September/October 2021 - 14

PROFILE
REVOLUTION FARMS
 Revolution Farms grows
numerous types of leafy
greens, including kale,
romaine, Swiss chard,
buttery bibb, green sweet
crisp and others. The
operation utilizes an
automated gutter planting
system for its expanded
greenhouse, which totals
2 acres of climatecontrolled
growing space.
Photos: Zeke Jennings
people loved, we also have legacy
farms growing lettuce, the same way
they have for hundreds of years. "
Revolution Farms put a premium on
packaging, varieties, package size and
marketing as locally grown.
" With Revolution Farms, as with
Founders, we are disrupting through
innovation by providing consumers
with a more local experience, creating
unique brands, building a best-in-class
team and doing it in a sustainable
way, " Green said. " There are even
similarities as we look at packaging
design, naming conventions and
package sizes, which all translate in
some way from my experience in the
world of beer. "
Revolution Farms has deals with
major supermarket chains Meijer
and Spartan, but also has good
relationships with many independent
12 SEPTEMBER /OCTOBER 2 0 21
retailers in the region. Vukcevich said
the appeal of safe, local and fresh is
easy to market to buyers, but it can be
tricky in defining terms from retailer
to retailer.
" The challenge is when you get into
the logistics. What does local mean? "
Vukcevich said. " For us, it's easy. Local
is Michigan. Retailers, though, all view
that a little differently. Local might
mean a farm closer to some retailers.
For us, it's morphing. We have 45 acres
here, we could build a super farm, but
that might not be the right answer for
the retailers. They want local and fresh
whenever they can get it, but they also
don't want to deal with 30 or 40 small
growers. They want a big grower that
can handle it, and there are a few of
them out there. I think we're headed
that way to produce at scale for lots
of their stores, so they don't have to
have 10 or 20 different relationships. "
While Revolution Farms has most
common certifications demanded by
retailers,
including adding Primus
this year, the facility is not pursuing
certified organic.
" Organic certification is about soil
stewardship, but we don't use soil, "
Vukcevich said. " We can comply and
call it organic, but it really doesn't do
anything to help the soil. Really, it's
just a badge, and we don't think it's
that important right now. "
The company uses the phrase " better
than organic " in its marketing. It cites
greenhouse growing as using less
water and taking up less acres.
" 'Bet ter than organic' means
something to us, but we realize
some people don't understand that.
Greenhouse-grown is a safe, efficient
way to grow lettuce, " Vukcevich said.

September/October 2021

Table of Contents for the Digital Edition of September/October 2021

September/October 2021 - 1
September/October 2021 - 2
September/October 2021 - 3
September/October 2021 - 4
September/October 2021 - 5
September/October 2021 - 6
September/October 2021 - 7
September/October 2021 - 8
September/October 2021 - 9
September/October 2021 - 10
September/October 2021 - 11
September/October 2021 - 12
September/October 2021 - 13
September/October 2021 - 14
September/October 2021 - 15
September/October 2021 - 16
September/October 2021 - 17
September/October 2021 - 18
September/October 2021 - 19
September/October 2021 - 20
September/October 2021 - 21
September/October 2021 - 22
September/October 2021 - 23
September/October 2021 - 24
September/October 2021 - 25
September/October 2021 - 26
September/October 2021 - 27
September/October 2021 - 28
September/October 2021 - 29
September/October 2021 - 30
https://www.nxtbook.com/greatamericanmediaservices/PRO/march-april-2024
https://www.nxtbook.com/greatamericanmediaservices/PRO/january-february-2024
https://www.nxtbook.com/greatamericanmediaservices/PRO/november-december-2023
https://www.nxtbook.com/greatamericanmediaservices/PRO/september-october-2023
https://www.nxtbook.com/greatamericanmediaservices/PRO/2023-digital-buyers-guide
https://www.nxtbook.com/greatamericanmediaservices/PRO/july-august-2023
https://www.nxtbook.com/greatamericanmediaservices/PRO/may-june-2023
https://www.nxtbook.com/greatamericanmediaservices/PRO/march-april-2023
https://www.nxtbook.com/greatamericanmediaservices/PRO/january-february-2023
https://www.nxtbook.com/greatamericanmediaservices/PRO/november-december-2022
https://www.nxtbook.com/greatamericanmediaservices/PRO/september-october-2022
https://www.nxtbook.com/greatamericanmediaservices/PRO/2022-digital-buyers-guide
https://www.nxtbook.com/greatamericanmediaservices/PRO/july-august-2022
https://www.nxtbook.com/greatamericanmediaservices/PRO/may-june-2022
https://www.nxtbook.com/greatamericanmediaservices/PRO/march-april-2022
https://www.nxtbook.com/greatamericanmediaservices/PRO/january-february-2022
https://www.nxtbook.com/greatamericanmediaservices/PRO/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/PRO/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/PRO/august-2021
https://www.nxtbook.com/greatamericanmediaservices/PRO/july-august-2021
https://www.nxtbook.com/greatamericanmediaservices/PRO/may-june-2021
https://www.nxtbook.com/greatamericanmediaservices/PRO/march-april-2021
https://www.nxtbook.com/greatamericanmediaservices/PRO/january-february-2021
https://www.nxtbook.com/greatamericanmediaservices/PRO/november-december-2020
https://www.nxtbook.com/greatamericanmediaservices/PRO/september-october-2020
https://www.nxtbook.com/greatamericanmediaservices/PRO/august-2020
https://www.nxtbook.com/greatamericanmediaservices/PRO/july-august-2020
https://www.nxtbook.com/greatamericanmediaservices/PRO/may-june-2020
https://www.nxtbook.com/greatamericanmediaservices/PRO/march-april-2020
https://www.nxtbook.com/greatamericanmediaservices/PRO/january-february-2020
https://www.nxtbook.com/greatamericanmediaservices/PRO/november-december-2019
https://www.nxtbook.com/greatamericanmediaservices/PRO/september-october-2019
https://www.nxtbook.com/greatamericanmediaservices/PRO/august-2019
https://www.nxtbook.com/greatamericanmediaservices/PRO/july-august-2019
https://www.nxtbook.com/greatamericanmediaservices/PRO/may-june-2019
https://www.nxtbook.com/greatamericanmediaservices/PRO/march-april-2019
https://www.nxtbook.com/greatamericanmediaservices/PRO/january-february-2019
https://www.nxtbookmedia.com