In 2008, I was introduced to a guy who is, indirectly, responsible for the creation of Vedge. His name is Casey Spacht, and he runs Lancaster Farm Fresh, a co-op of small farms in central Pennsylvania.
The day Casey brought me a sample box of vegetables from his co-op, it was clear that it had been picked that morning. Carrots with their bright green leaves still attached, fennel with beads of water on it that looked juicy enough to bite into like an apple. Swiss chard so crisp you could snap a leaf off! This was produce!