Out of The Farm Project, Pechenik and Deschanel launched Lettuce Grow and the brand’s main product Farmstand, a modular, hydroponic system that grows pre-sprouted seedlings that come by mail. “The system is designed for the conscience consumer that knows nothing about growing or has tried it and killed the plants,” said Pechenik. “One of the hardest things about growing is seed germination. It creates a lot of anxiety. Knowing what to plant, when to plant it, how much to water it,” he said. Because we are pre-growing the seedlings, you not only have a 100% germination but we’ve also cut the time to instant gratification. Instead of growing a plant for five or six weeks, in two to three weeks, you can have a full harvest.”