Peter Contardo has always had a knack for blending creativity with strategy, crafting videos that make brands fun and relatable. But in 2018, he took a surprise turn off the media trail and onto a 10-acre farm! Now, instead of just telling stories, he’s growing them—through a children’s book series starring a 5-year-old wannabe farmer named Macie with a big-hearted mission to connect kids with farming, sustainability and food security.
Donna Sanders: Peter, you started out in video storytelling and marketing. What is a video storyteller and how did you find yourself in that role?
Peter Contardo: Good question! For me, video storytelling has been a huge part of my career. It started way back in the mid-‘80s when I was making training programs for the automotive industry. I realized early on that there was a lot of content out there but not all of it was compelling. The storytelling aspect really came from my marketing background. I wanted to create stories that people could connect with rather than just promotional content. And over time, as I shifted into other areas, that passion for storytelling stayed central to everything I did.
DS: So, it sounds like storytelling is in your blood. How did you go from video storytelling to writing children’s books?
Peter: The transition was surprisingly natural. Storytelling is storytelling, whether it’s video or books. After stepping back from corporate life in 2018, I realized I wanted to share life lessons in a new format. My granddaughter Macie was a big inspiration. I thought, what if I could tell these stories and values I hold close through her eyes? That’s how I started working on my first children’s book.
DS: You mentioned stepping back in 2018 and I read that you actually owned a farm. How did all that come about?
Peter: My wife and I bought a 10-acre plot in Dade City, [FL]. It was a mix of wanting a break from corporate life and a chance to do something hands on. We had this vision to create a homestead and maybe even turn it into a wedding venue since our daughter wanted to get married in a barn. We started with blueberries, goats, and even built a barn on the property. It was supposed to be our semi-retirement dream.
DS: But something tells me it didn’t stay that way?
Peter: Not quite. Shortly after we got it all set up, our daughter called with the news that we were going to be grandparents. My wife immediately said, “Sell the barn; we’re moving to West Palm, [FL].” So, we sold the property and moved to help our daughter and son-in-law raise Macie. But the dream of homesteading and getting back to the land is definitely still there.
DS: Macie seems to be the light of your life. Was she the reason you started writing children’s books?
Peter: Yes, she was the catalyst for sure. I’d always wanted to write a book. Initially, I was thinking of a business book. I thought I’d pass on some lessons. But once Macie came along, I thought, why not turn these lessons into stories for kids? So, I started writing Macie and the Magic Veggies as a way to share those values with her and future generations.
DS: This sounds like a true passion project. What messages are you trying to get across?
Peter: The themes are simple but timeless – things like love, patience, sharing, and sustainability. And a big one for me is food insecurity. Through Macie’s character, I’m hoping to raise awareness about why some people don’t have access to fresh foods and what we can do to help. I wanted these stories to be a bridge between fun and meaning, a way to teach kids about the world and their role in it.
DS: The characters are adorable. Where did the inspiration for them, especially Farmer Lundyn, come from?
Peter: My daughter, the blonde hair blue eyed girl, is Macie. I used a picture of my father for grandpa. It’s my grandfather, father and myself in the future. Real life Farmer Lundyn blew me away when we first met her and she took us around her farm. She is a young female farmer who becomes Macie’s mentor. Because it’s very important that young girls have a role model in farming.
DS: You call this world the “Macieverse.” I like it, can you tell me a little more about it?
Peter: The Macieverse is more than just a series of books. It’s a platform where children can explore these themes through books, songs, and even interactive content. Each book has questions and activities to extend the experience. We even have songs, like “Magic Veggies Song,” that add another layer to the story. There’s so much potential for the Macieverse to grow into a movement that connects fun storytelling with social awareness.
DS: The illustrations in your books are beautiful and I actually found them to be quite soothing. Did you have input on this as well?
Peter: Yes, I had a specific vision from the beginning. I storyboarded the entire first book myself, drawing from my background in video storytelling. I wanted the illustrations to capture kids’ imaginations without being overly fantastical. They had to feel relatable and genuine.
DS: I listened to a couple of the songs on the website and they are incredibly catchy! In fact, one gave me an earworm. Did you write the songs too?
Peter: [laughs] I’m glad you enjoyed them. I partnered with a songwriter from NYU. I’d give her elements of the story and she’d build the song around them. I believe music is such a powerful connector, especially for young kids. Now we have songs for berries, beans, and even magic dirt! It’s another way to make the Macieverse more engaging and interactive.
DS: What has been the most rewarding part of creating the Macieverse?
Peter: It’s really been the connections I’ve made. Creating the Macieverse has introduced me to some amazing people – artists, educators and fellow parents. It’s also given me the chance to collaborate with people like Farmer Lundyn and [her mother, farmer and social catalyst] Nicole Dube, who is a close partner. This project feels like a family effort in so many ways.
DS: Your passion and enthusiasm for this project is amazing. How did your background influence the themes in the Macieverse?
Peter: I grew up with a dad who had a big victory garden and a strong sense of self-sufficiency. Gardening was a family activity, and it taught me the value of hard work and pride in what you grow. I think those early experiences left a mark on me and now I want to share that with kids. There’s something powerful about understanding where the food comes from.
DS: I noticed you emphasized not only growing food but also sharing it. Is that part of the Macieverse’s message too?
Peter: Absolutely. One of the key themes in the second book is about sharing and caring. The idea is that when you put effort into something, like growing your own food, you take pride in it, and you want to share that with others. In the story, Macie and her friends learn that sharing the fruits of their labor is a way to care for others. And sometimes things don’t work out—crops fail, there’s too much rain, or pests come in. But that’s all part of the learning process.
DS: You clearly have a family-oriented approach to the Macieverse. How did yours contribute to the project?
Peter: It was definitely a family effort. My son works in production, so he helped with the creative process. My wife and daughter are both educators, and they provided valuable feedback on the activities and questions in the books. My whole family is a part of this, which has made it that much more rewarding.
DS: The activities in the back of the book really help get your message across. Did you create them yourself?
Peter: Yes, but with input from my family and friends. I didn’t want the experience to end when the story does. So, I thought of activities and questions that would encourage kids to go back and read the book again. I wanted the books to be something that families could revisit, not just once but many times.
DS: Peter, it sounds like you’re building something special with the Macieverse. Where is it all heading?
Peter: I’m already working on the next book, Macie and the Magic Dirt, which introduces composting and sustainability. Farmer Lundyn will be back, showing Macie and her friends how composting works. I’m also looking into more interactive events, like meet-and-greets and educational workshops. There’s so much potential to make the Macieverse an interactive, hands-on experience for kids.
DS: What’s next for the Macieverse?
Peter: We have some exciting plans ahead! For example, “Macie” and I are serving as Generation Growth Ambassadors for the Stephen Ritz film documentary, working to introduce the Green Bronx Machine Classroom Curriculum and Tower Gardens to schools and communities around the world. We have numerous partnerships and projects on the horizon, all aimed at inspiring the next generation to care for themselves, one another, and our planet.
DS: Peter, I have so much respect and admiration for people who have a dream and work hard to see it through. What is your end goal?
Pete: My hope is the Macieverse will inspire children to be curious, to care for each other, and to take pride in the world around them. I see it as a movement that can connect storytelling with real-world impact, teaching kids the importance of sustainability and kindness. And if, along the way, it helps bring families closer and sparks a conversation or two, that’s a huge win for me.
