IGA's 'Frais Du Toit' Brand Sells Organic Greens from Its Rooftop Garden

 - Jul 31, 2017
References: iga.net & strategyonline
'Frais Du Toit' is an ambitious new project from IGA that introduces consumers to Canada's largest organic vegetable garden and greens that are grown on top of the roof of an IGA Extra store in Montreal, Quebec. IGA is working with urban gardening and agriculture company La Ligne Verte and urban beekeeping company Alvéole on the continued development of Frais Du Toit.

As part of this initiative, IGA is introducing consumers to its new brand, Frais Du Toit ("Fresh Roof"), which will provide fresh produce and honey to be sold in IGA stores.

To connect consumers to what makes the produce brand so unique, IGA created an in-store display stand that includes a large screen and a live feed showing the vibrant green rooftop garden.