VertiGreens

Background

Before starting VertiGreens, Tova was deeply entrenched in the food and beverage industry. Her passion for food and desire to create something of her own led her to discover Freight Farms. She recognized an opportunity to contribute to the up-and-coming restaurant scene in St. Louis by offering a sustainable, local solution for sourcing fresh produce.

Freight Farming as a Business

Discovering Vertical Farming

Tova first learned about Freight Farms when she considered placing a farm on a college campus. However, her vision evolved into a full-fledged business plan focused on B2B sales, specifically targeting restaurants. Tova’s market research confirmed the demand for fresh, local produce in the area, especially among chefs who value high-quality ingredients. Despite initial challenges, including securing Letters of Intent (LOIs), she was determined to provide chefs with the ability to customize their orders, ensuring they received exactly what they needed.

Funding and Zoning Challenges

Financing the operation was a crucial step, and Tova navigated it with strategic planning, market research, and building a strong business plan. Selecting the farm’s location in St. Louis posed its own set of challenges, including navigating local zoning laws (which can vary town-to-town, city-to-city). Tova had to store the farm for four months due to zoning hurdles but ultimately succeeded in getting the farm operational and in its forever home.

Learning the Farm

Tova underwent comprehensive training provided by Freight Farms, which equipped her with the knowledge needed to manage the farm. However, the learning curve was steep, and Tova faced several challenges as she fine-tuned the operation. Through trial and error, she eventually mastered the farming process, reaching full operational capacity and confidently managing the farm.

Building Relationships with Restaurants

VertiGreens quickly gained traction with local chefs. Tova currently supplies six restaurants with her produce. Building these relationships required persistence and strategic communication. Tova started connecting with chefs before her farm was fully operational, ensuring that by the time her farm was up and running, she had a customer base ready to purchase her produce. Her approach involves understanding chefs' pain points and offering solutions that meet their specific needs, such as consistent quality and delivery schedules.

Crops and Farm Management

VertiGreens specializes in growing a variety of crops, with a focus on those that meet the specific needs of their restaurant clients. In the early days of her business, Tova managed both the farming tasks and the business side of operations, balancing the demands of production with the administrative responsibilities of running a business. As the business grew, Tova recognized the need to bring in additional help to manage the workload effectively so, she hired El, her Farmer.

Community and Customer Impact

VertiGreens has received positive feedback from the St. Louis community, particularly from those who visit the distillery where the farm is located. People are intrigued by the concept of container farming and appreciate the fresh, local produce it provides. The farm’s presence has sparked conversations about sustainability and local food sourcing..

Conclusion

VertiGreens is a shining example of how Freight Farms can empower individuals to create successful, sustainable businesses that support local communities. Tova Feinberg’s dedication to her craft and her strategic approach to building relationships with chefs have made VertiGreens a key player in St. Louis’s vibrant food scene.