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Article: Who are the humans behind Floèm?

Roxane et Frédéric sur un rocher au coucher du soleil.

Who are the humans behind Floèm?

Roxane & Frédéric

It all started a few years ago with a trivial gesture when Roxane's brother went to plant trees in northern Quebec. Having learned on site to pick the Labrador tea which abounds in the forests of this latitude, he picked a good quantity to give as a gift to his sister.

Roxane, who loves culinary creation and loves spices, began to concoct herbal tea blends with various plants, including the famous Labrador tea.

Picking by canoe

Frédéric and Roxane are fans of wild camping canoeing. They crisscross lakes and rivers in search of beautiful places to recharge their batteries. It was also at this time that Roxane was able to learn more about picking and have fun identifying Quebec plants. Each time, she brought back samples to dehydrate at home and incorporate them into her infusion blends. Funny fact, they always bring their two cats with them on expeditions!

Motivation for rehabilitation

In 2017, life changed radically for Roxane during a serious snowboarding accident. She came out with a concussion that would have severe impacts for several years. In addition to constant headaches, she finds herself unable to function on a daily basis. After a few months, she was taken into care in a specialized rehabilitation center. A team of several professionals followed her full time for 6 months, a lot had to be relearned...

Being completely off work, the team suggests that she find a small personal project to keep herself a little busy and improve her morale. For her it's all or nothing, she doesn't want to invest her energy in something that has no real impact...

A few months later, while walking in the forest, she recognized a Labrador tea plant and that's when the idea for the business was born. After a week, the business was registered with the registrar, $2,000 worth of Labrador tea was ordered from a picker just before winter and the creation of the infusion blend began!

A love story

When Roxane launched the company, Frédéric immediately dove into the adventure alongside her. This is what makes them such a great team, dedicated and tenacious. Despite the commotion and all these inconveniences, Frédéric and Roxane got married in 2018! Floèm is above all a love story between two human beings who want to go further together.

Frédéric and Roxane kiss at their wedding.

Thank you for supporting our mission to make the aromatics of the boreal forest accessible and known. You contribute to the sustainability of local businesses, but above all, you contribute to our happiness in seeing this project exist!


Quel bel exemple de courage, d’amour, de détermination et surtout de persévérance.
Bravo à vous deux et je vous souhaite le meilleur pour l’avenir.

Akima Attou

Go Floèm Go !


Félicitation à vous deux pour la création de cette belle entreprise, vous êtes un modèle de ténacité. Lorsque j’ai découvert votre entreprise, j’ai tout de suite été séduite par vos beaux produits, je ne m’en passerais plus.

Elaine Lafontaine

Longue vie à Floèm! Une belle entreprise qui met en valeur les produits d’ici!

Jocelyne Villeneuve

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