The “lettuce connoisseurs” at Greenswell Growers in Goochland, as CEO Carl Gupton has dubbed himself and his team, produce about 700,000 pounds of lettuce a year—all out of an acre-and-a-half streamlined greenhouse facility. There, the plants grow from seed to salad-ready without any human hands. And though the indoor expanse of bright green sproutlings seems massive, traditional field farming techniques might require an area more than 20 times larger to yield the same amount .
The benefits of Greenswell’s method, Gupton says, are multifold; the physical footprint of the growing space is reduced, lettuce can grow in any season, and the automated process gets product on plates quicker—meaning they’re fresher and crisper.
“You get that crunch of an iceberg, that crunch of moisture you’re looking for, but then it’s got a sweetness and a broadleaf that’s got a little bit of bitterness to it, like a romaine would,” Gupton says referring to Greenswell’s greenleaf mix.
Being in the Mid-Atlantic also gives them a premier advantage distributing to retailers along the East Coast, as reduced transportation time increases shelf life. Greenswell is extending further south; a recently expanded partnership with Food Lion will see their greens reach more than 1,000 grocery stores from Maryland to Georgia.
As the agricultural industry across the nation grapples with changing weather conditions, water shortages, and more, Gupton says, “there’s a need for us to control our own destiny when it comes to our food.” And Greenswell is aiming to do just that. GreenswellGrowers.com
This article originally appeared in the October 2024 issue.
