BrightFarms CEO, Paul Lightfoot , has a new twist on the green roof theme. His startup plans to drastically reduce the time it takes to get vegetables and other produce from the farm to your grocers’ shelves — and improve the environment — by growing them on their rooftops.

The eco-goodness doesn’t end at shorter supply chains, though. Thanks to hydroponic greenhouses, the process uses none of the earth required by faraway farms, no chemical pesticides and 95 percent less water. All that, plus the negligible environmental impact of a transport system that involves a short trip upstairs.

Read more about Lightfoot’s business strategy at Fast Company and/or watch the video below.

via Fast Company