Supermarket Perimeter - January 2025 - 55

70%
of Gen Z supports
High-tech triumphs
climate-smart agriculture.
55% are willing to pay more for
environmentally sustainable products.
Over half prefer brands that
prioritize local sourcing.
(Source: YouGov survey for Whole Foods)
remaining committed to the health of our consumers and the planet. "
There's plenty of demand to meet all of that new production, Soare said.
More and more consumers are looking for freshness, sustainability,
and high-quality produce. According to BrightFarms' commissioned
study with GutCheck on salad consumer attitudes, 67% of consumers
prioritize " freshness of leaves " when selecting leafy greens.
In addition, a YouGov survey for Whole Foods found that 70% of Gen
Z supports climate-smart agriculture, 55% are willing to pay more for
environmentally sustainable products, and over half prefer brands that
prioritize local sourcing.
" These trends highlight how greenhouse-grown produce aligns with
evolving consumer values, " Soare said.
Consumers are increasingly choosing greenhouse-grown produce
over traditional field-grown options. Data from Nielson indicates that
all growth in the salad category is coming from the indoor farming
segment, while organic has declined, and conventional field-grown
lettuce has stagnated.
" Consumers are recognizing the value of fresher, sustainably
produced greenhouse-grown options that meet their quality and
environmental expectations. "
Recent advancements in controlled environment agriculture, such
as automated climate control systems and precision irrigation, have
revolutionized greenhouse farming, Soare added.
BrightFarms' use of Kubo UltraClima greenhouses enables
optimization of temperature, humidity, CO2, and light levels, ensuring
peak freshness and quality year-round. Not only does this technology
allow for year-round production, it allows for it to be done in any
climate, whether it's in the heat of Texas or the cold winters of Illinois.
" These innovations help to reduce water usage, eliminate application
of harmful pesticides to crops, and reduce food miles, addressing both
consumer demand for sustainability and operational efficiency. "
The unpredictability of weather has heightened the demand for
greenhouse farming, as controlled environments provide reliability and
consistency that traditional agriculture cannot match, Soare said.
Greenhouse acreage is expanding because it shields crops from
extreme weather events, ensuring year-round production and supply
chain stability.
supermarketperimeter.com
JANUARY 2025 - 55
Advancements in agricultural technology
have improved greenhouse efficiency and
productivity significantly, said Ray Mastronardi,
vice president of sales for Del Fresco Pure.
The result is an increase in the variety and quality
of greenhouse-grown produce and the efficiency,
sustainability and productivity of greenhouse
farming, making it more appealing to consumers.
LED lighting technology, automation and
robotics and better machinery in packhouses
are among the highlights, Mastronardi said.
And there's more to come.
" As technology continues to evolve, it's expected that
greenhouses will become even more productive and
environmentally friendly, helping to meet the global
demand for food while minimizing ecological impact. "
Cutting-edge innovations are helping to ensure a rosy
future for greenhouse production, said Jenny Halpin,
NatureSweet's senior manager of external communications.
" There have been incredible advancements in technology
and software over the last several years which have led to
improved data collection in our greenhouses, " Halpin said.
Artificial intelligence, for instance, gives NatureSweet
more insights into its crops, allowing the company to
predict plant health issues, optimize growth cycles, and
improve yield forecasting. NatureSweet also utilizes
CEA techniques like fertigation and drip irrigation, which
significantly enhance the efficiency of fertilizer usage on
its crops, while minimizing the environmental impact.
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