What future shall we build?


When I look at the future, I see massive potential and opportunity to shape a world that is better than the one we know today. There's a lot that can be done and even more that must be done. Allow me to roadmap a bit to show you where we're headed. We're a young company, but we've achieved some great things already. And we're just at the beginning, there's so much more to come.

Let's take a look at our horizon.


01. Explore


Learn to grow mushrooms

The first step was to get into the mind of the mushroom to figure out what makes them tick. That turned into a mushroom fruiting tent in my spare room for 9 months. By the end, I understood the mycelium and its needs. And I realized that we could do more together.


02. Conceive



Build and prototype a unit that grows 5 lbs./week

A child is born! Endless days and nights learning how to work with Raspberry Pi, Arduino, the different modifiers and the code that go along with building the unit and the computer that runs it. All of this and partnered with the good people at Google. This step has given us proof us concept. Moving right along!


03. Develop



Build and prototype a unit that grows 50 lbs./week

This brings us to today. We're modifying a reach-in display cooler to grow 50 lbs. per week. The team at Google has been integral in its prototype phase. The opportunity to partner with them has been tremendous.


04. Grow


Build large indoor farm system to grow and sell fresh mushrooms.

If we're gonna continue to iterate on hardware and software, we need a space to do it. Our own farm system and fruiting space allows us to continue our R&D, while making early and consistent revenue from sales of fresh mushrooms.


05. Engage


Environment control product for mushroom farmers

Taking everything we've learned and iterated on until this point, it's time to help farmers grow more mushrooms. We're gonna put Noko in their hands and see how it works, as well as how it doesn't. Then we'll evolve.


06. Manage


Crop management software for mushroom farmers

By now the environmental software will be humming along and it will be time to add crop management, and revenue, to our software game. This is where our ability to mine data and rapidly learn will skyrocket.


07. Spawn


Build in-house spawn lab to service units and subscribers

Supporting previous steps and preparing for the next one, we'll build a massive spawn lab. By building our own lab we can control quality, fulfillment logistics, recipes and margins closer to home, with a dedicated staff.


08. Populate


Change the way people experience mushrooms at the grocery.

This vision has kept me awake at nights. We're gonna change the game when it comes to the mushroom experience at your grocery. Imagine the cheese counter at that high end grocer you go to. Now imagine instead of bries and goudas, it's oysters, enokitake's and lion's mane in refrigerated display coolers. Select, harvest, weigh, mmm fresh.


09. Scale


Build mushroom farm ready for mass production

We now have a complete software package built out and have iterated through all sizes of hardware, from box to the large fruiting unit in our own space. Next, we're going to take all of that knowledge and concentrate it into the future of mushroom farming at scale, in an urban environment. We're going to build the smartest warehouse you've ever seen.


10. Empower


grow food in food desserts

Like I've said before, and the Beatles said before that, all you need is love. We're going to create food and jobs in places where both those things are hard to come by. Food is not a privilege, nor should making a livable wage be one. We're gonna make stand alone, exterior units for the remotest of areas. Empowering folks to become self-reliant just might be my favorite drug.


11. Explore


Grow food in space

And when we're done with all this great stuff here on earth, we're gonna find a new place to play and continue building the future. Whatever exoplanet we land on, we gotta eat something when we get there.


Wanna help?


This is no small task. I'm reminded of that every time I ask someone to chat or look over my plans. Small tasks are for the birds. I'm here to change the future for us all. I have not been there, but I can see it. And I need help to get where we're going.

Help comes in all forms. It often looks like brains, money, talent, skill, strategy, advice, connections, hustle or creativity. And we're gonna need a bit of it all to get there.

I'm talking to you. Wanna shoot the moon with me?