Grocery Store Greens Grown on the Roof?

Tired of anemic, flavorless tomatoes and wilted lettuce in your produce section? A manufacturer of hydroponic rooftop greenhouses is proposing that supermarkets get in the farming business. According to an article in Fast Company, BrightFarms CEO Paul Lightfood says that not only will the plan provide fresher veggies for consumers, but will reduce transportation and storage costs, as well as “grow food with none of the land and 95% less water used in traditional crops, with no chemical pesticides and a drastically reduced carbon footprint.”