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.

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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.

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The conversation around hydroponics … is not straightforward. According to Anneke, “There are good and bad versions of doing hydroponics.” Organic and chemical fertilizers can both be used. [T]he 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.

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