In September at the AVF Summit 2025 in Munich, our CEO Alex had the chance to speak and listen to some incredible insights from across the vertical farming ecosystem

The discussion is moving beyond hype, it’s about market-driven solutions.

“One of the big debates was around profitability. I found Professor Joel Cuello’s CEA 360 Profitability framework fascinating though I would change the direction of the arrows. As I shared during the panel, it should start with the market.

We’ve seen too many vertical farm ideas without the proper offset for the produce they could generate, or without reaching yields promised in contracts. Farms often didn’t grow the right crops for their region, so produce-market fit was missing. People like to buy what they always buy; if it’s local, even better. Growing something exotic in a market where it’s more expensive will most likely fail.” – Alexander Jaworski, Co-Founder of greenhub

Prof. Joel Cuello created a great framework, which we appreciate a lot. We only shifted the starting point.

Read Alex`s full recap of the Summit 2025 of Association for Vertical Farming and the key discussions on profitability, food security, hybrid models, and AI here in our latest blog post: https://lnkd.in/eZmtXTz3