Case | HBS Case Collection | October 2013

Lufa Farms

by Jose B. Alvarez, Robert Mackalski, Annelena Loeb and Lisa Mazzanti


In 2013, Mohamed Hage, founder of the rooftop farming business called Lufa Farms, thought his company had reached a level of maturity where scaling the business model was the next logical step. With two greenhouses already in Canada, he was looking into other locations in the U.S. Though Lufa Farms' advanced cultivation technologies made the company stand out in its sector, the industry was still young and investors were not fully comfortable putting their resources into rooftop farms. This case explores the intricacies of a rooftop farming business, how it built a successful brand, and presents the challenges that might lie ahead for the company as the founder thinks about expansion.

Keywords: rooftop farms; Agriculture; greenhouse; technology; Expansion; strategic partnerships; cultivation; Agribusiness; Agriculture and Agribusiness Industry; Canada;


Alvarez, Jose B., Robert Mackalski, Annelena Loeb, and Lisa Mazzanti. "Lufa Farms." Harvard Business School Case 514-008, October 2013.