. >> reporter: joining me now is paul lightfoot, ceo of brightfarms and ceo ben flanner.usiness trends on urban agriculture. good to see you. paul, you are linking grocery stores to roof farms. tell me how that works. you are building the world's largest roof green house in brooklyn. >> we sign long-term contracts with supermarket chains and we use the contracts to attract capital to build green house farms that we operate on behalf and for our supermarket clients bringing produce that is better, frerner,ing tastier, healthier, better for their profits and the planet as well in rooftop farming how does it work? how do the numbers work in terms of efficiency. >> we are bypassing supply chain and growing vegetables right where they are consumed, across new york city. we sell mostly to the consumers throughout farmers' markets and csa's and wholesale to restaurants. >> is there any difference in terms of how vegetables are grown in an urban place, versus somewhere else, a large farm where you have a lot of land? >> we have a lot of similarities. organic farming approach. we

. >> joining me now, ceo of bright farms and brooklyn grange's ceo ben flanner. thank you so much for joining us. really good to see you. so, paul, you are linking grocery stores to roof farms. tell me how that works. you're building the largest roof greenhouse in brooklyn. >> long-term contracts with supermarket chains and attract the capital to build the greenhouse farms we operate on behalf of supermarket clients bringing them produce that's better, fresher, it's healthier, it's better for their profits and better for the planet as well. >> ben, add adverse smaller percentage of each dollar we're spending on food makes it back to farmers or producers. in rooftop farming, explain how this works. how do the numbers work out for you in terms of efficiency? >> we're bypassing the supply chain, we're growing vegetables right where they're consumed across new york city. and we sell mostly directly to the consumers through our farmers markets and csas and wholesale to restaurants. >> now, is there any sort of difference in terms of how vegetables are grown in an urba