This text is part of the special Pleasures notebook
It was the summer of 2009. Nancie Ferron and Daniel Joannette founded La Maison Lavande in Saint-Eustache, in Montreal’s northern suburbs. Their goal was simple: to help people discover the full potential of this fragrant purple flower, having fallen in love with it during a trip to Provence. For 15 years now, this small Quebec company that has grown to become a big company has managed to put a little more lavender in Quebecers’ skincare routines, of course, but also on their plates.
Every summer, from the end of June to the beginning of August, the public is invited to live the multi-sensory experience of La Maison Lavande by walking through the flower fields to appreciate the beauty of this purple flower, smell its sweet scents and taste it during a visit to the bistro or a stop in the boutique. Marjolaine Ferron, daughter of Nancie and Daniel, is brand manager and vice-president of communications and marketing for the family business. She answers our questions about the gourmet aspect of La Maison Lavande.
Are Quebecers more curious to taste lavender than they were 15 years ago?
Yes! At first, we were confronted with people who did not want to try our lavender treats for fear that they would taste like soap. We are still fighting this battle, it is not won! The bistro is there to open the horizons of our customers and there are fewer and fewer surprises from them.
How do you prepare the menu?
We have had a bistro since the beginning and its offer has evolved. Previously, we offered complete dishes, always with a touch of lavender. Recently, we decided to only offer refreshments and snacks, since people like to bring their picnic to eat in the fields and accompany their lunch with our delicacies.
On the menu, we have the delicious pastries (scones, cookies, brownies) from Atelier Lune, a local business, as well as a savory option (a scone with cheddar, shallots and lavender). The most popular products are certainly the lemonade and the frozen yogurt (lavender, of course).
Do you add new products every year?
We always try to introduce something new in line with our spring launch. In 2024, we unveiled the collection of care products — body milk, shower gel, bubble bath — and home products — linen water, dish soap — grapefruit-lavender and announced the return of the lavender-coconut fragrance. For the occasion, we imagined an Italian soda bar with lavender, grapefruit and coconut syrups.
And for those who want to bring lavender home, which one should you choose for cooking?
There are so many varieties that you have to be careful and use the right one since not all of them are edible, and there will be differences in taste between each one. In our fields, we grow Munstead, also called fine English lavender. This is the only one we have in our shop and it is the one we recommend for cooking.
What is the secret to properly preparing lavender?
It should be used sparingly and as you would any other herb. My best trick to enjoy it without its taste being too strong is to infuse it in water, cream or milk. Then, replace the liquid suggested in a recipe — for cake or cookies — with infused lavender liquid to add a delicately floral and slightly sweet touch to our dessert.
Do you sell lavender to restaurants?
Yes, we provide some to restaurants and other agritourism sites in the region. These are collaborations that happen naturally and that satisfies us for the moment.
For example, we have a creamy lavender honey, made in collaboration with Intermiel. The Noire et Blanche microbrewery in Saint-Eustache also uses our flowers in a dessert.
Although your specialty is personal care and home products, we also notice a gourmet section in your physical and online stores. What products do you offer?
We’ve been working with a cook since pretty much the very beginning of La Maison Lavande to make products that we really want — preserves, jams, caramels, jellies. It’s a lot of trial and error, sometimes up to 10 tests before we’re happy with a recipe. I have to say that our lavender syrup, which we like to put in mocktails, cocktails or on a scoop of ice cream, is really popular.
This content was produced by the Special Publications Team of Dutyrelevant to marketing. The writing of the Duty did not take part in it.