Urban grown, urban consumed.
How might food/beverage companies increase their presence in the urban food growing movement?
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Trends

Urban Food

Observed Trends

One key tenet of the “urban resilience” idea is local food production. This has spurred some non-profits and individual consumers to start growing their own foods.

Your Opinion

The problem is that urban agriculture doesn’t always seem like a practical concept. Urban land is expensive, and the prospect of making it farmland... must compete with cheap, horizontal farmland that's available aplenty outside the city!

For that reason, most food and beverage producing companies have looked at "urban food" with a smirk, or as a fad that cannot threaten their established business models.

Untapped Potential

I would argue that an upstart in the food and beverage sector can integrate itself into the trend of urban food growing. And potentially become the "enabler" that turns urban food into personalized/customized beverages and health foods for interested urban customers.

Example (picture): I imagined modular micro farms in community spaces, mall food courts, etc. Urban consumers can pick out the produce themselves, or an employee does it...and then juice it to their preferences. Or salad bar. Etc.

Optional Text

"In the long run, Babylon plans to use their modular vertical farming platform to build larger farms capable of growing the majority of fresh produce for their clients. They envision micro-farming becoming an amenity in urban areas located in, or adjacent to, all grocery stores, foodservice operations, and food distribution hubs. These companies now get their supply from different farms nationwide, then process, package and sell it to consumers. The benefit to them of growing it onsite would be to significantly reduce perishability, which now wipes out 50% of food, much of it during the transport process, which can be over 1500 miles from farm to fork in the U.S. Not to mention the emissions generated by such a long supply chain."

Source: https://www.forbes.com/sites/scottbeyer/2019/11/25/modular-micro-farms-a-new-approach-to-urban-food-production/#77477c682e9e