"If you go alone, you die alone," says Paul Gauthier, Professor of Controlled Environmental Agriculture at the University of Queensland, when talking about the developments in the CEA industry. "We do have to recognize that companies have closed their doors lately. Though today, we can't talk about this industry as if say that those companies didn't invest in telling the market and convincing consumers how healthy and good it is compared to outdoor industry practices products from the CEA industry are. In 2014 when I started, it was not easy. So, it is not a failure but a success ." he says during the Plenary session at Asia-Pacific Innovation summit in Singapore,
"Yet I still see a disconnect between the academic world and the industry," Paul stated. "It is all based on academic research. The recipe for how to grow lettuce nowadays is based on a recipe published by a researcher. But over the past years, companies started doing only their own R&D, which they call IP. They keep it in their company."
"I recently went to a conference where every strawberry grower talked about the great recipes they use. Share this in your sector. The success of the Dutch greenhouse industry is based on that."
How CEA can unlock new possibilities
Jesper Hansen, CCO of YesHealth Group and moderator, touched on several topics by posing panel questions about how CEA can unlock new possibilities. He explained how they deal with this in Taiwan. The USP is safety. The products are grown without the use of any pesticides and are free of bacteria like E. coli. They do not guarantee they are completely risk-free but for sure reduce it.
"Vertical farming offers advantages when it comes to quality, taste, appearance, texture, and freshness. However, one challenge remains: explaining to customers why they should choose these crops based on their health benefits. "We need to be more consumer-oriented. If customers think CO2 reduction is important, we need to show them how vertical farming supports that. If they want fresh, nutrient-rich food year-round, we must make that a priority," was stated. "But in the end, when tomatoes are $1 less expensive, they will choose that."
"We need to rely on neighboors to deliver safe food"
Paul also remarks that consumers today want to eat seasonal foods, but in practice, our modern way of life doesn't always align with this ideal. For example, as Europeans, sticking strictly to seasonality would mean eating primarily leeks and potatoes in winter—with limited access to fresh greens. So, to add this, we need to rely on our neighbors to deliver safe food.
When it comes to communication, we have to learn from mistakes in the past, warned Adam Tarshis, CEO & Founder of Mozza Foods. "I visited a supermarket in LA, where consumers are buying arugula labeled 'grown in natural sunlight,' not under artificial light, which is a practice often associated with vertical farming. This raises an important issue: vertical farming is sometimes misunderstood and mistakenly compared to traditional methods that rely on natural sunlight. This situation mirrors what happened with soy around 30 years ago. The industry didn't do enough to defend the value of alternative growing methods, and as a result, it struggled to differentiate itself in the market. Today, we are facing a similar challenge in vertical farming."
Mozza Foods looks into indoor facilties to grow cereal plants. These crops go through 5-6 indoor growth cycles compared to 1 cycle in the fields. "The transition is driven by economics: indoor farming is great for quality, but outdoor fields are necessary for large-scale production." explains Adam.
"We look to Japan with admiration. It looks like they are healthier and happier. How do they look towards GMO?" Jesper questioned.
Acceptance of genetically enhanced crops
In Japan, while some people may hesitate, there is a growing acceptance of genetically enhanced crops for specific purposes. This is especially true when clear documentation of safety is provided. Most consumers are willing to accept GMOs once they feel confident that the products are safe, explains Minako Sumiyoshi, Department Manager at Sanatech Lifescience.
At the end of the session, the topic of future diversity was underscored by the discussion: "In 20–25 years, indoor farming will bring fresh produce like herbs, berries, and arugula closer to consumers. Retailers will benefit from zero shrinkage and products that last up to 8 weeks in the fridge. It's a sustainable reality."
For more information:
Asia-Pacific Agri-Food Innovation Summit
www.agrifoodinnovation.com