Supermarket Perimeter - January 2021 - 3

Editor's note

Editorial
JOHN UNREIN
Editor
ANDY NELSON
Managing Editor
EMILY PARK
Digital Associate Editor
Publishing
TROY ASHBY
Publisher
LILY ALVAREZ
Sales Manager Classiﬁed Ads
MICHAEL BARBEE
Audience Development Director
DUSTIN PICKMAN
Audience Development Analyst
LINDSEY SHERIDAN
Audience Database Specialist
CARLEA SCHULER
Audience Development Coordinator
JONATHAN HAWLEY
Audience Database Specialist
JON HALL
Director of Digital Media
CARRIE FLUEGGE
Digital Advertising Manager
NORA WAGES
Advertising Manager
ANNIE FOURNIER
Advertising Coordinator
ELISABETH SPILLMAN
Design Services Manager
MARJ POTTS
Production Specialist
BECKY WHITE
Senior Design Consultant
FIONA DANKER
Graphic Designer
JIM WHITE
Promotions Manager

As local
as it gets

I thought it was pretty cool when we started bringing
living herb and living lettuce products home from the
grocery store.
It was a good lesson for our kids (in theory, at least - I question how much, if any,
wisdom was actually absorbed) along the lines of " food actually comes from somewhere
else; it isn't made by elves in the grocery store. "
That was several years ago. In many of the grocery stores of today, even my kids would
take note of the living herb/living lettuce movement on steroids - entire farms of growing
vegetables, either in the grocery itself or nearby, like in a converted shipping container or
something else you would never have associated with agriculture even a few years ago.
It's the age of the urban farm, and it isn't just natural foods and other niche grocers that
are on board.
Kroger made a big splash in 2019 when it partnered with Infarm, a Berlin-based
urban farming network, on modular living produce farms for Kroger's QFC stores in
Washington state.
The technology provides customers with access to fresh greens that are priced at or
below Kroger's existing store-brand produce, the retail giant said at the time.
Fast forward to 2021. In the United States, companies like Freight Farms are busy installing
their vertical container farms in or near retailers throughout the country.
And Infarm continues to make its mark, here and abroad. Whole Foods Market customers
in England, for example, are now able to purchase a range of Infarm-grown fresh produce at
two of the retailer's stores, with more to follow later this year.
Even Wall Street has taken note.
New York-based Gotham Greens, a pioneer in indoor agriculture operating high-tech
greenhouses located across the United States, has raised another $87 million in new equity
and debt capital, bringing the company's total ﬁnancing to $130 million.
Expect to see an urban farm near you in the near future.

ABBY CHRONISTER
Promotions Media Designer
WHITNEY HARTMAN
Sales Coordinator
Corporate
CHARLES S. SOSL AND
Chairman and CEO

ANDY NELSON
anelson@sosland.com

L. JOSHUA SOSL AND
President
STACI GRECO
Chief Financial and
Administrative Officer
MEYER SOSL AND
Chief Operating Officer
and Executive Editor
JIM SAL ADIN
Chief Marketing Officer

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Supermarket Perimeter - January 2021

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