They're Building Homes with Grass. It Actually Works. w/ Josh Dorfman

Josh Dorfman explains how Planted is turning fast-growing grass into structural building panels now used by DR Horton, the largest home builder in America.In this episode of RealDealChat, Jack sits down with Josh Dorfman, CMO of Planted and founder of climate media company Supercool, to break down one of the most unusual innovations hitting the construction supply chain right now.Planted is replacing traditional lumber and oriented strand board with panels engineered from a perennial grass that grows 10x faster than trees, can be harvested one to two times per year, and locks carbon into the walls of homes rather than releasing it into the atmosphere. Their factory sits inside a former American Spirit cigarette plant in Oxford, North Carolina, and their partner is DR Horton — the builder behind one in every seven homes built in America.Topics covered:How Planted went from a SpaceX engineering team to a working construction materialWhy planting trees alone cannot solve the carbon math at scaleThe perennial grass that out-competes timber on cost, supply chain stability, and carbon captureWhy former tobacco farmers in North Carolina are switching to this cropHow tariffs, Canadian wildfires, and Baltic birch disruptions are accelerating demand for domestic alternativesPlanted's long-term stable pricing model and how it beats commodity timber volatilityThe marketing playbook for a disruptive startup in a slow-moving industryWhy brand fragmentation kills startups even when the product is workingAI tools, bottlenecks, and the entrepreneur lie most founders tell themselvesThis one is for builders, real estate investors, developers, and anyone watching material costs eat into project margins.🔗 Learn more about Josh's climate media company: https://getsuper.cool🔗 Build systems for your investing business: https://realdealcrew.com#RealEstateInvesting #HomeBuilding #ConstructionInnovation #SustainableBuilding #Climatetech #SupplyChain #BuildingMaterials #RealDealChat #EntrepreneurMindset #GreenBuildingWork With RealDealCrewIf you’re already closing deals but your intake, follow-up, or visibility feels inconsistent, here are two ways to go deeper:Take the Deal Intake AssessmentSee how resilient your current operation actually is.→ https://assessment.realdealcrew.comBook a Fit CallIf you want to explore what a fully system-driven deal flow looks like, let’s talk.→ https://realdealcrew.com/bookLIKE • SHARE • JOIN • REVIEWWebsiteApple PodcastsYouTubeYouTube MusicSpotifyAmazon MusicFacebookTwitterInstagram