TRADITIONAL CEA PLAYERS (GREENHOUSE ONLY)
Traditional greenhouse growers deliver more than 90 percent of the greenhouse produce in the U.S., with NatureSweet, Houweling’s Tomatoes, Mastronardi Produce and Village Farms International being the major players in terms of revenue. All the traditional greenhouse growers have decades of operating experience and an ability to reliably supply fresh produce at scale to grocers, retailers and wholesalers.
Most of the traditional greenhouse growers produce tomatoes, cucumbers and peppers. However, they are increasingly expanding into non-traditional greenhouse crops, like leafy greens and more open-field suited strawberries. They are enabling this expansion by collaborating with emerging greenhouse start-ups or by using their in-house expertise to develop new crops and using existing relationships with retailers to bring the product to market. (See Figure 9).
TRADITIONAL GREENHOUSE GROWERS ARE INVESTING IN EXTERNAL PLAYERS OR DEVELOPING THEIR OWN CROPS TO INCREASE THEIR EXPOSURE TO NON-TRADITIONAL GREENHOUSE CROPS
TRADITIONAL GREENHOUSE GROWERS INVESTING INTO CEA GROWERS
$30 Million Loan
• AppHarvest to develop a 15-acre leafy greens farm • Marketed and distributed by Mastronardi
TRADITIONAL GREENHOUSE GROWERS DEVELOPING NEW CEA PRODUCE
Greenhouse strawberries branded as WOW berries
• Exclusive partnership to bring product to market
Develop own strawberries
Content: Mastronardi Produce Limited, Roland Berger Figure 9: Example of a traditional greenhouse grower diversifying its CEA product offering
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