Last April, Gen V was awarded the 2024 Alizés Award – Innovative Export Strategy Inno-centre, a recognition that highlights the success of its strategic repositioning and bold ambition to conquer new markets. Formerly known as Hydroserre Mirabel, the company transformed its brand identity to better reflect its vision: becoming a key player beyond Quebec’s borders.
A New Identity for International Growth
The Alizés Awards jury was particularly impressed by the impact of Gen V’s rebranding. This decision was not simply aesthetic—it addressed a concrete export challenge.
The name Mirabel, strongly tied to a specific region, didn’t resonate internationally. In the United States especially, it caused confusion. By choosing Gen V, a bilingual, simple, and evocative identity, the company created a brand that could thrive in Quebec, across Canada, and in the U.S.
“Our first greenhouse was in Mirabel, but today we operate four sites across Quebec. We needed a brand capable of growing alongside us,” explains Valérie Terrault, Director of Sales and Marketing at Gen V.
Exporting: A Necessity for Growth
Why focus on agri-food exports outside Quebec? The answer is simple: Gen V’s production capacity far exceeds local demand.
“To continue growing, we needed to expand into Ontario and the United States. We were among the first to make that move, in a market where greenhouses are not common,” the company explains.
This strategy has helped Gen V win over major grocery chains and strengthen its presence with leading retailers. Their goal: to win the hearts of American consumers and prove that Quebec expertise can shine on the North American stage.
The Alizés Award: A Seal of Credibility
Winning an Alizés Award represents much more than a symbolic honor. For Gen V, it is a powerful lever for credibility and visibility.
“It’s proof that Quebec companies are capable of great things. This recognition attracts the attention of financial partners, adds prestige to our collaborations, and validates our strategic choices.”
The impact was also felt internally: higher engagement on LinkedIn, employee pride, and renewed interest from investors. The award now acts as a catalyst for motivation and visibility.
Advice for Future Applicants
What would Gen V say to companies considering applying for the Alizés Awards?
“Take the time to build a strong application. It’s a great opportunity to celebrate your journey, revisit your business decisions, and reflect on how far you’ve come. Even completing the application is a valuable exercise in itself.”
