This is HUGE. What's much more interesting is not getting this into grocery stories but into homes. Delivery costs and spoilage represent something like 40% or so of produce costs, maybe more. So in theory it would be much more efficient if you could grow your own vegetables and fruits at home. Right now, only a few things like basil can be grown this way, but probably in time, we can via "breeding" have many other fruits and vegetables that can be grown on a smaller scale in the home.

I personally like this because of trust...I don't want pesticides in my food and I don't trust organic farmers markets who probably just bought their produce at a local grocery store then mark it up double for me ;-D. So I'd much rather grow myself if it was easy enough to do.