Reducing food waste and feeding plants at the same time. In This Podcast: He grew up on a farm, and as a teenager he thought he needed to do something more than just take care of the cows. Josh Krenz went to college, found his way into marketing, and was learning the business end of farming and multi-national distribution. Eventually he decided to refocus his priorities a little closer to home that also made a difference. He tells us about creating an organic fertilizer using grocery store waste and optimized with a specialized metrics system. Don’t miss an episode! Click here to sign up for podcast updatesor visit www.urbanfarm.org/podcast Josh is the CEO and founder of Vivid Life Sciences, a plant physiology company offering LIFEFORCE as one of their brand products.  He knows the business of farming from both sides — from large-scale sophistication and multi-national distribution with companies like Land O’ Lakes, to boot-strapping startups. Farmer Josh follows his heart when tending to his Highland cattle, organizing trips to the farm for local schools and charity events, or helping with his wife’s veterinary clinic. At the same time, he calculates his path forward with a head for business and a vision to bring more sustainability and performance to plant nutrition. He has worked in the fertilizer business a long time and is focusing on trying to reduce food waste by re-purposing it into fertilizer. Go to www.urbanfarm.org/lifeforce for more information and links on this podcast, and to find our other great guests.