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Growing Hydroponic Lettuce: Glen William Greenhouses Ltd Case Study

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Updated: Jun 23rd, 2022


The case study is about considering growing hydroponic lettuce in Maritime Provinces for business consumption. Mr. Wood had commissioned some market research to be done concerning the same crop on its marketability and costs on constructing greenhouse for the same crop.

The method to be used in growing the crop requires no use of soil but inert medium hence referred to as hydroponics. The case describes on the tools and materials required for the completion of hydroponic construction process.

Further, there is description of the specific kind of vegetables which could suit the use of hydroponic as well as the countries where the method is used most. The nature and quantity of yields discussed.

Case discussion

Hydroponic lettuce has been marketed for a long time as one of the crops of high quality level of nutrition, non-allergic and fully digestible. Nevertheless, a blunder was discovered in assessing its effectiveness, if not handled properly the crop deteriorates. The crop is considered to have short shelf-life and if not correctly handled could be unfit for sale two days after picking.

Hydroponic lettuce can only sustain not more than three weeks shelf-life. This makes up a good results for the chefs since its advantages are worth the extra cost. Some of them being requires less labor time, ensures no waste and looks fresher than other vegetables.

Concerning the above, farmers and chefs gain the benefits of prescribing the vegetable to consumers and hotels. This is since Hydroponic lettuce serves a large percentage on the purposes of nutritious food.

Consumers are eligible to visit any vegetable vendor and agricultural specialist for further direction on the use of Hydroponic lettuce. This means that payments are made to individual specialists for the purposes of consultation

There is also the concept of risk-benefit balance which cannot change regarding Hydroponic lettuce; this is attributed to insufficient information given about the vegetable crop. Hydroponic vegetables are usually sold for health purposes for preventive reasons.

This makes it clear that the levels of uncertainty from the crop are expected to be minimal, hence presenting low level of risks to individuals. This is one of the ways through which agriculture specialists benefit since they understand that though the crop might not be of greater benefit, its side effects on individuals can be controlled and maintained accordingly.

Glen William Greenhouses under the management of one of the shareholder, Jim Wood are geared towards growing hydroponic tomatoes within the Maritime Provinces. The company has set aside large chunk of land for this purpose. The need arise as a result of identifying the market’s need for fresh vegetables and tomatoes.

This is since the market was being supplied most of the time with imported tomatoes from the United States which most of the time were never in good condition by the time of sale in the groceries. The conclusion was that the company could invest in growing good quality tomatoes and lettuce.

This made the company to consider construction of expansive structure which would accommodate one hectare for tomatoes and the other for lettuce. The move received financial drawback since the available capital could only construct one hectare. Despite the manager having experience in growing hydroponic tomatoes they had uncertainty concerning the market of the same crop.

The emphasis was to be placed on marketability and large scale advertisement of the produce especially in Maritimes. Instead of financial consideration first priority was given to market research on the crops. The research was to involve statistics consumption rates, pricing and the market position of other growers of hydroponic lettuce.

The research revealed the sizes of the two greenhouses used by these companies which measured 11000 sq. ft and 22000 sq. ft respectively. The respective production stood between 70,000 and 200000 heads annually.

They targeted specific chain stores for their produce such as IGA and Sobey. They used the same method of packaging which involved wrapping the roots in watertight pouch with printed brand name for the purposes of identity in marketing. Also printed on the package were the qualities of the lettuce and the benefits to human health.

Education was as well used in the process of informing consumers and retailers on the benefits of lettuce irrespective of the type of lettuce in the market. The most common lettuce within the market were head lettuce, iceberg and romaine varieties, the focus was to familiarize the consumers with the latest variety hydroponic lettuce.

The successful results during the process of the lettuce production were founded according to the heads expected greenhouse. This was to be identified by considering the differences in production between winter and summer, of which the winter lettuce was considered smaller than summer lettuce.

This means that bigger heads would be produced and supplied in less duration of time as compared to small heads owing to season changes. The prices of lettuce were high in winter and the produce was recorded indicate price fluctuations based on the level of supply. However, the prices fell in summer despite the cost of production being less compared to cost in winter seasons.

Maritime growers benefitted much on selling the field grown lettuce directly to large retail stores. The retailers were always willing to pay higher prices for the produce same as the imported lettuce. Wholesalers were always given second chance in case the produce could not sell directly to retailers.

However, during the summer season the retail stores preferred selling locally grown lettuce, leading to drastic decline in the imported lettuce. This makes lettuce profitable only during winter season despite the size and price as well as quantity differences.

The produce was identified to be easily distributed and handled through large retailers and restaurants within urban centers. This promoted good relations between growers and the market since retailers were good handlers of the lettuce and also was price conscious.

There was as well no premium price charged for the product by the retailers as opposed to wholesalers. Promotional activities appropriate for lettuce vegetables were considered to be price-off and in-store promotions.

All the activities surrounding Hydroponic lettuce are proven and scientifically valid. Starting the project in Maritime is proven through the research undertaken.

This vegetable is recommended for all from children to adults. Hydroponic lettuce is meant to increase in the supply of vegetable produce within the market, however the current statistics reveal that Hydroponic lettuce is already common in the Maritime Provinces with high consumption rates. However, Hydroponic lettuce presents the market with alternative means which is cheaper easily available.


Glen William Greenhouses ltd should undertake their services cautiously with the environment in mind. They should be able to take full responsibility of their actions and consider costs imposed on the environment concerning running of such projects. Such should be given great concern throughout their decision making processes.

The company should apply the use of eco-friendly technologies which could enable them operate efficiently at reasonable costs irrespective of the season. At the same time, much emphasis on quality and level of consumer satisfaction should be given priority.

The company should consider offering good training to growers, sales representatives and their personnel ensuring full satisfaction of all employees.

Strategies which could help Glen William Greenhouses ltd to ensure a high level of control over mechanisms is the way they would establish valid performance standards and provide adequate information to their customers through advertisement.

Focusing on accurate operational standards and priorities, would enable effective operation and performance of tasks by the concerned parties within the company. Glen William Greenhouses ltd should as well utilize the principle of dominance which often makes such company dominate the market with its produce and at times disables the various channels of distribution and control systems used in evaluating operational activities.

The company should also consider paying much attention to good communication links amongst employee. This forms vital part in determining the effectiveness of control system and the Company’s success in growing hydroponic lettuce. Exchanging relevant information and feedback concerning marketability between Glen William Greenhouses ltd.’s manager and salespeople gives the opportunity of understanding and performing their tasks better.

Appropriate information forms better part of encouraging development of hydroponic lettuce hence enabling maximization of the available resource. Good public relations should be maintained between the growers and the retailers this would contribute tremendous success of Glen William Greenhouses ltd as a company.

The company should have salespeople working with their own team members at every market site. The various teams should as well work hand in hand with the company in establishing for themselves performance benchmarks which are ultimately used by the customers to rate the level of the Company’s product satisfaction.

All supervisors are advised to be accountable for their performances where quality of the company’s products and services rendered to customers are rated on a monthly basis. Such measures provide superb form of control based on performance since it gives room for easy implementation of corrective actions which ensures improvement in performance.

Regulations of all the activities on performance accounts are made easy promoting efficiency and effectiveness. Application of modern technology in the construction of the greenhouse also matters, since it ensures production in line with current generational taste.

Utilization of modern resources is further made easier by the use of internet and intranet for the purposes of monitoring databases. It makes it easier the process of monitoring utilization of the available resources and choosing of appropriate objectives for future benefit.

Glen William Greenhouses ltd should at the same time empower its employees through granting them more freedom on performing scheduled tasks. This helps in making the company win market confidence with most retail stores and wholesalers.

One of the ways which could be easily utilized is focusing on the employees training needs, this empowers employees by enhancing their level of understanding the kind of project they are involved in hence increasing their scope of responsibilities at work.

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