Getir, the largest online grocery delivery company in Turkey, experienced over 900% growth in the first half of 2021 and expanded its business throughout Europe. However, this rapid success attracted many competitors, including emerging online delivery companies and major retail chains starting their online delivery services. This competition forced Getir to continuously innovate and improve its value proposition to maintain its growth trajectory. A significant challenge was encouraging customers to order from the ultra-fresh produce category, as many were uncomfortable purchasing fresh produce without inspecting it themselves. Additionally, in the aftermath of the Covid-19 pandemic, food safety became a vital public concern. To address these issues, Getir decided to start a transparency project for its ultra-fresh produce category to encourage online ordering behavior by gaining consumers’ trust and differentiate itself from the competition.

8Farm, an indoor farming company, was facing challenges in maintaining consistent yield and quality of their crops. The company, which grows fresh herbs in a 45 m2 area using 8 flood & drain type grow towers, was struggling with timer failures and insufficient moisture control. These issues led to problems such as leaf blackening, wilting, and non-growth in its products. The annual average harvest was around 700 kg, and sometimes, the harvested crops were not sold due to poor quality. The company was in need of a solution that could better control the growing conditions to increase yield and quality and to ensure consistent harvests.

CarrefourSA, one of the largest retail chains in Turkey, faced significant revenue decline in 2020 due to the global pandemic, a shift in consumer behavior towards online grocery shopping, and the country's worsening economic situation. Despite investing in online deliveries, CarrefourSA struggled to differentiate itself from other successful online grocery delivery companies and physical store-based competitors. To stand out, CarrefourSA launched the 'Right Choice at CarrefourSA' campaign, aiming to provide high-quality, fresh, safe, and sustainably sourced products from responsible local producers under its private label brand. However, the company needed a food transparency solution to facilitate and expedite inspections, and to prove and promote their superior processes and product quality to consumers.

Urban Cool Farm, a small-scale family-run indoor farm, was facing significant challenges in maintaining the daily operations of their facility. The farm, which specializes in the production of microgreens and fresh herbs, is located over two hours away from the owners' residence. Despite having timers and other controller devices for irrigation, lighting, and climate control, the farm lacked automation. The owners had to travel to the facility daily to set the timers and other climate control devices, and check for any malfunctions or irregularities. This not only consumed a significant amount of time but also increased the cost of maintaining the indoor farm due to the labor and travel expenses involved.

Erüst Agriculture, a large-scale provider of premium ultra-fresh produce in Turkey, faced a significant challenge due to the emergence of new competitors, the increasing demand for food transparency, and the changing consumer behavior in the wake of Covid-19. The ultra-fresh produce industry is highly competitive, particularly in regions with a high number of producers, such as Mediterranean countries. The industry's nature leaves little room for product differentiation, making innovation crucial for maintaining market shares. Erüst's customer base, consisting of health-conscious, educated, higher-income consumers, began demanding improved food transparency, especially after the Covid-19 health crisis. Simultaneously, new competitors started introducing premium products in the packaged high-quality ultra-fresh produce market. Erüst needed a quick, low-cost solution to outcompete these new players, retain its strong position with major sales channels, and improve its market share.

PurpleLeaf, a family-run indoor farming business, was grappling with the challenge of managing various systems such as irrigation, fertigation, lighting, and climate control in their 96 m2 facility. The lack of integration between these systems was causing significant yield loss. The existing automation system for timers and nutrient dosing to the irrigation tank was not sufficient. The inability to remotely monitor and control all systems was a major concern. The lack of understanding of how each device impacts others in the system was another issue. The result was a decrease in yield due to system malfunctions, with a loss of 27 percent of their potential harvest in the previous year due to excessive irrigation and humidity. PurpleLeaf needed a data-driven platform that could integrate all devices and provide real-time system status.

TainoLeaf, a small-scale indoor farm company, was grappling with high input and energy costs due to the lack of automation in their farming operations. Their farming systems, including lighting, irrigation, and HVAC equipment, were manually operated, leading to inefficiencies and excessive electricity usage. The company had to set timers for lighting and irrigation daily, and their HVAC systems ran continuously, regardless of the actual need. This lack of automation also affected their nutrient dosing and fertilizing processes, which were done manually based on daily pH and EC level measurements. The result was a time-consuming and costly operation, characterized by inefficient electricity and nutrient usage, and occasional yield losses due to the inability to constantly monitor and adjust the systems.