What The Farm Project does

The Farm Project is a privately held public benefit corporation founded in 2017 and headquartered in Marina del Rey, California, by Zooey Deschanel, Jacob Pechenik, and Greg Campbell. The organization operates as an educational, media, and advocacy entity focused on reconnecting consumers with their food sources through awareness campaigns about sustainable farming, food additives, agricultural chemicals, and local food systems. Its commercial surface is anchored by Lettuce Grow, a home vertical farming system (Farmstand) paired with a pre-sprouted seedling subscription, sold direct-to-consumer via lettucegrow.com and positioned to enable households to grow roughly 20% of their own fresh produce using 95% less water and no pesticides. Content-led initiatives include the Facebook Watch documentary series "Your Food's Roots," produced in partnership with ATTN Media, and an editorial blog covering supplements, small-farmer support, sustainable fishing, seasonal eating, and food waste. The organization employs 11-50 people and operates globally in distribution scope, though it appears US-centric in operational footprint.

The business model blends non-revenue-generating advocacy and content with Lettuce Grow as the sole disclosed commercial revenue line. Go-to-market relies on celebrity-driven brand reach, earned media, organic social (Instagram @farmproject, Facebook), a newsletter funnel, and a referrals/community layer rather than paid acquisition. There is no proprietary technology platform, no mobile application, no API, and no software product; pricing is not publicly disclosed for Lettuce Grow, which is handled on the subsidiary's own website. Customer segmentation is hybrid, combining a primary persona of health-conscious, sustainability-oriented consumers with a secondary use-case segment of local-food-economy participants supporting CSAs and farmers' markets. No revenue figures, funding rounds, or institutional investors are disclosed in available sources, indicating a likely bootstrapped or founder-funded operating posture.

Name

The Farm Project

Legal name

The Farm Project

Website

https://thefarmproject.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Farm Project is a public benefit corporation founded in 2017 by Zooey Deschanel and Jacob Pechenik that educates health-conscious consumers about sustainable food systems through editorial content, a Facebook Watch video series ("Your Food's Roots"), and its subsidiary Lettuce Grow, which sells home vertical farming systems and seedling subscriptions.

Ownership category

akta.pro rank

Product category

Sustainable Food Education and Home Farming

NAICS

Other Crop Farming (1119), Soil Preparation, Planting, and Cultivating (115112)

SIC

Agricultural Services (700)

akta.pro primary industry

Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD)

akta.pro secondary industries

Sustainable/Regenerative Agriculture & Conservation Practices (EDAOAOAO), Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)

Keywords

• Sustainable food media
• Food education content
• Home farming systems
• Food system advocacy
• Agricultural awareness content

Headquarters

HQ city

Marina Del Rey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Distribution channels4 records

Marketing channels6 records

Core offering

The Farm Project is a public benefit corporation that produces educational content (a blog and the Facebook Watch video series 'Your Food's Roots') about sustainable food systems and operates Lettuce Grow, a subsidiary that sells the Farmstand home vertical farming system and a recurring seedling subscription enabling consumers to grow fresh produce at home using 95% less water than traditional agriculture with no pesticides. The company exists to bridge the gap between awareness of food system problems and consumer action by empowering individuals to grow their own food and connect with local farmers.

Product overview

The Farm Project is an educational content and media initiative — not a traditional software product — founded by Zooey Deschanel and Jacob Pechenik to reconnect people with food. Its portfolio consists of the Facebook Watch video series "Your Food's Roots" (produced in partnership with ATTN Media), an editorial blog covering sustainable food topics, and a collaborative endorsement of the Lettuce Grow home farming system. There is no platform, software product, API, or module structure.

Differentiator

Problem solved

Functional benefit

Brands

• Lettuce Grow: A home growing system that allows everyone to grow 20% of their own fresh food at home with no pesticides and 95% less water than traditional agriculture.
• Your Food's Roots

Products and services

• Lettuce Grow Farmstand A home vertical farming system (the Farmstand) sold to consumers that enables them to grow approximately 20% of their own fresh food at home with no pesticides and using 95% less water than traditional agriculture. The product is sold direct-to-consumer online through the Lettuce Grow website and is positioned as a tangible consumer solution that closes the gap between awareness of food system problems and individual action.
• Lettuce Grow Seedling Subscription A recurring subscription of pre-sprouted seedlings sold to Lettuce Grow Farmstand owners, providing an ongoing supply of plants for the home farming system. Sold alongside the Farmstand hardware through the Lettuce Grow direct-to-consumer e-commerce channel.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Lettuce GrowcoreStrategic or Co-development PartnerLettuce Grow is The Farm Project's primary product initiative, co-founded by the same leadership team. The company produces the Farmstand system allowing consumers to grow fresh produce at home using 95% less water than traditional agriculture. Lettuce Grow represents the tangible product implementation of The Farm Project's educational mission to reconnect people with food.
• ATTN MediacoreStrategic or Co-development PartnerATTN Media is the production and distribution partner for 'Your Food's Roots' video series featuring Zooey Deschanel. The series explores food origins, production methods, and health implications through documentary-style episodes distributed on Facebook Watch. ATTN provides content production expertise and platform distribution.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• AeroGarden: Leading consumer hydroponic indoor garden brand offering countertop growing systems with seed pod kits. Most directly comparable to Lettuce Grow's home farming product, with similar target customers and value proposition of growing fresh food at home year-round.
• Gardyn: AI-powered indoor vertical gardening system targeting health-conscious consumers who want to grow leafy greens and herbs at home without soil. Competes head-to-head with Lettuce Grow in the premium home vertical farming segment.
• Rise Gardens: Modular hydroponic home garden system with companion app, targeting families seeking to grow produce at home. Closely comparable to Lettuce Grow on product form factor, target buyer, and sustainability messaging.
• Click & Grow: Smart indoor garden products using proprietary Smart Soil and pre-seeded plant pods. Comparable to Lettuce Grow's seedling subscription model and home growing system positioning.
• Tower Garden: Vertical aeroponic growing system for residential and educational use. Comparable home farming product targeting sustainability-minded consumers seeking water-efficient produce cultivation.
• Civil Eats: Independent food journalism outlet covering sustainable food systems, agriculture policy, and food justice. Comparable editorial mission to The Farm Project's blog and educational content verticals.

Emerging players

• Smallhold: Distributed mushroom and microgreens farming company with a sustainability mission to localize food production. Comparable mission alignment and D2C food system focus, though operating in a different production modality.
• Imperfect Foods: Mission-driven D2C grocery service focused on reducing food waste and supporting sustainable producers. Comparable social enterprise structure and consumer base of sustainability-minded shoppers.
• Misfits Market: Online grocer delivering 'imperfect' produce and sustainable pantry items directly to consumers. Shares The Farm Project's mission of transforming the food system through consumer education and direct access.

Broad incumbents

• Patagonia Provisions: Mission-driven food brand from Patagonia applying sustainability principles to regenerative agriculture supply chains. Comparable purpose-driven brand building around regenerative and traceable food sourcing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/thefarmproject
• Instagraminstagram.com/farmproject

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Farm Project