Gotham Greens delivers on its sustainability promise on many fronts. The company’s hydroponic urban rooftop gardens grow quality organic produce with less land, less water and less waste than traditional farms. By operating in high-density metropolitan areas, Gotham Greens significantly reduces the emissions that come from shipping produce from farms to cities. With such a strong environmental platform, why would the company package its produce in single-use plastic? Gotham Greens CEO Viraj Puri told the Harvard Business Review that the team initially tried to use compostable fiber containers, but quickly wilting lettuce soon made clear that they needed to seek out alternatives. After testing out several other options, the team opted to package their produce in the type of plastic most universally accepted at recycling facilities. It wasn’t a perfect solution, but Gotham Greens took a practical and transparent approach. A decade later, the company is still growing and making a positive impact. Note: Case studies are based on outside reporting and were not part of the Brands in Motion survey. Case Study: 14