This website is promoting a national "home farming day" and is funding a number of community gardens in low income neighborhoods around the country.
The project gardening expert is "hortitainer" Paul James. Watch the container gardening video (not embeddable or linkable) in particular for a sample of expert advice. His feet are firmly planted in a prior age of dirt and drain holes. He is a smooth talker as are all of the morning show gardener types. It is unfortunate that he has not kept up with the times in his profession.
Considering the low educational value and the outdated practices promoted by this project (see scorecard following) it is a fair question to ask if this is "good green money" from Kraft? I have no doubt they will get a return on their investment by selling a ton of their "center aisles" stuff, much of it in low income neighborhoods.
Site Searches Scorecard follows: