Specifically, the company runs a greenhouse growing pesticide-free produce on the store’s roof, and that produce is sold in the Whole Foods itself. (To be clear, Gotham Greens has three rooftop farms/greenhouses in New York City, and it has plans to expand elsewhere. Its produce isn’t just sold in Whole Foods, either.)
But why grow on rooftops at all? Co-founder and CEO Viraj Puri pitched this kind of as part of a broader trend of new, sustainable farming methods.
“In cities we don’t have a lot of arable land. We don’t have a lot of fertile soil. But one vastly udnerutilized resource we do have is unused rooftop space,” he said…
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