The Farm on the Roof: What Brooklyn Grange Taught Us About Entrepreneurship, Community, and Growing a Sustainable Business

by Anastasia Cole Plakias

The founders of Brooklyn Grange, the world’s largest green rooftop farm, share their inspirational story of changing the world through entrepreneurship.
 
In their effort to build the world’s first and largest commercial green rooftop farm, the founders of Brooklyn Grange learned a lot about building and sustaining a business while never losing sight of their mission—to serve their community by providing delicious organic food and changing the way people think about what they eat. But their story is about more than just farming. It serves as an inspirational and instructional guide for anyone looking to start a business that is successful while making a positive impact.
 
In The Farm on the Roof , the team behind Brooklyn Grange tell the complete story of how their “farmily” made their dream a reality. Along the way, they share valuable lessons about finding the right partners, seeking funding, expanding, and identifying potential sources of revenue without compromising your core values—lessons any socially conscious entrepreneur can apply toward his or her own venture. Filled with colorful anecdotes about the ups and downs of farming in the middle of New York City, this story is not just about rooftop farming; it’s about utilizing whatever resources you have to turn your backyard idea into a sky-high success.

Genres: Nonfiction, Food, Sustainability, Business, Memoir

288 pages, Hardcover

First published April 5, 2016

Reviews

[Rhode PVD · Rating 2 out of 5]

DNF at about 150 pages. I tried to get back into it, but it occurred to me that if I have to force myself to read something...well life is short.

I did get something useful from this: the details (load bearing, freight elevators, roof clutter, etc) on how the team evaluated hundreds of buildings to pick the best ones for farming was really useful. Plus, how to figure out whether a landlord might want to rent to you (most do not.) Plus, the tip to leave a swathe of space un-farmed so you can use it for classes and event rentals that bring in much needed extra revenue.

So, that's why two stars instead of just one.

Why just one? Mostly because this is a light gloss book. Nothing is in detail. The author excuses herself from giving technical farming details because a connection of hers just published a great book on that topic. She also assumes that the reader is fairly familiar with the Brooklyn Grange already, so she jumps ahead in the story without filling the reader in on specifics she thinks are known.

What remains was just too general and skimpy for me. It feels like a quick overview with common aphorisms than a true autobiography or organization story. Fundraising is difficult. Starting a strong organization is a team effort. Farming is hard work. You have to get up early. You will be riding the subway with muddy outfits on. You won't be able to take a salary for the first year or two.

Ok. Fine. Blah.

[Vishal Katariya · Rating 4 out of 5]

Quick read through the history and choices of a rooftop farm business in New York City. I enjoyed it and knowing about their team and work. Possibly the biggest takeaway is: find the people you want to work with, find landlords who want to have you there, etc. As someone interested in the idea of farming and sustainability, this was a breath of fresh air: dense and productive farms on the rooftops of the busiest city in the world; can it get more idealistic than that?

[Yibbie · Rating 1 out of 5]

I was really disappointed. I started the book last night and this morning I had to quit. I liked the authors style. The subject was really interesting. I may try to find other books about it. But- The language was too foul for me to continue reading. How disappointing! If it wasn't for that I think I would have really enjoyed it. It's not just a business how-to. It's a story and written in a wonderful first person narrative. Well, now you know the thoughts I had of the few pages I got through.
I received this book for free through a Goodreads giveaway. No review was necessary.

[Richard · Rating 4 out of 5]

I may be a bit bias on reviewing this book on the count that I am a avid gardener, however I still want to share what I think.
This book was written not only to share how Brooklyn Grange came to be but to share the knowledge of starting a sustainable business. The knowledge shared is very much about the planning, the fundraising, the connections you have when trying to accomplish such a business. Plakins shares not only the troubles and successes about their start-up but also the human side to everything.
The blood, sweat, sacrifice, and love that is put into it is later told, not only gives a great harvest but it soon develops into more. It enables them to share their bountiful knowledge to the community in many beneficial ways.
As a reader this book is a pretty easy read with great info about the rooftop farming industry. Not in too much detail because it would have drove the "Gardener" side of me to boredom. Ha!
However, that being said I wish there was more stories about the different types of veggies they grew and techniques they used. How people reacted to said veggies/plants. I understand Plakias was trying to tell the story of the business and needed to condense things though. Just more stories of the positivity of the human connection that the farm brung would have been neat.
The passion they all have not only for their business but for sharing their collective knowledge about farming as a whole is to be held in great respect and very addicting! I swear, I at one point was thinking how my roof could be some sort of untapped growing space that I could use! Ha!
The people at Brooklyn Grange seem to be doing a very good thing and I applaud them for doing a great job! Not only using their hard work on making a business and growing it, but becoming a beacon in the area of agricultural knowledge that they share with others. Especially with our youth! :)
"Yet not even the most germaphobic teacher can tame the sheer hysteria of a group of children pulling a carrot from the ground for the first time."

[Diana · Rating 2 out of 5]

This is not a book about farming. It is a book about starting a business. And while that is not, in and of itself, a bad thing, it was not what I expected, and this probably colored my perception. I found the book somewhat repetitive and with not a whole lot of substance. However, there were some interesting little vignettes, and I was inspired by portions of the tale. That, and I can't decide if I want to meet or just be like Ben! He sounds amazing! And if I lived in the area, I would totally join their CSA. As it is, it's made me appreciate even more the CSA I have here...and to give serious thought to shelling out the money for one of the dinners they host. However, the language in this one was a touch too "colorful" for a non-fiction piece, and I would have preferred that be edited out. Not all farmers (or potential farmers...) care for that sort of language, as my North Dakota family will attest!

I received a copy of this book as a winner in a Goodreads giveaway, but my thoughts and opinions are 100% my own.

[Krista · Rating 5 out of 5]

I won this book through a giveaway at goodreads. I'm neither a farmer (I can't even keep bamboo alive) nor a businesswoman but I was intrigued by the concept of a farm on a rooftop and was interested in learning about the logistics. A personal narrative from one of the co-founders makes for easy, pleasurable reading for anyone interested in learning about the creation and growth of one of the first rooftop farms. I'd especially recommend it for anyone considering starting their own rooftop farm as it's packed full of useful business information. I enjoyed learning all that goes on behind the scenes from start to finish. I assumed farming on a rooftop would be backbreaking work but never put much thought into the business aspect which is more complex than I could have imagined.

[Lauren · Rating 4 out of 5]

If you’re interested in urban ag or alternative methods of farming, this is a great book! It provides brief glimpses into how the owners of Brooklyn Grange got the place up and running, as well as how they keep it going.

[Matthew Harvill · Rating 4 out of 5]

This book introduced me to The Omnivore’s Dilemma and so many other insightful resources with respect to food and health. A great inspiring story about following a seemingly impossible dream and making it happen through hard work, community effort, and true passion. Loved it!

[Victoria · Rating 3 out of 5]

3.5 if I could give it that. It’s definitely for people that want to start a business like this. Very inspirational though, I would work for them.

Did you know bees used to be banned in NYC. Crazy fact #protectthebees

[Mike Wentzel · Rating 3 out of 5]

Great story about starting a new business in an urban setting. I listened to the audio book from the library.

[Celeste Joy · Rating 4 out of 5]

Compelling, and well written.

[Michael · Rating 4 out of 5]

Quick. Pretty interesting. Don’t let the perfect be the enemy of the good. Partnerships and giving back are good.

[Leeanna · Rating 4 out of 5]

This review originally appeared on my blog, Leeanna.me.

==

THE FARM ON THE ROOF caught my eye because I’m considering growing vegetable crops. However, I live on a farm in the country, and I couldn’t imagine running a farm on a roof in New York City. But I thought the idea of a rooftop farm was genius, because there are so many advantages to using such an underutilized space.

THE FARM ON THE ROOF is the story of Brooklyn Grange, a business that focuses on the triple-bottom-line: people, planet, and profit. The farm started as a way to prove that yes, urban farming can be fiscally and agriculturally sustainable. They started operations in 2010 and are still going strong five years later, having learned a multitude of lessons and how to, in their terms, “monster it.”

I thought the book was quite interesting. Much of it deals with setting up and launching the business, finding opportunities for growth, and developing alternate revenue streams. Although the subject is, of course, the rooftop farms, it’s easy to apply those lessons to other businesses. Entrepreneurs with super crazy ideas might find some tips too, because who would have thought of fundraising for an urban farm?

I enjoyed the author’s writing style. It’s very readable, entertaining and informative. You know how business books can be dry or boring? That wasn’t the case here. Anastasia Cole Plakias is one of the founding partners of Brooklyn Grange, and it was easy to see her passion and pride in every page. I liked that she wasn’t afraid to admit to her own faults in the business world, and how she relied on her partners to help out there, just as she helped them.

Reading THE FARM ON THE ROOF left me feeling hopeful. It was so great to see a business that wants to help its community prosper. It was also great to see a “crazy” idea really take off, to show that yes, you can follow your dreams, succeed, and leave the world a better place all at once.

==

Disclaimer: I received a copy of this book from the publisher in exchange for an honest review.

See more of my reviews:

[Vickie · Rating 5 out of 5]

Having a small business is not for the faint of heart. That is the takeaway from reading this book. I requested it, thinking it would be a book about how to start a sustainable garden in odd places like the roofs of buildings in New York City and its surrounding boroughs. It is sort of that, but it's mostly a how-to for small businesses and how to go about getting them going from thought to actualizing.
"Monster it" and "scrappy" were two favorite terms I enjoyed. "Monster it" being to tough it out, just put your head down and power through the task at hand. "Scrappy" is self-explanatory, to my way of thinkin'.
It behooves the small business endeavor-ers to remember that no job is too big or to small to tackle and to keep track of all data. Sometimes luck has something to do with it. Like being in the right place at the right time, meeting the right people to connect with. Know your strengths and weaknesses.
The book meanders back and forth in time, but it doesn't necessarily detract from the information being dispensed. If told linearly, I'm not sure it would make as much sense. The book is articulated by events momentous or not and/or problems encountered and solved. I liked the blueprint.
More than what I bargained for when I requested it, but...it's going on the Keeper Shelf...
I can definitely recommend it.

[Teressa · Rating 4 out of 5]

I originally bought this book,because I am starting a back yard garden.Of course I am not doing all that they did in this book,but found it all so very interesting and did learn some things for my garden.This was a very good and interesting read.

[☼Bookish in Virginia☼]

I've been interested in the Brooklyn Grange experiment from the first moment I heard about. Small scale profitable gardening/farming has been in my sights and one of my reading interests since I first read Whatley's book way back in the 90's.

How to Make $100,000 Farming 25 Acres: With Special Plans for Prospering on 10 to 200 Acres.

So FARM on the ROOF was my kind of book.


What you will find inside is material that is equal parts business plan and enthusiasm. It's not a dynamic, fascinating read in the usual sense, but I found that it was hard to put down. There was just so much to learn and discover as the authors described not only the economics/business plan elements of their enterprise, but also the agricultural and human considerations as well.

As any of you who garden realize, it's easy to get on the negative side of equation and lose money, even if you are just out in the backyard having a good time. So they needed to crunch the numbers. And then they needed to find the spaces that would work. Soil is heavy so you need good elevators and bones in a suitable building. Then you need to find owners with the right attitudes.

This and more is all covered in this interesting read.

~review copy

[Jessica · Rating 3 out of 5]

This is an interesting book about a group of 20-somethings in New York City who decide to go in together and create a rooftop farm. Only one member of the group had any experience with rooftop urban farming or any kind of farming really. But after much planning and hard work they "monstered it out" and Brooklyn Grange's first rooftop farm was born. This is more of a business book than a farming book, but I was especially impressed with Ben's spreadsheets and calculations to determine how much produce they needed to grow to make financial ends meet, but also how much value each crop produced so they could grow the most financially productive crops. The back story of all the main people involved is interesting because you can see how their prior career backgrounds translated into this venture. The biggest takeaway from this book is just how hard running a small business can be and how you have to constantly think outside the box to make your business profitable. This is a very unique book about a unique business.

[Steve · Rating 3 out of 5]

An interesting book written by the director of communication of the Brooklyn Grange about the formation of their hipster rooftop farming and events business. Full of interesting stories of how the Brooklyn Grange got off the ground and developed from the idea of a rooftop farm to a diversified business farming, installing green roofs, hosting events, promoting rooftop farming and educational efforts this is more of a small green business book than a book about rooftop farming. The information about the selection of space for a productive rooftop garden and the installation process along with the grants available for green roofs in NYC was also fascinating. The book gets a little rambly toward the end but overall a good read. I received a free copy of this book through Goodreads First Reads Giveaways.

[Jan · Rating 5 out of 5]

Won as an ARC in a Goodreads Giveaway.
The imagination and work that went into the Brooklyn Grange project is simply staggering. I am familiar with pot gardening and similar ventures, but to grow enough produce to serve as an income source is a totally different kind of looney. And yet, it worked for them. I found it to be an excellent resource to free up the imagination to implement a dream of starting a new and exotic business as well as a lot of good old *how to*. It made for good reading, and fascinating.

[Blaise Morita]

Think living in an urban environment can keep you from growing your own food? The founders of the Brooklyn Grange refused to subscribe to such ideas, and thus was born the world's largest rooftop farm. Learning as they went, these green growing idealists chronicled their experiences in The Farm on the Roof and how their "farmily" became a successful reality and model for the future of food sustainability in all living situations.

*Review to be updated upon receipt and completion of book.

[Ruth · Rating 3 out of 5]

I guess I'm a little disappointed that the story doesn't have what I would consider very much detail, but my takeaway is the focus on the triple bottom line: people, planet, and profit. Sustainable profits can be generated without exploiting people and profits. Having written that, this is also a book about hipsters who don't seem to have any other responsibilities or demands on their time. Which is SO not the case for most of us. Still, a good concept.

[Rian Nejar · Rating 4 out of 5]

An engaging narrative of a return to the earth, of a commercially successful venture into organic farming on city roofs. What's most intriguing is a start-up creed applied diligently into an innovative agricultural operation. Kudos to the Brooklyn Grange team: you've shown what it means to be true dirt farmers, caring for the planet, in the toughest of times.

Recommended to all entrepreneurs, farmers or not!

[Jessica · Rating 4 out of 5]

Engaging, fast-paced account of an unconventional start-up. While technically a "business" book, the account reads more like an appealing nonfiction narrative. By focusing on their journey and personal dynamics rather than theories and numbers, the author avoids the tedium that often plagues books in this mien. I received an ARC through Firstreads.

[Beth Yeary]

Thanks to goodreads, I enjoyed this book. It told of how the Brooklyn Grange transformed two rooftops in New York into gardens. It proved my thoughts that rooftops in large cities go to waste. A rooftop garden makes sense in more ways then one.

[Michelle · Rating 1 out of 5]

I received this as a Goodreads Giveaway. I couldn't get more than 20 pages into it. Between the pretentiousness, lackuster prose, and ineffective attempts to appear to contain practical advice, I was quickly turned off.

[Tatiana · Rating 4 out of 5]

It is a great first hand account of what it takes to start and run a small business, one that I happen to be particularly interested in and know quite a bit about so it was right up my alley. Great insight as to missteps they had and how they structure their business.

[Claire · Rating 4 out of 5]

inspiring

[Bookerina Lovington · Rating 4 out of 5]

This was an entertaining read. As someone who knew nothing about the topic, I found the book interesting yet easy to understand.

[Laura Hodgins · Rating 4 out of 5]

Interesting take on a business and a very interesting business.

[Rg · Rating 3 out of 5]

I haven't read this book yet, but am glad to have it to read.


I won this book in a giveaway but ALL opinions are my own.