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.

Diversity in Phytochemical Composition, Antioxidant Capacities, and Nutrient Contents Among Mungbean and Lentil Microgreens When Grown at Plain-Altitude Region (Delhi) and High-Altitude Region (Leh-Ladakh), India

“…In recent years, the microgreens market is growing rapidly (Charlebois, 2018 ; Riggio et al, 2019 ) and is also sold as a “living product” with the growing media. This helps consumers use them fresh as per their convenience (Renna et al, 2017 ).…”

Variation in Macronutrient Content, Phytochemical Constitution and In Vitro Antioxidant Capacity of Green and Red Butterhead Lettuce Dictated by Different Developmental Stages of Harvest Maturity

“…In view of recent research based on human trials asserting that dietary antioxidants are crucial in regulating responses to inflammation and the immune system at cytological level [17], the increasing consumption of microgreens as phytochemically dense greens [18] invites a closer examination of their comparative composition compared to mature greens. Thus far, few works have addressed the differences in phytonutrient composition between mature plants and microgreens, the majority of which posited that the latter is nutritionally more valuable for human consumption, such as Pinto et al [19], Huang et al [13], Charleboi [17], Kyriacou et al [6,14,15]. To our knowledge, only Pinto et al [19] and Weber [20] compared the mature leaves of lettuce with lettuce microgreens and they addressed solely the comparative mineral profiles.…”