V.3 Management and Marketing Because the Polydome system is quite unusual in the number of distinct operations it contains, there are some opportunities to experiment with management and marketing structures. Management Structures One option is that each “module” in the Polydome system could be owned by a different individual, similarly to co-sited operations in an eco-industrial park. However, because this would raise overhead costs, such a solution would only make sense if the Polydome facility was scaled to be of a very large size. It is also possible for such Polydome greenhouses to be owned by residential cooperatives, with the labor subcontracted out to suitable and knowledgeable parties. In this scenario, the greenhouse would be operated partly as a community service. However, it is likely that a typical ownership structure would still offer the most reasonable and costeffective management alternative for a Polydome greenhouse. Product Marketing Developing a unique eco-brand, or gaining some form of recognition for the ecological benefits represented by the Polydome greenhouse, could be a key factor in boosting sales and attracting customers. The waste, water, and CO2 footprint of each product could be listed alongside it. Particularly when compared to conventional alternatives, Polydome products should have strikingly better performance. As consumers become increasingly aware and concerned with environmental impact, this will continue to be a strong marketing position. With a growing focus on small and regional production among certain groups, new initiatives like Food Hub1 are also springing up, which may help coordinate the distribution of diverse products from smaller growers. Another marketing model which may make sense for Polydome is a modified CSA (Community Supported Agriculture) model. CSA gained popularity in the late 1990s and has continued to be quite popular to this day. Customers buy “shares” of produce from a local producer, and receive a mix of each week’s harvestable yield. Because of the relative flexibility of the Polydome greenhouse, it also may be possible to “produce on demand,” based on customer pre-orders from the previous season. This could be used as a kind of CSA approach, with the added benefit of allowing consumers to select the kinds and quantity of different produce they will receive. 1 http://www.food-hub.org/ Polydome: High Performance Polyculture Systems 39 Pagina 38
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