All of us have visited or heard about the infamous Green Jeans Farmery located off Cutler just north of I40. You’ve probably stopped by for a quick bite at Bocadillos during the work week, or visited Santa Fe Brewing Company on the weekend with a group of friends. Well, Founder and Developer, Roy Solomon let us in on a few interesting facts about Green Jeans Farmery.
1. Green Jeans Farmery was originally going to be named “Hydroponic Farm”.
So, what exactly does “Hydroponic” mean? Most of us have probably seen those pretty cool plants in glass vases that grow in water, without soil. Hydroponic is the proper term for growing plants with added nutrients, minus the soil. Roy intended on creating a hydroponic farm, where eateries within Green Jeans could utilize the crop for their food, creating a healthy innovative supply for ingredients. Roy decided to put this idea on layaway to make more room for shipping containers and parking. The name “Green Jeans” still implies the green initiative of re-purposing shipping containers, and the local, fresh produce the eateries utilize for their food.
2. Speaking of shipping containers, how much do those things cost?
Shipping containers that are beat-up and have seen some mileage go for somewhere around $3,000, depending on the size. Roy advised that Green Jeans uses “one-way” shipping containers, meaning they have only been used once. This ensures they are in good condition, and can operate efficiently and properly as a shelter for a business. Despite the simplicity of the idea behind utilizing shipping containers to house a business, they require the same building code approval as any other business that has four walls and a ceiling.
3. Green Jeans is a cooperative.
All twelves businesses within Green Jeans operate by principles that will strengthen the establishment as a whole. Green Jeans boasts many shops, including: Santa Fe Brewing Company, Amore Neapolitan Pizzeria, Bocadillos New Mexico, Epiphany Espresso, Rustic on the Green, Chill’N, Chumly’s Southwestern, Zeus’ Juice & Nutrition, Rockin’ Taco, Broken Trail Spirits + Brew, Sacred Garden, and Fashion Locker. Green Jeans adopts a holistic approach to the operations of the development. All the tenants of Green Jeans meet, discuss, and brainstorm. They all contribute to the bills, advertising, and overall success of the co-op. Each business has one week per quarter to offer a promo, event, or attraction, and the remaining eleven piggyback off the attraction to make it a Green Jeans collab. For example, Bocadillos’ owner and chef was featured on “Chopped” and to celebrate, Santa Fe Brewing hosted a viewing party. Additionally, the tenants have organized live bands, book signings, yoga, and more.
4. Criteria: Q.P.C.E.
What’s the criteria to be a part of the Green Jeans Farmery family? Quality, passion, compatibility, and excitement. Roy created a family environment for the twelve businesses where the focus remains on providing unique products fueled by quality and passion. Tenants must be compatible as their neighbors are right around the corner, literally. Finally, tenants must possess excitement in order to create a synergy that maximizes opportunity.
5. Simplicity is the goal.
Roy’s goal for Green Jeans is to make things easy on his tenants. Small local businesses make up Green Jeans’ DNA and simplicity allows them to focus on their product or service. Along the way, Roy has learned how to provide structure…without adding too much structure. The biggest lesson he took away from this project is to, “make sure you’re well-educated on pitfalls.”
Attend this month’s Lunch and Learn to hear from the man himself, Roy Solomon and his many business ventures.