The ‘Halo’ of Better-for-You’ Might Not be Growing as Fasts as Many Food retailers had Hoped

 

Many regular readers of this blog have seen or visited an indoor farming operation and looked at it as both an opportunity to increase freshness and reduce delivery cost.  According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, that day may come but is does not look as if it will came as fast as many would have liked.

Have you heard that AppHarvest, a high-tech indoor farming and food sustainability company, has filed for Chapter 11 bankruptcy protection and is “pursuing a financial and operational transition to enable the company to reduce its outstanding liabilities,” according to an announcement Monday from the Morehead, Kentucky-based company. 

Consider that the announcement by AppHarvest comes about a month and a half after Newark, New Jersey-based vertical farming company Aerofarms filed for Chapter 11 bankruptcy. 

In a recent article Henry Gordon-Smith, founder and CEO of consulting firm Agritecture, which works with vertical farm companies, stated that many companies in the vertical farm industry have reached a do-or-die moment, with investors demanding they begin delivering results.  

Recently, AppHarvest noted that it has a commitment of approximately $30 million of debtor-in-possession financing from its largest secured creditor, Equilibrium, to maintain its farming operations in Morehead, Richmond and Somerset, all of which are in Kentucky. 

Times they are again changing, the company also plans to sell its operation in Berea, Kentucky, for $3.75 million, either to its distribution partner, Mastronardi Produce, or one of its other affiliates, the company said. The goal is to “restructure the operations at the company in an effort to maximize the value creditors can expect to achieve and to preserve jobs.” 

AppHarvest CEO Tony Martin stated, “The AppHarvest board of directors and executive leadership evaluated several strategic alternatives to maximize value for all stakeholders prior to the Chapter 11 filing,”… “The Chapter 11 filing provides protection while we work to transition operation of our strategic plan, Project New Leaf, which has shown strong progress toward operational efficiencies resulting in higher sales, cost savings and product quality.” 

Not the first, AppHarvest is following the lead of its competitor, AeroFarms, which announced it was filing for Chapter 11 bankruptcy protection on June 8. Similarly, AeroFarms said it's working with investors to secure $10 million in debtor-in-possession financing, at the time of the announcement. The company said it also was exploring other financing “to maximize the value of the company and recovery to creditors.”  

Guy Blanchard, president and CFO of AeroFarms had stated, "We are fortunate to have existing investors who continue to believe in AeroFarms and are confident that we can hit our targeted profitable operations for our Danville farm," …"There is incredible consumer and customer interest for our market-leading microgreens, and we are excited to continue be able to build our business to meet that demand." 

In April, Orlando-based vertical farm Kalera also filed for bankruptcy protection.

Now then, Gordon-Smith, who has written extensively about vertical farming, said that while there are numerous factors at play challenging the vertical farming industry, it’s mainly investor confidence that is causing the current shift in the market.

“This is what’s happening to everyone—the funding context shifted,” he said, adding that higher interest rates and the banking crisis earlier this year has investors demanding results. 

He noted in a column published June 13 in The Food Industry, that the vertical farm industry has experienced “a staggering 91% year-on-year decline in venture capital investments in indoor farming, according to Pitchbook.” 

Vertical farms also have a hype problem, according to Gordon-Smith, who explained that they frequently sell the idea to investors that their operation will be environmentally sustainable, but he recently wrote that “most vertical farms today are powered by non-renewable energy sources and emit significantly more carbon than their field-based counterparts.” 

Many have a problem with focusing too much of their efforts on both advertising and research and development. “That's fine and I don’t blame, because that’s where the money was flowing, but that flow has shifted,” he said.  

Operating costs also pose challenges to the industry, particularly energy costs, which can be more volatile than other variable costs. But he added that the cost of energy in the U.S. has stayed relatively stable, compared to its European counterpart.  

Despite the bankruptcies of three players in the controlled-environment agriculture industry, Gordon-Smith said he believes the industry is resilient. 

Climate change and other factors will necessitate indoor farming. “Those fundamental drivers haven’t gone away,” he said. 

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation, and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Is Cultivated Meat a Supply Chain Solution or a Consumers Delight

 

When the undercurrents of consumers preferences and supply chain solutions converge, success is never that far away according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

We all talk about sustainable products, there are those who help companies garner public attention to drive sustainable business success so all of us can benefit. Grocerant niche success has been driven in large part by incremental ‘better-4-you’, ‘better-4-us’ and ‘better-4-the world’ foods, and food packaging products.

So, A-lister, Leonardo DiCaprio is backing one of the food industry’s emerging trends: cultivated meat. The Academy Award-winning actor and environmental activist is joining Aleph Farms and Mosa Meat as an investor and advisor. Both companies have grown beef directly from animal cells, with the unveiling of the first cultivated hamburger by Mosa Meat in 2013 and the first cultivated steak and ribeye by Aleph Farms in 2018 and 2021, respectively. 

In new research from Our World in Data predicts that global meat consumption will grow 40-70% by 2050, presenting cultivated meat as a solution to greatly reduce the current negative impacts of industrial beef production. Cultivated meat also enables diners to enjoy the qualities of the meat they love, eliminating the need for any major behavioral change as opposed to going vegan with plant-based alternatives. As a result, McKinsey & Co. analysts have projected the cultivated meat market could reach $25 billion by 2030.  

DiCaprio, stated, “One of the most impactful ways to combat the climate crisis is to transform our food system. Mosa Meat and Aleph Farms offer new ways to satisfy the world’s demand for beef, while solving some of the most pressing issues of current industrial beef production. I’m very pleased to join them as an advisor and investor, as they prepare to introduce cultivated beef to consumers,”. 

Independent research from a Life Cycle Analysis study, cultivated beef production is projected to reduce climate impact by 92%, air pollution by 93%, use 95% less land and 78% less water when compared to industrial beef production. It offers the opportunity to use the spare land for re-wilding habitats, which would naturally reduce emissions or for producing more food for people. Moreover, the automated process through which cultivated meat is produced, and the sterile environment of its manufacturing, will eliminate the use of antibiotics and greatly reduce the risk for pathogens, contaminants and foodborne illnesses associated with concentrated and intensive animal farming.  

In case you did not know, Mosa Meat unveiled the first cultivated hamburger in 2013 by growing beef directly from animal cells.

Didier Toubia, Co-Founder and CEO of Israel-based Aleph Farms said: “As a committed environmentalist, we welcome Leonardo DiCaprio to our advisory board and family of top tier investors. Our team is committed to improving the sustainability of our global food systems and we’re thrilled to have Leo share in our vision.” 

Aleph Farms grows beef steaks, from non-genetically engineered cells isolated from a living cow, without harming animals and with a significantly reduced impact to the environment. Aleph Farms released the world’s first cultivated steak in December 2018 and the world’s first cultivated ribeye steak in 2021.

"Leonardo DiCaprio’s work to bring about positive change is closely aligned with our mission at Mosa Meat," added Maarten Bosch, CEO of Mosa Meat, which is headquartered in The Netherlands. "We are thrilled to bring him on board as advisor and investor and work together to feed current and future generations sustainably.” 

Founders of Mosa Meat introduced the world’s first cultivated beef hamburger in 2013 by also growing it directly from cow cells. Bolstered by $96 million in funding to date, Mosa Meat is now set to scale up production of its cultured beef. 

"One of the most impactful ways to combat the climate crisis is to fundamentally reshape our global food system," remarked DiCaprio. "Mosa Meat pioneered a cleaner, kinder way of making real beef with the world’s first cultivated beef burger in 2013. I’m honored to join them as advisor and investor as they now prepare to bring cultivated beef to market for all those who crave change.” 

Note: DiCaprio is also an investor and advocate for plant-based company Beyond Meat. In his continued efforts to fight climate change, he urged his 37 million social media followers back in March to replace meat with vegan burgers at least once a week.  Are you looking a customer ahead?

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter