BrightFarms - a produce supply chain revolution | Paul Lightfoot | TEDxManhattan
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0:16 - 0:19Sometimes, it really does feel like
we need a revolution -
0:19 - 0:23when we think about
the challenges we face today: -
0:23 - 0:26debt crisis, political stalemates,
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0:27 - 0:29energy, the environment,
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0:30 - 0:32the food we're feeding our families.
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0:33 - 0:36But I don't think
we should be discouraged. -
0:36 - 0:39And today I'm going to talk
about the story of BrightFarms. -
0:39 - 0:42But I also want this to be an example -
-
0:42 - 0:46an example for us as leaders,
as activists and as citizens, -
0:46 - 0:49an example for how we can think about
-
0:49 - 0:53how some of our generation's
greatest problems, greatest challenges -
0:53 - 0:57can be converted into some
of our greatest business opportunities. -
0:58 - 1:00I want to start
by looking back a little bit. -
1:00 - 1:03I want you to raise your hand
if you were working in the food industry -
1:03 - 1:04five years ago.
-
1:05 - 1:07Wow! A lot - more than half.
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1:07 - 1:09We're going to need that experience.
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1:09 - 1:10Five years ago, I wasn't.
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1:10 - 1:13Five years ago, I was running a business
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1:13 - 1:18that improved the supply chains
of big retailers and their suppliers. -
1:18 - 1:20I had a singular goal
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1:20 - 1:26which was to maximize the efficiencies
of systems that brought goods to stores. -
1:26 - 1:31And let me tell you, I am programmed
to live, breathe and, yes, eat efficiency. -
1:31 - 1:34I have a license plate
that reads "Efficient." -
1:34 - 1:35(Laughter)
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1:35 - 1:36It's true. I do.
-
1:39 - 1:44When I followed my passion
and came into the food industry -
1:44 - 1:47and dug into the produce supply chain,
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1:47 - 1:51I encountered a system
that was at odds with itself. -
1:52 - 1:58Our produce supply chain
is incredibly efficient and inefficient -
1:58 - 2:00all at the same time.
-
2:00 - 2:02First, here's how it's efficient.
-
2:02 - 2:06It produces huge quantities
of food at low prices. -
2:07 - 2:09And here's how it's inefficient.
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2:09 - 2:14Our fresh produce
holds up to travel great, -
2:14 - 2:17but it can't uphold taste at all.
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2:17 - 2:21In fact, we grow produce for travel
and not for eating. -
2:21 - 2:27The system breeds foodborne illness,
and it's killing our environment. -
2:28 - 2:33Our fresh produce supply chain
is industrialized and centralized -
2:33 - 2:39to the point that it's an enormous
consumer of land, of water, of crude oil -
2:39 - 2:41and natural gas.
-
2:41 - 2:43The more I learned,
the more I came to realize -
2:43 - 2:46that for all the good intentions
to feed the world, -
2:46 - 2:50parts of our food supply chain
aren't merely inefficient - -
2:50 - 2:52they're toxic.
-
2:52 - 2:56If TED is about inspiration -
well, I was inspired. -
2:56 - 3:00I was inspired to rethink
the produce supply chain. -
3:00 - 3:01I was more than inspired.
-
3:01 - 3:05I was compelled to develop
an alternative supply chain: -
3:06 - 3:08one that eliminated these inefficiencies
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3:08 - 3:15and that prioritized farmers,
quality food, our health, the environment -
3:16 - 3:20and still produced large quantities
of food at low prices. -
3:21 - 3:23I want to make a full stop
here for a second. -
3:23 - 3:28I want to ask each one of you
to visualize the best tomato -
3:28 - 3:29you've had in the last year.
-
3:30 - 3:31Do you have it?
-
3:31 - 3:36I want you to raise your hand
if it came from a supermarket. -
3:37 - 3:38(Laughter)
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3:39 - 3:41I can't believe that there's really zero.
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3:41 - 3:42(Laughter)
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3:42 - 3:46Although I am not surprised that it
would've at least been close to zero. -
3:46 - 3:49People typically visualize
the tomato from farmers' markets - -
3:49 - 3:50probably a lot of that -
-
3:50 - 3:52gardens and restaurants.
-
3:52 - 3:57Virtually nobody, or perhaps in this case,
literally nobody says supermarkets, -
3:57 - 4:02even when I asked that question
of supermarket executives. -
4:02 - 4:03(Laughter)
-
4:05 - 4:06I'm serious.
-
4:07 - 4:11The tomato I visualized
was produced by a six-year-old, -
4:11 - 4:15my beautiful daughter Emilia,
in our kitchen garden. -
4:15 - 4:22Emilia and I like to discuss how the most
important ingredient in food is love -
4:23 - 4:26and how you find love in the food
that someone grows or prepares -
4:26 - 4:29for someone they care about personally.
-
4:31 - 4:37Emilia's tomato that I'm visualizing
and the tomatoes she grows in the garden -
4:37 - 4:39look a lot like this tomato.
-
4:39 - 4:43And the tomato I visualized
was bursting with flavor; -
4:43 - 4:45it was bursting with love.
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4:45 - 4:46And this tomato?
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4:49 - 4:50Sucks!
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4:50 - 4:51(Laughter)
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4:55 - 4:57I'm serious. That tomato was awful.
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4:57 - 4:59(Laughter)
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5:00 - 5:04It was organic. It was expensive.
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5:04 - 5:08We bought it at a fancy supermarket
not far from here. -
5:09 - 5:11So why does it lack taste?
-
5:11 - 5:14And nutrition too, by the way -
they run together. -
5:14 - 5:18And what does that tell us about
the supermarket tomatoes and lettuces -
5:18 - 5:22that we're buying
and feeding to our families? -
5:23 - 5:26These tomatoes
are international travelers. -
5:26 - 5:30They bounced here to New York
from Mexico in a 53-foot truck. -
5:31 - 5:32No wonder they suck.
-
5:35 - 5:38That's typical, by the way,
for US supermarket tomatoes in the winter. -
5:38 - 5:44Did you know that nearly 100 percent
of supermarket lettuces in the US -
5:44 - 5:45come from just two places?
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5:45 - 5:50Near Salinas, California, in the summer
and Yuma, Arizona, in the winter. -
5:50 - 5:55These lettuces travel 3,000 miles
to reach the local grocery store here. -
5:55 - 5:59It's no surprise that lettuce is prone
to rotting before it's purchased -
5:59 - 6:01or right when people bring it home.
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6:01 - 6:04This causes huge losses for supermarkets,
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6:04 - 6:08and it makes my wife,
who loves fresh baby spinach, unhappy, -
6:08 - 6:09which makes me unhappy.
-
6:09 - 6:11(Laughter)
-
6:11 - 6:15Produce executives, produce buyers,
they don't want this. -
6:15 - 6:19They've actually got families of their own
that they're feeding with produce, -
6:19 - 6:20and they're good people.
-
6:20 - 6:23But they're not just good people -
they're business people. -
6:23 - 6:25They want to bring you quality produce,
-
6:25 - 6:30but they need to buy large quantities
of produce at low prices. -
6:30 - 6:32And right now, there's only
one option for that, -
6:32 - 6:36which is our industrialized
and centralized food system. -
6:37 - 6:41Incrementalism isn't going to do it.
-
6:42 - 6:45Moving food faster or better
through this system -
6:46 - 6:48isn't going to solve these problems.
-
6:48 - 6:52It's time for a revolution
in the produce supply chain. -
6:52 - 6:59Can you imagine a revolutionary new system
that had fewer miles, fewer trucks, -
6:59 - 7:02fewer tasteless tomatoes,
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7:02 - 7:07that had less foodborne illness,
less crude oil and less rotting lettuces? -
7:07 - 7:10Can you imagine
a revolutionary supply chain -
7:10 - 7:12where we went back to our roots
-
7:12 - 7:16and grew and sold produce
in the same community -
7:16 - 7:21by a farmer who, like Emilia,
grew for taste instead of for travel? -
7:21 - 7:23And maybe even with a little bit of love.
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7:23 - 7:25You think that'll be better?
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7:26 - 7:27Do you think that'll be better?
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7:27 - 7:28(Audience) Yes.
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7:28 - 7:30We think so at BrightFarms too.
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7:30 - 7:31And you know who else does?
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7:31 - 7:34Produce buyers
at supermarkets, they do too. -
7:34 - 7:37In fact, nearly 20 percent
of the top 50 US supermarkets -
7:37 - 7:39are already working with BrightFarms
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7:39 - 7:42to try to make this revolutionary
new system a reality. -
7:42 - 7:46The industry is reacting
with huge enthusiasm. -
7:46 - 7:51Produce buyers sincerely want to bring
great food at great prices -
7:51 - 7:52to their customers.
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7:52 - 7:54They just need a better option.
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7:55 - 7:58So, how is BrightFarms going to do this?
What are we doing? -
7:58 - 8:02How are we going to bring
large quantities of food at low prices -
8:02 - 8:04that's better quality
and better for the environment? -
8:04 - 8:07It sounds hard, but the answer
is surprisingly simple. -
8:07 - 8:10We're building greenhouse farms,
-
8:10 - 8:13but it's how we're building them
and where we're building that matters. -
8:13 - 8:15We're building them at supermarkets,
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8:15 - 8:18on their roofs,
at their distribution centers -
8:18 - 8:21and always in their communities.
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8:21 - 8:23BrightFarms provides a turnkey solution.
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8:23 - 8:29We finance it, we build it, we manage it
for our supermarket clients -
8:29 - 8:33in a way that cuts time, distance
and costs from the produce supply chain. -
8:33 - 8:37We're building hydroponic,
recirculating greenhouses -
8:37 - 8:42and recruiting farmers across the country
to bring better produce to everybody. -
8:43 - 8:44Here's how the deal works.
-
8:44 - 8:48We put up the money,
we build the facility, -
8:48 - 8:52we find, we nurture, we support,
we train the local farmer. -
8:52 - 8:56The supermarket is required
to put up zero investment. -
8:56 - 8:59They merely commit to buying
produce that's better. -
9:00 - 9:02That's not enough, by the way.
-
9:02 - 9:06Zero investment
and better produce on their own -
9:06 - 9:08doesn't satisfy their requirements.
-
9:08 - 9:10There's another factor,
which is the price. -
9:10 - 9:12If we can't meet or beat
current market pricing, -
9:12 - 9:15this is going to remain
a fringe initiative. -
9:15 - 9:17And I'm not interested in the fringe.
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9:17 - 9:19I am interested in making a difference.
-
9:19 - 9:22But we can meet or beat existing prices.
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9:22 - 9:26We do it by having a shorter
and simpler supply chain. -
9:27 - 9:33More than half the cost
of this lettuce isn't the lettuce - -
9:33 - 9:38it's the long and complex supply chain
that gets it to your local grocery store. -
9:38 - 9:42We simply operate without that long
and complex supply chain, -
9:42 - 9:46so we have lower operating costs
than the traditional industry. -
9:46 - 9:51We can sell at low enough prices
to meet or beat current market prices. -
9:51 - 9:55This is a case where less is truly more.
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9:56 - 9:58So, is our business model working?
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9:58 - 9:59It is.
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9:59 - 10:01We actually just recently announced
-
10:01 - 10:03the industry's first
long-term produce agreement. -
10:03 - 10:06It's with a great supermarket
called McCaffrey's. -
10:06 - 10:10We're building them a greenhouse
at their store in Yardley, Pennsylvania. -
10:10 - 10:13And I want all of you to go there
and check it out. -
10:13 - 10:16Jim McCaffrey, like many
supermarket executives, -
10:16 - 10:19cares deeply about his customers.
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10:20 - 10:23He's not just a great businessman.
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10:23 - 10:24He's a visionary as well.
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10:24 - 10:29And he had a vision to commit
to a revolutionary new system -
10:29 - 10:33that's bringing better tomatoes
and consistent, fantastic lettuces -
10:33 - 10:36to his store shelves
on the day that they're picked. -
10:37 - 10:41And by the way, we care
about McCaffrey's customers -
10:41 - 10:43as much as Jim does.
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10:43 - 10:46We're not going to be anonymous,
3,000 miles away. -
10:46 - 10:49Our farmer won't be 3,000 miles away.
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10:49 - 10:52He'll be three blocks away from the store.
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10:52 - 10:53He'll be living,
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10:53 - 10:58sending his kids to school,
creating jobs and growing produce -
10:58 - 11:01in the same community
as McCaffrey's customers -
11:01 - 11:04and shopping in the same produce aisles
right there with them. -
11:06 - 11:11When we started - earlier, I said
that TED Talks were about inspiration. -
11:12 - 11:15I've been inspired by many of you here
today, and I thank you for it. -
11:15 - 11:19And I hope I've had the chance
to inspire some of you as well, -
11:19 - 11:24inspire you to not be discouraged
by the problems you're facing -
11:24 - 11:27with the supply chains
in which you feel like you're stuck, -
11:27 - 11:30but instead, to think
about these challenges -
11:30 - 11:33as opportunities to start
your own revolutions. -
11:33 - 11:34And in our case,
-
11:34 - 11:39a revolutionary opportunity
to bring our society produce -
11:39 - 11:43that's safer, healthier, tastier,
better for the environment -
11:43 - 11:47and bursting with the most important
ingredient of all: love. -
11:47 - 11:49(Applause)
- Title:
- BrightFarms - a produce supply chain revolution | Paul Lightfoot | TEDxManhattan
- Description:
-
Paul Lightfoot is the Chief Executive Officer of BrightFarms, which designs, finances, builds and operates greenhouse farms at grocery retailers, eliminating time, distance and costs from their produce supply chain. With the elimination of shipping and the drastic reduction of fuel consumption, carbon emissions and water use, BrightFarms enables grocery retailers to change their produce supply chain in a way that improves the planet and their profits. For nearly 10 years, Paul was the CEO of an enterprise software company that improved the supply chains of major retailer and their suppliers. Previously, Paul was the founder and CEO of Foodline, a venture-backed software company that provided customer and reservations information technology to restaurants. Before that, Paul was a transactional attorney at the Wall Street law firm of Cadwalader, Wickersham & Taft. Paul was recognized by Chain Store Age magazine as a "Rising Star in Retail" in their annual 40 Under 40 awards.
This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDxTalks
- Duration:
- 12:06