Gina Sopa spent thirty-two years in the air, flying for Delta. When she came down to earth — retiring in 2020, in the middle of a pandemic, a few years after losing her husband — she didn't have a grocery background or a business plan. What she had was a habit of praying about what came next, and a conviction, built from years volunteering at food pantries and at Trickle B Cafe, that something was broken: good produce thrown in dumpsters, blocks from people who couldn't get to a grocery store.

So on January 6, 2021, on a borrowed corner of Cloud Nine Workshop on North Avenue, she opened a folding table. The rule was simple: take what you need, pay what you can. Four years later, when that lease ended, the model found a second home at Concordia 27, near 27th and Wells — a stretch of Milwaukee where fresh food access has become hard to find. Milwaukee's county executive, mayor, and Near West Side Partners have all shown up to support it since.

This conversation traces that arc — from a dumpster full of cauliflower, to a truck full of veggies that showed up the moment she ran out of produce, to her five-year vision of Greater Good(s) locations scattered across the city. It's a conversation about dignity, about a business that runs on faith and math at the same time, and about what it actually looks like to move Wisconsin forward — the state's own motto — one neighborhood at a time.