In Guatemala, greenhouse productions of flowers, tomatoes, and sweet peppers already exist. However, Veggiwell is a pioneer in the production of hydroponic lettuce. Over the last years, the team has expanded its business not only in acreage but also in customer base: from the distribution of restaurants to the supermarkets. Company manager Aaron Tenenbaum tells about their mission to innovate sustainable agriculture, and how they work to establish themselves as a benchmark in the fresh produce industry.
"Personally, I believe that Guatemala is full of opportunities for products like ours. Awareness of health and sustainability is growing rapidly, and more and more people are seeking healthy alternatives, such as hydroponic lettuce, for all its benefits. Guatemalans are seeking out chemical-free products, which makes our hydroponic lettuce a perfect choice", says Aaron. "Additionally, the receptivity towards more sustainable farming methods opens up an excellent outlook for us to continue growing there. For us at Veggiwell, Guatemala is a key market where we can offer fresh, healthy, and environmentally responsible products."
With this belief in the back of their heads, and a well-defined vision and strategy, their journey in the industry began in October 2018 with the development of a project. "In the short span of a year, our first greenhouse was already built and in the preliminary phases of production by October 2019, marking the beginning of our commitment to modern agriculture in a controlled environment."
This commitment soon translated into tangible results as the team produced its first harvest in February 2020. "From there, our distribution network began to grow. Seizing every growth opportunity, we entered the restaurant market in February 2020. By May 2021, we took the next step by entering the supermarket channel, aiming to meet the growing demand for high-quality products at a fair price."
Expansion happened in February 20202, when the team built their second greenhouse, allowing them to reach another important milestone in April 2023, when they began exporting their products to Honduras. "Additionally, at the beginning of that same year, we developed a third greenhouse to continue strengthening our production capacity as the demand for our products increased exponentially."
The construction of a greenhouse can be a complicated process, but in the case of Veggiwell, it was much simpler thanks to the modular design and specialized technical support provided by their supplier, Harnois. "Companies like Harnois have developed solutions that greatly facilitate construction. Furthermore, we received comprehensive advice, from selecting the appropriate model to post-installation support, which allowed us to start without any setbacks. With lightweight coverings and customizable ventilation systems, the installation was quick and perfectly adapted to our needs. This practical approach enabled us to begin operations in a short time, avoiding the common challenges associated with projects of this kind."
Further expansion
In early 2024, the team developed an expansion strategy to consolidate its presence in the local market, reinforcing its commitment to delivering fresh and high-quality products to different segments. "We successfully entered all four formats of Walmart Guatemala (Walmart Hypermarket, Paiz Supermarket, Maxi Despensa, and Despensa Familiar), being the only brand to achieve this. On the other hand, we successfully closed negotiations with the market in El Salvador, commencing exports in July 2024."
At this moment, their main competitors are producers from the northern cone of Central America, says Aaron. "Especially from Guatemala, Honduras, and El Salvador, who are present in the same markets as we are. "These countries are our closest rivals in terms of supply and commercial reach. Although we have not yet directly competed with producers and products from Mexico, we have made some initial contacts that could open new opportunities in the future. For now, our strategy focuses on consolidating our position against Central American producers by emphasizing the advantages of consuming hydroponic products, while we continue expanding into new Central American territories."
However, the expansion is broader. "Currently, our main focus is on strengthening and increasing our infrastructure, which will allow us to diversify and start cultivating new varieties of leaves, such as mint, spinach, and arugula. In this way, we seek to meet the growing demand for healthy products in Guatemala, El Salvador, Honduras, and the rest of Central America. Markets in the region are showing increasing interest in the benefits of hydroponic products, and we want to take advantage of this trend to continue offering fresh, healthy, and chemical-free options. Our goal is for our products to be more accessible, always maintaining our commitment to sustainability."
For more information:
Veggiwell
https://www.veggiwell.com/
For more information:
Harnois Industries Inc.
www.harnois.com