"While nurturing a baby, I wanted us all to eat as naturally as possible," Pechenik shares. "But I was shocked by how expensive it was to buy real, unprocessed food."

This realization led him down a rabbit hole, culminating in the creation of The Farm Project, their first venture aimed at revolutionizing the fresh produce industry. Through that process, Pechenik discovered that the real challenge isn't growing the food — it's getting it from the farm to people.

As he explains, our current food system prioritizes shelf-stable, packaged goods over fresh produce, even though eating more greens is better for both our health and the planet.

The problem is that greens don't travel well — they start losing freshness the moment they're picked, leading to about 50% waste due to spoilage during transport and at grocery stores.

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