Gen V Cultures
Gen V Cultures is Quebec's largest diversified greenhouse vegetable producer, operating 36 hectares across four facilities to grow hydroponic lettuces, organic vegetables, and tomatoes for retail chains and Costco across Canada and the United States.
- Company typePrivate
- Founded1987
- HeadquartersSainte-clotilde-de-horton, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Gen V Cultures does
Gen V Cultures Inc. is the largest diversified greenhouse vegetable producer in Quebec, operating four greenhouse complexes across Sainte-Clotilde, Saint-Jérôme, Ham-Nord, and Portneuf totaling over 360,000 square meters (36 hectares) with 400 employees. The company produces 11,500 tonnes of vegetables annually, including 34 million heads of lettuce per year, using proprietary Deep Water Culture (DWC) hydroponic technology with floating mobile rafts developed and refined over 36+ years since the company's founding in 1987. Its core product portfolio includes hydroponic lettuces (butter lettuce, crispy lettuce, Salanova varieties, and living Mache), organic vegetables grown using biocontrol methods (mini cucumbers, peppers, English cucumbers), and cherry tomatoes added through the 2023 acquisition of Les Serres Royales. The company also produces over 60% of the vegetable transplants used by Quebec market gardeners annually.
Gen V generates revenue through wholesale and retail fresh vegetable sales to grocery chains including Costco (where living lettuce products are sold exclusively), Hannaford, Shaw's, and broad distribution across Quebec and Ontario retailers. Products are sold under the Gen V brand launched in January 2023, consolidating the previously separate Mirabel, VÔG, and Diva brands. The company has positioned itself as a sustainability leader, achieving B Corp certification in 2024 as the first greenhouse producer in Canada to do so, with a value proposition centered on 365-day local production in Quebec's climate, 90% less water use versus field agriculture, and living lettuce products with up to 14 days of refrigerated shelf life. Family-controlled by the Terrault family since 2008, the company transitioned to second-generation leadership with the 2024 strategic partnership with Fondaction and Investissement Québec supporting further expansion.
Gen V Cultures firmographics
Firmographics- Name
- Gen V Cultures
- Legal name
- Cultures Gen V Inc.
- Website
- https://gen-v.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gen V Cultures is Quebec's largest diversified greenhouse vegetable producer, operating 36 hectares across four facilities to grow hydroponic lettuces, organic vegetables, and tomatoes for retail chains and Costco across Canada and the United States.
- Ownership category
- akta.pro rank
Gen V Cultures industry classification
Industry- Product category
- Greenhouse Vegetables
- NAICS
- Food Crops Grown Under Cover (11141), Vegetable and Melon Farming (11121), Other Vegetable (except Potato) and Melon Farming (111219), Other Food Crops Grown Under Cover (111419)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA)
- akta.pro secondary industries
- Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA), Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC), Hydroponic / Controlled-Environment Produce Wholesale (AFAIACAM), Leafy Greens & Salad Processing Packhouses (Fresh-Cut) (AFAOAGAI)
Keywords
Where Gen V Cultures is headquartered
LocationHeadquarters
- HQ city
- Sainte-clotilde-de-horton
- HQ country
- Canada
- HQ region
- North America
Offices5 records
Markets served
Gen V Cultures business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Supply Chain, Marketing or Sales
Revenue model
- Fresh Vegetable Sales: Sale of hydroponic lettuces, organic vegetables (cucumbers, peppers, mini cucumbers, tomatoes) to retail grocery stores and consumers. Products marketed under Gen V brand since 2023.
- Transplant Production: Produces over 60% of vegetable transplants used by Quebec market gardeners, supplying the professional farming sector.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Gen V Cultures product offering
Product offeringCore offering
Gen V Cultures grows and sells fresh hydroponic lettuces (butter, crispy, Salanova, living Mache), organic greenhouse vegetables (mini cucumbers, peppers, English cucumbers), and cherry tomatoes across four Quebec greenhouse complexes totalling over 360,000 square metres. The company produces more than 60% of vegetable transplants used by Quebec market gardeners, deploying Deep Water Culture (DWC) hydroponic technology and biocontrol pest management to deliver consistent year-round supply to grocery retailers and consumers in Quebec, Ontario, and the United States.
Product overview
Gen V Cultures operates as a diversified greenhouse vegetable producer offering a unified portfolio of hydroponic and organic vegetables. The core offerings include hydroponic lettuces (butter lettuce, crispy lettuce, Salanova lettuce, and living Mache) grown year-round using innovative floating raft technology, plus organic vegetables (mini cucumbers, peppers, English cucumbers) cultivated through biological pest control. Cherry tomatoes were added following the 2023 acquisition of Les Serres Royales. The company also supplies over 60% of vegetable transplants used by Quebec market gardeners. All products are grown locally across four greenhouse complexes in Quebec (St-Jérôme, Portneuf, Sainte-Clotilde, and Ham-Nord) totaling over 360,000 square meters.
Differentiator
Problem solved
Functional benefit
Products and services
- Butter Lettuce (Boston Lettuce) Hydroponically grown classic velvety butter lettuce sold as living lettuce with roots attached (up to 14 days of freshness) or as cut lettuce, for retail grocery shoppers across Quebec, Ontario, and the U.S.
- Crispy Lettuce Crunchy lettuce variety grown hydroponically in greenhouses year-round and sold as double heads via retail grocery channels for household consumption.
- Red & Green Salanova Lettuce Premium red and green lettuce varieties with signature tear-drop shaped leaves, grown hydroponically and sold as living lettuce to retail consumers.
- Living Mache Living lamb's lettuce (mache) grown hydroponically with roots attached for optimal freshness, sold to retail grocery shoppers as a specialty green.
- Organic Mini Cucumbers Organic mini cucumbers grown in greenhouses using biological pest control methods, certified organic and available seasonally from April to November through retail grocery channels.
- Organic Peppers Organic bell peppers grown in greenhouses using beneficial insects for pest control (biocontrol), available seasonally from April to November via retail grocery chains.
- Organic English Cucumber Organic English cucumber variety grown in greenhouses using biological pest control methods, distributed to retail grocery shoppers.
- Cherry Tomatoes Greenhouse-grown cherry tomatoes produced at the Saint-Jérôme facility for retail grocery distribution, adding tomato production to the company's diversified vegetable portfolio.
- Vegetable Transplants Seedlings and young plants supplied to Quebec professional market gardeners, representing over 60% of the transplants used by Quebec market gardeners annually.
- Living Butter Lettuce Single-head living hydroponic butter lettuce sold with roots attached, available exclusively at Costco, designed for extended refrigerator shelf life up to 14 days.
Quantifiable outcome
- 90% less water used compared to field agriculture
- +2 more outcomes
Companies that use Gen V Cultures
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Gen V Cultures technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Gen V Cultures partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Sylvain Lefort and Marie-Josée LebirecoreFounders of Les Serres Lefort who became 25% partners in the combined entity (2020) and provided unique transplant production expertise. Full ownership acquired by Terrault family in July 2022.
- Serres Royales (Les)coreAcquired in July 2023, adding 9 hectares of tomato production capacity in Saint-Jérôme. Transaction made Gen V the largest diversified greenhouse producer in Quebec.
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
Gen V Cultures competitors and assessment
Company assessmentBroad incumbents
- Bonduelle Group: Global leader in processed and fresh vegetables with greenhouse and field operations. Broader portfolio than Gen V but overlaps in fresh-cut and packaged leafy greens sold through retail and foodservice.
Emerging players
- GoodLeaf Farms: Canadian vertical farming operator producing leafy greens and microgreens for retail. Overlaps with Gen V's leafy-greens category but uses indoor vertical farming rather than greenhouse CEA.
- AeroFarms: US-based vertical farming company producing leafy greens for retail — an emerging competitor in the same leafy-greens category as Gen V, using indoor vertical farming rather than greenhouse CEA.
- Plenty: Indoor vertical farming company building leafy-greens capacity for US retail. Competes for the same retailer relationships and category positioning as Gen V's hydroponic lettuces.
Direct peers
- Pure Hothouse Foods (Pure Flavor): Greenhouse grower of tomatoes, peppers, cucumbers, and leafy greens sold across North American retail — directly comparable to Gen V in greenhouse CEA, produce portfolio, and retailer distribution strategy.
- Tanimura & Antle: Major North American fresh produce grower and shipper; historically held a 50% stake in Hydroserre/Gen V. Overlaps as a leafy-greens and vegetable supplier to the same retail customers.
- Village Farms International: Public greenhouse operator producing tomatoes, cucumbers, and peppers across North American facilities. Directly comparable in greenhouse vegetable production, retail distribution model, and category overlap (with tomatoes and cucumbers).
- NatureSweet: Largest greenhouse tomato brand in North America. Directly comparable as a branded, retailer-focused greenhouse vegetable producer with sustainability positioning and year-round production.
- Mastronardi Produce (Sunset Produce): One of North America's largest greenhouse vegetable growers, supplying retailers with branded greenhouse produce including lettuce, tomatoes, cucumbers, and peppers — directly comparable in product mix and retail-channel strategy to Gen V.
Others
- Sobeys (Empire Company) — Produce Sourcing: Major Canadian grocery retailer and indirect channel partner. Comparable as a buyer of Gen V's produce and as a benchmark for Canadian retail produce sourcing strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Gen V Cultures social profiles
Digital presenceGen V Cultures compliance and trust
Trust signalCompliance1 record
Gen V Cultures financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gen V Cultures leadership team
Management profileNumber of profiles
Profiles6 records
Gen V Cultures subsidiaries and ownership
Company hierarchySubsidiaries2 records
Gen V Cultures funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gen V Cultures M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gen V Cultures
What does Gen V Cultures do?
Gen V Cultures grows and sells fresh hydroponic lettuces (butter, crispy, Salanova, living Mache), organic greenhouse vegetables (mini cucumbers, peppers, English cucumbers), and cherry tomatoes across four Quebec greenhouse complexes totalling over 360,000 square metres. The company produces more than 60% of vegetable transplants used by Quebec market gardeners, deploying Deep Water Culture (DWC) hydroponic technology and biocontrol pest management to deliver consistent year-round supply to grocery retailers and consumers in Quebec, Ontario, and the United States.
Is Gen V Cultures a public or private company?
Gen V Cultures is a private company. It is classified as family owned and is currently operating.
When was Gen V Cultures founded?
Gen V Cultures was founded in 1987. It employs 11 to 50 people.
Where is Gen V Cultures based?
Gen V Cultures is headquartered in Sainte-clotilde-de-horton, Canada, in the North America region.
How does Gen V Cultures make money?
Two revenue lines are on record. Fresh Vegetable Sales are the primary driver. The others are transplant Production.
Who are Gen V Cultures's main competitors?
Bonduelle Group is listed as a broad incumbent. Emerging players are GoodLeaf Farms, AeroFarms and Plenty. Direct peers are Pure Hothouse Foods (Pure Flavor), Tanimura & Antle, Village Farms International, NatureSweet and Mastronardi Produce (Sunset Produce). Sobeys (Empire Company) — Produce Sourcing is listed as an others.
Does Gen V Cultures have an API?
No public API is recorded for Gen V Cultures.
What industry is Gen V Cultures in?
Gen V Cultures's product category is Greenhouse Vegetables. Its primary akta.pro industry code is AFAGAHAA, Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens), with a secondary code of AFAGADAA, Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard). Its NAICS code is 11141 and its SIC code is 100.