Ikea’s Private Brand Takes Fresh to the Extreme

This May, IKEA is introducing an indoor gardening series that lets you grow your own tasty lettuce and herbs in water. Developed in collaboration with agricultural scientists in Sweden, KRYDDA/VÄXER private brand includes everything a homeowner needs to get sprouting You start by sprouting seeds in special sponge-like cakes that are set into a tray over water, which gives just the right level of hydration to the seedlings. After they sprout, you transfer the baby plants to a tray filled with absorbent pumice and place them under a house-shaped grow light, wait, and watch them mature. Once the greens have become large enough, they’re ready to eat.

Hydroponics simply means growing plants in water without soil. With added nutrients and the right light, it allows you to garden in any small space all year round. Most of the vegetables we eat today are grown this way, and now you can do it too.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.