In Guatemala the greenhouse productions of tomatoes, flowers, and sweet peppers have already been established. But Veggiwell is a leader in the development of lettuce grown hydroponically. Since its inception Veggiwell has grown its operations not only in terms of acres but also their customer base, from distribution of restaurants, to grocery stores. Manager of the company Aaron Tenenbaum tells about their goal to develop sustainable farming practices as well as how they are working to become an example for fresh produce production.

“Personally I am convinced that Guatemala offers a lot of possibilities for our products. Health and sustainability awareness is increasing rapidly as more and more individuals are searching for healthy options like hydroponic lettuce with all the benefits. Guatemalans are looking for chemical-free items, making our hydroponic salad a great alternative” Aaron says. Aaron. “Additionally that the growing acceptance of practices that are more sustainable for farming offers a bright future for our business to grow in the country. We at Veggiwell believe that Guatemala is an important marketplace where we can provide nutritious, fresh as well as environmentally sustainable products.”

Based on this conviction that was in their heads and having a clearly defined vision and strategy their path to the field started in October of 2018 when they began the process of developing a plan. “In the shortest time span of an entire year, the first greenhouse was constructed as well as in the beginning stages of operation by the end of October and announcing the beginning of our journey to modern farming within a controlled setting.”

It soon led to tangible outcomes as the team put out the first crop in February of 2020. “From then the distribution network started to expand. Exploiting every opportunity for growth that came along, we began entering the restaurant industry in February of 2020. In May 2021, we made the next move to enter the market of supermarkets in order to satisfy the rising demand for top-quality items at an affordable price.”

The expansion began in February of 20202 When the team constructed their second greenhouse. This allowed the team to achieve a crucial landmark in April 2023 which is when they began exporting product to Honduras. “Additionally in the middle of the year we constructed an additional greenhouse that would continue expanding our capacity for production since we saw the need for our goods has increased dramatically.”

The building of a greenhouse is a complex process. However, for Veggiwell the process was simple due to the modular design, as well as the technical assistance provided by their partner, Harnois. “Companies such as Harnois are developing solutions to significantly simplify construction. We also received extensive guidance, ranging from choosing the best model to post-installation assistance, allowing us to begin without delay. With the use of lightweight covers and adjustable air conditioning systems, the construction was swift and easily adapted to our specific needs. The practical method allowed us to start operations quickly and avoid the typical issues that are typical of construction projects like this.”

More expansion

The company’s early 2024 team devised an expansion plan to strengthen its position within the market in Guatemala and reaffirming its dedication to provide fresh, high-quality merchandise to different markets. “We were able to successfully enter each of the four formats offered by Walmart Guatemala (Walmart Hypermarket, Paiz Supermarket, Maxi Despensa as well as Despensa Familiar), being the sole brand that has achieved this. However we concluded discussions with the market in El Salvador, commencing exports from July 2024.”

In the moment they are competing with manufacturers from the northern part that is Central America, says Aaron. “Especially those from Guatemala, Honduras, and El Salvador, who are operating in the same market that we are. “These countries are among our top competitors in terms of supply and market reach. While we haven’t yet directly fought producers or the products of Mexico We have established several initial contacts which could create potential opportunities for us in the future. Our strategy for the moment is to strengthen our standing in the face of Central American producers by emphasizing the benefits of purchasing products from hydroponics, and we are expanding our reach into new Central American territories.”

The expansion, however, can be broader. “Currently our primary focus is strengthening and expanding the infrastructure we have, which will enable us to diversify and begin cultivating new kinds of leaves like the spinach, mint and Arugula. As a result we hope to fulfill the rising demand for health items in Guatemala, El Salvador, Honduras and throughout the remainder of Central America. The markets in Central America are demonstrating increasing enthusiasm for the advantages of hydroponics products and we’d like to take advantage of this trend in order to provide fresh, nutritious alternatives that are chemical-free and safe. Our aim is to make our products to become easier to access, while retaining our focus on sustainability.”

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Veggiwell

https://www.veggiwell.com/

More information is available here:

Harnois Industries Inc.

www.harnois.com