Selfridges to grow fresh produce in-store with Infarm

Photograph: Luke MacGregor

From Monday 17th August, shoppers in the iconic London Selfridges’ store will be able to purchase a range of fresh produce that has been grown directly in-store by Infarm – a urban farming network.

As part of its continued UK expansion, Infarm has completed installation of one of its iconic modular vertical farming units into the Selfridges Foodhall. Shoppers will be able to purchase Infarm’s Super Leafy Greens containing a bundle of Scarlet kale, Nero di Toscana kale and Golden Purslane and Infarm’s Spring Leafy Greens with Red Veined Sorrel, Mustard Mix and Red Stem Mizuna, both exclusive to the retail store. The produce will also be used in Selfridges’ restaurants.

The installation of Infarm’s technology launches in line with Selfridges major new sustainability initiative, Project Earth, which aims to change the way we shop by 2025. Each in-store Infarm farm unit uses 95% less water and 90% less transport than traditional agriculture, as well as 75% less fertiliser and no pesticides. Measuring just two square metres, these in-store farms produce more than 8000 plants per year.

Photograph: Luke MacGregor

The move comes as part of Infarm’s global expansion, which is backed by a $100 million Series B funding round, and has seen Infarm now partner with Selfridges and others in the UK, and retailers across ten markets including the US, Canada, France, Germany, and Japan.

Erez Galonska, CEO and co-founder of Infarm said: “Our partnership with Selfridges, as part of the launch of Project Earth, is a response to the fact that more and more customers care where their food comes from, and the impact their consumption has on the planet. The food industry needs to be proactive and innovative in its efforts to reduce environmental impact, and we’re proud to be part of that.”

With installation now complete, the seedlings have been planted and will be ready for harvesting from mid-September. Infarm farmers will visit the stores after each growth cycle to harvest and add new seedlings to the farm. The plants retain their roots post-harvest to maintain exceptional flavour and freshness, meaning they’re still alive when harvested. Prior to the mid-September harvest, shoppers will be able to purchase fresh Infarm produce freshly harvested and delivered to Selfridges directly from Infarm’s London plant hub.

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