#10 How A Startup Business Beat Amazon In Their First Deal, With Noah Verin, CEO & Founder Of Urban Green

My guest today is Noah Verin. Noah is a client of mine and is the CEO & Founder of Urban Green, a vertical farm located in the Barangaroo Towers in Sydney that grows and distributing Microgreens to a wide range of top Sydney restaurants, as well as installing vertical farms in the CBD headquarters of large corporates.

Some of the highlights of our conversation include taking a non-negotiable approach to solving problems, the secret ingredient to good business, why coaching is for those who are ready to take leadership seriously, and how Noah beat Amazon in one of his first major deals. 

Noah is an ex-chef and environmental science graduate with a passion for flavoursome, healthy, and aesthetically pleasing food as well as a passion for caring for the environment. Over the past two years, Urban Green have been awarded NSW winners of the Harvey Norman NSW Produce Awards, and the farm has also been featured on ABC’s Gardening Australia, on Channel 10’s Taste of Australia, and most recently on Landline. You can check out the show notes for a link to the Landline documentary. 

While the Macquarie bankers hop in the lift and head skyward, the Urban Green team hit the down button and descend to their subterranean vertical farm to grow their flavoursome range of over 40 micro greens.

You’ll find Urban Green’s sustainably grown marigold leaf, lemon balm and red-veined sorrel “the Mercedes Benz of microgreens”, popping up on the menus of top Sydney restaurants such as Monopole, Yellow, Woodcut, the Bentley Group, Pilu, and O Bar Restaurant & Dining, as well as smaller cult following eateries such as Bennett St Dairy & Cuckoo Callay.

Check out the recent Landline documentary on Urban Green at: https://www.youtube.com/watch?v=LNg3IOqlCXw 

If you'd like to learn more about Urban Green, go to: https://www.urbangreensydney.com/ 

You can contact Noah directly at: [email protected] 

To learn more about what it takes to be an evolved leader, and to check out our other podcast episodes, go to:  https://www.evolvedstrategy.com.au