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Indoor Ag Conversations & Agritecture Present: Stop The Greenwashing: Best Practices For Communicating Sustainability
Despite a decade of innovation and funding in vertical farming, many businesses do not communicate accurate information about the sustainability of their technology or operations. Whether it's unsubstantiated claims of water savings, carbon reduction, circularity, or overall sustainability, many companies do not avoid greenwashing in their marketing. This panel will explore the best practices for communicating and reporting on sustainability with the hopes of encouraging the industry to mature.

Henry Gordon-Smith, Founder & CEO, Agritecture

Sam Norton, Founder, Heron Farms

Sara Segergren, Project Portfolio Leader, Sustainability Innovation and Development, Ingka Group | IKEA

One more panelist TBA soon!

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May 26, 2021 10:00 AM in Eastern Time (US and Canada)

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Henry Gordon Smith
Founder & CEO @Agritecture Consulting
Henry is a sustainability strategist focused on urban agriculture, water issues, and emerging technologies. Henry was born in Hong Kong and has lived in Japan, Germany, the Czech Republic, Russia, Canada, Spain, Austria, and the United States. Henry earned his BA in Political Science from the University of British Columbia, Vancouver, coursework in Food Security and Urban Agriculture from Ryerson University in Toronto, and an MSc in Sustainability Management from Columbia University. In 2011, Henry started exploring urban agriculture and launched the blog “Agritecture” to share case studies and analysis from around the world. In 2013, Henry Co-Founded the Association for Vertical Farming (AVF) and served on the board until July 2017. In 2014, Henry responded to a global need for technology-agnostic guidance on urban agriculture by launching the advisory firm Agritecture Consulting which has now consulted on over 100 urban agriculture projects in over 20 countries.
Sam Norton
Founder @Heron Farms
Heron Farms started as a research question asked by graduate student and founder Sam Norton: what if the 21st century’s two biggest problems, excess seawater and excess carbon dioxide, were not problems but free resources for a new kind of agriculture? This concept for seawater agriculture won first place at the South Carolina Department of Agriculture ACRE Startup Competition and the Charleston based Harbor Accelerator Startup Competition. Since its first seed Heron Farms has focused on one goal: scale. For seawater agriculture to help feed the 10 billion people expected by 2050 it will need to scale exponentially. Yet land-use constraints and salt management issues have stymied recent outdoor approaches to seawater agriculture scalability. Heron Farms solves these scalar issues by growing plants vertically and managing salinity with predictive software. Heron Farms is located in downtown Charleston, South Carolina.