Opinions expressed by entrepreneurs’ colleagues are their very own.
Despite his agricultural Hustle, the film star Zooey Deschanel is adamant that she doesn’t have a green thumb.
“People assume that because I am a co-founder of lettuce, I love the garden”-it laughs. “I’m so, the citizen of lettuce is for individuals who NO I absolutely love the garden! “
Arable lettuce is a hydroponic vertical garden system that permits you to grow fruit, vegetables, herbs and edible flowers at home. If you do not know what it means, don’t fret, you are not alone. While the formulation might be misleading with Lettuce growsThe mission is clear: make fresh products more accessible.
Although they are at all times passionate about the environment, Deschanel and her business partner and ex -husband Jacob Pechenik were particularly inspired to take this challenge after becoming parents.
“Caring for a child, I wanted us to all go as naturally as possible,” shares Pechenik. “But I was shocked how expensive it was to buy real, unprocessed food.”
This implementation led him to a rabbit burial, culminating in creating an agricultural project, their first undertaking aimed at revolutionizing the fresh industry of products. Thanks to this process, Pechenik discovered that the real challenge is not to grow food – it gets it from a farm to people.
He explains that our current food system priority treats products for shelf life, despite the undeniable fact that eating more green is higher for each our health and the planet.
The problem is that the Greens do not travel well – they start to lose freshness when they are collected, which leads to about 50% of waste due to spoiling during transport and in grocery stores.
These waste contribute to the emission of carbon dioxide, water waste and chemical rafting from industrial agriculture. Pechenik believes that solving the problem of ineffectiveness of food distribution can significantly improve each health and environmental results.
The key lies in the packaging – not only the product, but news. To effectively sell lettuce, co -founders focused their messages on personal health, combining dots between what people eat and how they feel.
“For most people, motivation begins with personal health,” says Pechenik. “This is what goes home.”
In an excellent world, everyone would have access to fresh products, but Deschanel admits that this is a sublime goal.
“We want everyone to do food at home, because it is the best way, but who wants to build a raised bed, pull in the soil and wait for seed germination?” says.
Although gardening offers many advantages, it also has barriers similar to costs, knowledge and time – especially for busy people. The latest product of the GROW lettuce, The Recstrand, goals to break these barriers and lead on a regular basis people towards growing their very own food.
“We wanted to remove guessing from development and make it fun and easy,” explains Deschanel. “If someone says there is no time, we say that it takes only five minutes a week. If there is no certainty what it looks like, we show how great it looks like a countertop or patio. It’s like growing wheels. “
Limitation is not only a growing system – it is an element of lifestyle that helps people grow their very own plants.
“This is especially great for people who live alone or fight to use fresh products,” says Pechenik. “You can have lettuce, basil or onion growing on the countertop throughout the season, if necessary.”
According to the mission of availability, the cultivated lettuce recently cooperated with Costco to sell opponents and the popular Nook Farmstand.
“We are very excited Costco,” says Pechenik. “They are the largest seller of ecological products in the country and this is a great opportunity to introduce lettuce in a wider audience.”
“This partnership seems to be a true reflection of what America wants,” added Deschanel. “Balanced, healthy choices. It is a wonderful vote of trust for us and we could not be more excited to have them as a partner. “
While Deschanel played many different roles in her acting profession, the co -founder of the lettuce family is one of the few, which is a real extension of her personal values.
“It’s about entering the character and do something else for yourself,” he explains. “Thanks to entrepreneurial projects, such as this, I can represent my own morality.”
Still, it is easy to imagine lettuce to grow in the corner of the latest girl Jess.