Lettuce, a food startup based in Austin, Texas, is taking a full-pronged approach in helping its customers get the freshest produce available. The company offers its own farms, but also helps its customer install beds to grow their own food. Those who don’t have a green thumb can turn back to Lettuce to manage the garden; Lettuce might tap other local gardeners to help out. The excess food is collected and sold to consumers through Lettuce’s subscription meal kit.
It’s a brilliant way to meet a desire — to grow one’s own food — without having the skills to do so. The market will always provide opportunities for savvy companies that can make the desire a reality.