Rocket Farms

[type of name]
company

[project description]
this happens in salinas, california, john steinbeck country. most of the lettuce in the country is grown in a valley between the ocean and the gabilan range.

charles kosmont owns a company called growers transplanting. these days, farmers don't plant seeds any more. it takes too long for them to germinate in the fields, and the growing cycle is much shorter if you germinate the seeds in a green house and invent a machine that pops the seedlings directly into the soil. they do this at the rate of a billion vegetable plants a year.

but what do you do in the winter? charles came to us with the idea of selling home vegetable gardens to people who live in cities and don¹t really know where their food comes from. first, we had to create the name for the company, which was rocket farms. rocket is another name for arugula, but it was more of a buck rogers feeling that we were after.

we created a logo that had the comfortable classic look of a vintage fruit crate label. and we were off and running. for the rest of the story, see "farm-in-a-box."