Strategic Pivot: Rising Costs Drive Plenty’s Focus on Strawberries Over Leafy Greens
Plenty, the vertical farming company, has officially planted its first commercial batch of strawberries at its new Richmond Farm, marking a pivotal shift in the company’s long-term strategy.
Intending to harvest the first crop by early 2025, this move represents a strategic transition from leafy greens to strawberries, a decision that has been in development for several years. However, this strategic realignment has also led to the closure of Plenty’s Compton leafy greens farm, a milestone location in the company’s history.
According to a statement from Plenty’s LinkedIn post, the decision to close the Compton facility was driven by rising operational costs in California, particularly increasing energy prices. These financial pressures made sustaining operations at the site increasingly difficult.
While the closure was not made lightly, the company views focusing on strawberries as a necessary step forward. Strawberries offer significant market advantages, filling a supply gap with a premium product that delivers peak-season flavor year-round.
The Compton facility was Plenty’s first commercial farm and symbolized the company’s transition from a startup to a scalable business.
Since opening, the Compton farm has served as a hub of innovation where the team tackled unique challenges in agriculture and engineering, pioneering automated, technology-driven farming solutions.
Plenty’s presence in Compton also carried social impact, employing local residents and engaging with the community.
The support from Compton’s Mayor Emma Sharif, the City Council, and community members played a crucial role in the farm’s operations. “We were welcomed into the community from day one and have been proud to hire many members of our team from the City of Compton,” the company stated in the announcement.
Beyond employment, Plenty worked with local schools to foster interest in STEM fields, highlighting potential career paths in science and technology.
This engagement helped showcase how vertical farming could create new opportunities for future generations. Despite the closure, Plenty remains proud of the positive impact the Compton farm had on the community and the quality leafy greens it brought to local markets.
Plenty’s shift toward strawberries is supported by its decade-long investment in a modular growing system. Unlike many vertical farms that specialize solely in lettuces, Plenty’s technology allows for flexibility in cultivating a wider range of crops.
This advanced system, combined with strategic partnerships, positions the company to meet demand for locally grown strawberries with consistent, high-quality yields.
The decision to prioritize strawberries stems from their ability to command higher market prices and meet year-round consumer demand. With traditional strawberry supplies often limited by seasonality and transportation logistics, Plenty’s vertical farming approach offers a solution by delivering fresh strawberries regardless of external conditions. This strategy aims to capitalize on the increasing consumer preference for local, sustainable produce.
Although the closure of the Compton farm marks the end of an era for Plenty, the company remains committed to honoring the legacy of its Compton team.
As operations ramp up in Richmond, Plenty’s focus will be on delivering strawberries with peak-season flavor and continuing to innovate in the vertical farming sector. The Richmond Farm represents a new chapter for the company, one that builds on past achievements while addressing current market opportunities.
The company’s leadership expressed optimism for the future, underscoring that while their presence in Compton has ended, their mission to advance sustainable agriculture continues in Richmond. This shift, though challenging, paves the way for Plenty’s continued growth and success in the years ahead.
