Can Greenbelt Microgreens Expand its Model? A Discussion on the Future of Microgreens

Abstract

Microgreens are considered as an emerging superfood, which are young seedlings of vegetables and herbs, produced in seven to fourteen days. Known as “vegetable confetti”, they gained popularity in upscale restaurants. But microgreens’ nutritional value is only starting to be identified through scientific research. Microgreens are nutrient-dense and make a healthy addition to salads, sandwiches, dishes, and other portable food solutions. According to some recent studies, vitamin and mineral levels can exceed full grown vegetables by more than forty times, requiring less water and energy throughout the process. This case study is about a company called Greenbelt Microgreens, based in Hamilton, Canada. Greenbelt Microgreens grows, harvests and distributes certified organic microgreens. The aim of the case study is to better understand the model and how it could be expanded beyond the region by capitalizing on a growing trend of local, organically grown food products. The case presents how microgreens are positioned in the marketplace. It also describes the company itself, its challenges and a discussion on specific, strategic elements to consider.