Penny McBride and Nona Yehia started Vertical Harvest in an effort to bring fresh produce to the restaurants and stores of Jackson, Wyoming, 365 days a year. Situated on one-tenth of an acre next to a parking garage in downtown Jackson, their three-story building holds three greenhouses stacked on top of each other. Each floor is a micro-climate, with the higher ones increasingly hot. Carousels with a depth of 30 feet continuously rotate the plants through each floor. Both natural and artificial light are employed. All the plants are grown with hydroponics, meaning they receive all their nutrients through water.
The owners spent seven years planning and constructing Vertical Harvest. After a feasibility study to determine if they could locate a greenhouse in Jackson, they hired a very respected greenhouse engineer to design their project specifically for Jackson’s altitude, latitude, climate, and location. Using hydroponics eliminates the need for soil. They re-circulate the water and use 90% less water than traditional farming. Since hydroponics crops receive the right amount of nutrition, they can grow up to twice as fast. The owners’ plan saves on land and water and eliminates agricultural runoff and pesticides. On their tenth acre, they are able to produce the amount that traditional farming would yield on five acres.
The premise of their business is not to compete with local growers but rather imported produce from large scale distributors brought to Jackson area grocery stores and restaurants. They recognize that even when the temperatures are below freezing and snow is on the mountain, people in Jackson want fresh produce. Their plan offers that produce freshly picked every day.
I mention this to you because in many businesses proximity is important. Whether it’s fresh produce or reliable service or a selection tailored to them, customers want the benefits that proximity offers. They want to deal with businesses that are close to home, not far away. They want items selected, food grown, and projects installed by someone in their area who understands them.. As much as we can buy globally today, we all still want the local touch of someone we can meet face-to-face.
I find that many businesspeople overlook proximity in their marketing. They don’t communicate that they understand the importance of proximity and the benefits that their closeness offers. Take a look at your customers. Is proximity important to them? If it is, do you offer it? Most importantly, are you communicating that in your marketing?
This week's marketing trivia challenge is How does proximity affect your customers‘ wants? E-mail me your answer.
The owners spent seven years planning and constructing Vertical Harvest. After a feasibility study to determine if they could locate a greenhouse in Jackson, they hired a very respected greenhouse engineer to design their project specifically for Jackson’s altitude, latitude, climate, and location. Using hydroponics eliminates the need for soil. They re-circulate the water and use 90% less water than traditional farming. Since hydroponics crops receive the right amount of nutrition, they can grow up to twice as fast. The owners’ plan saves on land and water and eliminates agricultural runoff and pesticides. On their tenth acre, they are able to produce the amount that traditional farming would yield on five acres.
The premise of their business is not to compete with local growers but rather imported produce from large scale distributors brought to Jackson area grocery stores and restaurants. They recognize that even when the temperatures are below freezing and snow is on the mountain, people in Jackson want fresh produce. Their plan offers that produce freshly picked every day.
I mention this to you because in many businesses proximity is important. Whether it’s fresh produce or reliable service or a selection tailored to them, customers want the benefits that proximity offers. They want to deal with businesses that are close to home, not far away. They want items selected, food grown, and projects installed by someone in their area who understands them.. As much as we can buy globally today, we all still want the local touch of someone we can meet face-to-face.
I find that many businesspeople overlook proximity in their marketing. They don’t communicate that they understand the importance of proximity and the benefits that their closeness offers. Take a look at your customers. Is proximity important to them? If it is, do you offer it? Most importantly, are you communicating that in your marketing?
This week's marketing trivia challenge is How does proximity affect your customers‘ wants? E-mail me your answer.
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