With the door to the restaurant situated just outside the entrance to HyCube, the carbon footprint is practically negligible. "We call it pick to plate," says Cristian Toma, co-founder of Eco Convergence Group. "and this HyCube installation will cover most, if not all, of the hotel's needs for lettuce. We're talking well over 100,000 heads of lettuce being produced here per year, and 13,000 pounds of herbs, greens, and edible flowers."
Farm to table experience
Latitude & Longitude is part of a revamp undertaken by Eric Martinez, World Center Marriott’s executive chef. “It’s the biggest restaurant we have in the building, and we wanted something that has the feel of farm to table,” Martinez said. Consumers will pay premium prices for farm fresh food and are more likely to buy locally grown produce that is sustainably grown. Besides the advantage of same day harvest and delivery, HyCube can supply exactly the amount of food the restaurant needs in a certain period because they can precisely control the yield.
The demand for locally grown produce
The popularity of locally-grown continues to increase, which is driving produce buyers to look for alternative sources of supply. At the same time, consumers are looking to support their local farming companies. They want to know the farm and the farm’s story, so they can feel confident they are getting fresher, more nutritious food, that’s pesticide free. The city farming concept can speak directly to this demand and is a valuable marketing asset for marketing strategies. Retailers understand that there is typically a premium associated with this type of consumer facing product. It is also a retailer’s stronghold and they must win in this segment.