FoodNavigator-USA | BrightFarms sees local as the new organic in produce

BrightFarms sees local as the new organic in produce: ‘We like to think of local today being where organic was 15 years ago’
By Mary Ellen Shoup
October 25, 2018

BrightFarms is poised to bring its local greenhouse model to a nationwide audience with 15 hydroponic greenhouses to be built in the next three to five years as demand for locally-grown produce outweighs organic, shared BrightFarms VP of marketing and innovation, Abby Prior.

According to the Food Marketing Institute’s Power of Produce report, consumers are 60% more likely to buy a local-grown item (if quality and price are the same) compared to a conventional or organic item.

“There are a lot of reasons why consumers care about local. The one that really drives their purchase behavior is freshness and appearance,” Prior told FoodNavigator-USA.

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