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  • October 2013
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Lufa Farms

By: Jose B. Alvarez, Robert Mackalski, Annelena Loeb and Lisa Mazzanti
  • Format:Print
  • | Language:English
  • | Pages:31
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Abstract

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

Citation

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

Jose B. Alvarez

Marketing
→More Publications

More from the Authors

    • December 2022
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    Applegate Farms

    By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
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    Taylor Farms: Adding Value to Fresh Produce

    By: Forest L. Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Pedro Levindo
    • December 2022 (Revised February 2023)
    • Faculty Research

    Marfrig's Quest for Sustainable Beef

    By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
More from the Authors
  • Applegate Farms By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
  • Taylor Farms: Adding Value to Fresh Produce By: Forest L. Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Pedro Levindo
  • Marfrig's Quest for Sustainable Beef By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
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