Based at Berea College, Grow Appalachia was created in 2009 through funding from John Paul Dejoria, co-founder and owner of John Paul Mitchell Systems and Patron Tequila, to address the problem of food security in Appalachia. Grow Appalachia emphasizes food production in order to introduce as much no-cost, fresh, healthy food as possible to the region. The basic goal is to help as many families grow as much of their own food as possible. Rather than apply a cookie cutter approach to nutrition-based wellness, Grow Appalachia meets families where they live and addresses their specific needs. Some families need only help with tillage and fertilization. Some families need to start from scratch. Some elderly and disabled gardeners need help with the hard labor of preparing beds, planting and cultivation, and Grow Appalachia connects them with young people to enable them to keep food security at their own homes.