Inovação e resiliência: a estratégia da Pink Farms para a agricultura vertical

Abstract

Vertical farms are considered a possible alternative for food production in urban areas, being seen as a solution amid the scarcity of fertile land, the growth of the global population, and climate challenges. This study aims to analyze the strategies of Pink Farms as a “foodtech” model to make vertical agriculture viable in an emerging market context, comparing it with global models with greater capital. The methodology combined a literature review on the concept of foodtech and the sector’s challenges with a case study of Pink Farms. Primary data were collected directly from the company, and secondary data from publications and interviews. The results show that Pink Farms overcame the challenge of high initial technological costs through strategic planning and the pursuit of innovative solutions, which enabled it to attract external investment after business validation. The model is based on three pillars: optimized technology, logistical efficiency, and a focus on sustainability and quality. The success of vertical farming in a market like Brazil does not depend solely on massive initial capital, but on a flexible business model that prioritizes innovation, efficiency, and alignment with urban consumers’ demand for fresh and healthy food. Pink Farms thus serves as a model of resilience and innovation that can drive the sector’s growth.