It warms my soul to see the success these young guys are having with their business based on modern horticultural techniques and good whole food. They get it! Let's hope our education system can start sending us more like them. May they become the "two Steves of food".
What they have accomplished in such a short time could be the core of a disruptive change we need to make horticulture a mainstream business with new technology and demographics.
Incidentally, I doubt that it will be called horticulture, a rather old-fashioned name. We need a new name for businesses, jobs and careers like this.
As it is now, horticulture is a rather dead-end career for young people. A relatively small group of aging boomers have managed to suck the air out of this field for far too long with their back to the land dirt-based ideology. Maybe it's time for them to retire to some desert island and live happily ever after.
These young gentlemen are Back to the Roots with modernity in the city rather than back to the land in the city with old-fashioned ways ill-suited for today's urban lifestyles.
Kudos to Alejandro & Nikhil. Way to go!
This is from their newsletter yesterday. Sign up here.
Friends,We've always dreamed of bridging the gap between growing and eating food. We're so grateful to TJ, Amelia, and the entire Target team for helping us bring this vision to life today in 1,000 Target stores nationwide.