Skip to main content


Eat as you are.
Lettuce for the 21st century.

The current food system uses most of our land and water. It is the biggest cause of biodiversity loss and deforestation and accounts for about a quarter of all greenhouse gas emissions.

Although we depend on nature to feed us, how we produce our food is the greatest threat to the planet today.

Facing this gigantic challenge, urban agriculture was born to:

  • offer solutions that allow us to grow much more with less
  • reduce our carbon footprint by growing in the city itself
  • reconnect with tastes, textures, and smells of freshly cut vegetables, without chemicals
  • or pesticides while drastically reducing water use

Inés and Ana, two cousins who have sustainability written in their dna, have jumped on this bandwagon but wanted to go one step further. They wanted to bring the VIVO product closer to the locally conscious consumer by making it possible to consume the food in its optimal state. As if it had come from our own vegetable garden at home.

This was their way of offering a tribute to their grandparents’ farming origins and to the nutrients, tastes, smells and textures that had been lost through overfarming. On their journey, they met Javi and Antonio who grew microgreens with the same philosophy and decided to join forces.

Together they created ekonoke with the local conscious consumer in mind who distrusts big brands and seeks transparency and health by choosing food that is as unprocessed as possible.

ekonoke’s vision turns the famous “you are what you eat” into “eat as you are”: Eat as you are is based on the values of sustainability, transparency and integrity, from a personality that radiates optimism and positivity.

Buying ekonoke means betting on a better world, bringing living products to your kitchen as if it were your grandparents’ garden, not giving up on taste, being ethical, creating inclusive employment, being local, not producing waste, not polluting, growing without chemicals or pesticides, not using single-use plastics, having a negative carbon footprint, making the most efficient use of water, using only renewable energy and, in short, offering solutions that are in line with the principles of the conscious consumer and their own.

Plázida collaborated with Ángel Espinosa to create a Minimum Viable Brand, from the definition of the Brand Platform to the creation of the verbal, visual and digital identity, including some specific elements of a mass-market brand such as the applications on the packaging or the definition of a form of expression that would help them acquire notoriety and preference from start of their launch; as if it had always existed. Get to know it here!