The controlled environment agriculture (CEA) sector in the United States is expanding beyond leafy greens and herbs, with increasing interest in crops such as tomatoes, peppers, cucumbers, and berries – but there are challenges that need to be addressed, says Suzanne Pruitt, event director at Indoor Ag-Con. With their biggest event yet coming up on March 11th-12th in Las Vegas, she talks us through the developments in the market and how Indoor Ag-Con helps growers address current-day challenges.
"Consumer demand for sustainably grown, high-quality, fresh produce year-round seems to be a key driver. At the same time, climate change and unpredictable weather patterns are generating interest in controlled environment solutions. We're also exploring interest in collaboration between the CEA sector and traditional agriculture, with partnerships aimed at extending the availability of fresh produce year-round," Suzanne says. But, as we all know, the market is also not an easy one. "Profitability is probably the biggest challenge. Energy costs, capital expenditures, and labor shortages all take a toll, making it difficult to scale efficiently while maintaining financial stability. Additionally, staying ahead of shifting or -- in the case of CEA -- emerging regulations—whether in food safety, energy policies, or sustainability standards—requires constant focus. The impact of federal policies, tariffs, and potential new initiatives like U.S. Health and Human Services Secretary Robert F. Kennedy Jr.'s "Make America Healthy Again" campaign could play a role in shaping the landscape for CEA operators."
Suzanne Pruitt and Brian Sullivan at the 2024 event
Sustainability and resource efficiency
Staying on top of these challenges requires ongoing development for growers, Suzanne sees. "Sustainability and resource efficiency remain top priorities. Growers are looking for ways to optimize energy use, conserve water, and reduce waste," Suzanne gives as an example. "Another major focus is automation and AI. With labor shortages continuing to be a challenge, growers are exploring robotics, AI-driven crop monitoring, sensors, and other technologies to improve efficiency and maximize productivity. Advancements in lighting, energy savings, climate control, and automation are also helping to make greenhouse operations more cost-effective and scalable, further driving market growth."
Vertical farming and cannabis
Indoor Ag-Con grew to be one of the most important events for the North American CEA market and has set its agenda on helping growers address these challenges. "Our 2025 event will highlight these trends with educational offerings, including dedicated conference sessions touching on strategies for high-yield berry production and another spotlighting emerging crops in CEA. We've also introduced a full conference track focused on cannabis, as well as expanded our conference offerings to include educational programs of the co-located 33rd Annual International Sprout Growers Association Convention -- reinforcing our crop-agnostic show focus," Suzanne gives as an example. Other conference tracks include Technical Grower, Planning & Operations, and Trends, and the agenda also has a session for Vertical Farming.
"Vertical farming has faced its share of hurdles—high energy costs, scaling inefficiencies, and economic challenges. However, some companies are figuring it out and finding success. At Indoor Ag-Con, we're tackling this head-on with a conference session titled "All is Not Lost: Vertical Farming's Future and Lessons From the Past." This session will take an honest look at the industry's evolution and explore how lessons learned from past missteps can guide future progress."
To spotlight how companies are addressing current-day challenges -- and many others -- Indoor Ag-Con is launching the Cultivating Excellence Awards (CEAs) at this year's event. "In partnership with Inside Grower and presenting sponsor BPGrower.com, the awards will celebrate innovation and leadership in CEA across three categories: Operational Excellence, Good Stewardship, and Product Innovation. The winners will be announced at a special gala luncheon at Indoor Ag-Con on Tuesday, March 11." Finalists for Operational Excellence are Little Leaf Farms, Nature Fresh Farms, and Wild About Sprouts. For Good Stewardship, finalists are 80 Acres Farms, Anu, and Fork Farms. The Product Innovation Award finalists are Dramm (CE-Line), Kabba AgTech (Silicone Substrate), and Rooted Robotics (Tabletop Microgreens & Baby Greens Seeder).
Steady growth for Indoor Ag-Con
"Since Indoor Ag-Con owners/partners Brian Sullivan, Nancy Hallberg, and Kris Seiradzki first acquired the event at the end of 2018, we've seen steady growth — both in exhibitor participation and attendee engagement. Each year, we welcome more growers, a more diverse range of exhibitors, and a broader mix of industry professionals, from investors to government officials, real estate developers, and academics," Suzanne says.
The event is characterized by the conference sessions. This year, the Opening Keynote addresses the CEA State of the Industry. Led by the CEA Alliance, this panel will feature top executives from 80 Acres | Infinite Acres, NatureSweet, and BrightFarms, discussing industry challenges, opportunities, and the outlook for vertical farming and high-tech greenhouse production. The Day Two Keynote is all about Trends in Canada, featuring top Canadian growers from Sunterra Greenhouse, UP Vertical Farms, and Gen V, with moderation by The Little Greenhouse That Could. "This session will explore innovations in CEA across Canada, from sustainability practices to navigating regulatory frameworks." Additional education sessions running during expo hours include topics such as the latest industry trends from the Aquaponics Association, a deep dive into launching a CEA business, integrating CEA into K-12 education, unlocking the power of digital twins in CEA, and developing high-impact CEA hubs across the U.S.
New this year is that Indoor Ag-Con is also planning a "That's a Wrap" session and closing celebration. "We'll kick things off with audience members sharing their thoughts around the event's key takeaways and industry insights, followed by an open Q&A session to keep the conversation flowing. Then, everyone can raise a glass and celebrate with drinks and lively networking as we close out the conference in style."
Trade show
The conference is always combined with a trade show, and for 2025, the team is gearing up for their biggest show yet—with an expanded expo floor, new networking opportunities, and even more tailored educational content to meet growers' evolving needs. "This year, we'll welcome 200+ exhibiting companies. Our exhibitors will showcase cutting-edge technologies—from lighting, automation, climate control, irrigation, growing media, nutrients, genetics, software, and more. Networking opportunities also play a huge role, connecting growers with suppliers, investors, and other key stakeholders to spark new business opportunities."
Suzanne explains Indoor Ag-Con is all about giving growers practical solutions to real-world challenges. "Our conference sessions focus on everything from reducing operational costs and securing funding to improving crop performance. Attendees hear directly from successful growers and industry leaders sharing insights and best practices." The organization has partnered with Ceres University, a provider of IACET-accredited food safety training and certification, to offer a cost-effective, convenient way for growers to build their careers and help fulfill GFSI scheme requirements through pre-show workshops on CEA Food Safety. "We're also strengthening partnerships with leading industry organizations like the CEA Alliance, Women in CEA, ISGA, GLASE, the FarmTech Society, the CEA Innovation Center, and others to expand networking and educational opportunities."
Readers can save 20% off conference passes with code HORT20.
Indoor Ag-Con will take place March 11-12, 2025, at Westgate Las Vegas.
For more information:
Indoor Ag-Con
www.indoor.ag