'Cultivating and fighting at the same time': an immigrants innovative entrepreneurial journey in the agricultural scene in Norway

This case is about Turkish-born Tugushan Alp, who identified a gap in the market for locally grown fresh vegetables in Norway and went on to pioneer the application of an innovative urban farming method in the context of the country's well-established food industry. This case tells the story of how Tugushan took advantage of the opportunities for partnership, mentorship, and funding through his network in the early stage of business development. It also highlights how he used his background and experiences as an immigrant in the process and overcame multiple hurdles along the way. After battling with regulatory bodies for a legal premise, and getting a place on a shelf at the local supermarket, Tugushan achieved success and fame for producing lettuce using the hydroponic method in a bomb shelter. This case can be used to prompt students to consider a more nuanced concept of opportunity, how it could be applied to understand entrepreneurship, and to strategize further business development at an early stage. Students are also guided to reflect on the critical importance of diversity and connectivity in entrepreneurship.