Daniel Bosman is building infrastructure for healthier food with Our Greenery. The Room Garden enables hyperlocal indoor growing where people actually eat — in canteens, hotels and hospitals, with DTC scaling planned later. In this episode we talk about go-to-market strategy, ROI and operational workflows, diversity over monoculture, open access instead of lock-in — and the long-term vision of making nutrition more personalized and programmable.

In this conversation you’ll learn:

- why Our Greenery scales B2B first (and pushes DTC later)
- how the 4-phase go-to-market strategy works
- how the Room Garden operates day-to-day: plug-and-play, furniture-grade design, one outlet
- how ROI, procurement lists and payback are calculated in B2B
- why diversity reduces pest pressure and improves flavor
- how open access + community experiments accelerate product development
- why local production in Europe is the more future-proof bet
- how Daniel thinks about copycats, patents and collaboration
- how Our Greenery plans break-even, non-dilutive funding and VC growth

Timestamps:

00:00 – Intro: procurement list & “fresh” as a system
01:35 – Daniel & Our Greenery
02:30 – B2B focus & strategy
03:08 – Go-to-market phases
05:03 – Pivot to B2B scaling
06:06 – Room Garden: design & tech
07:44 – Large kitchens & hospitals
08:26 – Origin story & mission
11:30 – ROI & operational workflows
15:18 – 2,400 km vs. 2.4 m
18:05 – Vertical farming models
29:19 – Scaling production
32:42 – Vision & product variants
34:59 – Subscription model & open access
49:10 – Copycats & patents
50:39 – Financing strategy