Since IFPA's Global Produce & Floral Show took place in Atlanta, hometown of Cox Farms, it was an opportunity for the company to get their business partners, customers, and friends together for a special event. The parent company of Mucci Farms and BrightFarms hosted a "Tasting Under the Stars" reception that featured Cox Farms' President Steven Bradley and Celebrity Chef and restaurant owner Marcus Samuelsson.
Bradley and Samuelsson engaged in an insightful conversation, explaining why Cox Farms is so vested in the greenhouse industry. Cox is a multi-generational family-owned business that has a mission to leave the world a better place by eliminating their environmental impact on the planet. In line with the family's passion and values of how to build a better future for the next generation, the company ventured into Controlled Environment Agriculture a few years ago. For Cox Farms, the greenhouse industry checks the box of growing healthy high-quality produce in the most sustainable way possible.
From left to right: The Atlanta Journal-Constitution's Ligaya Figueras, President of Cox Farms Steven Bradley, and Chef Marcus Samuelsson.
"What gets me really excited about the greenhouse industry is that we are able to have an impact on how many fruits and vegetables people are consuming," Bradley said. "It is such a massive effect we can have on this world, and I realize our products have to taste better for people to eat more of it. That's why I so appreciate Chef Marcus' approach in his recipes. It's all about offering something that's better for you and also tastes better."
In Bradley's view, growing a better product is only possible if growing is decoupled from outdoor conditions that are sometimes favorable but can also be disadvantageous. "Through technology, we are able to create conditions in the greenhouses that make plants and people thrive. Droughts, pests, and diseases are easier to control, and equipment can do the heavy lifting for greenhouse workers. Other advantages are the ability to recycle everything and the lower use of natural resources. However, in the grand scheme of things, sustainability is just one of many benefits," Bradley commented. "The controlled environment allows us to be more efficient, generate higher yields per acre, and grow highly flavorful products."
An impression of the event.
Scaling up
For Cox Farms, it is about making a positive impact on the planet while scaling the business at the same time. "We want to build the best fresh produce company in North America, offering the best produce for our customers," shared Bradley. "Scale helps in being more relevant to retailers and be a one-stop shop that has the ability to service the U.S. and Canada from our locations in Canada, the U.S., and Mexico." The company is putting words into action as Bradley announced four new farms are currently being built: three new lettuce greenhouses as well as a strawberry farm. Each lettuce farm will produce as much lettuce as the entire company does today.
For more information:
Ajit Saxena
Mucci Farms
Tel: (+1) 519-326-8881
[email protected]
www.muccifarms.com