Distributed CEA agriculture not only changes how and where fresh produce crops can be grown, it will also be disruptive to existing market logistics – that is, getting the crop to market. CEA operations need to be cognizant of both B2B and B2C marketing and sales. The retailers need to understand the “value” that local/regional CEA grown crops can bring in terms of high quality, food safety, and reducing shrink. Consumers want a “brand” in fresh produce that has the taste and nutritional value, as well as a consistency of always being available where they shop. All of these factors have revenue implications for the grower, the marketer, the retailer, and the consumer.
Panel Moderator: Nate Rudy, Executive Director, Waterville Creates!
and AGROWN Board Member
Ron Pelger, President and CEO, RonProCon
Anthony Totta, Consultant, FreshXperts; Founder, CEO and Produce Consultant, Grow My Profits LLC