The company opened its second of three greenhouses in New York City atop the Whole Foods Market in Gowanus, Brooklyn. Co-founder Viraj Puri explained how their operations worked to the Huffington Post:
“This facility uses the hydroponic technique, meaning plants receive nutrients from their water supply and are grown without soil -- a technique well-suited to urban agriculture where arable land and high-quality soil are scarce… Since the crops are sloped at a gentle angle, all irrigation water is reused…It's actually the most water-efficient form of agriculture in the world because we’re recycling all of our water… As droughts become a more consistent issue, especially in places where our food comes from, I think you’ll start to see more applications of this type of technology.”
As Americans are becoming more health-conscious, the demand for higher-quality foods is greater, which is why consumers are willing to pay more for better quality. For this reason Puri believes “urban agriculture will only get bigger, and will only complement and help our food system get more sustainable.”
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|From left to right: co-founders Viraj Puri and Eric Haley |
with Chief Agriculture Officer Jennifer Nelkin Frymark.