"Could we rethink fresh food distribution so that we never kill the plant, so that it’s always alive until you’re ready to eat? If we do that, we can eliminate that 50% waste which would cut the price of fresh produce in half."
Jacob Pechenik
Jul 27, 2022
EFR 623: Conscious Consumerism, At-Home Farming, and Putting the Wonder Back in Food with Jacob Pechenik
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EFR 623: Conscious Consumerism, At-Home Farming, and Putting the Wonder Back in Food with Jacob Pechenik
Imagine a world where growing your own food is as nutritious and cost-effective as grocery shopping at your favorite store. Jacob Pechenik, the Founder and CEO of Lettuce Grow, is on a mission to make this happen now. Referring to the company as the answer to industrialized big agriculture, Jacob’s mission through Lettuce Grow (and its parent company The Farm Project) is to “democratize the growing of food for all” by “providing families access to clean, unprocessed food, [...] decreasing transportation emissions, drastically reducing water usage, and recycling ocean-bound plastics from places that lack recycling initiatives.”
Having always had a passion for sustainable farming, Jacob began with a dream to transform the wasteful industrial food system. He started with the question, “How do I get more people to the farm?”, but later on began to ask, “How do I get the farm to more people?”
That question led to his mission to create a million farmers throughout the country and by extension empower consumers to choose healthier, locally-produced alternatives. In the process, he hopes more people can reclaim that age-old sense of pride that comes with preparing one’s own meal.
Follow Lettuce Grow @lettucegrow
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Key Highlights
People have become so disconnected from how their food is sourced, grown, and prepared. The fact that ever-changing fad diets exist makes this obvious. Jacob explains how conscious consumerism aims to help us rediscover our food heritage.
Industrial food distribution typically wastes 52% of the plant before it gets to the consumer. Jacob breaks down The Farm Project’s innovative “distributed farming” model, which ensures maximum freshness throughout the whole process.
Jacob shares his journey to becoming empowered in choosing the healthiest food he could for his children.
How much of an impact does Jacob hope Lettuce Grow and The Farm Project will have on the food distribution industry?
Powerful Quotes
Could we rethink fresh food distribution so that we never kill the plant, so that it’s always alive until you’re ready to eat? If we do that, we can eliminate that 50% waste which would cut the price of fresh produce in half.
Farmers are the caretakers of the Earth.
I focus solely on the consumer and their mindset. If I can wake up a bunch of consumers and get them engaged, they’re going to demand all of the big companies to adapt to consumer demand.
Episode resources:
Learn more about Lettuce Grow
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