Finding success in establishing mission-driven CEA operations

Added on 21 March 2022

Tags

Finding success in establishing mission-driven CEA operations

With conscious consumerism on the rise, there is an increased appetite for mission-driven businesses. A mission-driven business is one that sets out to do more than just maximize profit - typically by aiming to solve a specific social, economic, or environmental challenge in society. When it comes to urban and controlled environment agriculture (CEA), mission-driven business models tend to focus on the environmental pillar. This includes emphasis on mitigating the outsized impacts of conventional farming operations via reduced water usage, lack of pesticides, or decreased food miles.

Editor's Note: This is an investigative article from Agritecture's Consultant, Sarah Janjua, and Junior Designer, Dhwani Laddha, on how CEA operations can better integrate a mission-driven focus into their businesses. The following information is derived from interviews with Desmond Hayes of GeoGreens, Julie Buisson of the PHILLIPS Programs for Children and Families, and Nona Yehia of Vertical Harvest.

While these are pressing challenges to tackle, an often underemphasized mission-driven business model in the industry is one that focuses on the social pillar of society. This includes addressing food inequities and having positive impacts on marginalized communities.

Here are three farms that have taken unique approaches to make their businesses more mission-driven through socially impactful farming operations:

GeoGreens Is Growing For Underserved Communities

Messaging around the benefits of healthier eating does not reach everyone equally. Along with this disconnect, locally-grown and nutritionally-dense produce is not always easily accessible for minority communities.

GeoGreens is on a mission to bridge these gaps. Founder and Owner Desmond Hayes "set out on a model and mission to get healthier foods in the hands of those who need it the most." After years of market research, Hayes determined that one cannot accomplish this mission "by simply getting leafy greens to chain-supermarkets" and that "there needs to be a level of direct community involvement and an educational engagement." This is what led GeoGreens to seek out the customer segments it has as well as foster different levels of community engagement.

Continue reading on Agritecture.

Image sourced from Vertical Harvest

Source: Agritecture