lija Jurić, recognized as Best Young Farmer in 2022, has launched a new company, Tukan Greens. The brand is focused on the production of microgreens, specialty leafy crops, and edible flowers for the food service sector.
Jurić, who has been vocal about the limitations of large-scale vertical farming for leafy greens, positions the new venture as a response to operational inefficiencies observed across the sector. In a recent statement, he points to high energy costs, limited crop assortment, disease pressure, and slow return on investment as consistent factors behind the failures of high-profile vertical farming companies such as AeroFarms, AppHarvest, Bowery Farming, Infarm, and Plantagon.
Instead of replicating full-scale vertical farms, Tukan Greens is structured around crops with shorter cycles and higher market value. The choice of microgreens and edible flowers aligns with specific demands from premium restaurants and health-conscious consumers.
Jurić emphasizes that while the vertical farming model has not delivered expected outcomes for mainstream crops like lettuce, it may still be applicable for high-density, high-value crops where market demand is more defined. The company is currently targeting the HoReCa segment.
Tukan Greens enters a market that has seen reduced investor interest in generalist vertical farming operations but continued niche opportunities in specialty produce. The launch is seen as an attempt to recalibrate the vertical farming model toward smaller scale, targeted production with defined distribution channels.
The founder stresses that the goal is not to dismiss technology, but to adjust the approach toward operational sustainability and market fit.
Source: Ilija Jurić