business news in context, analysis with attitude

Bloomberg has a profile of Matt Ryan, described as a "veteran marketer" who "has worked on two of the world’s biggest brands in Disney and Starbucks. And now the 60-year-old is applying what he learned to vertical farming as chief executive officer of Soli Organic Inc."

According to the story, "Ryan said the company, which he joined last year following a stint as chief marketing officer of Starbucks, differentiates itself from competitors by growing crops in dirt instead of water. That helps it harvest tastier lettuce with better yields, he said.

"The ultimate goal of the company, which generates about $140 million in annual sales, is to reduce costs through scale and automation to sell organic vegetables at prices that match conventional field crops. It’s a similar strategy to how Starbucks brought premium coffee to the masses."

You can read the piece here.