Three fast-growing trends — do-it-yourself (DIY), do-it-for-me (DIFM) and consumers’ ever-burgeoning appetite to eat more locally grown foods, are converging to create a new market opportunity: grow-your-own fresh produce.
Now, three startups — Back to the Roots, Gardenio and Lettuce Grow — are on the road to taking a big bite out of the business by creating an entirely new category: ready-to-grow, edible gardening kits.
The DIY aspect of the business model is pretty clear: Grow your own produce at home. The DIFM element points to the startups’ technology-enabled systems and products that allow consumers to grow their own food without all the work and time-consumption that traditional gardening requires — there’s no need to have a green thumb. And in terms of tapping into the locally grown produce trend, you can’t get much more local than growing food right in your own kitchen, living room or yard.
Originally published the US Chamber of Commerce , January 14, 2020 by Vicotr Martino
Martino, Victor. “3 Startups Capitalizing on the Grow-Your-Own-Food Movement.” https://www.uschamber.com/co/good-company/the-leap/grow-your-own-food-startups, 14 Jan. 2020, https://www.uschamber.com/co/good-company/the-leap/grow-your-own-food-startups.
