Greg Peterson is a man on a mission, to "Inspire people to embrace their own greenness", and that is just what he has been doing as a resident of Phoenix for the last 41 years. Greg is well-versed in urban sustainability, green living and food production in dry lands having been first introduced to desert gardening at the age of 12. In 1991, he discovered Bill Mollison and David Holgrem's concept of permaculture, bringing together many sustainability concepts into one cohesive system. Permaculture systems have greened deserts and enriched the lives of many across the globe, especially in dry climates.

He applied his extensive background to transform his 1950's built tract home into an innovative holistic/permaculture show place home site. Greg's Urban Farm primarily features an edible landscape, including more than 70 fruit trees, rainwater and greywater harvesting, three solar applications, and extensive use of reclaimed and recycled building materials.

The site is open throughout the year to the public and offers classes, lectures and tours. In 2004, Greg partnered with Don Titmus to create the nonprofit Phoenix Permaculture Guild. Greg served as the director of the organization from its inception until December of 2008. The Guild has grown from a few events per year, to an organization with a board of directors and hundreds of events each year.

In 2006, along with business partner Amy Godfrey, Greg launched YourGuideToGreen, an Internet portal designed to inspire mainstream consumers to "Go Green" by providing the right information and product at the right time in a fun, easy-to-understand, guilt-free way. YourGuideToGreen has experienced a significant amount of success in both traffic and commerce, experiencing more than a thousand percent growth rate in sales from 2007 to 2008. Greg’s latest accomplishment is book publisher, with his four book series called The Urban Farm’s Simple Sustainability Series. This new series is designed for the busy, fast-paced life we live, the books are palm-size, single topic, well-researched mini books that are concise and to the point. Each book exploring a different aspect of living a green (sustainable) lifestyle.