HydroSerre Mirabel Inc. now shipping under 'Mirabel' label
HydroSerre Mirabel Inc. now shipping under 'Mirabel' label
It is said that the more things change, the more they stay the same, and such is the case for HydroSerre Mirabel Inc. of Mirabel, QC. Though the company has seen several changes during 2005, its mission of producing the highest-quality hydroponic Boston lettuce, specialty lettuce such as mache, cress and arugula, and fresh herbs continues unabated, just as it has since it was founded in 1987.
"We are completely refreshing the look of our company," said Pierre Dolbec, director of sales and marketing for HydroSerre Mirabel. We want to convey to the consumer that we are an environmentally friendly and clean product, and everything we do works in that direction.
To that end, HydroSerre Mirabel is now shipping its products under its new Mirabel label, dropping both of its former labels, Sun House Farms and Mirabel Frais.
We made a decision to merchandise our products under one single label with brand recognition in mind, he said. We wanted to make our package more visually appealing and our new labeling really sets it apart from other companies with products that are packaged similarly.
Mr. Dolbec said that brand recognition is the greatest handicap in the produce industry, and he hopes that U.S. consumers would come to more easily recognize the new label a red cardboard band with a green and black Mirabel logo and text in both English and French.
Though the firm did extensive research on what name it should use on the new label, Mr. Dolbec said that the new name was right under our nose all along. It has been packing under the new label in Canada since June and has received positive feedback from retailers and consumers alike.
Customers are responding well, and produce managers really appreciate the new label and packaging, he said.
In addition to name recognition, the single label also benefits HydroSerre Mirabel's packingline. The company which ships from Toronto to the Maritime Provinces in eastern Canada and to major U.S. cities on the East Coast, such as Boston, New York and Philadelphia had used the Sun House Farms label for its orders outside Quebec, while orders in Quebec were packaged under Mirabel Frais.
Practicality wise, it helps because our products are packed the day before they are sent out to our distributors, Mr. Dolbec said. When we had two labels, it was difficult for our line because when they would get an order for Quebec, they had to switch labels.
Besides the new label, the company completely revamped its web site, which will have a new address, www.mirabel.qc.com. Mr. Dolbec noted that the new address would be operational by the end of the month, and that its current web site, www.hydroserre.com, was still working as well.
Upgrades to a three-acre greenhouse facility in Drummondville, QC located about one hour from its current 18-acre facility were also recently completed and will enable HydroSerre Mirabel to increase volume during the winter months, when yields go down due to shorter days and the lower sun angle in Quebec.
We are restrained in the winter due to the sun, but another facility allows for volume to be much more stable year round, he said. It gives us an extra edge for the winter months.
The company is known for its use of deep pool floating raft technology, which uses hydroponics instead of soil to grow its products in greenhouses. Developed by the University of Arizona, HydroSerre Mirabel was the first company to adapt this technology for commercial use, and it has grown to become one of the larger and more efficient growers of hydroponic lettuce worldwide, Mr. Dolbec said.
Our products are grown on a rotation system, he said. Once our lettuce is picked, a young one is put in its place to start the process again. It is very environmentally friendly, with no need for fungicides or herbicides and very minimal use of pesticides.
"We are completely refreshing the look of our company," said Pierre Dolbec, director of sales and marketing for HydroSerre Mirabel. We want to convey to the consumer that we are an environmentally friendly and clean product, and everything we do works in that direction.
To that end, HydroSerre Mirabel is now shipping its products under its new Mirabel label, dropping both of its former labels, Sun House Farms and Mirabel Frais.
We made a decision to merchandise our products under one single label with brand recognition in mind, he said. We wanted to make our package more visually appealing and our new labeling really sets it apart from other companies with products that are packaged similarly.
Mr. Dolbec said that brand recognition is the greatest handicap in the produce industry, and he hopes that U.S. consumers would come to more easily recognize the new label a red cardboard band with a green and black Mirabel logo and text in both English and French.
Though the firm did extensive research on what name it should use on the new label, Mr. Dolbec said that the new name was right under our nose all along. It has been packing under the new label in Canada since June and has received positive feedback from retailers and consumers alike.
Customers are responding well, and produce managers really appreciate the new label and packaging, he said.
In addition to name recognition, the single label also benefits HydroSerre Mirabel's packingline. The company which ships from Toronto to the Maritime Provinces in eastern Canada and to major U.S. cities on the East Coast, such as Boston, New York and Philadelphia had used the Sun House Farms label for its orders outside Quebec, while orders in Quebec were packaged under Mirabel Frais.
Practicality wise, it helps because our products are packed the day before they are sent out to our distributors, Mr. Dolbec said. When we had two labels, it was difficult for our line because when they would get an order for Quebec, they had to switch labels.
Besides the new label, the company completely revamped its web site, which will have a new address, www.mirabel.qc.com. Mr. Dolbec noted that the new address would be operational by the end of the month, and that its current web site, www.hydroserre.com, was still working as well.
Upgrades to a three-acre greenhouse facility in Drummondville, QC located about one hour from its current 18-acre facility were also recently completed and will enable HydroSerre Mirabel to increase volume during the winter months, when yields go down due to shorter days and the lower sun angle in Quebec.
We are restrained in the winter due to the sun, but another facility allows for volume to be much more stable year round, he said. It gives us an extra edge for the winter months.
The company is known for its use of deep pool floating raft technology, which uses hydroponics instead of soil to grow its products in greenhouses. Developed by the University of Arizona, HydroSerre Mirabel was the first company to adapt this technology for commercial use, and it has grown to become one of the larger and more efficient growers of hydroponic lettuce worldwide, Mr. Dolbec said.
Our products are grown on a rotation system, he said. Once our lettuce is picked, a young one is put in its place to start the process again. It is very environmentally friendly, with no need for fungicides or herbicides and very minimal use of pesticides.
