'Day Red.
You're probably correct that Mahoney's prior experience shouldn't be an issue; he would have learned about selling greens in his supermarket days.
I this actually gets off the ground, I would have thought that the hardest part would be convincing enough potential customers to buy what will have to be offered as a premium product (to pay for the lease and operation of the grow house, if not the RotoGro process). Organic produce can, for some items, fetch a retail premium of 100%. However, hydroponic production doesn't seem to be able currently to gain accreditation. That may change, but probably not in the immediate future; see for instance: https://www.*.com.au/hydroponic-grown-food-organic-labels-2017-11?r=US&IR=T
Failing that, they could highlight "pesticide free", but most greenhouse, and particularly hydroponic, growers now minimise toxic sprays and employ natural predators, where possible.
They might, if the operation is successful, have an advantage in consistent high quality and very regular delivery (retailers like low storage time and volume). Who would gain the cost benefit of this would be a matter of negotiation.
Of course, Roto Gro aren't the only ones hoping to revolutionise food production. For anyone who missed seeing the recent ABC Catalyst 3 part series: Feeding Australia, check it out on i-view.
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