Jennifer Waxman is the co-founder and managing partner at Seed2Source. Her career in agribusiness and natural wellness began in 2000 upon graduating with an MBA from the Crummer School of Business at Rollins College. She is considered one of Florida’s leading authorities in Controlled Environment Agriculture (CEA) and Local Food Systems.

In 2000, Jennifer joined the sustainable agriculture sector as a Global Marketing Manager for a company specializing in agricultural water conservation. This role allowed her to work globally with greenhouse operators and farmers and analyze the health conditions related to agricultural practices in various regions. She spearheaded the hydroponic division which was an emerging sector at this time and was pivotal in developing new products for the hydroponics division and assisting growers in creating advanced products and systems. She studied and advised strategies across the business processes, from cultivation to market. Jennifer gained valuable insights into CEA from global leaders before its broad acceptance as a viable commercial venture in the US around 2007. During this tenure, she saw the ‘future of food production’ in several other countries, prior to it becoming an emerging industry in the United States.

In 2005, following her instinct for the direction of the future of food production in the United States, she launched a pioneering Sustainable Agriculture & Wellness consulting firm in Central Florida. The firm focuses on managing supply chains from production to end-user markets. Jennifer has led large consulting projects focusing on sustainable agricultural and food-centric business models, including CEA projects, food-as-medicine models, agrihoods, agritourism, and natural product launches.

She recently exited the Executive Director & Visionary position of The Villages Grown. As the co-founder and Executive Director, she shaped The Villages Grown through a business model centered around the food-as-medicine, community-centric, local food system approach, forming its success foundation. The Villages Grown business model was designed and developed by Jennifer during this tenure.

A respected mentor and leader, Jennifer gives back to the community and she herself was mentored over a 16-year period by wellness leaders Dr. Ron Cusson and Dr. Bill Huggins in the Food-as-Medicine sector. She is a leading advocate for the Local Food Movement in Central Florida, having been a founding member on the board of Slow Food Orlando, mentoring young leaders and non-profits, and hosting educational programs. She has collaborated with organizations such as Orlando Health, FL Hospital, UF Health, University of Florida (IFAS), and UCF Medical Culinary Program, and serves as a global speaker for CEA and a Board Member of Indoor Ag-Con.

Jennifer is passionate about creating a sustainable Local Food System, focusing on bridging the gap between agriculture and optimal wellness. Her approach seeks to counter the negative effects of the Standard American Diet and the repercussions of an over-fed, yet undernourished society. As a Keynote Speaker at various conferences, she emphasizes the crucial link between food and health. Jennifer’s goal is to educate the agricultural sector on nutrient-dense growing methodologies and the public on the importance of a hyper-local, plant-forward, clean diet.
Key Attributes: A visionary with the ability to set the company’s direction, implement its strategy and ensure success through market insight and expertise. Qualifications: Leadership, Vision, Strategy, Financial Acumen, Problem-Solving, Adaptability, Integrity, Emotional Intelligence, Customer Focus, Decision Making, and Passion.

Board & Advisory Positions, coupled with Annual Reoccurring Speaking Engagements Positions and Editorial Publications (Past & Present): University of Florida — The University of Florida’s Institute of Food and Agricultural Sciences (UF-IFAS); International Fresh Produce Alliance (‘IFPA’), CEA Council, Valencia Community College (Ag Program); Indoor-Ag Con; Indoor Ag-Tech; International Sprout Growers Association; Florida Restaurant & Lodging Association, American Culinary Federation, UCF College of Medicine; Good Food Central Florida; Slow Food Orlando; Fleet Farming; Green Works Orlando; Edible Orlando; The Villages Daily Sun