Kate Hofman, the co-founder of GrowUp Farms, is revolutionizing the way we think about salad with their latest supermarket offering, Unbeleafable. In a recent interview, Hofman highlighted the common consumer frustration with bagged salad – wilting, unsatisfying, and short-lived. This dissatisfaction led her to see an opportunity to create a product that truly solved a consumer problem.
Last year, GrowUp Farms made history by becoming the first UK vertical farm to have its salad range, Unbeleafable, stocked in Tesco. This marked a significant milestone for the homegrown, year-round product with longer-lasting leaves, especially considering that the UK imports around 90% of its salad during the winter months.
Hofman, who also serves as the chief brand officer, emphasized the importance of developing a brand that consumers can trust. With GrowUp Farms’ innovative vertical farming techniques, they are able to grow fresh, pesticide-free salad indoors using hydroponics and LED lighting. This not only optimizes growth conditions but also minimizes water usage and environmental impact.
The journey of GrowUp Farms began in 2013 when Kate Hofman, along with her co-founder Tom Webster, saw the potential in urban farming. Starting with their first aquaponics venture, The GrowUp Box, housed in a shipping container with a greenhouse on top, they quickly gained traction by selling to restaurants and traders at London’s Borough Market. This success led them to expand to their next farm, Unit 84, where they upgraded their delivery methods and began selling to retailers across London.
As the business grew, Hofman and Webster recognized the importance of sustainable practices in food production. They conducted a lifecycle analysis to understand the environmental impact of their operations and made a commitment to run their vertical farm on renewable energy. This forward-thinking approach led them to partner with a company that provided renewable heat and energy to local industries, ultimately leading to the establishment of their Kent site in Pepperness.
With their newest vertical farm near Sandwich in Kent, GrowUp Farms continues to push the boundaries of sustainable food production. By using renewable energy and innovative farming technology, they are able to create the perfect growing conditions for their farm year-round. This not only results in a high-quality product but also contributes to building a more resilient food system for the UK.
Kate Hofman’s dedication to sustainable farming practices has not gone unnoticed. She was recently invited to the Downing Street Farm to Food summit as an industry expert, where she shared her insights alongside traditional farmers. As the UK faces challenges in domestic salad production, GrowUp Farms is leading the way in creating a more sustainable and reliable food system for the future.
In conclusion, Kate Hofman’s vision and commitment to sustainable agriculture have positioned GrowUp Farms as a pioneer in the UK vertical farming industry. With their latest supermarket salad, Unbeleafable, they are not only providing consumers with a fresh and long-lasting product but also setting a new standard for environmentally conscious food production. As the demand for sustainable food options continues to grow, GrowUp Farms is at the forefront of shaping a more resilient and sustainable future for UK food production.
