We had the good fortune of connecting with LUCA DE MATTEIS and we’ve shared our conversation below.

Hi LUCA, what matters most to you?
Throughout my life, I’ve identified two core values that resonate deeply with me: Health and Community.

Having grown up as an athlete, my appreciation for physical strength and well-being has been a constant. I’ve come to realize that, above all else, health is the cornerstone upon which everything else stands. Possessing good health opens up a world of possibilities and enjoyment.

My Italian heritage has instilled in me the profound significance of family and community. From an early age, I learned that these bonds not only make everyday tasks smoother but also create a foundation for lasting memories. Sharing moments, big or small, with loved ones solidifies those memories, making them eternally cherished. We are social animals after all.

This understanding has shaped my perspective on everything I do, influencing how I approach both personal and professional aspects of my life

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
The story of UrbanTerra began when our co-founder, Kenner, decided to play (he is still a little kid at heart) with some soil on his rooftop to see if he could grow his favorite greens and berries. By testing, experimenting, engineering he created over the years a lush urban oasis.
Then his beautiful wife Sara, introduced him to me, to share the excess production.

I grew up having fresh produce because of my dad’s passion for agriculture and my grandparents little farm in Napoli and I had been missing the joy of seeing a simple tomato grow, while living in the middle of the city.

It was too good, too simple, too revolutionary. It all made “commune sense”: Let’s start growing fresh produce in unused spaces.

Since then, we’ve been on a beautiful journey to change the way people think about food production and consumption in urban areas.

By giving people the power to grow their own produce, we can create a more sustainable and fun future for everyone.

At Urban Terra, we’re not just growing food, we’re growing communities. We believe that by bringing people together around food, we can create stronger, healthier, and more connected neighborhoods. “It takes a village”.

Challenges arose as people are accustomed to the convenience of grocery stores. Many claim a lack of time, or lack of spare capital to invest in UrbanTerra’s product, but we believe it stems from a limited understanding of the impact achievable through self-sustainability and a genuine concern for our planet.

We’re navigating the journey of turning a promising concept into a profitable business.

The ups and downs are constant especially because personal life and “office job” duties, but it all goes away when I can pick up a fresh salad simply walking upstairs to my roof or when I can gift some of the excess produce with my friends.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
My best friend from Italy came to visit Los Angeles recently and those are some of the things we enjoyed :

Surfing in Manhattan Beach and skateboarding, walking on the strand looking at some beautiful houses, getting all the way to the Redondo Pier and getting fresh fish at the local fish market. Have a California Burrito at El Tarasco in MB and an ice cream sandwich at the MB Cremery.

We walked Venice Beach, stopping by the many little shops and then got on a friend’s barge to cruise the canals.

Took a breath-work class at OPEN in Venice.

My best friend proposed to his girlfriend on the ferris wheel in Santa Monica, prior to it we walked around 3rd Street Promenade and celebrated for dinner at the Proper hotel in SM.

We had a drink at Terranea in Palos Verdes and visited the Getti Villa in Malibu.

We also had an epic late night party at the Future Factory DTLA

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Shoutout to Kenner Cooper and Sara Quazi – cofounders and business partners at UrbanTerra.

Also, I am super appreciative of my friend Pack Landfair for the introduction.

Last , I am grateful for the teaching of Jamie Wheal and his incredible book “Recapture the rapture”

Website: urbanterra.co

Instagram: ubranterra.la

Image Credits
UrbanTerra

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