The ambitious company believes our food system is broken, and the only way to fix it is to start over.
“You know more about your Uber driver than the food you’re eating,” says Karim Giscombe, the founder and CEO of a new company, Plant-Ag, about to launch in the coming weeks to close this peculiar knowledge gap. More and more consumers today want to know the origins of everything they buy, from what factory produced their T-shirt to where the gems in their jewelry were mined. Yet the decision-making process we use to buy fresh produce—a good purchased far more often, and that can also make us sick—really hasn’t evolved. Ever. In the store we’ll grab a tomato, spin it once in our hand, and hope for the best.