our everincreasing demands is crucial | My Assignment Tutor

Innovation working to fulfil our everincreasing demands is crucial. Thisnecessity became an opportunity to lookoutside the box for alternative methods ofsustainably feeding the population. The‘why’ for this innovation takes a dualfocused approach. Firstly, the glaringlyobvious is due to the continual changes inthe political, environmental and sociallandscapes. Events such as Britain leavingthe European Union and the Coronaviruspandemic have thrown historical supplychains into turmoil. This issue emphasisesin a new light that traditional large scale,government and NGO funded solutionscan no longer be a consistent solution tosolving food accessibility problems. Anabundance of free time combined with theinability to leave home has been anexcellent opportunity for those withspace. However, it has also highlighted agroup of individuals that do not have thesame opportunities. From this, the designof our venture is to enable those withouttraditional ‘outdoor space’ such as agarden or balcony to utilise lost spacessuch as the cupboard under the stairs togrow their food. By using traditional largescale, mainstream agriculturaltechnologies, there is now scope thanks toinnovation to bring these scalabletechnologies directly to the public, andinto their homes. With consideration ofthe initial set-up cost and requiredtechnological capabilities, our targetmarket is those between the ages of 30-50that live somewhere that has not enabledthem to ‘garden’ in the more traditionalsense.LOSS OF CONSUMER FAITHThe coronavirus pandemic has placed aspotlight on the food security of oursupply chains, sparking global fear on theThe Global Organic Farming Club2future of our food systems. Consumerslost faith in the reliability of the foodsystems they have depended on, havingwitnessed logistical disruptions and bulkbuying. Anxiety continues to rise as peoplequestion the resilience of the existingsupply chain, especially with farmersplaying an integral role in the system andmost being in their 60s and therefore athigh risk from the virus. Furthermore,with 30% of all fresh produce consumedwithin the UK imported from the EU,there is significant concern over theaccessibility of items that pass-throughvirus impacted countries, at times whendemand is at its highest. The strongcorrelation between food and healthemphasises the urgent need to re-engineerand strengthen our global food system toone of resilience, agility and sustainability.As if living in these unprecedented timeswas not damaging enough to our healthand wellbeing, as a nation, we also face thecrippling uncertainty of Brexit. With theincreasing likelihood of a no-deal Brexit,the impact would be truly catastrophic toBritain’s fresh food supply chain,weakening our competitiveness andultimately transforming our food system.To help paint a picture of what is on thehorizon, Brexit would mean sacrificing thevariety of our fresh food produce, waitinglonger for essential items we have grownup enjoying and paying prices that seemcompletely unfathomable. As the UKembraces itself for the worst recession inhistory, increases in food prices wouldhave an overwhelming impact on lowincome families and food banks. Forfarmers, Brexit would threaten their profitmargins and jeopardise their livelihood. Itis no secret that the agricultural industryrelies on migrant labour, which in itselfplaces Britain in a vulnerable position postBrexit. However, on top of that, there arenot enough young Brits engaging with theprofession to protect the longevity of theindustry. In essence, research capturesone simple message surrounding theimpact of Brexit on the fresh food supplychain, terrible news for everyone.Throughout reading this, we imaginequestions may arise over why Britain doesnot merely increase their domesticproduction; well, unfortunately, this wouldequate to price increases for the UKpopulation. It would seem that the currentpolitical climate presents the UK withmany complex challenges, highlighting theneed for innovative tech entrepreneurs tocome to the rescue.KILLING OUR PLANETAs the battle against climate change andplastic waste seems to be never-ending,the agriculture industry has a pivotal roleto play, as it is responsible for having themost damaging effect on the environmentThe Global Organic Farming Club3compared to any other human activity1.Climate change is already sabotaging foodproduction, and projections expect for itto worsen over time, threatening our foodsecurity and quality. The majority of theworld’s environmental threats are a byproduct of conventional farming practicesincluding deforestation, soil depletion,pollution, waste and declining fisheries –this comes as no surprise since traditionalagriculture is obsessed with maximisingyields, which often comes at the expenseof harming our planet2. The role of plasticopens up a whole debate amongst thefarming community and the widerpopulation, as on the one hand, it cansupport better food quality whilstsimultaneously degrading soil quality.1 Čirjak, A., 2020. What Is the Environmental Impact ofAgriculture? [Online]. Available at: [Accessed 15September 2020].2University, S. (n.d.) Environmental Topics and Essays.[Online]. Available at:Adding to the uncertainty, cropproduction is also at risk fromunpredictable weather and insufficient landavailability. Publications are released everyday with new understandings of the impactof industrial agriculture and the impactsthat are left behind. It truly is heartbreaking when to take a minute to thinkabout all the pain and suffering caused byconventional farming practices3. It is abouttime that sustainability was no longer usedas a buzzword and for enriching ourenvironment to be a priority in theagriculture industry. It really couldn’t beclearer how urgent it is for us to rethinkour food systems and remodel them intomore efficient and inclusive systems4.Further amplifying the issues in the farmingindustry is the world’s growing population, [Accessed 15 September 2020].3Vanderzee, B. (2017) Why factory farming is not just cruel –but also a threat to all life on the planet. [Online]. Available at:-farming-destructive-wasteful-cruel-says-philip-lymberyfarmageddon-author> [Accessed 15 September 2020].4FAO. (n.d.) How to Feed the World In 2050. [eBook].Available at:r/How_to_Feed_the_World_in_2050.pdf> [Accessed 15September 2020].The Global Organic Farming Club4which is forecasted to reach 9.3 billion by2050. With finite amounts of resources,infrastructure and land, drastic changesneed to be immediately made to our foodproduction systems in order to meet therequired 70% increase in foodproduction5. Whilst global warming hasincreased our average temperature,making conventional outdoor growingmore challenging, indoor growing isbecoming more popular due to the abilityto control the environment.THE SKY IS THE LIMITBased on the global problems featured,now is the perfect time for food techstart-ups to innovate and transform localfood systems. Wireless sensors aretransforming the farming industry by5FAO. (n.d.) How to Feed the World In 2050. [eBook].Available at:r/How_to_Feed_the_World_in_2050.pdf> [Accessed 15September 2020].6Gilpin, L. (2014). 10 Ways Technology Is Changing Our Food.[Online]. Available at:providing real time monitoring of crops,capturing data on soil and otherenvironmental factors, minimising wasteand increasing productivity. With farmlandbecoming scarcer, we desperately need tobe more creative with the places we growfood. Hydroponics brings countlessopportunities, as it offers a soil freegrowing process using LED bulbs andnutrients6. Futuristic urban farmingtechnology, science and innovation are thethree factors that will not only strengthenour food systems but help save the planetby shortening supply chains, supportingurban independence and decreasingtransportation costs7.Whilst vertical farming isn’t the answer toall of our problems and will nevercompletely replace traditional farmingpractices, it does present a very lucrative [Accessed 16 September 2020].7Kumar, K. (2017) How Is Technology Changing Agriculture &Agricultural Production? [Online]. Medium. Available at:[Accessed 16 September 2020].The Global Organic Farming Club5business opportunity that can contributeto effectively feeding the world’s futurepopulation8. However, whilst it doespresent a practical solution it also relieson lifestyle changes and an open mindfrom the public. As vertical farming is arelatively new concept, raising awarenessand educating the public on its benefits isvital to prevent misconceptions that theproducts are artificial9. As advocated byiconic chef Jamie Oliver, it is imperativethat the future generations are equippedwith the life skills to lead healthier andhappier lives10.8Summers-Emler, R. (2020) Business Ideas For 2020: UrbanFarming. [Online] Startups.co.uk. Available at:[Accessed 15 September 2020].9Benke, K. and Tomkins, B. (2017) Future Food-ProductionSystems: Vertical Farming and Controlled-EnvironmentAgriculture. [eBook]. Taylor & Francis Group. Available at:7.1394054?needAccess=true#aHR0cHM6Ly93d3cudGFuZGZvbmxpbmUuY29tL2RvaS9wZGYvMTAuMTA4MC8xNTQ4NzczMy4yMDE3LjEzOTQwNTQ/bmVlZEFjY2Vzcz10cnVlQEBAMA==>[Accessed 15 September 2020].10Food, F. (2016) The Future of Food: Ten Trends in FoodSustainability. [Online]. FUTURE FOOD. Available at: [Accessed 15 September 2020].The Global Organic Farming Club6PATENT ANALYSISIn the current market there are two mainpieces of technology that support plantgrowth. Aeroponics provide nutrientsprays in enclosed boxes to allow accessto ‘undisturbed’ or ‘unconstrained’ roots11.Aquaponics is the organic cultivation ofplants through a re-circulating systemusing nutrient rich water instead of soil.Furthermore, there many patents in thehydroponics industry, three arehighlighted in the slide:1. ‘Lettus Grow’ Aeroponic plant grow12A contraption which allows plants to growaeroponically, where the roots are hangingdown whilst nutrient solutions are fedthrough a form of mist. The patentincludes a housing unit whit an upper and11Zobel, R. W., & Lychalk, R. F. (1999) U.S. PatentNo. 5,937,575. Washington, DC: U.S. Patent andTrademark Office.lower partition, which allows multipleplants to be housed. Included, is a foggenerator which receives a body of waterand an ultrasonic transducer, whichconverts current to ultrasound.2. Vertical Planter1312Rothem, T., & Keshet, A. (1992) U.S. Patent No.5,136,804. Washington, DC: U.S. Patent andTrademark. Office.The vertical planter is a self-containeddevice which cultivates plant growcomprising of; a power supply, a hollowstructure which allows for plants roots togrow an absorb nutrients easily. Includesan internal reservoir with an ultrasonictransducer for producing water andnutrient rich vapor.3. Aeroponic growth system with nutrientfog stabilization1413Cottrell, B. (2016) U.S. Patent No. 9,357,715.Washington, DC: U.S. Patent and TrademarkOffice.14 Zobel, R. W., & Lychalk, R. F. (1999) U.S. PatentNo. 5,937,575. Washington, DC: U.S. Patent andTrademark Office.The Global Organic Farming Club7An apparatus for stabilization forultrasonically generated nutrient fog,which eliminates sensitivity to humidityand temperature of the air. Thecontraption circulates nutrient rich fogthrough chambers and reservoirs in orderto provide plants the nutrients they needfor optimal growth15United Nations. (2020) World population projected to reach9.8 billion in 2050. [Online]. Available from:d-population-prospects-2017.html> [Accessed 3 September2020].16Grigg, D. (1979) Ester Boserup’s theory of agrarianchange. Progress in Human Geography, 3 (1), pp.64-84.MARKET AND INDUSTRYCONSIDERATIONSThe United Nations15 estimate there willbe 9.8 Billion mouths to feed by 2050 andas Boserupian theory suggests16, thegrowing population will find innovative andeffective ways to cope with additionalburden. Thus, Agtech can provide theBoserupian link between an increasedpopulation and technological advances,highlighting how the potential market forthis venture is endless. Global OrganicGardening Club aims to take agriculturaltechnology and apply it to recreationalsettings. However, as the businessmatures and subsequently increases itscapabilities, Global Organic GardeningClub aims to expand its reach to solve aprimary third world complexity, hunger.Using small scale, easy to use Agtech,The Global Organic Farming Club8individuals will be able to grow their owncrops more effectively and productively.Statista17 identifies that the total globalmarket for Agtech (or smart farming) wasapproximately 9.58 billion U.S. dollars in2017 and with its current trajectory isexpected to grow to 23.14 billion dollarsby 2022. Thus, highlighting the vastpotential scope for this venture.Table 2 – Income Statement17Statista (2020) Smart agriculture: market size worldwide2017-2022 [Online]. Available from: [Accessed 14 September 2020].The table displays the forecasted incomestatement for the first year of operations.Sales revenue is expected to be forecast atapproximately £100,000 given the size ofthe market being entered, based offresults from Statista18. In addition to the sales of our gardeningequipment and set up, we will offer a sixmonth rotation maintenance for a fee of£119. This is another avenue of revenueto increase the organisations income andprovide a constant stream of income.Our installation of the gardening systemswill be a key income stream. As stated inthe costing infographics, the organisationwill be adding on a minimum of 30% of thetotal equipment required as ourinstallation fee. This will be determined bythe size of the area that a client will beordering (for example 10m2), then ourinstallation fee would be £838.50. Once18Statista (2020) Smart agriculture: market size worldwide2017-2022 [Online]. Available from: [Accessed 14 September 2020].our organisation is set up and financially,we are in a positive position then agreater number of engineers wouldpossibly be hired to ensure we can fit alarger amount of gardening club systemsmore frequently and in multiple areas atone time.Finally, to progress the organisation in apositive way and to ensure theyorganisation grows then we will be reinvesting most profits received back intothe business to introduce organisationalgrowth.COSTS AND INCOME STREAMSTable 2 displays the forecasted incomestatement for the first year of operations.Sales revenue is expected to be forecast atapproximately £100,000 given the size ofThe Global Organic Farming Club9the market being entered, based offresults from Statista19.GOVERNMENTAL AGENCYSUPPORTOne of the latest government policies tosupport urban farming and agriculture isadapting the Agriculture Bill. Thesechanges have been introduced toacknowledge the importance of foodproduction. The bill now requires thesecretary of state to encourage theproduction of food, specifically productionin an environmentally sustainable waywhen financing schemes. This introductionof the agricultural policy shows thegovernment is looking to invest in corefundamental aspects of food production.Common Agricultural Policy (CAP), is thesystem that the UK Government offer ofagricultural subsidies and programmes that19Statista (2020) Smart agriculture: market size worldwide2017-2022 [Online]. Available from:cover farming, environmental measures,and rural developments. The latestschemes have been implemented in 2015and consist of a basic payment scheme(BPS), this is a rural payment method forthe farming industry to provide a simpleand constant payment scheme to supportthe farming industry.In addition, there is now a RuralDevelopment Programme Scheme (RDPS),these development opportunities are nowprovided to support a countrysideproductivity, stewardship, farmingammonia reduction, RDPE growthprogramme, rural development fundingand water environment grant. Overall, thegovernment have begun to implementpolicies that are supporting theprogression and innovation in farming andagriculture.For the government agencysupport/funding they all require an online [Accessed 14 September 2020].application to be conducted with variousquestions regarding their businessproposal and if they are applicable to thefunding.NON-GOVERNMENTAL AGENCYSUPPORTCapital Growth is an organisation thatworks as a food growing network, theyoffer support to people who are growingtheir own food by providing access todiscounted training, networking events,support with growth to sell anddiscounted equipment. This is a freenetwork to join and is open to constantinnovation to provide constant support.UK Agriculture Finance are a specialisedbusiness lender, specifically to theagriculture sector. This organisation isspecialist lenders from generic loans toservices to restructure, change renewableenergy, and purchasing of land.The Global Organic Farming Club10Business Barn website is now a websitethat hosts a large amount of free accessinformation and resources whileincorporating a Rural Business Networkaiming to inspire and support ruralbusinesses. The main aim of theorganisation is to allow the advice andinformation to remain free of charge sothat the largest amount of people canbenefit and learn about their own ruralbusiness.INDUSTRY DATAIt was identified that whilst precisionagriculture takes into account the fieldvariabilities, smart farming takes it onestep further, through basing decision20Wolfert, S., Ge, L., Verdouw, C. and Bogaardt, M. (2017) BigData in Smart Farming – A review. Agricultural Systems, 153,pp.69-80.21Wolfert, S., Ge, L., Verdouw, C. and Bogaardt, M. (2017) BigData in Smart Farming – A review. Agricultural Systems, 153,pp.69-80.making and management decisions on data,locations, situation and context20. Thefigure below displays how smart farmingcan enhance management and thedecision-making process through datamanagement.Now that we understand how smartfarming can be beneficial, it is importantunderstand the competitors and industrysize, to ensure there is enough room forGlobal Organic Gardening Club to enterthe market.22PRNewswire (2020) The Smart Agriculture Market IsEstimated to Grow from USD 13.8 Billion In 2020 To USD 22.0Billion By 2025, At A CAGR of 9.8%. [Online]. Prnewswire.com.Available at: billion-in-2020-to-usd-22-0-billion-by-2025–at-a-cagr-of-9-8-301056808.html> [Accessed 19 September 2020].23Marketsandmarkets. (2020) Smart Agriculture Market Worth$22.0 Billion By 2025. [Online]. Available at:Figure 2.021Furthermore, PRNewswire22 identify thatthe smart agriculture industry is estimatedto grow from 13.8 U.S. dollars, to 22billion dollars by 2025, almost doublingwith an annual compounding growth rateof 9.8%. This data set additionally holdsmerit, as Marketsandmarkets23 lend [Accessed 19 September 2020].The Global Organic Farming Club11support to it. This data holds significantvalue for Global Organic Gardening Clubfor two reasons. Firstly, the industry ispredicted to almost double in size overthe next five years, which means that notonly is there room for an additionalincumbent in the industry, but GlobalOrganic Gardening Club can expect toexperience significant growth in the shortterm, as reflected by the incomestatement. Secondly, the annualcompounding growth rate of the smartfarming industry was predicted to be astaggering 9.8%24 thus identifying thepotential for Global Organic GardeningClub is exponential.TECHNOLOGY COMPETITORSA study by MarketWatch25 identified anexhaustive list of the top current24PRNewswire (2020) The Smart Agriculture Market IsEstimated to Grow from USD 13.8 Billion In 2020 To USD 22.0Billion By 2025, At A CAGR of 9.8%. [Online]. Prnewswire.com.Available at: billion-in-2020-to-usd-22-0-billion-by-2025–at-a-cagr-of-9-8-301056808.html> [Accessed 19 September 2020].25MarketWatch (2020) It in Smart Farming Market 2020 Size,Share Industry Trends, Global Competitors Strategy, Segments,Regional Analysis, Review, Key Players Profile, Statistics andGrowth To 2026 Analysis. [Online]. MarketWatch. Available at:The Global Organic Farming Club12competitors, the most notablecompetitors include Cisco, IBM, KaalotTechnologies, Oracle, Trimble, VirtusNutrition, John Deere and Accenture.The list by MarketWatch26 (2020)identifies global conglomerates in thetechnology space (IBM, John Deere &Cisco), thus it is absolutely essential thatGlobal Organic Farming Club re-investsprofits into research and design in orderto innovate and remain competitive.Nevertheless, industry data should be keptin mind when analysing competition, whoshould be used as both drive and guidancewhen aiming to grow Global OrganicGardening Club.players-profile-statistics-and-growth-to-2026-analysis-2020-08-31> [Accessed 19 September 2020].26MarketWatch (2020) It in Smart Farming Market 2020 Size,Share Industry Trends, Global Competitors Strategy, Segments,Regional Analysis, Review, Key Players Profile, Statistics andGrowth To 2026 Analysis. [Online]. MarketWatch. Available at:EVALUATION?Both the market and the currenttechnology combine to create aformidable opportunity for Global OrganicGardening Club. Evidently, Statista27identify that there is enough room for newplayers in the current market, with TheUnited Nations (2020) further lendingsupport to the notion. Additionally,Moore’s Law28 would suggest that thecurrent technology will catch up to theincreasing population as suggested byBoserupian theory. Additionally, theforecasted income statement identifiesthat Global Organic Gardening Club willbe profitable after the first year, aiming tore-invest profits into research anddevelopment (R&D) to increase theplayers-profile-statistics-and-growth-to-2026-analysis-2020-08-31> [Accessed 19 September 2020].27Statista (2020) Smart agriculture: market size worldwide2017-2022 [Online]. Available from: [Accessed 14 September 2020].28Schaller, R.R. (1997) Moore’s law: past, present andfuture. IEEE spectrum, 34 (6), pp.52-59.organisations resources and capabilitiesfor the forthcoming year. Moreover,Global Organic Gardening Club aims to, inthe future, take the technologies at theheart of the business and use them forgood in less developed countries. Beingable to create a similar but moresustainable contraption that can bedistributed widespread to those in need offood could help reconcile the issuehighlighted by The United Nations29. Thiswill enable individuals to grow their owncrops more effectively and therefore feedthe mouths that need it the most.29United Nations. (2020) World population projected to reach9.8 billion in 2050. [Online]. Available from:d-population-prospects-2017.html> [Accessed 3 September2020].The Global Organic Farming Club13The Global Organic Farming Club14APPENDIX 1 – MEETING MINUTES Time & Date:07.07.20MeetingNumber:1Location:MS Teams Present:Apologies:Absent:Manjot DhadaN/A as all were presentGabriella KentonBenji NichollsJoshua BerryFrancisco Guzman Issues Discussed: Individual group member’s technology entrepreneurship project ideas Existing competitors Uniqueness of technology and business model Selected preferred project ideas Actions to be Taken: Research competitors and technology details to assess the viability of the idea Document strongest ideas Email ideas over to Suneel The Global Organic Farming Club16 Date of Next Meeting:09.07.20 Time & Date:04.08.20MeetingNumber:2Location:MS Teams Present:Apologies:Absent:Manjot DhadaN/A as all were presentGabriella KentonBenji NichollsJoshua BerryFrancisco Guzman Issues Discussed: Questions to ask during drop in session Actions to be Taken: Meet after drop-in session to delegate tasks and come up with project gameplan Date of Next Meeting:05.08.20 The Global Organic Farming Club17 Time & Date:05.08.20MeetingNumber:3Location:MS Teams Present:Apologies:Absent:Manjot DhadaJoshua BerryGabriella KentonBenji NichollsFrancisco Guzman Issues Discussed: Content covered in drop in session Delegated individual secondary research tasks Project plan Actions to be Taken: Complete individual secondary research tasks & upload work to teams foreveryone else to review Date of Next Meeting:10.08.20 The Global Organic Farming Club18 Time & Date:10.08.20MeetingNumber:4Location:MS Teams Present:Apologies:Absent:Manjot DhadaN/A as all were presentGabriella KentonBenji NichollsJoshua BerryFrancisco Guzman Issues Discussed: Discussed each other’s secondary research work Identified that we need to research more on micro farming & gardeningautomation Primary research plan Actions to be Taken: All members will summarize key points of their secondary research for Franciscoto convert the content into infographics (due 11.08.20) Create power point template (Benjy) Write summary of project package (Mya) Design interview questions for avid gardeners & industry experts (Mya & Benjy) Design questionnaire questions for potential consumers (Gaby) Email requesting participation as interviewee in our primary research (Josh) Date of Next Meeting:13.08.20 The Global Organic Farming Club19GROUP PROJECT MINUTES (Submit along with final Project Report) Time & Date:02.09.20MeetingNumber:5Location:MS Teams Present:Apologies:Absent:Manjot DhadaN/A as all were presentGabriella KentonBenji NichollsJoshua BerryFrancisco Guzman Issues Discussed: 2nd assessment brief Plan of action Assigned work to each member Actions to be Taken: Plan structure of assigned section (07.09.20) Start initial research (07.09.20) The Global Organic Farming Club20 Date of Next Meeting:07.09.20 Time & Date:07.09.20MeetingNumber:6Location:MS Teams Present:Apologies:Absent:Manjot DhadaBenji NichollsJoshua BerryGabriella KentonFrancisco Guzman Issues Discussed: 2nd assessment brief Plan of action Assigned work to each member Actions to be Taken: Plan structure of assigned section (07.09.20) Start initial research (07.09.20) Date of Next Meeting:13.09.20 The Global Organic Farming Club21 Time & Date:13.09.20MeetingNumber:7Location:MS Teams Present:Apologies:Absent:Manjot DhadaN/A as all were presentGabriella KentonBenji NichollsJoshua BerryFrancisco Guzman Issues Discussed: Progress updates so far Use of infographics Ideal outcomes from work Actions to be Taken: Finish own sections Create infographics for compiling into final report Date of Next Meeting:16.09.20 The Global Organic Farming Club22 Time & Date:16.09.20MeetingNumber:7Location:MS Teams Present:Apologies:Absent:Manjot DhadaN/A as all were presentGabriella KentonBenji NichollsJoshua BerryFrancisco Guzman Issues Discussed: Housekeeping Final elements to be completed Peer evaluation Actions to be Taken: Complete peer evaluation Finish and submit report Date of Next Meeting:N/A The Global Organic Farming Club23APPENDIX 2 – PEER EVALUATION EvaluationCriterionGroupmember:ManjotDhadaGroupmember:BenjiNichollsGroupmember:Joshua BerryGroupmember:FranciscoGuzman IIGroupmember:GabriellaKentonAttends groupmeetingsregularly andarrives ontime.43344Contributesmeaningfullyto groupdiscussions.44444Completesgroupassignmentson time.43444Prepareswork in aqualitymanner.44444Demonstratesa cooperativeandsupportiveattitude.44444Contributessignificantly tothe success ofthe project.44444Total2422232424

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