ATLANTA -- It's easy to miss the Podponics headquarters on Ponce de Leon Avenue. We breezed right by before company co-founder Dan Backhaus came out to the curb to wave us in. To look at their setup--six rust-colored, graffitied shipping containers tucked between a Cactus Car Wash franchise and a halfway house--you'd never suspect this was one of Atlanta's flourishing young startups. But behind the padlocked doors, an urban farming operation is in full swing.
When Backhaus founded Podponics in 2010 with Matt Liotta, the pair had no previous experience with food or farming. Backhaus worked in sales and marketing, Liotta was a software engineer in the telecommunications industry. Liotta's interest in organic food began after he and his wife had their first child, and he decided to direct his passion for technical invention toward finding a more efficient way to grow vegetables. They chose shipping containers as their growing environment because the structures are identical in scale, and can be easily retrofitted for precise control of temperature and humidity. The hydroponic approach would enable them to run their operation independent of available arable land, and without the weight and cost of soil. Plus, the technique lends itself to a computer programmer's mind and a food distributor's logistical demands.
The six containers, or "pods," represent a trial-and-error process through which Podponics found their way to a cost-effective means of production. They're still iterating toward a better way to enter the boxes without disrupting the interior environment. For now, Backhaus pulls open the door they same way a dock worker would, and we stand in an aisle between floor-to-ceiling rows of lettuce, growing through holes in white PVC pipe. The hydroponic lights illuminate the greens like a food styling set.
When Podponics began, they established a farmer's market on the site for selling their yield, but the city cracked down on the ad hoc arrangement so Backhaus and Liotta cultivated more direct relationships with restaurants. They now sell through a local distributor who specializes in farm-to-table products, as well as through SYSCO's specialty produce division, FreshPoint.
As urban farming outfits go, Podponics is exceptionally focused on business viability and growth. They characterize themselves as a triple-bottom line company (people, planet, profit), and indeed the social and environmental benefits of their company are clear, but it's the profit piece that makes them quite unique. I traveled the country last year researching urban agriculture for my forthcoming book, and never encountered a farm that had such a global vision for a company that is all about local production. But the Podponics model aims to be just that--a modular system that could be installed anywhere, from Atlanta to Abu Dhabi. They call it a "local everywhere" approach.