In Naples, New York, a sizable organic seed company, Fruition Seeds, caught many off guard with its decision to cease sales and offer hundreds of seed varieties for free. The company’s owners, Petra Page-Mann and Matthew Goldfarb, expressed a shift in their approach, emphasizing the concept of seeds as gifts to be shared rather than commodities to be sold. This change comes after Fruition Seeds recorded over $22 million in sales in 2022 and attained recognition in venues like the New York Botanical Garden’s shop.
With plans to halt sales on August 27 and operate on a $76,000 budget through donations and community support, the company is embracing a new vision that prioritizes accessibility and community engagement. The decision to transition from selling seeds to giving them away reflects their belief in the gift economy and a desire to explore alternative models of operation.
Page-Mann and Goldfarb aim to distribute seeds through events and visits to different cities in the Northeast region next year, expanding on their previous initiatives with seed libraries, swaps, and community harvests. While the move has resonated with some in their local community and beyond, there are also voices expressing confusion and concern over the sustainability of this new approach.
The founders cited their experiences during the COVID-19 pandemic, where they made their online growing courses free of charge, as a source of inspiration for this transformation. They are now seeking support in various forms, from financial contributions to practical supplies, to sustain their endeavor and foster a culture of giving within their community.
Despite uncertainties and challenges ahead, Page-Mann and Goldfarb remain optimistic about the potential impact of their decision. While acknowledging the complexity of the transition and the mixed reactions it has elicited, they are committed to charting a new path grounded in principles of collaboration, generosity, and sustainability.
As Fruition Seeds enters this new chapter, they are guided by a vision of cultivating a more interconnected and equitable agricultural landscape, shaped by values of reciprocity and collective well-being. The road ahead may be uncertain, but the spirit of experimentation and mutual support propels them forward towards a future where seeds are not just products but shared gifts that nurture community and connection.
