Michael Kelly is catalyzing a nationwide movement to substantially increase the number of people growing their own food. Through his viral organization Grow It Yourself (GIY), he is creating simple structures to tap into and cross-pollinate existing knowledge, excite new participants, and spread food growing on a massive scale. Michael is creating a national network of local Grow It Yourself groups designed to provide a grassroots, tangible structure to the local food movement and spark new growers by capitalizing on the knowledge of mavens in the area. Michael compares his structure to that of Alcoholics Anonymous, envisioning GIY meetings available everywhere and offering a well-established open community in every town and city. Rather than relying on expensive courses or politically-driven agendas, Grow It Yourself groups provide a place where neophytes can mingle with master gardeners to learn the tips and tricks of growing food from one another, offering a mechanism to integrate structure into fragmented local food initiatives. Michael has created a sticky organizational model that facilitates viral spread—his program, offering free monthly meetings consisting of group skill-sharing around gardening, focuses specifically around building community between participants, and works equally well in cities, villages, rural areas, or corporate settings. Currently fielding over sixty groups with roughly 5,000 members around Ireland within a year of the program’s inception, he also has interested citizens furthering expansion of the program in three foreign countries.