The vegetables and fruits grown inside a Burlington, New Jersey greenhouse look completely ordinary.
But Solomon Fried's crops are different. He goes to extreme lengths to make sure they are free of bugs.
"You're always looking for insects, I would imagine? Yes, that's a 24-hour thing. They never sleep, so we have to be alert," Fried said.
Fried is obsessed with bugs because his produce is sold in Brooklyn's ultra-orthodox community, and insects are not kosher. Jews who strictly observe religious dietary rules do not even want to eat them accidentally.
"The problem is there are many insects that lodge themselves into the vegetables, the fruits, whether it is on the leaf, sometimes it is inside the veins of the leaf itself," explained Rabbi Marc Penner of Yeshiva University.
Removing bugs from typically farmed produce often requires intense washing. At this kosher restaurant, a rabbi with the Orthodox Union spends 15 minutes soaking strawberries in soapy water and examining them with a light before certifying they're insect-free.
The requirement is so onerous many observant Jews avoid farm-fresh fruits and vegetables altogether and stick to pre-packaged produce already checked by rabbis, limiting their food choices.
Until a few years ago, there was only romaine and iceberg. A restaurant had to serve regular romaine and a nice dish," Fried said.
Fried, a Hasidic Jew who worked in the food industry, sensed a business opportunity. Two years ago, he opened a 3,000 square foot greenhouse in Central New Jersey to farm produce in a strictly bug-free environment.
He grows greens hydroponically in water and raises strawberries with a soil substitute - environments not friendly to insects. For extra protection, he seals the greenhouse with netting and corking.
Michael Scotto: A rabbi comes in once a week and inspects?
Fried: Yes, and they wash it down. and then I have to wait for the phone call to see if approved or not approved. And so far we have been on the approved list.
Fried says his strawberries are the first some Jews in Borough Park have ever tasted.
And with the orthodox population growing, so is Fried's business. He delivers to gourmet kosher markets and restaurants in Borough Park, like Upside Craft Burger where the owner no longer must pay a rabbi to inspect the greens.
"Getting everything right with quality was almost impossible on a consistent basis. It was impossible," said Yanky Mayer, owner of Upside Craft Burger.
Fried says there's enough demand that he will soon relocate to a larger greenhouse, growing more produce insect-free.