Success Case Study - Bowery Farming

Success Case Study: Bowery Farming is part of the Success and Failure case study series. Bowery, a vertical farming company, was founded in 2015 by Irving Fain in New York, US. The company offers a range of fruits and vegetables produced in smart indoor farms near major cities within a 200-mile radius. As of 2022, total funding reached $647 million.

Urban consumption represents over half of all US food demand, offering greater opportunities than rural areas. The use of social media influencers, such as Chef Adjepong, aligns closely with younger consumer preferences. In 2023, Bowery Farming offered its products at sports stadiums and salad bars, reflecting its willingness to engage with younger audiences.

Scope

• Develop a range that is larger, fresh, and locally sourced to pique consumer interest, as the demand for these features is expected to grow on a global scale.
• Invest further in an affordable environmental, social, and governance strategy, as this appeals to a wide consumer base.
• Brands should also decide on a target consumer in a go-to-market strategy and which channel should be used to target them.

Reasons to Buy

• Use the selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.