BIGGER THAN FOOD

we’re serving a different kind of green this season

iQ
iQ
Jun 28 · 7 min read
Gil, Alan, Brent, Christine

THE GENESIS

It started with a panicked phone call.

The New Farm Team hand-picking their proprietary spicy greens blend

THE CHALLENGE

As virtuous as these greens are, they cost a considerable amount more than conventional lettuce.

Christine and Gillian walking the farm

WHO IS THE NEW FARM?

Located in Creemore, Ontario, it’s no stretch to say that The New Farm produces some of the best quality greens in the world.

Gil and Brent, the force behind The New Farm

WHAT’S REGENERATIVE FARMING?

If you’re looking for a full rundown of what regenerative farming is, you can read about it here. For those of you more interested in the coles notes, regenerative farming is a technique that:

  • Sequesters carbon in the soil (carbon is really useful when it’s in the ground — it’s critical for healthy plant growth)
  • Enriches the bio-diversity and health of soil
  • Is actually fairly low-tech. And the magic the makes a lot of the above happen? Black tarps.
Black tarp at The New Farm
Cows grazing at The New Farm help enrich the soil

THE SOLUTION: SUGGESTED PRICING

So how did we make it work? How did we reconcile the higher cost of these greens while maintaining a sustainable business?

Freshly picked greens.

WHERE DO WE GO FROM HERE

I’m a huge believer that good commerce leads to change.

iQ

Written by

iQ

SEASONAL KITCHEN // SUSTAINABLY SOURCED