In-store farming: food production directly in the supermarket

Anyone walking through a modern supermarket today may discover more than just sterile shelves and refrigerated cases. Between fruit and vegetables, herbs, lettuces or microgreens suddenly appear – grown right before shoppers’ eyes. This is what in-store farming is all about.

In-store farming refers to the cultivation of food directly inside supermarkets or other points of sale. In most cases, the plants do not grow in soil, but in specialized water-based or misting systems that supply them continuously with nutrients.

In-store farming is part of a broader family of cultivation methods used in closed environments. Indoor farming describes plant cultivation that is completely independent of weather and seasons. Vertical farming is an even more highly technologized and industrialized form of indoor farming. Here, plants are grown on multiple stacked levels to make maximum use of available space and to automate production as much as possible. In-store farming takes this idea one step further by allowing food to grow exactly where it is sold. The aim is to shorten transport routes, reduce emissions and ensure maximum freshness at the same time.

1. Sustainability and brand image
   On-site production allows retailers to strengthen a modern, environmentally conscious profile and visibly demonstrate responsibility along the value chain.
2. Freshness and transparency
   Plants grown directly in the store offer maximum freshness. Customers can observe the process, which increases trust and credibility.
3. Economic opportunities
   In-store farming can significantly reduce transport and storage costs and helps retailers differentiate themselves from competitors. Freshly harvested products can be used not only for retail sales, but also in in-house catering or at fresh food counters. In addition, attractive marketing potential emerges – for example through claims such as “grown directly in the store” or via visible live-farming displays.

Many customers respond positively to food production inside the store because they can see the origin directly. Transparency of this kind is particularly appreciated by people interested in sustainability or conscious nutrition.

The visual effect should not be underestimated either. An active cultivation area looks modern and innovative and clearly stands out from traditional, purely functional retail spaces. Green shelving and display tables create a natural atmosphere that enhances the store and positively influences perceptions of freshness and quality. At the same time, shopping becomes more of an experience, as customers can observe the growth process first-hand.

However, the higher price often requires explanation, as in-store farming is technically demanding. Studies show that acceptance increases significantly when the added value is communicated clearly.

Integrating in-store farming systems requires careful planning. In addition to suitable floor space, lighting, temperature and humidity must be reliably controlled, which calls for technical installations and regular maintenance. Energy consumption – especially for artificial lighting – is a major cost driver. Staff also need to be trained to carry out care and harvesting properly and to identify potential system issues.

From an economic perspective, in-store farming is particularly attractive where sufficient space is available and where the store benefits from a distinctive positioning. Experience from recent years shows, however, that economic stability depends heavily on the concept and the location, and that investments typically only pay off over longer periods.

In-store farming is based on compact indoor cultivation systems developed specifically for use in retail environments. Plants generally grow without soil, most commonly in hydroponic systems that deliver nutrients via a water-based solution. LED lighting modules are used, with light spectra tailored precisely to the crops being grown. Additional sensors and digital control systems monitor key parameters such as lighting duration, nutrient supply, temperature and humidity. Many in-store farming solutions also operate with closed water cycles, significantly reducing water consumption compared to conventional cultivation and keeping maintenance requirements low.

In Germany and Europe, in-store farming is in an active but still early phase. Providers such as Infarm have made the concept visible within major retail chains. Rewe, for example, has demonstrated how larger, integrated greenhouse solutions can work with its “Green Farming” approach. At the same time, modular systems are continuing to develop internationally, becoming easier to retrofit and increasingly automated. Despite this progress, the concept so far remains concentrated mainly in pilot projects, urban stores and innovation-focused retail formats.

Sources: mdpi article, REWE story, McKinsey report, Verticalfarm daily article