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New York City-based advertising and commercial photographer Mark Weinberg has been buying Gotham Greens products at his Brooklyn local grocery store for quite some time, as it’s not only the best but also the least expensive.
As it turns out, Gotham Greens has provided Mark with a lot more than lettuce. It gave him the inspiration for a personal project, which would eventually turn into paid work for three different publications, the first being Whole Foods’ online magazine, Dark Rye.
Gotham Greens isn’t your ordinary greenhouse. It lives on the roof of an old bowling alley in Brooklyn, with the tagline “extraordinarily fresh produce, grown in extraordinarily fresh places.”
Mark headed to the rooftop on a day when the founders could be there and he wouldn’t be too much of an interruption to the greenhouse’s production schedule. The photos were shot on a cold winter day, so naturally, he had to let his equipment acclimate to avoid condensation from the warm and humid greenhouse.
Since Whole Foods picked up the project, they have partnered up with Gotham Greens to build a brand new grocery store with a large new greenhouse on the roof, which Mark photographed for them just a few months ago.
In addition to Dark Rye, the images were published by Audi Magazine in both Brazil and Italy. Mark was happy with how the project turned out:
I am grateful that the projects turned out the way it did. I know I can’t always count on three publications publishing my personal projects in the future, but it did make me think how pursuing meaningful projects can attract interest.