# Grocer Garden Grocery stores are growing some of their own produce. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 4, 2017 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/grocer-garden ## Key Figures - Trend score: 5.0/10 - Evidence articles: 5 ## What is the Grocer Garden trend? **Grocer Garden:** 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 13, 2016 to May 16, 2019 - Published: Oct 4, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Grocer Garden trend ### 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. ### 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. ### 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. ## What the Grocer Garden trend means for industry ### For 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. ### For 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. ### For 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. ## Workshop question How can your brand slightly reformat its core offerings in order to create a more authentic connection with its customers? ## Trend signals for Grocer Garden Trend score 5.0 out of 10, from popularity 74%, activity 67%, freshness 8%. - Popularity: 74% - Activity: 67% - Freshness: 8% ## Examples of the Grocer Garden trend 5 featured examples from Dec 13, 2016 to May 16, 2019. - [Free-From Produce Lines](https://www.trendhunter.com/trends/fresh-picked-produce): Eden Green Technology's Crisply Makes Locally Grown, Fresh-Picked Produce (Category: Eco) Implication: The vertical farming industry has the potential to disrupt traditional farming methods by offering efficient and sustainable solutions for locally grown produce. - [Hydroponic Farm Cafes](https://www.trendhunter.com/trends/farmshop): London's 'FARM:shop' Grows Food On-Site for Its In-Store Cafe (Category: Eco) Implication: The restaurant industry can explore on-site food production to offer sustainable dining experiences and cater to the demand for locally sourced food. - [Edible Organic Gardens](https://www.trendhunter.com/trends/bayless-organic-gardens): Bayless Organic Gardens Focuses on Creating Sustainable Urban Food (Category: Eco) Implication: The restaurant and hospitality industry can benefit from incorporating edible organic gardens into their establishments to provide fresh, locally-sourced ingredients for their men… - [Rooftop Grocer Gardens](https://www.trendhunter.com/trends/iga): The Grocery Store IGA Has Introduced a Rooftop Garden (Category: Eco) Implication: The introduction of rooftop gardens in grocery stores presents an opportunity for the industry to offer fresh, locally grown produce to customers. - [Rooftop Produce Brands](https://www.trendhunter.com/trends/frais-du-toit): IGA's 'Frais Du Toit' Brand Sells Organic Greens from Its Rooftop Garden (Category: Lifestyle) Implication: Retailers can explore partnerships with urban gardening and agriculture companies to offer customers locally grown, fresh and organic produce through innovative store displays. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)