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Microgreens: the business anyone can do but most leave to others

You would surely think that a business supplying a product that almost anyone can produce at home would have limited commercial opportunity. That’s not true of the microgreen market, and despite the almost instant availability of the product, research says this market is set to explode over the next six years.

It kind of develops like this.

During the pandemic lockdown, Steve Leinweber began seeking alternative income. Because there were a lot of concerns around health at the time, he looked into healthier food options and fell across information on the nutritional value of microgreens. 

This initial interest quickly expanded into a small business, driven by the positive response from family and neighbours. Today, he owns and operates Bee Line Microgreens, a niche operation based in southwest Chicago.

He not only deals in microgreens, he says, but also operates in a micro-market that fixes itself within a three-mile radius of his business location.

Steve admits his investigations took him “down a rabbit hole”, but it led him to the realisation that many people were actively seeking better health options and were willing to pay for it. He’s one of thousands worldwide who have made the same discovery.

The crazy thing about microgreens is that anyone can grow them themselves, and while many do, thousands of others are too busy or struggle to keep it up regularly. They prefer to buy.

The availability of microgreens has seen significant growth in recent years, driven by their increased popularity for their nutritional benefits and the convenience of their quick-growing period.

A report released earlier this year predicts the global microgreens market was worth USD 1.8 Billion in 2022. It is estimated to reach an expected value of USD 2.6 Billion by 2031 at a compound annual growth rate (CAGR) of 11% during the forecast period (2022–2030). Another study anticipates the value to increase significantly, from $1.8 billion in 2022 to $2.61 billion by 2029, due to positive consumer views.

Microgreens are known for their high nutrient density, making them an excellent addition to any diet. They can be grown almost anywhere, such as in a sunny windowsill or a container. This flexibility in growing conditions contributes to their accessibility and growth in popularity.

Of course, the decorative aspect of adding microgreens to food also adds to their commercial value, but more and more people are interested in the raw health benefits.

Their high concentration of vitamins and antioxidants helps to reduce the risk of cardiovascular and chronic disease. Despite their small size, they pack a nutritional punch, often containing higher nutrient levels than more mature vegetable greens.

Microgreens also require fewer resources to grow at home for daily consumption. Therefore, they can be produced in the garden or on the roof. Increased acceptance of protected culture and government financial and technical assistance to farmers to install protected cultivation plants are expected to help boost microgreen production.

But not all seeds are microgreen friendly.

Penn State University, which has posted detailed information on growing microgreens, warns that some common vegetable crops like tomato, pepper, eggplant, and potato are not edible at the seedling stage and are not suitable to produce microgreens because they contain alkaloids which at high levels are toxic to humans.

Concerns about useable seedlings and the development of various salad-mix micros mean it’s critical to buy from responsible growers and keep improving your knowledge from reputable sources when growing at home.

The bottom line, and the real value of microgreens, is in health.

In a recent podcast with the Plant-Based Nutrition Movement, Steve Leinweber said there can be real resistance from men who say they don’t like vegetables, and he comes across them at the farmers’ markets he attends.

“At the farmers market, it’s mostly the husband of a couple, and he’s usually a big guy with a big beer gut who says, ‘I don’t eat vegetables,’ and I’m thinking, I can tell, but I explain nicely, you still have a human body and it does require the nutrients that everybody does.

“We all have to eat healthy even if we don’t want to, or even if we don’t, we should. And what a great way to do it. With microgreens, you don’t have to eat a lot. You can just throw some on your sandwich and pretend it’s less.

“You are getting a lot of nutrients, and I’ll tell you what happens with the palette – when your body starts getting the nutrition that it needs, you start to crave it, especially kids.”

WFL
WFLhttp://wholefoodliving.life
Whole Food Living reviews and selects material from a wide variety of international sources. Our primary focus covers food, health and environment. We publish fact checked official announcements made as the result of formal studies conducted by Universities, respected health care organisations, journals, and scientists around the globe.
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