The food and agricultural landscape is dramatically changing and for the better. Today’s consumers no longer want processed produce that contains chemicals, additives, and other artificial substances. Rather, they prefer authentically sustainable fruits and vegetables filled with nutrients that are not lost during processing, packaging, and shipping.
The sudden shift in the market is consumer-driven rather than industry-driven and has caused major corporations and big businesses to rethink their approach towards farming. While the concept of sustainably-grown foods is not a new concept, its adoption into millennial culture has created what is perceived as the new food revolution.
GrowFilm has played a significant role in fueling new approaches toward indoor farming within controlled agricultural environments (CEAs) by providing advanced low-power LED lights for indoor and urban farms. Below, we outline how consumers are changing the food industry for the better.
The Consumer-Driven Trend: Why Now?
The adage: What was once the revolution becomes the institution applies to cultural trends as much as it does anything else. Just as in entertainment, fashion, and sports cars, big business tells us what to like and what to buy through heavy marketing and product placement.
Mega-corporations achieve this by either capitalizing on the next big thing or creating the next big thing. Food trends are no different. For years the massive corporations have made certain types of categories of foods both popular and accepted in society.
So why the sudden radical shift towards more sustainable, green, and healthy eating? The answer is simple. If enough people experience the adverse side effects of tainted foods that are grown from the polluted soil in a deteriorating environment, a generation will eventually rise and make the change that the industry failed to make long ago.
And that is where we are in the food industry. Millennials are no longer buying what we’re selling. This rejection of the status quo has caused a shift so radical that the terms green, eco-friendly, organic, and sustainable have become mainstays in the American agricultural lexicon. By merely abandoning unhealthy food choices and choosing to eat foods high in nutrition, millions of consumers are dismantling an industry that once seemed impenetrable.
What Do the New Eaters Want in Their Food?
Whereas previous so-called health crazes have always been ambiguous and suspect at best, modern consumers have made a clear distinction regarding what they want — or don’t want — in their fruits and vegetables. The line in the sand, so to speak, has been drawn.
● Clean Food. The fruits and vegetables we eat should be free of chemicals and pesticides, additives, and other substances that are harmful to plants, animals, humans, and the environment.
● Local Food. The sudden surge in farmers markets, roadside vendors, and community farms should indicate where the mind of the millennial is regarding diet and healthy eating. Rather than purchasing food from across the continent (or across the globe for that matter), consumers want food they can feel good about from local farmers they can trust. Did you know the average head of lettuce sits in a truck for seven days before it lands in your local grocery store?
● Diverse Food. Buyers want various fruits and vegetables that combine flavors into interesting recipes. They understand that healthy eating can also equate delicious eating.
● Authentic Food. Foodies know the difference between a natural vegetable and a genetically-enhanced vegetable. They crave food planted, grown, and nurtured in a natural setting.
Modern Food Culture: The Catalyst for CEAs
Ask today’s health-conscious consumers about vertical farming, urban gardens, or hydroponics (as it relates to food), and they know exactly what you’re talking about. With the earth's soil being filled with herbicides, pesticides, and over-farming, the soil has been depleted of its life-giving nutrients. Farmers are now turning to Controlled Environmental Agriculture to find sustainable solutions for growing plants.
By applying the core variables of successful plant growth (plant type, container, temperature, water, humidity, etc.), technology now allows farmers can now successfully produce plants abundant with nutrients in both rural and urban areas. Technology such as GrowFilm’s low-power LED lights, hydroponics, vertical farms, and other advancements have made it possible to grow chemical-free food indoors at the same or similar cost of traditional agriculture.
LED Lights for Indoor Farming
GrowFilm is a leading LED lighting company that offers low-power LED lights for indoor farms and CEAs. We can design light panels for any setting in an indoor farm.
To find out more about our products and services, contact us at 952-944-9863, or you can message us at firstname.lastname@example.org.