Brilliant! Does it work?
Roman, this is absolutely brilliant, thanks for sharing it. My main question would be: is the brilliance of the idea enough to propel it further, or are you struggling? Another Edgeryder, Anglo-Italian Alberto Masetti-Zannini, wrote how his social innovation venture was praised by corporation, foundations, venture capitalists, government agencies, but ultimately funded by… his family (his story is here and well worth a read, I recommend it).
What about UrbanFarmers? Who are your allies? What the difficulties, if any? Do you think Europe is conducive to this kind of initiative, or do you, as so many innovators, dream of California?