Fred describes Haberman as playing the role of the "modern storyteller" because "a great story can truly change the world." And this world-changing philosophy applies especially to the stories of brands in the good food movement. More recently, Fred developed a hydroponic facility called Urban Organics in the old Hamm's brewery in Minneapolis. Urban Organics raises tilapia alongside chard, kale, basil, cilantro and parsley. In their closed-loop system, fish provide nutrients for the plants to grow while the roots of the plants provide clean water for the fish. This model of agriculture uses less than 2% of the water used by traditional farms.