Taking farming to the next level

How one itrek microgrant is helping to grow a sustainable vertical farming business

Israel has long been a leader in agricultural technology, as evidenced by farming practices that make it possible to grow crops in a desert climate throughout the year. For Jonathan Rubin, co-leading a trek with Columbia Policy in January 2020 provided the opportunity to learn from Israeli farmers–and plant the additional “seed” he needed to launch his own vertical farming business stateside.

“Israel is a leader in sustainability and innovation,” Jonathan says. “We saw solar farms, waste management plants, and learned how the environment plays a role in the Israeli-Palestinian conflict and the larger region.” 

While still a grad student at Columbia University in New York, Jonathan received a grant from the school to kickstart an innovative new vertical farming system that—with the additional help of an itrek microgrant—has since turned into a full-fledged business, Fresh Florida Farms. He used the funds from the $2,500 microgrant, available to itrek alumni to jumpstart alumni-led initiatives around the world, to assist with purchasing equipment and facilitating ongoing conversations and learning-shares with Israeli farmers. 

(Alumni can use itrek Microgrants creatively to introduce new people to Israel, and/or build partnerships with Israelis, Israeli companies, or NGOs—nonprofit, non-governmental organizations. Learn more here.)

Thanks to itrek’s support, Jonathan and his agricultural peers across the pond now regularly brainstorm efficiencies and ways that both parties can make their farms more sustainable and efficient–from water and electric management to lighting and seed sourcing. They also share marketing strategies for packaging and distribution. 

 “From an agricultural perspective, Israeli farmers have a different market,” he says. “But we can learn a lot from each other about using technology to overcome engineering challenges. Vertical farming is still a relatively new industry. Many of our local customers are proud of sourcing their produce from a local farmer that frequently collaborates with Israeli farmers.”

Jonathan’s passion for creating fresh organic produce using sustainable practices started long before his Israel trek. But he credits observing the innovation of Israeli farmers during that trek with helping him think even bigger. 

“Israel is ahead of America on this, so it’s good to learn from someone who is a few years ahead,” he says. 

Since Fresh Florida Farms officially started in April 2021, Jonathan is now working with chain stores and national distributors, and he is already planning for expansion. “Growing in South Florida enables our produce to be as fresh as possible,” he says. “This minimizes the toll on the environment and our overall carbon footprint.”

Jonathan is the owner and manager of Fresh Florida Farms. He recently received his MPA from Columbia University.