CEA Grower Insights on Setbacks, Solutions, and Smart Growth
Hydroponic vegetables grown in a CEA facility. | Torjrtrx via iStock
The controlled environment agriculture (CEA) landscape offers tremendous opportunities for innovative growers willing to learn and adapt. Success in this field demands more than just horticultural knowledge — it requires strategic thinking, marketing savvy, and a deep understanding of local food systems.
At Cultivate’25 in Columbus, OH, a panel of experienced growers explored how CEA businesses can overcome common challenges and build more profitable operations. Titled “From Setbacks to Success,” the session focused on practical strategies for boosting efficiency, refining business models, and managing costs — especially in areas like automation, labor, and technology investments.
Entering the Market: A Holistic Approach
Greenhouse farming isn’t just about growing produce — it’s about carving out a space in a crowded, often competitive local food economy. Growers like Alan and Rachel Eck, who transitioned into CEA from traditional outdoor farming, learned that flexibility and community engagement are just as important as growing itself.
The couple operates Green View Hydroponics in Queen Anne’s County, MD, and grows hydroponic produce like lettuce, herbs, and leafy greens year-round, in addition to grain, broiler chickens, and hogs on their diversified farm.
Alan explains that it took about a year and a half for the couple to see success with their greenhouse business. “It was a lot of cold calls, a lot of sending letters to restaurants and schools, colleges, and wholesalers,” he says.
Their approach involved direct outreach and relationship-building within their existing networks. This hands-on marketing helped them establish trust and credibility with buyers, laying the foundation for long-term success.
Marketing: Build Relationships, Not Just a Brand
For small-scale growers, the most effective marketing tool is a strong, personal connection with chefs, schools, and other community partners. Chefs, in particular, play a critical role — not just as customers, but as advocates for your product.
Matt Yoder, owner of Chef’s Harvest in Millersburg, OH, is a chef himself. He stresses how relationships with sous chefs can also be a surprising growth driver, given their tendency to move around and shift jobs. If they like the product they’re using, they’ll recommend it to other chefs when they move to a new restaurant.
The Ecks also emphasize collaboration over simple transactions. They regularly communicate with chefs about new varieties and seasonal options, tailoring their crop offerings to meet culinary needs.
At the heart of this strategy? Quality. Letting the product speak for itself is the ultimate marketing plan. “If your product doesn’t stand out from a quality perspective, you won’t be a farmer for very long,” says Paul Brentlinger, President and owner of CropKing, a manufacturer and distributor of commercial greenhouse structures and equipment, hydroponic systems, and growing supplies.
Rachel Eck adds that their customers often comment on the freshness and longevity of their lettuce, a consistent differentiator that keeps consumers coming back.
Automation: Right-Sized Innovation
Automation doesn’t always involve expensive or cutting-edge tech. Smart growers invest in practical — sometimes surprising — tools that streamline operations and reduce labor.
“We use hoverboards,” says Yoder, who explains that he’s able to operate with fewer employees thanks to the motorized personal platforms. “The person bringing the product down usually puts between 10-13 miles on that hoverboard,” he says. “It saves a lot of walking. That’s been tremendous.”
However, regarding any type of automation, Brentlinger advises growers to proceed with caution. “Some systems are completely automated, yet they’re still using the same number of employees,” he says. “Make sure the ROI is there. It’s a fad, it’s cool, but thoughtful implementation matters.”
Both Yoder and Brentlinger emphasize the idea of implementing the “right tech” in your operation — technology that fits your scale, budget, and labor model.
For additional CEA insights from the “From Setbacks to Success” session at Cultivate’25, please read the original article found on our sister site, CEAg World.
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