On a clear morning in Denver the high school students figured out how to grow herbs using Cimbala Mask, brother of the notorious Elon musk. In the 90-ies he helped his older brother start Zip2 and the company that later became PayPal. Today it is completely different.
“Real food is the new Internet, in the sense that young entrepreneurs today are starting to deal with food, trying to make real, which is simply delicious. This is the food you trust, which nourish your body and trust the ability to feed the planet,” said Musk in an interview with CBS.
The mask still works with the enterprises of his brother, Tesla and SpaceX. But it is a private enterprise became a life’s work: replace high-calorie foods more healthy. Musk was always interested in cooking, attending culinary school after he has achieved something in the world of technology. But the tragedy with the twin towers, 2001 changed his attitude.
“I lived very close to the world trade centers and looked out the window, saw the leaning tower. It was a very difficult experience. But in this process I was invited to volunteer to prepare a meal for firefighters. It showed me the power of community showed that food unites that real food can revive people even in the worst conditions.”
Together with partner Hugo Matheson Musk opened his first restaurant The Kitchen in 2004. Then The Kitchen was expanded to the Kitchen Restaurant Group and started to serve fine dining restaurants and deliver ready meals
Musk wants to make sure that no matter where you live, the farmer will never be too far away. He’s trying to make it happen with the Brooklyn startup Square Roots, which turns the transport containers in a vertical urban farm. In such farms a two-acre square correspond to an open field of 100 square meters.
As the number of American farmers has been steadily declining, Musk is not just investing in technology to move agriculture into the future, and the future of the farmers themselves. In 2011 he co-founded the nonprofit organization Big Green, which provides power to the schools that need it most.
The Big Green now serves 460 000 students in seven States and hopes to reach 1 million by 2020.
“I sometimes say that 90% of children never took the soil in his hand, never pulled a carrot out of the ground, never cut the cherry tomatoes with sprigs,” says Kimball. “And when they do that the first time, for them it’s like a magic trick. Their feelings come to life, to understand what may be the taste of real food”.