# Rooftop Produce Brands IGA's 'Frais Du Toit' Brand Sells Organic Greens from Its Rooftop Garden By Laura McQuarrie | Published 2017-07-31 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/frais-du-toit References: [strategyonline](http://strategyonline.ca/2017/07/28/iga-grows-a-garden-on-top-of-a-store/) & [iga.net](https://www.iga.net/en/in_the_community/environnement/frais_du_toit) 'Frais Du Toit' is an ambitious new project from [IGA](https://www.trendhunter.com/trends/avocados-from-mexico-2) 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](https://www.trendhunter.com/trends/advanced-indoor-farming) 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](https://www.trendhunter.com/trends/organic-salad-kit)"), 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. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 13% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Rooftop Gardening:** Opportunity for businesses to leverage unused rooftop spaces in urban areas for sustainable agriculture and local produce. - **Urban Agriculture:** Potential for companies to create innovative solutions for food production in densely populated cities through vertical farming and rooftop gardens. - **Farm-to-store Supply Chain:** Disruptive opportunity to establish direct channels for selling fresh produce, bypassing traditional intermediaries and ensuring quality and transparency. ### Who This Affects Most - **Grocery Retail:** Retailers can explore partnerships with urban gardening and agriculture companies to offer customers locally grown, fresh and organic produce through innovative store displays. - **Green Technology:** Businesses specializing in sustainable farming solutions can capitalize on the growing demand for urban agriculture and rooftop gardening in cities. - **Food Distribution:** Opportunity for food distributors to establish direct relationships with rooftop gardens and urban farms to ensure a reliable supply of fresh produce to meet consumer demand. ## Related on Trend Hunter - [Ready-to-Pick Microgreen Varieties](https://www.trendhunter.com/trends/bioplants.md) - [Free-From Salad Products](https://www.trendhunter.com/trends/grow-up-farms-unbeleafable.md) - [Modern Indoor Farm Stands](https://www.trendhunter.com/trends/indoor-farm-stand.md) - [Packaged Microgreens Expansions](https://www.trendhunter.com/trends/packaged-microgreens.md) - [Design-Forward Countertop Herb Vases](https://www.trendhunter.com/trends/lettuce-grow.md) - [Vertically Farmed Leafy Greens](https://www.trendhunter.com/trends/bristol-farms.md) - [Automated Commercial Kitchen Gardens](https://www.trendhunter.com/trends/instafarm.md) - [Advanced Indoor Farming Solutions](https://www.trendhunter.com/trends/advanced-indoor-farming.md) - [Soil-Free Garden Systems](https://www.trendhunter.com/trends/garden-system.md)