Samsung Reveals the Nation’s Growing Ambition, with Over Half Of City-Dwellers in the UK keen to Grow More of Their Own Food and Plants at Home

Samsung Electronics Co., Ltd has today released research which shows that millions of Brits living in towns and cities across the UK are currently in the grip of an urban farming frenzy. The findings reveal that 60% would like to grow their own produce at home but it’s Gen Z urbanites who are proving themselves to be the next green-fingered generation, with almost three quarters (72%) of 18-24 year olds tending to mini crops or plants on windowsills (23%) and bedrooms (20%).

With the nation rooting back into nature as a result of the pandemic – through daily walks and more time spent outside – it has created an urban farming boom, with almost two thirds (63%) of Brits in cities now inspired to grow more of their own food and plants at home.

Reasons behind the increase in popularity of small space growing in urban environments include:

37% of Gen Z said it was to have access to fresher food, to save money (35%) and do their bit for the planet (33%)
Brits overall said they grow at home to consume more nutrient dense food (35%), to eat more fruit and veg in general (33%) and to educate their children about how we grow food (27%)

However, for some the green fingered inspiration has yet to strike, with over a third (38%) putting it down to their lack of knowledge and a further 41% citing lack of space or light (32%) as their main barriers to growing at home. An honest third, (32%) came clean and cited ‘lack of headspace’ or simply ‘forgetting’ to care for their plants – an issue which technology can help to overcome.

Project Plant:

The study of 1,500 Brits living in urban areas was released in line with the launch of Project Plant, Samsung UK’s new initiative, the UK’s first urban-farm-to-table pizzeria in collaboration with social enterprise GreenLab.

Through Project Plant, Samsung and GreenLab aim to educate and empower individuals and communities to harness the power of connected technology and support small space growing. Thereby helping to facilitate small changes that make a big difference to how and where plants can be grown.

How can tech support small space growing?

The launch of Project Plant supports a wider trend of people living in cities turning to technology to take the guesswork out of growing their own, with over half (55%) using technology when growing from home to enhance the growth of plants; from adapting nutrients (60%), to controlling temperature (55%), and moisture (52%). In addition, 40% of urban Brits would welcome digital reminders via apps to water their four-leaf friends and over a quarter (28%) would benefit from a connected hub to switch on growing lamps during colder months when needed

Could the adoption of technology spell an urban farming future for our cities? A huge 74% believe technology can assist us to grow our own food and plants at home.

A further 43% claim that technology will create greater opportunities to become self-sufficient, allow us to keep up with demands on the food system (41%) and empower more people to grow their own (45%).

Amy Campbell, Director of Corporate Marketing, Samsung Electronics UK & Ireland said:

“We are encouraged to see that so many people are already growing their own produce, and that connected technology is viewed as an integral part of shaping the future of our homes and cities.

Through Project Plant, we hope to further inspire our customers, and demonstrate how connected technology can help power small space growing.”

Andrew Gregson, Director and Founder of GreenLab commented,

“We’ve loved supporting Samsung UK bring Project Plant to life as it’s important for us to challenge the way things have always been done in relation to how we produce, shop and consume. Small space growing, especially when enabled by connected tech, is great as it makes use of ‘dead’ spaces within the home. In addition, small space growing is low cost, it brings us closer to the source of where our food comes from and it’s incredibly satisfying on a personal level too.

The research findings were encouraging to see as most of us are already growing at home, and with additional support via connected technology, over time more people will gain the confidence to do so too.”