WRITTEN BY JORDAN KOSSUTH
Photo by Ashley Wierenga
Jill Frey has personally benefitted from a plant-based diet for almost a decade. She’s always trying new recipes and sharing food with friends. “I like to spread the love of food,” she laughs, “I get excited when a friend says they feel good about themselves after eating vitamin-packed leafy greens for lunch.”
Originally from the east side of the state, Jill met her husband Michael while attending Michigan State University for her undergraduate degree in packaging. On their first date, he brought her to his hometown of Grand Rapids, Michigan – a city they both returned to upon graduation and one she’s called home for about 20 years now.
As she began her career in product development, sales, and marketing for several local furniture companies, she started to realize that she wanted something more. Then one day she came across a staggering statistic from the United Nations Food & Agriculture Organization that changed everything.
In 2011, it was estimated that farmers will need to produce 70% more food by 2050 to meet the needs of the world’s expected population growth. Climate change, poor farming practices, and production issues exacerbated by the current global pandemic have further highlighted this need for more sustainable farming alternatives.
Another barrier to consider is access to fresh produce. It’s not uncommon to open a pre-packaged salad mix and find rotten lettuce inside despite having just purchased it the day before. This is because most of your produce comes from over 2,000 miles away, losing freshness and nutrients on the long journey to your fridge.
Jill was intrigued by the idea that she could make a small difference in her corner of the world by creating a local food system with container farms. She began her research and soon discovered Boston-based Freight Farms, a company whose mission is to create a global infrastructure to revolutionize local access to food. They upcycle used refrigerated shipping containers, turning them into hydroponic farms that can be placed anywhere to produce a year-round local food system in any climate.
Photo by Ashley Wierenga
LOCAL LEAFY GREENS: 365 DAYS A YEAR
You wouldn’t start farming in the middle of a Michigan winter. Unless you’re Jill Frey, that is. She had her first hydroponic container farm, a 2018 model purchased from another farmer, up and running in early December 2021.
Hydroponic farming is farming without soil. Superbloom Farms uses coco husk/peat moss plugs and nutrient water, consuming 98% less water than traditional soil farms as water is constantly recycled and re-populated in a closed loop system. With 4 rows of vertical towers, she can grow the equivalent of over two acres of farmland within just 325 square feet.
“Everyone always says the hardest part of farming is sales, but I flip-flopped that,” Jill jokes. Her background in sales and marketing has given her an upper hand, but she began this journey without any formal training in agriculture.
Jill can control almost all aspects of her container through the Farmhand software, streamlining her day-to-day operations. The software provides farmers with crop growth recipes and high-tech formulas, manages humidity and cooling levels, tracks performance, and even provides notifications and video to help remotely monitor the farm and quickly grow high quality produce. The carefully controlled environment system within the container allows her to grow non-GMO seeds year-round without the use of pesticides or herbicides, producing nutrient rich greens completely free of chemicals.
“You just have to be engaged and open to learning,” says Jill. Working in her container is a full-time job, where she takes on the role of farmer, sales and marketing team, accountant, and delivery driver.
Photo by Ashley Wierenga
SUPERBLOOM GRAND RAPIDS
Another cool aspect of these freight farms? They contain built-in surround sound speakers for both farmer and plants to enjoy. While the effect of music on plant growth is still up to debate, it makes the time pass quickly while Jill works. At the end of the day, farming should be energizing and fun!
Shortly after purchasing her first container, Jill was listening to a playlist and happened upon the song Superbloom by MisterWives. “I instantly loved the lyrics and vibe,” she recalls, “It’s all about resilience and loving yourself; I knew it had to be the name for my first solo business venture!”
Jill partnered with Grand Rapids-based freelance graphic designer Lindsay Jones, a familiar face from her work in the furniture industry. Lindsay was instrumental in building Superbloom Farms’ brand identity, logo, and website.
Photo by Ashley Wierenga
AMPLIFY GR
Jill loved the idea of being hyper local and placing her farm super close to where her customers dine and shop. Without the partnership and support of Amplify GR, a local community revitalization non-profit, Superbloom Farms wouldn’t be where it is today, in the heart of Grand Rapids, Michigan They partnered with Jill to assist her in the permitting process and provided her with a great location in the historically underserved 49507 area code of Grand Rapids. Jill looks forward to giving back to this community, as the presence of urban farms creates employment opportunities and provides education about healthy eating and the importance of alternative farming methods.
Superbloom Farms aims to shorten the distance food travels from farm to table. Jill estimates a 7-week grow period from seed to harvest and is eager to work with local chefs to plant out of season produce for their signature dishes.
“It’s always great when you have a chef’s approval that your produce tastes amazing.”
And this approval has already landed Superbloom Farms greens in area restaurants like Reserve Wine & Food and The Sovengard.
Her products are unique, as she aims to bring something new to the market – a perfect example is her signature edible flowers! Sorbet Violas, which have a slight wintergreen flavor, come in a variety of colors perfect for brightening up a salad, charcuterie board, cocktail, or dessert.
Photo by Ashley Wierenga
SUPERBLOOM AT BRIDGE STREET MARKET
Freight farming was a familiar concept to the Bridge Street Market team, who had just sent well wishes for the retirement of a vendor who had previously supplied them with freight farmed produce. Luckily, that same farmer had been contacted by Jill during her research and shared with her that there was a demand – and the rest is history!
Shop the following container farm growth products from Superbloom Farms in store every day:
Signature Superbloom Mix – A “dinner party worthy” mixture of artisan lettuce, red veined sorrel, and edible flowers.
Astro Arugula – Best described as “an arugula lover’s arugula,” chef’s love this pungent and flavorful leafy green for its wide leaves, spinach-like texture, and strong, peppery notes. Add it to a pizza or salad mix for a fresh flavor and detoxifying antioxidants!
Red Veined Sorrel – This lemony, tart herb is versatile and drop dead gorgeous – mix it in soups, salads, on fish, or in pesto. Sorrel is packed full of vitamins A & C to boost your immune system and heart health.
Genovese Basil – Originating in the Genovese region of Italy, this sweet basil has vigorous, large leaves that are perfect for rolling up and thinly slicing into a basil chiffonade – or on caprese skewers!
Photo by Ashley Wierenga
FUTURE GROWTH OF HYDROPONIC FARMING
The Grand Rapids community has given Jill an amazing reception, leading her to purchase a second container where she just planted her first seedlings. With this expansion, she is now able to dedicate one container solely to growing basil. This separation is what allowed her to mimic the Genovese region’s hot climate and grow basil with leaves as big as your hand!
What does the future hold for Superbloom Farms? In her current location, Jill has space for up to 6 additional farms, and is open to expanding into other cities, sites, and alternative hydroponic farming methods as demand continues to grow. Supporting Superbloom Farms means access to local flavorful, nutrient-dense lettuce and herbs 365 days a year – from Jill’s freight farm to your table.