Grocery stores are growing some of their own produce
Implications - As urban farming continues to grow in popularity and necessity, supermarkets are increasingly sourcing their produce from their in-store farms in order to accommodate this shift. While cultivating these in-store farms can add extra costs in labor, they serve to increase trust between the grocer and its customers by offering produce that is visibly fresh. As consumers in urban environments increasingly seek more authentic connections to the environment, in-store grocer gardens serve to offer this personalized touch by just slightly adjusting items that are already inherently connected to the grocery experience.
Workshop Question - How can your brand slightly reformat its core offerings in order to create a more authentic connection with its customers?
Trend Themes
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In-store Grocer Gardens — As urban farming continues to grow, grocers are increasingly sourcing their produce from their in-store farms for a personalized touch and visibly fresh produce.
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Rooftop Farming and Produce Brands — Brands such as IGA and 'Frais Du Toit' are introducing consumers to rooftop gardens, offering fresh produce and honey that is sold in-store, thus allowing the brands to connect better with their customers and provide fresh organic products.
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Fresh-picked Free-from Produce — Vertical farming companies like Eden Green Technology are embracing fresh-picked produce derivatives, providing locally grown produce free from chemicals, herbicides and pesticides, with Walmart partnering with such companies to act as an intermediary between farmers and consumers.
Industry Implications
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Retail — The retail industry can use innovative methods, like in-store gardens and rooftop farming, to enhance their brand presence while increasing consumer trust and sales.
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Food & Agriculture — The food and agriculture industry can experiment with innovative ways to provide fresh and locally sourced organic produce to consumers by adopting new technologies such as vertical farming.
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Hospitality — The hospitality industry can establish edible organic gardens on their properties, enhancing their sustainability and green presence, while concurrently cultivating hyper-local ingredients for their menus.
5 Featured, 45 Examples:
381,162 Total Clicks
Date Range:
Dec 16 — May 19
Trending:
Warm
Consumer Insight Topics:
