Leafy greens are a given.
This is the consumer mindset our industry has cultivated through hard work, sun chasing, and innovation. The idea that the base of a salad, the green of a burger, or the confetti of a taco might not be available no longer occurs to consumers or culinary professionals.
Leafy greens are a challenge.
This is the truth our industry knows. The delicate frills that make this category so appetizing are the very attributes that, unless brought up in the perfect collision of aligning factors, will shrivel or burn, rendering it unfit for the supply chain.
“Just as tomatoes and other vine crops have transitioned to indoor production, we anticipate a similar shift in lettuce cultivation. We believe indoor-grown leafy greens will become mainstream, with widespread adoption across the country,” Abby Prior, Chief Commercial Officer at BrightFarms, tells me.
With a vision where indoor-grown greens capture a significant share of the packaged salad category, BrightFarms has quickly laid the groundwork to reach 70 percent of this market. It’s not lightning in a bottle, but the power its footprint has amassed would be just as striking for the surety of supply.
“BrightFarms stands apart by building a network of regional greenhouses that ensure consistent and resilient supply. This network allows us to maximize efficiency and cost-effectiveness while bringing leafy greens closer to consumer centers.”
Steve Campione, Chief Financial Officer and Executive Vice President of Strategy, BrightFarms
“BrightFarms is deeply committed to providing consumers with the fresh, high-quality greens they want and deserve. We continue to invest in strategic partnerships with retailers to expand our network and product portfolio, ensuring we grow alongside our retail partners,” Abby shares.
As the momentum behind indoor-grown leafy greens continues to build, the team is focused on driving category growth and delivering a reliable, sustainable solution for fresh produce, with several irons in the proverbial fires of innovation.
“With the backing of Cox Farms, we are able to scale rapidly and achieve unit economics that benefit retailers and consumers alike through a regionalized yet highly efficient production model,” Steve Campione, Chief Financial Officer and Executive Vice President of Strategy, explains. “We leverage cutting-edge technology and industry-leading partners to create state-of-the-art growing environments. Our advanced climate control systems allow us to maintain optimal growing conditions year-round, regardless of external weather conditions.”
Likewise, automation plays a key role in BrightFarms’ operations, enabling hands-free production that ensures efficiency, consistency, and food safety.
“By integrating the latest innovations, we can deliver high-quality, fresh greens to consumers while maintaining a highly sustainable and scalable system,” Steve clarifies.
Yet this is just one hot iron. Another is BrightFarms’ physical presence, which enables more than acreage alone.
“BrightFarms stands apart by building a network of regional greenhouses that ensure consistent and resilient supply. This network allows us to maximize efficiency and cost-effectiveness while bringing leafy greens closer to consumer centers,” Steve states. “We take the best aspects of two existing models: large-scale production that ships nationwide and smaller regional operations that prioritize freshness but often struggle with scalability and cost. Our approach strikes the right balance, ensuring high-quality greens without the high costs associated with smaller-scale regional farms.”
Each of BrightFarms’ three newly opened hubs, Jessica Soare, Senior Director of Marketing, tells me, starts with eight acres of greenhouse space, with the capacity to expand up to 32 acres as demand grows. Scalability means flexibility, ensuring that increasing consumer needs can be met without sacrificing operational efficiency, all while meeting the main rule in fresh: location, location, location.
“Proximity to market is a critical factor in reducing food waste and minimizing food miles, ultimately providing better value to consumers while supporting a more sustainable food system,” Jessica concludes. “We deliver to stores within 24 hours of harvest, ensuring exceptional quality, great taste, and an extended shelf-life.”
Pesticide-free and with no need for the consumer to do any washing, retailers can meet continuous cries for convenience and confidence in the leafy greens sector. At the same time, the supply chain can find a balance between a tumultuous category and consumer understanding.
It is a truth universally acknowledged: Leafy greens are necessary. In turn, BrightFarms is working on an addendum that will bring consumer and industry perspectives into the same view.
Leafy greens are a given. 
