Consumer behavior around food production remains largely disconnected from how the food they consume is actually grown. “The majority of the market is completely unaware of how their food is produced,” explains Anneke Stolk, co-founder of InstaGreen.

It is a widespread problem. Most consumers in the western world -aka developed countries- lost that contact with food, she sees.

“It’s just not a top priority for many and you have to put in some effort to find the right information about it. Especially when cultivation methods are not very sustainable and healthy, producers and supermarkets wont make it easy for consumers to know that.” This lack of information means that even when shoppers check the origin of their food in supermarkets, they are often clueless about the methods used to produce it. There is, as she puts it, “a lot of unawareness” about farming practices. This is also the case when it comes to innovative methods like hydroponics.

Hydroponic products
While there has been a gradual shift toward sustainable farming practices , there hasn’t yet been a widespread demand from consumers for hydroponically grown products. “Perhaps a little bit more people are interested, but there’s not yet a huge shift toward hydroponic products,” Anneke notes. InstaGreen, however, is helping bridge this gap through educational efforts. They provide workshops, online courses like those available at urbanfarmingacademy.com, and even team-building events in Barcelona. “We’re educating people on how to grow their own food at home, often starting with microgreens, which can be grown hydroponically just as easy as in soil.”

The conversation around hydroponics, however, is not straightforward. According to Anneke, “There are good and bad versions of doing hydroponics.” Organic and chemical fertilizers can both be used. And the amount of energy needed to create the right indoor climate all year round can require large amounts of energy, depending on the location, the building, farming practices etc. This duality makes it complicated for those not immersed in agriculture to know what is the most sustainable choice. But InstaGreen’s efforts to educate the public contribute to the bigger picture of increasing the public awareness. For example, microgreens, once an obscure product, are now better known and appreciated.

“There’s more awareness now. People recognize microgreens when they see them on a plate, and fewer people push them aside.” But, as she points out, there is still work to be done in educating consumers e.g. about their health benefits.

The market for microgreens
Microgreens also cater to diverse customer groups. “Some restaurants use them for specific flavors, while for others, they’re more of a decorative item for Instagram pics,” Anneke observes. These luxury-like items, which appear on high-end restaurant plates, have made their way into the mainstream as a symbol of health-conscious, organic eating. Popular varieties like pea shoots and radishes find their place in dishes because of their versatility. “Pea shoots are very popular—beautiful, with a nice flavor that’s easy to combine with other foods.”

Yet, as climate change poses a significant challenge for Spain’s traditional farming methods, indoor vertical farms and hydroponics offer a solution. Anneke recalls one particular avocado farmer in southern Spain who had been growing the fruit for years. “They really see climate change happening right in front of their eyes. Avocados are in trouble with no water, soil degradation, and heat.”

As a result, the farmer joined one of InstaGreens trainings and started a microgreens indoor farm to cope with these challenges by further diversifying their business. “It’s an extremely efficient way of using water,” Anneke adds, highlighting that this shift reflects a broader trend. “More and more farmers are turning to indoor vertical farming and hydroponics, not necessarily out of choice, but out of necessity.”

Published Date: September 26, 2024