Category: News

At Innovation Agritech Group (IAG), we’re committed to transforming agriculture through innovation, and that mission has taken an exciting new step forward. We’re thrilled to announce the installation of our GrowFrame360™ system at Sparsholt College Group’s University Centre Sparsholt (UCS), a leading institution in land-based education in the UK.

This milestone project brings our advanced aeroponic vertical farming technology directly into the academic setting, providing students with hands-on experience in one of the most innovative areas of modern agriculture.

A New Era for Agricultural Education

Housed in a repurposed agricultural building on the Sparsholt campus, the GrowFrame360™ is the first vertical farming system of its kind to be installed at UCS. It marks a significant leap towards sustainable agriculture and advanced crop science education for students aged 16 and above. By introducing this technology into the curriculum, Sparsholt is equipping the next generation of agricultural professionals with real-world experience in climate-resilient farming.

The GrowFrame360™ is a modular, scalable aeroponic system engineered for sustainable, high-efficiency crop production. Operating entirely without sunlight, soil, or pesticides, in a controlled environment allows for year-round growing. Its advanced design enables the replication of a wide range of global climate conditions and supports real-time data collection, ideal for both teaching and research. Each GrowFrame can cultivate up to 3,250 plants, making it perfectly suited for leafy greens, herbs, microgreens, and medicinal crops.

Supporting Innovation Through Education

The installation at Sparsholt includes a full academic setup: one GrowFrame360™ room, dedicated areas for germination and propagation, and essential operational zones. This comprehensive layout ensures students and researchers have everything they need to explore the full potential of vertical farming.

The facility will support UCS’s newly funded PhD program and serve as a demonstration site for local schools and visitors, helping to spark curiosity and drive awareness of sustainable agricultural practices.

Funding for the installation was made possible through a grant from the Department for Education’s Local Skills Improvement Fund (LSIF), with additional support from UCS for infrastructure adaptations.

Delivered by IAG Educate

This installation was delivered through IAG Educate, the specialist education division of IAG. IAG Educate brings commercial-grade vertical farming systems into universities and research institutions, helping them lead the way in crop science, sustainable agriculture, and innovative food production.

The GrowFrame360™ system enables practical learning and advanced research in areas such as plant biology, food systems, and engineering. The goal? Empowering the next generation to tackle global agricultural challenges through cross-disciplinary innovation.

Building on Proven Success

This marks IAG’s second UK educational deployment of the GrowFrame360™, following our successful integration at the University of Essex. That site has become a cornerstone of research and innovation, and we’re confident that Sparsholt will become a similar hub for next generation agritech learning.

With IAG Educate at the forefront, we’re proud to support academic institutions in delivering cutting-edge learning experiences and research opportunities that shape the future of agriculture.

For further information on our installation at Sparsholt College Group or academic installations, you can contact us at info@iagri-tech.com 

18 June 2025

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Innovation Agritech Group (IAG) is pleased to share an exciting update as we continue to scale our operations across the UK and internationally. Following a period of strong growth, the company is entering a new phase of development, expanding both our reach and internal capabilities.

From installations and education initiatives to international collaborations and advanced research projects, IAG’s footprint in the agri tech sector is growing rapidly. As part of this evolution, we’ve launched a focused recruitment drive to support the next stage of our journey.

Strengthening the Team to Support Growth

With several new projects underway, including expansion into the Middle East, continued collaborations with UK academic institutions, and an increase in research activity, building capacity within the IAG team has become a key priority.

We’re currently adding to our core team across several areas of the business, with new roles including:

• Founders Associate
• Business Development Executive
• Sales Manager
• Mechanical Design Engineer
• Plant Scientist

These additions reflect a strategic investment in both commercial delivery and technical innovation, ensuring we have the right talent in place to deliver on current and future commitments.

Jaz Singh, Founder and CEO of IAG, commented:

“This is an exciting time for Innovation Agritech Group as we continue to scale our operations and deepen our impact across sectors. Our recent growth reflects both the increasing demand for sustainable, controlled environment agriculture and the strength of our technology.

As we take on new projects and enter new markets, investing in the right people is key. This recruitment drive isn’t just about filling roles, it’s about building the team that will help shape the future of IAG.”

Looking Ahead

As we build on this momentum, we remain focused on delivering high-quality, sustainable solutions for food and non-food sectors alike. Our recruitment drive marks a natural next step in scaling the business to meet increasing demand and reflects our commitment to investing in people alongside technology.

We look forward to welcoming new talent to the team and to sharing further updates in the months ahead.

Ready to Grow with Us?

If you’re looking for a career with purpose, and a chance to help shape the future of farming, now’s the time to get involved. Visit our Careers Page for further information.

Let’s innovate the future of agriculture, together.

12 June 2025

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Innovation Agritech Group (IAG) recently appeared on the BBC Politics South Show, featuring in a segment tackling one of the UK’s most pressing questions: how do we feed the nation amid climate change, rising costs, and global uncertainty?

Broadcast across the South of England, the programme spotlighted IAG’s Bracknell-based vertical farming facility as a pioneering answer to the growing pressures on UK agriculture. From increasingly unpredictable weather patterns to unstable global supply chains, the farming sector is under strain and IAG’s tech-led approach offers a way forward.

Jaz Singh, Founder and CEO of IAG, said, “Innovation must be central to any future-proofed food strategy in the UK and elsewhere around the world. We were pleased to contribute to the BBC segment, where our technology was recognised as part of the answer.”

A Turning Point for UK Food Production

The BBC coverage arrives at a pivotal time. 2025 has seen the UK’s driest spring since 1961, and reliance on imported produce continues to climb. In 2023, the UK grew just 53% of its fresh vegetables (down from 63% in 2003) and only 16% of its fruit supply, an alarming trend that underscores the need for resilient, local production.

IAG’s patented GrowFrame360™ system is designed to meet this moment. The soil-free, fully controlled indoor environment allows crops to be grown year-round, locally, and sustainably, free from the limitations of traditional farming.

Supporting Science and Research

The recognition from BBC South follows a string of media appearances for IAG, including a recent feature on BBC Two’s Great British Railway Journeys, which visited IAG’s installation at the University of Essex, a key collaborator with IAG in data-led, sustainable agriculture research.

As demand grows for technology that can de-risk food systems and reduce import dependence, IAG is leading the conversation, not just in the media, but in the field, the lab, and policy circles. With innovation driving real world solutions, we’re helping shape a more resilient and sustainable future for UK food production.

To learn more about our technology get in touch with the team at info@iagri-tech.com – we’d love to hear from you.

27 May 2025

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Innovation Agritech Group (IAG) are delighted to announce that shares are now trading on JP Jenkins, providing shareholders and prospective investors with an opportunity to buy and sell equity in the company.

A Key Step in IAG’s Growth Journey

This milestone marks an important step in IAG’s growth trajectory. Jaz Singh, Founder & CEO of Innovation Agritech Group, commented:

“We are pleased to announce that our shares are now trading on JP Jenkins. As part of our company’s growth trajectory, we see this as a vital step in the right direction for both the company and its shareholders. JP Jenkins provides our shareholders with an efficient, simple and effective platform to trade.”

Welcomed by JP Jenkins

Veronika Oswald, Commercial Director of JP Jenkins, added:

“JP Jenkins are delighted to welcome IAGT to our platform and continuously growing list of companies. The board is very happy to see yet another fantastic private business benefit from our platform, utilising the access and services we offer. We look forward to supporting IAGT in their next stage of growth.”

How to Trade IAG Shares

Shareholders wishing to trade these securities can do so through their stockbroker. Trades will be conducted at a level where JP Jenkins is able to match a willing seller and a willing buyer. Transactions and limit orders can be placed during normal business hours via an existing UK-regulated stockbroker.

The indicative pricing for the ordinary shares, as well as the transaction history, will be available on the JP Jenkins website.

Further Information

For investor relations and enquiries, please contact:

Innovation Agritech Group Limited
Investor Relations
Email: replies@iagri-tech.com
Tel. +44 (0) 203 883 5532

JP Jenkins Ltd
Veronika Oswald / Mason Doick
Email: info@jpjenkins.com
Tel. +44 (0) 207 469 0937

20th March 2025

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On the 7th of November 2024, Innovation Agritech Group (IAG)  proudly hosted Growing Expertise: Bridging the Skills Gap through Research & Innovation, an Agri-Tech Week event in collaboration with Agri-Tech E. The event, hosted at the University of Essex, brought together leaders  from academia and the agri-tech industry to address one of the most pressing challenges  in modern agriculture—the skills gap. The event showcased how university research and technology can advance sustainable food production, while equipping the next generation with the knowledge to drive the industry forward.

A Hands-On Look at Agri-Tech Innovation

After a morning session hosted by Tracy Lawson, Professor of Plant Science at the University of Essex, guests were invited to tour the Smart Technology Experimental Plant Suite (STEPS) facility in the School of Life Sciences featuring IAG’s GrowFrame360™vertical farming system. 

The vertical farm is key in the STEPS laboratory’s mission to develop climate change-resilient crops for a harsher future growing environment. This hands-on experience offered attendees valuable insights into how cutting-edge technology is practically being used in a research setting with the aim of addressing future food production challenges.

Keynotes and Conversations

After the STEPS tour, IAG’s Business Development Director, Kate Brunswick, welcomed a number of expert speakers to discuss the role that agritech systems, such as those demonstrated earlier, can play in agricultural education and the importance of bridging the skills gap. 

Dr Laura Placzynski, postdoctoral research associate at Harper Adams University, delivered an insightful keynote on behalf of Professor David Rose, Elizabeth Creak Chair in Sustainable Agricultural Change at Harper Adams, on the trends in British sustainable food systems and the skills needed to keep up with technological change.

Oxfordshire mixed farmer Will Brown, 2023 Nuffield Scholar, shared valuable insights about his scholarship on vertical farming and how vertical farming can fit into agricultural production, research and training. Kirsty Barden, Head of Business Development at Management Development Services, discussed the skills gap in agriculture and how her organisation is helping to bridge it.

Lastly, Professor Tracy Lawson delivered a presentation overviewing the STEPS lab’s role in agricultural education and the benefits of installing a vertical farm within an educational institution.

The event wrapped up with an open panel discussion and Q&A session chaired by Kate Brunswick, where the keynote speakers were joined by IAG’s Lead Plant Scientist, Dr. Deepa Haridas. This interactive session allowed attendees to ask questions, sparking discussions on the essential combination of innovation and education in agri-tech. Key themes included the importance of equipping future agri-leaders with both practical skills and theoretical knowledge to navigate an evolving industry and a changing world.

Key Takeaways: Addressing the Agri-Tech Skills Gap

Throughout the day, several critical themes and action points emerged to help close the agri-tech skills gap:

Attracting New Talent to Agriculture: Only 3% of 16–21-year-olds choose agriculture as a career path and of the current farming workforce, 35% are aged 65 and over. The industry needs a strategic push to attract young people, especially those without family farming backgrounds. Studies show that career interest can begin as early as age 7. Agri-tech’s modern, tech-driven environment, including advanced tools like vertical farms, could play a pivotal role in capturing young people’s interest.

Challenging Misconceptions: Many young people have misconceptions about agricultural jobs, imagining them as low-wage, physically demanding, and “dirty.” Today, agri-tech offers diverse roles like engineering, project management, and design, showcasing a cleaner, high-tech work environment. Educating students on how agri-tech has evolved and the varied career paths it offers is essential to overcoming these stereotypes.

Integrating Agri-Tech in Education: Vertical farming and Controlled Environment Agriculture (CEA) systems in academic settings provide hands-on experience and exposure to advanced agricultural methods. These setups allow researchers to test numerous variables in a much shorter time frame compared to traditional outdoor farming. Government support is crucial for schools and universities to implement these systems, integrate them into their curricula, and make agri-tech a core component of agricultural education.

Complementing Traditional Agriculture: Vertical farming won’t replace traditional agriculture but can complement it. With high levels of environmental control, vertical farms are excellent for niche and novel crops and for supporting agricultural research.

Improving Work-Life Balance: Innovations in robotics and automation, such as robotic milking and the precise scheduling in vertical farms, can improve work-life balance in agriculture by reducing long hours and manual labour.

Cultivating the Next Generation of Agri-Tech Leaders

This Agri-Tech Week event highlighted how collaboration between academic institutions and industry leaders like IAG can address the skills gap while fostering sustainable food production. With initiatives such as IAG Educate and the GrowFrame360™ system, the path to cultivating a knowledgeable and capable future workforce is clear.

As we work to change perceptions of agricultural careers, events like this show how hands-on agri-tech solutions in education can inspire the next generation. While there is still much work to do to shift young people’s perceptions about careers in agriculture, together academia and industry can empower young minds and pave the way for a sustainable future in agriculture.

For those who couldn’t attend, this was more than just an event—it was a call to action to invest in the skills and technologies that will define the future of food. Let’s continue the conversation, build partnerships, and bridge the gap between knowledge and innovation.

If you would like to know more about how agritech can bridge the skills gap, please do feel free to reach out to us at info@iagri-tech.com where our friendly team would love to share their knowledge.

25th Nov 2024

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Innovation Agritech Group (IAG) has been honoured with two prestigious awards at the Vertical Farming World Awards 2024! This recognition underscores our commitment to driving innovation and fostering collaboration in the vertical farming sector with educational institutions

Our Award-Winning Initiatives

Best Community Impact Initiative – IAG Educate
This award celebrates the transformative work of IAG Educate, our educational outreach and training initiative. Through collaborations with institutions like University of Essex, Sparsholt College Group, Reading University, Plumpton College, LEAF and Royal Holloway, we are equipping the next generation of farmers, researchers, and educators with the skills needed to thrive in sustainable agriculture. By integrating our vertical farming technology into educational settings IAG Educate is paving the way for a future where food security and innovation go hand in hand.

Best Collaborations/Partnerships Initiative – IAG x University of Essex
Our collaboration with the University of Essex has been recognised for its impact on education and research. Supported by the Wolfson Foundation, this collaboration has allowed for the installation of our GrowFrame360™ vertical farming system as part of their new STEPS facility on campus. By using the technology students are not only gaining hands-on experience, but it is also enabling world-class research into crop science, sustainability, and controlled environment agriculture. This initiative highlights the power of academia-industry partnerships in addressing global food challenges.

What These Wins Mean for IAG

Winning these awards is more than just an achievement—it’s a testament to the hard work, vision, and collaboration that define IAG and our IAG Educate initiative. These accolades reinforce our drive to lead the vertical farming industry while creating meaningful change in education, research, and community engagement.

Looking Ahead

With this recognition, we are inspired to continue expanding our initiatives and forging new collaborations. To learn more about our award-winning initiatives and explore how we can work together, please contact us at info@iagri-tech.com 

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Professor Tracy Lawson examines the plants being grown in the vertical farm – Credit: University of Essex

In a dynamic collaboration set to revolutionise agricultural research, Innovation Agritech Group (IAG) and the University of Essex have unveiled the installation of the first commercial standard vertical farm at a UK university. This landmark collaboration signifies a significant leap forward in sustainable farming practices, as the university commences its research efforts to tackle the pressing challenges of food production for tomorrow’s climate.

IAG first to install commercial standard vertical farm at UK university – Credit: Kabir, Klick

IAG’s flagship technology, the GrowFrame360™, is nestled within the University’s recently launched state-of-the-art £3.5 million Smart Technology Experimental Plant Suite (STEPS). IAG’s cutting-edge technology boasts minimal water usage and soil-free growing capabilities, offering a beacon of hope for the future of agriculture.

Kate Brunswick, Business Development Director at IAG, expressed enthusiasm about the potential impact of this installation. “Today’s announcement marks a significant milestone in harnessing technology and education to address global challenges,” she remarked. “Our collaboration with the University of Essex underscores our commitment to transforming agricultural practices and fostering innovation in the field.”

Breaking New Ground: IAG and the University of Essex Lead the Way

At the core of the University of Essex’s STEPS facility, partly funded by the Wolfson Foundation, lies a commitment to advancing research on plant adaptation to climate change and ensuring future food security. With state-of-the-art features such as a commercial-grade indoor vertical farm and specialised areas for simulating various environmental conditions, STEPS offers researchers an ideal environment for exploration.

It enables researchers to control CO₂ levels and temperature, aiding plants in adapting to more challenging conditions. Advanced computer scanning technology will monitor plant growth and analyse shifts in photosynthesis. This research will harness AI and robotics to develop new methodologies, technologies, and strategies for predicting changes in agriculture and the natural environment.

Student Susannah Eiden, 21, takes a reading – Credit: University of Essex

Empowering Future Innovators

Students at the University of Essex are poised to take advantage of this pioneering initiative, engaging in hands-on research alongside world-class scientists. The collaboration presents a unique opportunity for undergraduates to delve into the complexities of sustainable crop cultivation, gaining invaluable experience that transcends traditional classroom learning.

Professor Tracy Lawson, Director of Essex Plant Innovation Centre at the University of Essex, emphasised the significance of the GrowFrame technology in expanding research horizons. “As the world grapples with the challenges of feeding a growing population amidst climate uncertainty, innovative solutions are imperative,” she remarked. “The installation of the GrowFrame system empowers us to explore new frontiers in sustainable agriculture and train the next generation of agricultural leaders.”

Ribbon cutting of the STEPS lab, at the University of Essex – Credit: Kabir, Klick

Shaping the Future of Farming

As the world grapples with the urgent challenges of climate change and food security, collaborations like the one between IAG and the University of Essex are more crucial than ever. It exemplifies a shared commitment to driving progress in agricultural research and sustainability. By harnessing the power of innovation, education, and research, these two entities are not only shaping the future of farming but also paving the way for a more sustainable and food-secure world.

For more information about IAG and the GrowFrame360™, please visit www.innovationagritech.com

9th May 2024

 

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In a world increasingly focused on sustainability, the need for innovative solutions to address our environmental challenges is greater than ever. The Big Sustainability Awards, an event that has been running for 5 years, recognises those who are leading the way in sustainable initiatives. This year, on the 26th of October, 2023, Innovation Agritech Group (IAG) proudly took home the award for “Communicating Your Sustainability Project.”

 

IAG: Pioneers of Sustainable Agriculture

IAG, a British agricultural technology company, has carved a niche for itself in the realm of sustainability through its revolutionary approach to food production. The company specialises in creating advanced aeroponic vertical farming systems, and its journey of innovation began with the development of the world’s first vertical aeroponic grow panels.

IAG’s flagship technology, the GrowFrame360™, is not only a game-changer in agriculture but also an inspiration for others seeking to make a positive impact on our planet.

 

The GrowFrame360™: A Sustainable Breakthrough

The GrowFrame360™ is a remarkable aeroponic indoor growing system that can cultivate over 60 different crop varieties with minimal water and no need for soil or sunlight. This innovation exemplifies IAG’s commitment to sustainability and offers solutions to several pressing challenges facing the agriculture industry today.

Reducing Food Miles and Carbon Emissions

By enabling large crop yields in a small footprint, the GrowFrame360™ allows fresh produce to be grown in close proximity to end consumers in urban areas. This reduces food miles and the associated carbon emissions from transportation. The precise control over the growing environment also makes it possible to grow sensitive plants in areas with hostile climates or limited arable land, further decreasing the need for imports, and supporting local economies.

Soil and Ecosystem Preservation

The system eliminates the need for soil, pesticides, and herbicides, ensuring food production without soil degradation or ecosystem pollution. With traditional farming practices causing soil erosion and degradation at an alarming rate, the GrowFrame360™ offers a sustainable alternative that preserves fertile soil and protects ecosystems.

Water Savings

The GrowFrame360™ boasts a closed-loop aeroponic irrigation system, recycling water not absorbed by plant roots. This results in water savings of up to 98% compared to traditional outdoor farming, making a substantial contribution to global water conservation efforts.

Year-Round Harvesting

The system’s vertical configuration and advanced growing techniques enable year-round crop production, providing up to 17 harvest cycles annually compared to the 3-4 annual harvests in traditional UK farming. This high efficiency is especially beneficial in densely populated urban and suburban areas, where space is at a premium.

 

Above and Beyond Standard Sustainability Practice

IAG’s commitment to sustainability extends beyond its innovative technology. The company is accredited by the Red Tractor and Global G.A.P. schemes, ensuring the highest standards of safety and sustainability for consumers. Additionally, IAG promotes gender equality by nurturing a diverse leadership team, with 50% women, in an industry where women are underrepresented.

The Big Sustainability Awards represent a significant milestone in the sustainability community, highlighting the dedication and ingenuity of companies and individuals working towards a greener future. Fellow category finalists, “Adveco” and “The Appliance Recycling Group“, deserve a special shoutout for their outstanding contributions to the cause. Both businesses are actively offering practical solutions to some of the biggest environmental issues, including energy and recycling and reusing waste appliances.

As winners of The Big Sustainability Awards, IAG’s commitment to sustainable agriculture offers an inspiring example for others in the industry and serves as a testament to the transformative power of innovation and dedication in addressing the world’s most pressing challenges. With technology like the GrowFrame360™, a more sustainable and environmentally friendly future is within reach.

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Who we are and what we’re responsible for…

Dr. Manikkath Haridas: I am the Lead Plant Scientist at IAG, Dr. Deepa Manikkath Haridas. I hold an agricultural bachelor’s degree, a master’s degree in crop physiology, and a doctorate in biological sciences.

As a plant scientist at IAG, I help create planting schedules for the farms and trial designs to examine various plant growth parameters to optimise crop output, quality, and flavour. Utilising a variety of analytical methods at the IAG lab onsite, the nutrient levels in the irrigation water are monitored, coupled with flavour profiling of various crops. Based on results from microbiological tests, the plant science team oversees keeping track of the suitability of crops for human consumption. In addition, I help prepare grants in conjunction with our academic partners and other businesses to explore the suitability of our system for commercial purposes.

Felix: I’m Felix Trimmer, a plant scientist here at IAG. I have a bachelor’s and master’s degree in biological sciences. I’m really interested in computing, and so I love to find ways to combine both subjects – I’m currently undertaking a PhD with Royal Holloway in collaboration with IAG to investigate the use of machine vision in studying plant growth.

Each day we check over the farm and ensure everything is running smoothly. In the plant science team, we run and oversee various trials to improve our crop yield, flavour, and quality. Our new lab also enables us to use biochemical techniques to perform basic analyses of the crops, so we can further quantify our research.

 

Our job is important because…

Dr. Manikkath Haridas: To improve resource use efficiency and ensure the economic feasibility of vertical farming systems, it is critical to make data-driven decisions. Our knowledge and ability in designing trials, collecting, and interpreting of different physiological and biochemical parameters is crucial in understanding the full potential of the system and to economise the cost of running the system.

Felix: The expertise of the plant science team is invaluable to the company, as our insights into plant physiology and response are key to improving the system and pushing the limits of what we can achieve. Our technology is at the forefront of growing techniques, and it demands speciality at the forefront of research to further development and take advantage of the potential at the heart of the design.

 

Our career journey…

Dr. Manikkath Haridas: I come from a farming background and was always fascinated by crop science. I’ve worked as a researcher in the agriculture sector for more than ten years, both in academic and commercial settings. My PhD was in the study of soil-plant-microbial interactions, and most of my works focus on the links between soil, plants, and water.

Felix: I really enjoyed both electronics and biology at A-level. I loved tinkering with hardware and software in my own time, but I found a special calling in the academic study of biology. I undertook a BSc in molecular biology at Royal Holloway, where I achieved a first-class degree with honours. My special project towards the end of my study showed me the potential of combining both computing and biology, something I was always keen to do, and as such I took on a Masters project analysing high-throughput phenotyping data of mutant tomato plants. I enjoyed my time during the course, but wanted to move beyond simply analysing data someone else had acquired, and I realised that IAG’s system offered the framework to develop a software and hardware solution for plant growth monitoring.

 

We wanted to be plant scientists because…

Dr. Manikkath Haridas: I think it’s crucial to study plants to feed the world’s population. There are numerous elements of plants that are still unknown. When I worked as a research scientist in several settings, I was fascinated by how plants communicate with one another and the bacteria around them to defend themselves against biotic and abiotic challenges. The secret to meeting the demands of a growing population in a sustainable fashion is to understand this communication.

Felix: Unlike you or I, if a plant is being bothered by something, it can’t just get up and find somewhere else to live. They’ve got amazing molecular techniques to deal with all these stresses, and they provide so many things for us, from the clothes we wear to the gases we breathe. I’ve just got a lot of respect for them; they deserve to be studied!

 

We love our job because…

Dr. Manikkath Haridas: The way that crops adjust to their shifting environments is remarkable. I was attracted to the research potential this job offered to me as a plant scientist. I am happy to be a part of this vertical farming system because I think it has the potential to revolutionise agriculture.

Felix: I love being able to come in on a morning and see how all the plants are growing and how they deal with growing in an unconventional system. I particularly enjoyed seeing our tomato plants growing from seed to fruit.

How does our role as a plant scientist working in vertical farming vary from a plant scientist working in traditional agriculture…

Dr. Manikkath Haridas: In contrast to traditional farming, where you are dependent on the weather, controlled environmental agriculture (CEA) gives you more control over your growing environment. Under CEA, there are more crop cycles, which gives scientists more data points for statistical analysis in less time.

Felix: We all love plants, it’s just that we don’t get as wet when it rains.

In a traditional agriculture setup, you need to be especially aware of the outside environment, as it is uncontrolled and must be accounted for. Indoors, we control the environment, so we must be more stringent with our PPE policy but have fewer unknown factors we must worry about.

 

Advice to others… (What advice would you give to others who want a role like yours?)

Dr. Manikkath Haridas: Growing plants is not the only aspect of vertical farming. This is an intriguing intersection of plant science, engineering, and computing. It has limitless potential, and I believe the journey has just begun.

Felix: My route into this field was because of a niche that I particularly enjoy. I would suggest that you really explore your interests in your field to their limits and find your own niche too. The key thing is to investigate what you love.

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Agricultural farming methods are continually adapting and changing. Modern farming has created numerous ecological side effects including an overconsumption of water and a reliance on chemical fertilisers, GMOs and pesticides. As these side effects grow, so does the need for agricultural change. Innovation Agritech Group (IAG) is an aeroponic vertical growing technology company that produces green produce through sustainable practices, using less space and fewer resources than traditional farming.

IAG approached London based, Inspired Marketing agency, for a brand refresh with the aim of visually communicating the brand as an innovator of the agricultural growing space. The aim was to create a corporate identity that translates and pays tribute to both the agricultural and technological focus of the brand. Existing competitor branding is led by singular narrowed vision in approaches, with expansive white space and cliché branding that lacks in both narrative and identity. The communication of the vertical farming sector can become oversaturated and difficult to digest. Therefore, the emphasis was put on creating clear recognisable branding that assists in the communication to consumers and partners.

The reliance on expansive whites and vibrant greens became a consistent convention in vertical farming during its infancy and resulted in a blur in brand identity across various companies within the sector. Accordingly, Inspired Marketing agency’s brand development for IAG targeted the conventions of the existing industry whilst refreshing the approach to reflect IAG as an innovator in its sector.

The lively colour palette presents IAG at the forefront of vertical farming as a pioneer of the agritech space. Deep green tones pay homage to the agricultural produce whilst vibrant greens represent technological innovation and a modern twist on shades conventionally used within the tech sector. The collation and merging of the deep greens and vibrant greens act as visual narrative for the journey of the agricultural space and the process of modernisation of the sector in transferring previous agricultural practices into modern innovative farming methods.

Shape and colour are utilised as a visual tool throughout for brand consistency and continuity. The use of form and shape is subtle yet highly conscious. The shapes act as subtle visual narrative to reinforce the brand purpose whilst sustaining brand identity. The shapes include the IAG leaf in a stacked manner to reflect the modularity of the GrowFrame™ and IAG technology. The use of design choices such as this are intentional and contribute to a conscious holistic brand approach.

IAG represents both innovation in new technology as well as the advancing of previous agricultural practices. The brand approach reflects the modernisation of farming and IAG’s place as a future-facing agricultural brand.

The Future of Farming.

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