parents and uncle remain involved in the business, offering mentorship and wisdom. "They've been through so many situations we are yet to experience, and their guidance has been invaluable. It's a great balance of innovation and tradition," she says.

She adds that her father will always be involved in some capacity, making sure the business remains grounded in the values that built it. "They've given us the space to grow the company in our own way, but they're always there when we need them. The decisions we make today are for the future," Valérie reflects.

A new year coming up!
Cultures Gen V has big plans for 2025, including the launch of a new line of tomatoes. These tomatoes, which will be available in both organic and conventional varieties, will debut in Canada and the U.S. "It's exciting because it's a product that's never been on the market before," Valérie says. The company is particularly proud of its diverse selection, which includes cherry, grape, beef, and tomatoes on the vine.

As the company prepares for the launch, Valérie's team is already working on the packaging and branding. "We've spent a lot of time building our brand, and I'm excited to see how it resonates with customers. We want to make sure our story is told through our products and packaging," she says.

In terms of retail partnerships, Cultures Gen V works with stores including Sobey's, Metro, Loblaws, and Walmart Canada. Their primary focus remains on maintaining the Gen V brand, although they are open to private labels and accompanying their clients. "We believe in our brand and our values, so we're always happy to see the Gen V logo out there," she concludes.