Oct. 31, 2025

177: How Mary Wetherill Discovered the Business Model Shift That Makes Urban Farming Profitable

Show Notes
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I’ve lost count of how many times I’ve watched passionate urban farmers burn out because their business model wasn’t sustainable—what if there were a better way?

This week on Vertical Farming, I sit down with Mary Wetherill, founding president and CEO of Green Food Solutions, for a candid conversation about building a truly sustainable urban farming business. Mary’s unique journey—from the service industry and massage therapy to pioneering food access solutions in city environments—gives her an unmatched perspective on both the struggles and opportunities vertical farmers face today.

In this episode, Mary demystifies how Green Food Solutions is reimagining the food system with a “farming as a service” franchise model that prioritizes support, profitability, and genuine community impact. We dig into what makes a good franchise partner, why most farms face recurring challenges, and how Mary’s mission-driven approach is shaking up the industry’s status quo. If you’ve ever wondered how to make real money in urban farming—without sacrificing your values—this conversation is your playbook.

Beyond the business model, you’ll hear stories about navigating Silicon Valley hype cycles, lessons learned from early accelerator programs, the importance of resourcefulness, and the surprising ways personal experience shapes entrepreneurial journeys. Plus, discover how Green Food Solutions fosters partnerships that work, advice for new farmers, and eye-opening discussions on market realities and PR.

Ready to stop dreaming and start building a profitable, impactful vertical farm that transcends tired food system models? Click to listen and get inspired by Mary’s story, strategy, and actionable insights!

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Key Takeaways

00:00 Jersey City Roots and Entrepreneurial Beginnings

06:10 Entering Urban Farming & The Square Roots Experience

12:35 Green Food Solutions Business Model Explained

18:26 Franchising, Farmers, and Fit for New Owners

24:57 Green Food Solutions Origin Story & Mission

30:22 Monetization, Resourcefulness, and Revenue Streams

36:48 Team Management & Leadership Values

41:02 Industry Reflections & Farmers’ Challenges

46:16 Closing Thoughts & Contact Information

Tweetable Quotes

"Honestly, when I worked for Merrill Lynch, I quit. I was in with my boss and I was getting a promotion. She brought me in her office and I was just going to give my two weeks. I'd rather stick a pencil in my eyes than take your promotion. I just really didn't like the corporate environment."

"We were disgusted by how consultants and all these people were charging tens, twenties of thousands of dollars for things we were giving for free, and honestly, manufacturers usually give those for free—so I didn’t like what I saw happening when I was so originally excited about it."

"There was a day that my mom had a box of food that was brought into the house by a priest. I think that was the first day I had an experience of feeling poor, regardless of what level it was. I started selling my toys and shining shoes—I think I got my knowledge about monetization and being resourceful because of having grown up poor."