Opinions expressed by Entrepreneur contributors are their very own.
Regardless of her agricultural aspect hustle, film star Zooey Deschanel is adamant that she doesn’t have a inexperienced thumb.
“Folks assume that as a result of I am the co-founder of Lettuce Develop, I like to backyard,” she laughs. “I am like, the entire level of Lettuce Develop is for individuals who do not essentially like to backyard!”
Associated: Zooey Deschanel Embraces the Word ‘Quirky’ and Thinks Businesses Should Too
Lettuce Develop is a hydroponic vertical backyard system that lets you develop fruits, greens, herbs and edible flowers at dwelling. If you do not know what which means, don’t be concerned, you are not alone. Whereas the wording may be complicated with Lettuce Grow, the mission is evident: make recent produce extra accessible.
Whereas all the time passionate in regards to the atmosphere, Deschanel and her enterprise companion and ex-husband Jacob Pechenik had been notably impressed to tackle this problem after turning into dad and mom.
“Whereas nurturing a child, I needed us all to eat as naturally as potential,” Pechenik shares. “However I used to be shocked by how costly it was to purchase actual, unprocessed meals.”
This realization led him down a rabbit gap, culminating within the creation of The Farm Venture, their first enterprise aimed toward revolutionizing the recent produce business. By that course of, Pechenik found that the true problem isn’t growing the food — it is getting it from the farm to individuals.
As he explains, our present meals system prioritizes shelf-stable, packaged items over recent produce, although consuming extra greens is healthier for each our well being and the planet.
The issue is that greens do not journey nicely — they begin shedding freshness the second they’re picked, resulting in about 50% waste as a consequence of spoilage throughout transport and at grocery stores.
This waste contributes to carbon emissions, water waste and chemical runoff from industrial farming. Pechenik believes addressing meals distribution inefficiencies can considerably enhance each well being and environmental outcomes.
The important thing lies within the packaging — not simply of the product, however of the message. To successfully market Lettuce Develop, the co-founders centered their messaging on private well being, connecting the dots between what individuals eat and the way they really feel.
“For most individuals, the motivation begins with private well being,” Pechenik says. “That is what hits dwelling.”
In an ideal world, everybody would have entry to recent produce, however Deschanel acknowledges that is a lofty purpose.
“We wish to get everyone rising meals at dwelling as a result of it is the easiest way, however who needs to construct a raised mattress, haul in soil and look forward to seeds to germinate?” she says.
Whereas gardening provides numerous benefits, it additionally comes with boundaries like price, data and time—particularly for busy individuals. Lettuce Develop’s latest product, the Counterstand, goals to interrupt down these boundaries and information on a regular basis individuals towards rising their very own meals.
“We needed to take the guesswork out of rising and make it enjoyable and straightforward,” Deschanel explains. “If somebody says they do not have time, we are saying it solely takes 5 minutes every week. In the event that they’re uncertain what it seems to be like, we present them how nice it seems to be on a countertop or patio. It is like coaching wheels for rising.”
The Counterstand isn’t just a rising system — it is a way of life piece that helps individuals develop their very own vegetation.
“It is particularly nice for individuals who stay alone or battle to make use of up recent produce,” says Pechenik. “You possibly can have lettuce, basil, or onions rising proper in your countertop all season, chopping as wanted.”
Consistent with its mission of accessibility, Lettuce Develop just lately partnered with Costco to promote the Counterstand and their in style FarmStand Nook.
“We’re actually enthusiastic about Costco,” Pechenik says. “They’re the nation’s largest natural produce vendor, and it is a fantastic alternative to introduce Lettuce Develop to a broader viewers.”
Associated: How to Turn Your Home Into an Urban Farm
“This partnership looks like a real reflection of what America needs,” Deschanel added. “Sustainable, wholesome decisions. It is a fantastic vote of confidence for us, and we could not be extra excited to have them as a companion.”
Whereas Deschanel has performed many numerous roles in her performing profession, co-founder of Lettuce Develop is likely one of the few that represents a real extension of her private values.
“The purpose of performing is to step into a personality and do one thing totally different for myself,” she explains. “With entrepreneurial tasks like this one, I can symbolize my very own morals.”
Nonetheless, it is simple sufficient to image a Lettuce Develop Counterstand nestled within the nook of Jess’s New Woman condo.
