Produce brands Mirabel and VÔG unite under new name, Gen V

The Quebec-based greenhouse behind Mirabel lettuce is unifying its brands under a new name, Cultures Gen V Inc. 

The new brand replaces the former Mirabel and VÔG brands.

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 from that date on. 

“We are Generation V, bringing you new ways to eat fresh. Our products are alive and  thriving. So are our values. Responsible production is at the heart of our promise, honouring 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,” Valérie Terrault, brand manager at Cultures Gen V inc., said in a statement.  

Gen V operates four greenhouse complexes in Quebec across 30 hectares.