Market on the Farm Could Redefine the Grocery Trip | Short Film Showcase

when I Drive I’ll rule in North Carolina

when I Drive I’ll rule in North Carolina see how this land used for agriculture

and it makes me think of the complex

and it makes me think of the complex journey that the food has to take from

journey that the food has to take from

journey that the food has to take from these fields to the retail store shelves

it has to be harvested it has to be

it has to be harvested it has to be packed transported cooled

packed transported cooled

packed transported cooled and every step there’s massive inventory

and every step there’s massive inventory

and every step there’s massive inventory loss

what if what if this entire system could

what if what if this entire system could be consolidated into one site what if

be consolidated into one site what if

be consolidated into one site what if you grow and you sell at the same site

you grow and you sell at the same site

you grow and you sell at the same site what would that look like

the farmerie is an urban farm and market

the farmerie is an urban farm and market where we use the entire structure to

where we use the entire structure to

where we use the entire structure to grow food and the bottom level is used

grow food and the bottom level is used

grow food and the bottom level is used as a retail area where we can sell the

as a retail area where we can sell the

as a retail area where we can sell the food the farmers created from shipping

food the farmers created from shipping

food the farmers created from shipping containers and modular greenhouse

containers and modular greenhouse

containers and modular greenhouse components we have these living wall

components we have these living wall

components we have these living wall panels that we’ve developed that hang

panels that we’ve developed that hang

panels that we’ve developed that hang off the outside of the shipping

off the outside of the shipping

off the outside of the shipping containers we grow aquaponic crops on

containers we grow aquaponic crops on

containers we grow aquaponic crops on those and then inside the shipping

those and then inside the shipping

those and then inside the shipping containers we probe gourmet mushrooms

my farming methods differ in almost

my farming methods differ in almost every way from conventional agriculture

every way from conventional agriculture

every way from conventional agriculture for one thing the plants are grown in

for one thing the plants are grown in

for one thing the plants are grown in expanded clay pebbles instead of using

expanded clay pebbles instead of using

expanded clay pebbles instead of using soil

soil

soil it is basically a 50% aquaponic 50%

it is basically a 50% aquaponic 50%

it is basically a 50% aquaponic 50% hydroponic nutrients aquaponics is the

hydroponic nutrients aquaponics is the

hydroponic nutrients aquaponics is the combination of aquaculture the growing

combination of aquaculture the growing

combination of aquaculture the growing of fish with hydroponics which is

of fish with hydroponics which is

of fish with hydroponics which is growing plants and water based systems

the crops that we primarily focus on the

the crops that we primarily focus on the farmer er gourmet mushrooms strawberries

farmer er gourmet mushrooms strawberries

farmer er gourmet mushrooms strawberries herbs greens baby greens salad mixes

herbs greens baby greens salad mixes

herbs greens baby greens salad mixes lettuces

but then once you’ve grown it on a small

but then once you’ve grown it on a small space the question is what do you do

space the question is what do you do

space the question is what do you do with it and that’s really where the

with it and that’s really where the

with it and that’s really where the magic happens

magic happens

magic happens if you grow it in such a small space to

if you grow it in such a small space to

if you grow it in such a small space to the point that you can locate a retail

the point that you can locate a retail

the point that you can locate a retail element to it then you’ve you’ve created

element to it then you’ve you’ve created

element to it then you’ve you’ve created a completely new experience

a completely new experience

a completely new experience customers can walk in there and cut the

customers can walk in there and cut the

customers can walk in there and cut the crops harvest it putting a little baggie

crops harvest it putting a little baggie

crops harvest it putting a little baggie and they’ll have a story right there

and they’ll have a story right there

and they’ll have a story right there yeah that’s what it is

yeah that’s what it is

yeah that’s what it is now I have an intimate connection with

now I have an intimate connection with

now I have an intimate connection with their food that they won’t experience

their food that they won’t experience

their food that they won’t experience anywhere else we’d like to put a

anywhere else we’d like to put a

anywhere else we’d like to put a farmerie in every city across America

farmerie in every city across America

farmerie in every city across America you know starting with regional growth

you know starting with regional growth

you know starting with regional growth and hopefully expanding into national I

and hopefully expanding into national I

and hopefully expanding into national I think we have a lot of different options

think we have a lot of different options

think we have a lot of different options as far as locating farmer I think two of

as far as locating farmer I think two of

as far as locating farmer I think two of the most attractive options are putting

the most attractive options are putting

the most attractive options are putting in urban neighborhoods where customers

in urban neighborhoods where customers

in urban neighborhoods where customers can come in and they can see their food

can come in and they can see their food

can come in and they can see their food growing on the walls they can have this

growing on the walls they can have this

growing on the walls they can have this unique experience that’s typically not

unique experience that’s typically not

unique experience that’s typically not provided in in an urban area for them so

provided in in an urban area for them so

provided in in an urban area for them so we grow and sell in the same space

we grow and sell in the same space

we grow and sell in the same space eventually but I think also on the flip

eventually but I think also on the flip

eventually but I think also on the flip side of not just selling to that higher

side of not just selling to that higher

side of not just selling to that higher in middle-class market I think there’s

in middle-class market I think there’s

in middle-class market I think there’s also an argument for lower-income urban

also an argument for lower-income urban

also an argument for lower-income urban neighborhoods as well having them buying

neighborhoods as well having them buying

neighborhoods as well having them buying food from the area they live in maybe

food from the area they live in maybe

food from the area they live in maybe would make them more proud of of

would make them more proud of of

would make them more proud of of themselves and and it’s almost like

themselves and and it’s almost like

themselves and and it’s almost like celebrating their identity you know

kept pursuing the farmerie because I

kept pursuing the farmerie because I believe in it I’m on a mission to create

believe in it I’m on a mission to create

believe in it I’m on a mission to create something spectacular something that I

something spectacular something that I

something spectacular something that I think people could could be a part of

think people could could be a part of

think people could could be a part of really

really

really I hope the farmerie changes the way we

I hope the farmerie changes the way we

I hope the farmerie changes the way we look at food the way we eat food

look at food the way we eat food

look at food the way we eat food I hope the farmerie makes us realize

I hope the farmerie makes us realize

I hope the farmerie makes us realize that food is about quality over quantity

almost people to be charmed I want

almost people to be charmed I want people to be charmed by experiencing the

people to be charmed by experiencing the

people to be charmed by experiencing the Willy Wonka of Agriculture that is the

Willy Wonka of Agriculture that is the

Willy Wonka of Agriculture that is the farmer