Beyond the Basket: Why Will the Next Revolution in Retail Focus on Growing Food In-Store Rather Than Shipping It? A transformative wave is sweeping through the grocery industry, turning ordinary supermarkets into vibrant hubs of sustainable food production. During a recent conversation, a friend who visited Amsterdam described an extraordinary sight: crisp greens and aromatic herbs thriving inside the store, ready for harvest on demand. This innovation bears the signature of ‘SweGreen’, a pioneering Swedish Agri-tech startup redefining urban food systems. Introducing ‘SweGreen’: Revolutionizing In-Store Farming Founded in Stockholm, SweGreen has developed advanced vertical farming solutions that are seamlessly integrated into supermarkets across Sweden, Germany, and other European markets, utilizing hydroponics—a soil-free method using rockwool and nutrient-rich water. SweGreen’s cultivation platforms grow up to 100 varieties of crops, including lettuces, herbs, and even fruit-be...