It is hoped that the rebrand (and accompanying logo) will aid the product’s long-term brand recognition and better communicate its selling points.
Stephen Fry, commercial sales manager at HydroGarden, said: "We recognise that in a world characterised by online communication, social media, and ever shorter attention spans, our brands need to be concise and succinct with the way they get their message across. V-Farm is a brand we firmly believe will be able to do this perfectly."
Bespoke to the needs of the end user, V-Farm is a fully controllable, vertical farming concept that can be developed for a variety of crops and growing spaces, such as urban rooftops or a poorly-lit warehouse.
To demonstrate the product’s versatility, HydoGarden has built a trial version of V-Farm in its manufacturing headquarters in Coventry.
Named Project Urban Grow, the 24m2 unit has a growing area of 55m² and has seen lettuces vigorously trialled under varying growing conditions, including differing combinations of VitaLink nutrients and additives.
All of the lettuces that have been grown in the Project Urban Grow trials have been donated to a local charity, Twycross Zoo, where they have been consumed by the elephants.