William Fournier is the Founder and CEO of Mauve et Herbes, a premium licensed cannabis producer based in Quebec, Canada. With over 25 years of experience in horticulture and cannabis cultivation, he has established himself as a leading expert in vertical farming, genetics development, and sustainable growing practices. In addition to leading Mauve et Herbes, William serves as Product Developer and Commercial Grower Technical Support at CANNA Canada, where his facility functions as the company’s Canadian Research & Knowledge Center.
William’s passion for cultivation ignited in his youth when he discovered a book on cannabis growing, sparking a lifelong dedication to horticulture. After high school, he studied plant production technologies and later studied in Landscape Architecture at University of Montreal in 2011. He began his career at 18 working in hydroponics stores; Hydromax, gaining hands-on expertise. In 2007, he obtained a medical growing license, and by 2015, he had transitioned from landscape architecture to the emerging legal cannabis sector following Canada’s legalization push.
As a consultant and master grower, William assisted large-scale producers in Quebec, designing grow rooms, securing licenses, and building genetics libraries. In 2019, he founded Mauve et Herbes on his former horse farm north of Montreal, transforming it into a state-of-the-art operation. The company secured its standard cultivation license in August 2020—in just 10 weeks after submission to Health Canada—a testament to his efficiency and expertise. Today, the 12,000-square-foot facility includes 4,500 square feet of indoor canopy with flexible smart grow rooms and over 50,000 square feet of outdoor fields. Mauve et Herbes specializes in hand-crafted, premium cannabis, emphasizing sustainable methods like LED lighting, CANNA Coco substrates.
He is also an ambassador for Montel vertical farming systems and collaborates with universities and other licensed producers on research and education. His insights have been featured in publications like Garden Culture Magazine, where he shares his journey from “hydro shop kid” to award-winning grower. Mauve et Herbes won several cannabis cups in Canada (Karma Cup and Canadian Cannabis Championship).
Beyond cannabis, William enjoys ancestral plant varieties, giant vegetable growing, and bonsai art. As CEO, he envisions Mauve et Herbes hosting industry seminars, workshops, and tours to advance sustainable innovation in Canada’s cannabis landscape.