Pairwise stops marketing Conscious Greens to focus on new gene-edited crops

Pairwise/Conscious Greens

Pairwise stopped direct marketing of Conscious Greens and sought an established produce partner to commercialize the CRISPR-edited salad. CEO Tom Adams explained the company redirected resources toward higher-value products—seedless blackberries, pitless cherries and gene-edited corn—as development spending on next-generation crops better utilized capital than marketing mature products.

• Strategic shift: every marketing dollar spent is a dollar not spent on developing next-generation products
• Alternative route: seeking partnerships with established produce companies to handle Conscious Greens distribution and marketing
• Focus crops: seedless blackberries (few years from market), pitless cherries (could expand $2B cherry market to $10B+), gene-edited corn (via Bayer partnership)
• Expansion: also pursuing tropical crops like bananas, coffee and rice through Tropic Biosciences partnership