James Prigioni makes popular gardening videos on YouTube. In one, he wanted to see if he could grow a whole tomato plant by planting the seeds from a tomato on a McDonald’s burger. He picked up a Deluxe Quarter Pounder with cheese, pulled out a tomato slice, and removed two seeds. After rubbing the seeds on a paper towel to remove the protective coating, which can inhibit sprouting, they were ready to plant.
Trying out different seed-planting methods
But like any good scientist, Prigioni wanted to try a different method for testing McDonald’s tomato seeds. So he pulled a slice of tomato from a second Quarter Pounder and, instead of extracting the seeds, planted the entire slice.
With the help of a heat mat and a grow lamp, both sets of seedlings germinated and sprouted in soil-filled red Solo cups in about a week. After they were fully established, Prigioni separated the plants so they could thrive individually before being planted outside.
He planted one of the plants in the ground outside and another in a 5-gallon bucket. He then showed how he culled the lower leaves as they developed blight and used a tomato cage to support the plants as they produced fruit and grew heavier. He also added extra fertilized soil and mulch to the bucket plant.
Transplanting a tomato plant outside. Photo credit: Canva
The harvest was unexpected
After three months, the plants were producing abundant fruit. The bucket plant didn’t perform as well as the in-ground plant, which Prigioni said was due to insufficient watering during very hot days. The bucket plant also ripened faster, likely due to the stress it had been under. Still, it was an impressive harvest, especially for a plant that started on a McDonald’s burger.
The in-ground McDonald’s plant was even more incredible, with dozens of tomatoes dripping from it.
“I expected this tomato to grow,” Prigioni said, “but I did not expect this.”
Sliced-up tomatoes. Photo credit: Canva
The fruit from both plants tasted good and sweet, he said. By the fourth month, the in-ground plant was starting to struggle with its health, but not with its fruit production.
“The plant had so many tomatoes on it that it seemed like it was having a little difficulty ripening that much fruit at one time,” Prigioni said. “I mean, I have had some plants with a lot of tomatoes on them, but never in my life have I seen a single tomato plant with this much fruit on it. I was completely blown away.”
How the McDonald’s tomatoes compared
He said one of his favorite parts of the experiment was seeing what kind of tomatoes would grow from the seeds. He thought it might be a beefsteak variety, but it turned out to be a Roma type. However, he surmised that the McDonald’s tomato was likely a hybrid, based on its ripening characteristics.
Prigioni also shared how the McDonald’s tomato plants compared with his other tomato plants.
“In another area of the garden, I grew Roma tomatoes that I got from Lowe’s, and I planted them at the same time as the McDonald’s tomatoes,” he said. “The harvest from them wasn’t quite as large, but the fruit ripened way more evenly, and I was able to harvest a lot more fresh fruit right off the vine that was ripe.”
There’s nothing like a tomato right off the vine. Photo credit: Canva
“Overall, I was shocked with the level of production,” he continued. “And this is probably my favorite experiment that I’ve ever done. I mean, to be able to take a cheeseburger, grab a tomato from it, then grow a tomato plant, and then harvest pounds and pounds of tomatoes from it is just such a unique and refreshing experience.”
Perhaps an unexpected result, but a great way to challenge our assumptions and demonstrate the power of nature, even in the context of fast food.
In a small village in Pwani, a district on Tanzania’s coast, a massive dance party is coming to a close. For the past two hours, locals have paraded through the village streets, singing and beating ngombe drums; now, in a large clearing, a woman named Sheilla motions for everyone to sit facing a large projector screen. A film premiere is about to begin.
It’s an unusual way to kick off a film about gender bias, inequality, early marriage, and other barriers that prevent girls from accessing education in Tanzania. But in Pwani and beyond, local organizations supported by Malala Fund and funded by Pura are finding creative, culturally relevant ways like this one to capture people’s interest.
The film ends and Sheilla, the Communications and Partnership Lead for Media for Development and Advocacy (MEDEA), stands in front of the crowd once again, asking the audience to reflect: What did you think about the film? How did it relate to your own experience? What can we learn?
Sheilla explains that, once the community sees the film, “It brings out conversations within themselves, reflective conversations.” The resonance and immediate action create a ripple effect of change.
MEDEA Screening Audience in Tanzania. Captured by James Roh for Pura
Across Tanzania, gender-based violence often forces adolescent girls out of the classroom. This and other barriers — including child marriage, poverty, conflict, and discrimination — prevent girls from completing their education around the world.
Sheilla and her team are using film and radio programs to address the challenges girls face in their communities. MEDEA’s ultimate goal is to affirm education as a fundamental right for everyone, and to ensure that every member of a community understands how girls’ education contributes to a stronger whole and how to be an ally for their sisters, daughters, granddaughters, friends, nieces, and girlfriends.
Sheilla’s story is one of many that inspired Heart on Fire, a new fragrance from the Pura x Malala Fund Collection that blends the warm, earthy spices of Tanzania with a playful, joyful twist. Here’s how Pura is using scent as a tool to connect the world and inspire action.
A partnership focused on local impact, on a global mission
Pura, a fragrance company that recognizes education as both freedom and a human right, has partnered with Malala Fund since 2022. In order to defend every girl’s right to access and complete 12 years of education, Malala Fund partners with local organizations in countries where the educational barriers are the greatest. They invest in locally-led solutions because they know that those who are closest to the problems are best equipped to solve and build durable solutions, like MEDEA, which works with communities to challenge discrimination against girls and change beliefs about their education.
But local initiatives can thrive and scale more powerfully with global support, which is why Pura is using their own superpower, the power of scent, to connect people around the world with the women and girls in these local communities.
The Pura x Malala Fund Collection incorporates ingredients naturally found in Tanzania, Nigeria, Pakistan, and Brazil: countries where Malala Fund operates to address systemic education barriers. Eight percent of net revenue from the Pura x Malala Fund Collection will be donated to Malala Fund directly, but beyond financial support, the Collection is also a love letter to each unique community, blending notes like lemon, jasmine, cedarwood, and clove to transport people, ignite their senses, and help them draw inspiration and hope from the global movement for girls’ education. Through scent, people can connect to the courage, joy, and tenacity of girls and local leaders, all while uniting in a shared commitment to education: the belief that supporting girls’ rights in one community benefits all of us, everywhere.
You’ve already met Sheilla. Now see how Naiara and Mama Habiba are building unique solutions to ensure every girl can learn freely and dare to dream.
Naiara Leite is reimagining what’s possible in Brazil
Julia with Odara in Brazil. Captured by Luisa Dorr for Pura
In Brazil, where pear trees and coconut plantations cover the Northeastern Coast, girls like ten-year-old Julia experience a different kind of educational barrier than girls in Tanzania. Too often, racial discrimination contributes to high dropout rates among Black, quilombola and Indigenous girls in the country.
“In the logic of Brazilian society, Black people don’t need to study,” says Naiara Leite, Executive Coordinator of Odara, a women-led organization and Malala Fund partner. Bahia, the state where Odara is based, was once one of the largest slave-receiving territories in the Americas, and because of that history, deeply-ingrained, anti-Black prejudice is still widespread. “Our role and the image constructed around us is one of manual labor,” Naiara says.
But education can change that. In 2020, with assistance from a Malala Fund grant, Odara launched its first initiative for improving school completion rates among Black, quilombola, and Indigenous girls: “Ayomidê Odara”. The young girls mentored under the program, including Julia, are known as the Ayomidês. And like the Pura x Malala Fund Collection’s Brazil: Breath of Courage scent, the Ayomidês are fierce, determined, and bursting with energy.
Ayomidês with Odara in Brazil. Captured by Luisa Dorr for Pura
Ayomidês take part in weekly educational sessions where they explore subjects like education and ethnic-racial relations. The girls are encouraged to find their own voices by producing Instagram lives, social media videos, and by participating in public panels. Already, the Ayomidês are rewriting the narrative on what’s possible for Afro-Brazilian girls to achieve. One of the earliest Ayomidês, a young woman named Debora, is now a communications intern. Another former Ayomidê, Francine, works at UNICEF, helping train the next generation of adolescent leaders. And Julia has already set her sights on becoming a math teacher or a model.
“These are generations of Black women who did not have access to a school,” Naiara says. “These are generations of Black women robbed daily of their dreams. And we’re telling them that they could be the generation in their family to write a new story.”
Mama Habiba is reframing the conversation in Nigeria
Centre for Girls' Education, Nigeria. Captured by James Roh for Pura
In Mama Habiba’s home country of Nigeria, the scents of starfruit, ylang ylang and pineapple, all incorporated into the Pura x Malala Collection’s “Nigeria: Hope for Tomorrow,” can be found throughout the vibrant markets. Like these native scents, Mama Habiba says that the Nigerian girls are also bright and passionate, but too often they are forced to leave school long before their potential fully blooms.
“Some of these schools are very far, and there is an issue of quality, too,” Mama Habiba says. “Most parents find out when their children are in school, the girls are not learning. So why allow them to continue?”
When girls drop out of secondary school, marriage is often the alternative. In Nigeria, one in three girls is married before the age of 18. When this happens, girls are unable to fulfill their potential, and their families and communities lose out on the social, health and economic benefits.
Completing secondary school delays marriage, and according to UNESCO, educated girls become women who raise healthier children, lift their families out of poverty and contribute to more peaceful, resilient communities.
Centre for Girls’ Education, Nigeria. Captured by James Roh for Pura
To encourage young girls to stay in school, the Centre for Girls’ Education, a nonprofit in Nigeria founded by Mama Habiba and supported by Malala Fund and Pura, has pioneered an initiative that’s similar to the Ayomidê workshops in Brazil: safe spaces. Here, girls meet regularly to learn literacy, numeracy, and other issues like reproductive health. These safe spaces also provide an opportunity for the girls to role-play and learn to advocate for themselves, develop their self-image, and practice conversations with others about their values, education being one of them. In safe spaces, Mama Habiba says, girls start to understand “who she is, and that she is a girl who has value. She has the right to negotiate with her parents on what she really feels or wants.”
“When girls are educated, they can unlock so many opportunities,” Mama Habiba says. “It will help the economy of the country. It will boost so many opportunities for the country. If they are given the opportunity, I think the sky is not the limit. It is the starting point for every girl.”
From parades, film screenings to safe spaces and educational programs, girls and local leaders are working hard to strengthen the quality, safety and accessibility of education and overcome systemic challenges. They are encouraging courageous behavior and reminding us all that education is freedom.
Experience the Pura x Malala Fund Collection here, and connect with the stories of real girls leading change across the globe.
In the era of supermarkets and wholesale clubs, growing your own food isn’t a necessity for most Americans. But that doesn’t mean it’s not a good idea to try.
A household garden can be a great way to reduce your grocery bill and increase your intake of nutrient-dense foods. It can also be a good source of exercise and a hobby that gets you outside in the sunshine and fresh air more often. However, not everyone has a yard where they can grow a garden or much outdoor space at all where they live. You can plant things in containers, but that requires some upfront investment in planters.
Potted plants and herbs can thrive in a container garden. Photo credit: Canva
Or does it? Gardener James Prigioni set out to see if an Amazon shipping box would hold up as a planter for potatoes. He took a basic single-walled Amazon box, lined it with dried leaves to help with moisture retention, added four to five inches of soil (his own homegrown soil he makes), added three dark red seed potatoes, covered them with more soil, added a fertilizer, then watered them.
He also planted a second, smaller Amazon box with two white seed potatoes, following the same steps.
Two weeks later, he had potato plants growing out of the soil. Ten days after that, the boxes were filled with lush plants.
Prigioni explained how to “hill” potato plants when they grow tall enough, which helps encourage more tuber growth and protect the growing potatoes from sunlight. Hilling also helps support the plants as they grow taller so they don’t flop over. He also added some mulch to help keep the plants cooler as the summer grew hotter.
After hilling, Prigioni only needed to keep up with watering. Both varieties of potatoes flowered, which let him know the tubers were forming. The red potato leaves developed some pest issues, but not bad enough to need intervention, while the white potato plants were unaffected. “It goes to show how variety selection can make a big difference in the garden,” he explained.
The visible plants have to start dying before you harvest potatoes, and Prigioni checked in with the boxes themselves when they got to that point.
“I am pleasantly surprised with how well the boxes held up,” he said, especially for being single-walled boxes. The smaller box was completely intact, while the larger box had begun to split in one corner but not enough to affect the plants’ growth. “This thing was completely free to grow in, so you can’t beat that,” he pointed out.
Prigioni predicted that the red potatoes grown in the larger box would be more productive. As he cut open the box and pulled potatoes from the larger box, they just kept coming, ultimately yielding several dozen potatoes of various sizes. The smaller box did have a smaller yield, but still impressive just from two potatoes planted in an Amazon box.
People often think they don’t have room to grow their own food, which is why Prigioni put these potato boxes on his patio. “A lot of people have an area like this,” he said.
“I will never look at cardboard boxes the same,” Prigioni added. “There are so many uses for them in the garden and it’s just a great free resource we have around, especially if you’re ordering stuff from Amazon all the time.”
People loved watching Prigioni’s experiment and shared their own joy—and success—in growing potatoes in a similar fashion:
“I have been growing potatoes in every box I can find for several years now. I have had excellent success. I honestly think potatoes prefer cardboard. And yes, most of my boxes were from Amazon.”
“I live in an upstairs apartment with a little deck and I have a container garden with containers on every single stair leading to the deck. I grow potatoes in a laundry basket. It’s amazing how much food I can get from this type of garden!! Grateful.”
“I literally got up and grabbed the empty boxes by our front door, the potatoes that have started to sprout, and soil i had inside and started my planting at 1am. Lol. I will take them outside today and finish. Thank you James!”
“I grew potatoes and tomatoes on my tiny balcony in Germany (in buckets and cardboard boxes). Now I have a big garden here in America. I so love to grow my own food.”
“I grew sweet potatoes in cardboard boxes. It’s so much fun.”
Next time you’re stuck with an Amazon box that you don’t have a use for, consider whether you could use it as a planter for potatoes or some other edible harvest. Gardening doesn’t have to be fancy to be effective.
