What started 11 years ago as 105 hectares of empty land in Fitch Bay had already blossomed into a rapidly growing agro-tourism business by 2007. Now Pellerin, 55, is expanding his fragrant family business to retailing, with plans for up to 11 Bleu Lavande boutiques by the end of 2010.

"We started from the roots; from the country to the city," Pellerin said of the company, which develops its lavender-derived bath, body and kitchen products from start to finish in Quebec.