Stephen Williamson

Lessons learned from 5-10 turbulent years of VF. VF (Vertical Farming) is a niche part of CEA, but was/is often used as a synonym for it. With all the consequences that entails. This excellent article by Henry Gordon-Smith in The Food Institute illustrates this once again. VF was marketed as an ICT solution for sustainable food production by smart people with a good marketing background, but often with little or no cultivation experience, let alone a well-thought-out sustainable business case. The bottom line is that the investment per square meter of growing space is often far too high in combination with the very high energy consumption, due to the failure to utilize sunlight and heat. This article shows that VF has a future for certain high-value crops in specific market conditions and/or regions where people are willing to pay the extra price. We have been seeing good examples of the propagation of high-value greenhouse vegetables and fruit plants for some time now. Companies such as Logiqs, Artechno, and, more recently, TTAxISO show that VF does indeed have a future. For the time being, however, we see VF as a niche market and not yet ready for large-scale production of fresh greenhouse vegetables and fruit. The lessons learned from this article are, 1. Focus on high-margin, short-shelf-life crops like strawberries, herbs, and microgreens – especially in markets with high willingness to pay. 2. Explore VF-pharma and nutraceutical applications, where environmental control translates into IP and regulatory advantage. 3. Blend greenhouse and VF tech in modular, hybrid systems designed for climate and cost variability. 4. Avoid going too big, too fast. Start with lean, modular operations that validate assumptions before committing to capital-intensive expansions. Invest in market intelligence, not just equipment. Success will come to those who deeply understand crop margins, regional demand, and distribution complexity. Ultimately, it's all about the business case and, within that, a thorough knowledge of growing and marketing the products. ICT helps, of course, but it's often not the deciding factor. #horticulture #sustainability #food #agri #vf #cea #foodinstitute #cea

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An Interview with Wine Economist, Robin Goldstein Robin is an economist who at the time, was Principal Economic Counselor at the University of California Agricultural Issues Center, but later moved on to cannabis economics. His (along with co-author Alexis Herschkowitsch) book, The Wine Trials, is a practical guide as well as a fascinating look at what different groups value in wine. This interview was conducted in November of 2019. RM: Robin, can you tell me what you're up to these days? “I finished my PhD in Economics recently. I went back to the heart of the original study of wine snobs, studying price and other properties of wine and expanded it to several categories. My thesis is called "The Bullshit Horizon," and it covers wines, beers and restaurants. After I set up a prank on Wine Spectator in which they bestowed an Award of Excellence for a wine list at a nonexistent restaurant (web site and phone only) that featured the Spectator's worst-rated wines, I was interested in these kinds of awards and their impact on the prices that could be charged. Since there seemed to be a lot of them, these awards are what economists call "non-rationed goods." The entry fee to be considered for a Wine Spectator Award of Excellence is $250, and as the example of the fake restaurant shows, they hand them out pretty freely, as in "non-rationed." We wanted to know how good an investment that is. We looked at Zagat as far as pricing and looked for correlation. W-S awarded restaurants had higher food prices, but there was actually a negative correlation between price and ratings at a certain price categories.” RM: You became pretty well known with a book called The Wine Trials, in which various wines were blind tasted by different groups, from expert to rank amateur, and the results bore little resemblance to price. “I've got another study coming out in the Journal of Wine Economists. We did a "half-blind" tasting. We took two identical bottles of white wine, and put one in a brown bag, and left the other one with its label and also a price sticker showing. We tested the same wine at two purported price levels: $5 and $50. When we asked people to rate the wine, the low-price wine was rated lower than the brown-bag (nobody noticed they were the same), while the $50 wine was rated as higher than the anonymous one. I was a wine and food critic and writer before the Wine Trials (Book: The Wine Trials, a cross-country experiment in blind wine tastings), and was trained as a sommelier. I really felt I was not a snob or a bullshit artist. But after the trials, it became apparent to me that there was absolutely no relationship between wine price and drinker preference, except maybe that most people preferred inexpensive wines to expensive ones. So I had to admit to myself that I was one of the people who was full of shit...

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🌟 Excited to speak at Institute of Food Technologists (IFT) as part of the panel: “Sustainable Processing: Innovation Without Planetary Harm?” 🥩🌱🌍 We’ll be diving into one of the most critical challenges in food innovation—how to scale processing solutions that are healthy for people, animals, & the planet. Together with a fantastic group of experts from academia + industry, we’ll explore: 🎯 Sustainable proteins 🎯 Life cycle assessments (LCA) 🎯 Nutritional quality and density 🎯 Consumer acceptance 🎯 Waste valorization We’ll discuss what it means to design food systems that balance today’s needs with long-term environmental sustainability, food safety, & evolving consumer expectations. Join us at tomorrow at 12:30pm in room S404 at McCormick Place. Looking forward to the conversation and to connecting with others passionate about building a more sustainable food future. 🚀 #IFTFIRST #SustainableFood #FoodInnovation #AlternativeProteins #FoodSystems #CircularEconomy #Sustainability

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Jimbo's in San Diego is an incredible organic market. Not only does it label all organic produce that is hydroponically grown, but it has taken a strong stance against Apeel. This is a market that puts its customers first and prioritizes transparency. The photo and text below is taken from Jimbo's Instagram post: "As we previously communicated in June of 2023, we chose to take a cautious approach by removing any produce that may have had Apeel applied (we found only 1 grower in our offerings) and suspending further shipments of such items. 𝘞𝘦 𝘢𝘳𝘦 𝘧𝘰𝘭𝘭𝘰𝘸𝘪𝘯𝘨 𝘶𝘱 𝘵𝘰 𝘱𝘳𝘰𝘷𝘪𝘥𝘦 𝘢𝘯 𝘪𝘮𝘱𝘰𝘳𝘵𝘢𝘯𝘵 𝘶𝘱𝘥𝘢𝘵𝘦 WE HAVE RECONFIRMED OUR DECISION: 𝗝𝗜𝗠𝗕𝗢’𝗦 𝗪𝗜𝗟𝗟 𝗡𝗢𝗧 𝗖𝗔𝗥𝗥𝗬 𝗔𝗡𝗬 𝗣𝗥𝗢𝗗𝗨𝗖𝗘 𝗧𝗛𝗔𝗧 𝗛𝗔𝗦 𝗛𝗔𝗗 𝗔𝗣𝗘𝗘𝗟 𝗢𝗥 𝗢𝗥𝗚𝗔𝗡𝗜𝗣𝗘𝗘𝗟 𝗔𝗣𝗣𝗟𝗜𝗘𝗗 𝗧𝗢 𝗜𝗧. We have also taken the additional step of reconfirming this policy with all our produce vendors. They have assured us that they have not and will not send us any products treated with Apeel or Organipeel. Our commitment to clean, transparent, and high-integrity food remains as strong as ever. We understand that many of you rely on Jimbo’s to uphold the highest standards, and we are grateful for the responsibility to do so. As always, thank you for your continued support! Ryan Peterson, Director of Produce and Floral" Thanks to Haughey, Stephanie for flagging this for me. For my full Organic Insider report on the Apeel controversy, you can find it ==> https://lnkd.in/eMmUgyks

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Despite nearly a decade in upcycled foods, I'm constantly learning from brilliant minds in the space. This week's "Upcycled & Unstoppable" panel during LA Climate Week delivered fresh perspectives from Dr. Lara Ramdin 🇬🇧 , Jordan Schenck (Flashfood) and Gabe Tavas (Symmetry Wood) on overcoming the significant barriers to adoption in this industry. There were two insights that really stuck out to me as a consistent thread between all of our businesses. 1️⃣ WASTE IS A SYSTEM DESIGN CHALLENGE, NOT JUST A RESOURCE PROBLEM Food waste generators often view waste as a "sunk cost" – the painful status quo. The linear model (take —> make —> waste) is a tale as old as time. As Jordan highlighted, asking businesses to implement new processes requires significant change management, even when ROI might be crystal clear. In the audience, Daniel from Rawa Compost illustrated this perfectly: despite his Ecovault offering a three-year payback, a direct route to compliance with SB1383 here in California, and affordable financing (under $150/week - likely competitive with any waste generator’s weekly organics recycling bill), adoption still requires finding those internal champions willing to disrupt established systems. My experience building upcycled supply chains through partnerships confirms this reality: technical solutions exist, but organizational inertia remains a major obstacle. 2️⃣ CROSS-INDUSTRY COLLABORATION IS THE CIRCULAR ECONOMY'S SECRET WEAPON The most exciting innovations happen at unexpected intersections. For example, Gabe Tavas partnered with GT's Living Foods to transform kombucha scoby waste into a (domestic!) alternative to tropical hardwood for the music industry. My work with Suja and Evolution Fresh transformed juice manufacturing byproducts into food-safe ingredients for our organic veggie chips. As Dr. Lara Ramdin 🇬🇧 noted from her experience working in innovation within massive CPG conglomerates, we lack effective models for startup-corporate partnerships in upcycling. Startups need resources, scale and processing capabilities, while corporations benefit from startup innovation and technology – yet we struggle to structure these collaborations effectively. The question remains: How do we foster more collaboration instead of struggling in silos? This goes for startup <—> startup collaboration, too. I remain incredibly optimistic about upcycled foods and circular systems. They're not just environmentally crucial – they're becoming economically essential as we navigate both climate and market uncertainties ahead. #UpcycledFood #CircularEconomy #Sustainability #FoodInnovation #LAClimateWeek

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Why California's SB 54 Creates a Historic Opportunity for Corn Next California's SB 54 is reshaping the future of packaging. Many companies see it as a regulatory challenge, but for Corn Next, it represents one of the biggest market opportunities in decades. SB 54 doesn't just restrict the use of plastic; it accelerates the transition to truly natural materials. And that's exactly what Corn Next was designed for. 1. SB 54 targets plastics, not natural materials The bill requires all single-use packaging to be recyclable or compostable by 2032, putting pressure on the following materials: Non-recyclable plastics Non-compostable plastics “Bioplastics” that release microplastics Multi-layer/hybrid plastic films Plastic-coated paper Corn Next doesn't fall into any of these categories. Corn Next is a natural material; it's neither plastic nor chemically modified bioplastics. It returns to the soil in about 390 days, producing no microplastics and leaving no chemical residues. 2. Corn Next has met the requirements of SB 54. SB 54 accelerated four key transformations: Eliminating microplastics Reducing plastic usage by 25% Lowering Extended Producer Responsibility (EPR) fees through safer materials Using non-toxic, low-energy raw materials Corn Next naturally meets all of these requirements: 98% corn-based PLA/PHA-free Unmodified by chemicals No fossil carbon footprint Low-temperature processing We don't need to redesign our materials to meet the requirements—our products meet them from the start. 3. Major brands are actively seeking natural alternatives. Companies across industries, from food and beverage, retail, e-commerce, healthcare to consumer goods, must wean themselves off plastics by 2032. They urgently need: Natural straws Natural spoons Natural staple fibers Natural cutlery Natural packaging materials Corn Next provides these products—and globally. 4. A New Category Emerging in the US SB 54 creates a new regulatory gap between two product categories: ❌ Plastics ❌ Bioplastics ❌ Coated Paper and ✅ Truly Natural, Non-Synthetic Materials Corn Next defines this category. Through enzymatic recombination of corn starch, we produce a material that performs identically to the product but ultimately degrades like food. 5. A Once-in-a-Lifetime Market Opportunity SB 54 is more than just a California law. It's a blueprint that other states are following. For Corn Next, this means: Policy empowering us to build a natural materials ecosystem Growth in global brand demand A clear compliance path to zero microplastic emissions A multi-billion dollar alternative market by 2032 Corn Next isn't passively responding to SB 54—we're fully prepared. California is reshaping packaging rules, and natural materials will lead the next decade. This is our time. Corn Next is committed to leading change.

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Tru Story: Califia Farms Presented by @drinktru Save this before your next supply chain decision. The call that built Califia Farms into a plant-based powerhouse didn't come from Sand Hill Road. It came from a San Joaquin Valley farmer drowning in 'ugly' Cuties mandarins that couldn't make it to retail shelves. Greg Steltenpohl, cofounder of Odwalla, saw opportunity where others saw waste. In 2010, he partnered with California citrus growers to launch Califia Farms, turning blemished fruit into premium juice with a brand inspired by Queen Califia herself. But the real genius emerged when Cuties supply tightened. Instead of scrambling for more citrus, Greg made the hardest pivot in CPG: shift from citrus to plant milks where California had true competitive advantage. Almonds, oats, and manufacturing scale—not fighting over limited citrus supplies. He doubled down on vertical integration, building manufacturing capacity in Bakersfield. His philosophy: owning the production line lets you innovate 'in the process as much as in the concept.' This wasn't just about making product—it was about controlling speed to market, reformulation capabilities, and unit economics. The product roadmap was methodical. Almondmilk first, then RTD cold brew with almondmilk, then creamers. The breakthrough came in 2019 with Oat Barista Blend, purpose-built for cafés and home baristas. Channel-first product development that unlocked both B2B and consumer segments. The numbers validated everything. Twenty-seven thousand retail doors by 2015. One hundred million in sales by 2017. The Bakersfield facility expanded with a fifty-two thousand square foot distribution center in 2016, then a one hundred thousand square foot upgrade adding two lines capable of four hundred bottles per minute. Capital followed performance. Fifty million in 2018 for capacity and marketing. Then the landmark two hundred twenty-five million Series D in 2020 led by Qatar Investment Authority for R&D, production, and international expansion. Global institutional investors backing a California manufacturing story. Greg passed away in March 2021, but the operational flywheel he built keeps spinning. UK expansion continues, product innovation accelerates, and the manufacturing advantage compounds. His legacy: when you build with farmers, own the hard parts, and pivot with purpose, operations become your edge. The lesson for CPG founders is clear. Supply constraints aren't problems—they're strategy signals. Manufacturing isn't overhead—it's competitive moats. And sometimes the most important call comes not from your board room, but from a farmer with too much fruit. #cpgbrands #califia #manufacturing #supplychainStrategy #founder #foodandbev #plantbased #cpgfounders #venturecapital #scaling #cpgstrategy #foodtech #almonmilk #founder #startup #entrepreneur #business #leadership

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Redesign processed foods for metabolism first H/T Robert Lustig Consumer tools are turning nutrition from guesswork into data. Yuka’s latest impact survey reports 94% of users put back red‑rated items and 92% buy fewer ultra‑processed foods. In France, Intermarché reformulated 900 products and removed 142 additives to improve scores. Consumers are forming their decision before they enter the store. Yuka is sealing the deal in-store. Your front-of-package label is becoming irrelevant. The takeaway for operators and investors is simple. Measure nutrition. Publish it. Formulate for human metabolism with real data. Evolution gave whole food the market advantage. We’re investors in Edacious (See attached). We backed them because verified nutrient testing and software unlock consumer demand. That signal drives reformulation, rewards value‑added agriculture, and challenges the old healthcare model that monetized chronic disease. The biggest willingness to pay for better shows up in baby food, meat and meat alternatives, dairy and plant‑based yogurts and milks. It’s weaker in sodas and energy drinks. Reformulate where it counts. This won’t flip in months. System shifts take decades to touch the whole market. But returns show up in years for teams that align with nutrition, transparency, and measured quality, while the commodity markets race to the bottom. That’s how food moves from DIY Longevity to an integrated food‑is‑health stack across healthcare, pharma, wellness, and food, and from a niche to the mass market. https://lnkd.in/gsh2ffrZ

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We’re thrilled to see regenerative organic agriculture and viticulture highlighted in this insightful feature on Vintner Project, a testament to how regenerative organic practices are reshaping wine country from soil to glass. In the piece, Wine Educator and Writer, Brianne Cohen, explores how California has become a global hub for regenerative organic wine, with half of the world’s Regenerative Organic Certified® wine brands rooted in the state. From soil health and biodiversity to community wellbeing and climate resilience, the article beautifully illustrates why regenerative organic farming isn’t just a trend, it’s essential for the future of agriculture and wine. 📖 Read the full feature here: https://lnkd.in/g3QsgmG6

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Wow - Big day for better-for-you farming! 🚜 ‼️ The Organic Trade Association announced that the Domestic Organic Investment Act (DOIA) was introduced in the Senate and House of Representatives. The bipartisan bill makes essential improvements to expand U.S. farmers’ and manufacturers’ capacity to meet the demands of the growing organic marketplace and builds off of the successful Organic Market Development Grant program (of which PURIS was a recipient!). PURIS has been supporting efforts for this legislation for the past few years but many others have lead the way for much longer than that. Great job team!! ‼️USDA announced $700M for regenerative ag programs. Stemming from the MAHA report it aims to provide an "“off ramp” to transition away from chemical fertilizers “to a model that emphasizes soil health, and with soil health comes nutrient density..." 🫛 Peas fit into this aim very nicely 😁 Links to the pressers: https://lnkd.in/gbAz8MwG https://lnkd.in/gP8pgMe6

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