Meet the mushroom fanatics growing produce before their customers’ eyes - Friends of Friends / Freunde von Freunden (FvF)

Meet the mushroom fanatics growing produce before their customers’ eyes


With their world-first technology and democratic approach, New York mushroom cultivators, Smallhold, are putting farming in the hands of anyone, everywhere.

It’s a Friday afternoon at Whole Foods in downtown Brooklyn—one of the busiest grocery stores in the country. Over in the specialty section, wedged between counters heaving with artisanal cheeses, handmade ravioli, and cured European meats, is a futuristic steel cabinet with curved windows that emits an eerie, neon blue light. It looks like a set piece from the Starship Enterprise or a submarine porthole into an oceanic tableau. Inside are plastic bags sprouting intricate bluish-gray, yellow, and salmon-hued tendrils, and amorphous, pillowy white organisms. From a distance, they look like decorative coral, yet on closer inspection, they are mushrooms—golden, pink, and blue oyster, king oyster, chestnut, lion’s mane, and pioppino. And they’re not just sitting pretty, but growing (and being sold for consumption) right here, in the middle of the supermarket, with the aid of technology masterminded by urban mushroom cultivators, Smallhold.

Pioppino mushrooms.
Blue, yellow, and pink oysters, Lion’s Mane, and Pioppino.

“I’ll be at Whole Foods doing a cooking demo, giving mushrooms to people in line that have their backs to the unit,” says Adam DeMartino, who founded Smallhold with his college roommate-turned-business-partner Andrew Carter, in 2017. “And they’ll ask, ‘Where are they from?’ Because that’s what the Whole Foods customer asks. And I’ll say, ‘We grow them right here.’ And they’re like, ‘Oh great, great.’ And I’m like, ‘No, they grow them right there!’” he continues, gesturing toward the glowing structure known as a Minifarm. “And it’s just like their heads explode, and it gradually sinks in for them that we are now living in the future.” DeMartino laughs as he says this, but he’s only half joking. What he and Carter have created is at the cutting edge of food production—the first and only certified organic farm in NYC and the city’s only mushroom farm. It’s a shining example of how artificial intelligence married with human innovation is the future of farming.

“I believe in a future where everyone can have access to real food. Smallhold is disrupting the industry by creating a completely new design.”

Part urban farm, part tech startup, Smallhold began as an experiment in a Brooklyn basement. Carter studied ecological design and environmental sciences and has worked in hydroponics (a method of growing plants without soil by using mineral nutrient solutions in a water solvent), including a stint with Window Farms, producers of indoor hanging gardens. He started tinkering around with mushrooms on a whim. “It was real hackery,” he says with a laugh. “It was a lot of fun, but kind of just testing out the market, seeing if people in New York would respond to locally-grown mushrooms. Through that process, we realized that there was a need for it, but there was also a lack of technology and a lack of ability for people to grow commercial amounts of produce on site. So we started building the technology out.” With a background in startups and sales and marketing strategies (he even had his own fashion magazine, FutureClaw), DeMartino rounded out the skill set needed for Smallhold to thrive. The pair had worked on other projects before, including building drones and restoring and selling old motorbikes, and their catalytic dynamic is the stuff of entrepreneurial dreams. “He keeps a lot of things secret now because I tend to try and turn them into businesses,” DeMartino says of Carter. “He’s a wellspring of ideas in terms of how systems should work.”

Smallhold went through a startup accelerator called Techstars, secured investors, hired a small staff, and quickly went from a basement to a shipping container to the Minifarms that they have installed at a growing number of grocers and restaurants including Mission Chinese Food, Kimchee Market, and North Brooklyn Farms. The technology they have developed allows their physical operation to remain incredibly lean and nimble. They pre-grow the mushrooms for three-to-four weeks until they begin to fruit, then it’s off to the in-situ Minifarms, where they mature and are eventually harvested, dramatically closing the gap between farm and table. All of this is controlled via automated, responsive cellular networks that operate 24/7. “But the bigger thing is just allowing us to constantly update the parameters if necessary. So, if they want to grow a different variety, our systems can update it. The customer never has to look at their cell phone or computer or control it in any way,” says Carter.

Andrew with yellow and pink oysters.

Each Minifarm yields anywhere from 30 to 120lbs of mushrooms per week. “One of our main goals is to make local food affordable,” says Carter. “There are a lot of projects that are out there that can grow food locally, but it ends up being kind of expensive and not really accessible, and there are a lot of waste statistics. We see this going larger scale before it goes smaller scale. I think there’s potential in doing these anywhere.” In fact, when Smallhold started, the idea was to bring the Minifarms to traditional farmers to supplement their off-season periods. “Honestly, there are so many different ways that we can sell this thing,” adds Carter. “But we found a customer base in the restaurants and grocery stores, and we have to concentrate on those for now.”

DeMartino believes they are at the very tip of an industry that’s in its nascent stage. “If you look at a picture of a skyscraper that’s overflowing with greens, and it’s providing this abundance for the surrounding urban environment—that’s a picture of sustainability,” he says. “But then if you take it a step further and use the readily available technologies, what you have is an environmentally friendly, nutrient dense type of produce that, in a very short amount of time, anybody can farm, anywhere.”

Yellow oysters.

Chef Tara Norvell, who currently has a dinner residency at Honey’s in Bushwick, has been a champion of the project since its basement days. “After cooking and eating Smallhold mushrooms for the past five years, I feel like I’m just starting to scratch the surface of their culinary potential,” she says. “It’s limitless! I love grilling the blue oysters; the pink and yellow oysters are stunning showstoppers and have distinct and delicious flavors. All of them are amazing to make a broth. The lion’s mane is my favorite, it’s so much fun to work with and eat. I’ve made Bolognese, fried “nuggets,” tamales, chocolate cake…”

Though he quickly became a mushroom fanatic, reading up on mycology and becoming versed in the vast, and (largely untapped), mushroom kingdom, it was Norvell who turned on a light switch for DeMartino in terms of how he viewed mushrooms as food. “If you look at the food pyramid, you don’t see mushrooms on it. You just have everything that’s mandated by the FDA, the USDA, from, like, the 1970s,” he says. “And Tara said, mushrooms basically go around the pyramid. And they also do that on a menu—they can be the center of the plate or go well in an Alfredo.”

Working with chefs is the highlight of DeMartino’s job. “Mainly because the feedback we get about our produce is the most valuable thing—it has guided our intuition,” he says. But to realize Smallhold’s true potential, they want to feed the entire country. “There are so many reasons why mushrooms are the produce they are today, and I think that people are only just beginning to realize what sort of power they have. The chefs are awesome, but they’re in a part of Brooklyn, and it’s not somewhere in the middle of the country or at the bottom of the country. If we can’t reach the cook at home, then I don’t think we’ll have done our job.”

Norvell agrees: “Real food for everyone,” she says. “It seems simple, but capitalism has leached into every part of our food system and I believe in a future where everyone can have access to real food. Smallhold is disrupting the industry by creating a completely new design. More importantly, they aren’t just giving people direct access to real food, but the nutritional value of adding fungi to your daily diet is a type of health insurance on its own.”

Adam DeMartino and Andrew Carter are co-founders of Smallhold, an organic farm that’s distributed throughout partner restaurants, grocery stores, and markets using their Minifarm Technology. To learn more or get a full list of their partner restaurants visit their website.

To read more FvF interviews with New York City based innovators click here.

Text: Natalie Shukur
Photographer: Collin Hughes