Idaho-Based Keith Wood Reinvents Horticulture

PHOTOS BY ERIN ROBERTS @LASSO PHOTO CO.

Firefly™ Petunia wins TIME’s Best Inventions of 2024

BY SABINA DANA PLASSE

When you first lay eyes on the Firefly™ Petunia, the electric glowing presence might stun you into peaceful silence. Reminiscent of the bioluminescent phytoplankton in the Caribbean Ocean, this glow travels—it could illuminate your home, gleam on your bedside table, or radiate outside in your garden. And this flower, genetically engineered to glow in the dark, was invented right here in Idaho’s Wood River Valley by Dr. Keith Wood, scientist and the CEO of Light Bio.

For nearly four decades, scientists have strived to create bioluminescent plants. The breakthrough finally came when Wood successfully developed a garden petunia with flowers that glow in the dark. This remarkable achievement has opened exciting new possibilities for biotech products in everyday life. Imagine homes, gardens, and parks illuminated with biological light. A pioneer in bioluminescence, Wood embarked on a journey that would bridge science and art by inserting a firefly gene into a tobacco plant.

The scientists at Light Bio discovered that the natural glow in luminous mushrooms harmonized perfectly with the central metabolic processes in plants, producing a sustained living light. Petunias were selected as the inaugural product due to their popularity as ornamental plants. Known for their ease of cultivation and prolific flowering, petunias are ideal for this innovative enhancement. Setting a horticultural milestone by introducing ornamental qualities beyond the reach of conventional breeding, the Firefly Petunia glow reveals the inner flow of energy as it grows and blossoms.

The Firefly Petunia earned its name from its glowing buds resembling fireflies in the dark. The soothing light cultivates a deeper connection with the plant's inner life. While appearing as a typical white petunia in daylight, it transforms into an enchanting soft glow similar to moonlight at night. With attentive nurturing, the plant rewards with even greater luminosity.

“Science can be more than merely pragmatic—it can bring beauty and enjoyment into our lives. That’s the essence of Light Bio—enriching our experience of the world. By merging natural splendor with scientific innovation, we create moments of wonder and delight,” said Wood.

As if it’s asking us to take a moment to be tranquil, the Firefly Petunia’s white flowers take center stage as our eyes adjust to its glowing brilliance. Transitioning from white to green light with firefly-like pinpoints throughout the buds and petals, its organic light is soothing and mesmerizing. Perhaps even more satisfying than the delightful glow of this plant, the Firefly Petunia provides a sense of serenity.

“The bioluminescence flows from the living energy within the plant,” Wood added. “It unveils the inner life force, creating an otherworldly, almost spiritual experience reminiscent of the bioluminescent flora in ‘Avatar.’” natural splendor with scientific innovation, we create moments of wonder and delight.”

When Keith and his wife Monika chose to live in the Wood River Valley, they were motivated by the same passion that inspired the creation of Light Bio—the joy of embracing the aesthetic pleasures of life. Drawn to the natural environment and the welcoming community, they felt an immediate and profound connection to their new home. Surrounded by like-minded individuals who value sustainability and artistic expression, the Woods felt that Sun Valley was the perfect place for Light Bio to blend their enthusiasm for nature and science, creating a harmonious space where their vision could flourish.

Science can be more than merely pragmatic—it can bring beauty and enjoyment into our lives. That’s the essence of Light Bio—enriching our experience of the world. By merging natural splendor with scientific innovation, we create moments of wonder and delight.

After releasing the Firefly Petunia to the world in 2024, it earned a place among TIME’s Best Inventions of 2024, capturing public attention for its ability to bring natural illumination into homes and gardens. “This recognition by TIME, and the unique experience we’re providing to people across the country, is the result of decades of scientific effort,” said Wood. “It is both a technological breakthrough and a cultural milestone achievement.”

The Firefly Petunia has generated a renewed interest in the horticultural market, drawing in customers who view it as a new plant category. By capturing the marvel of bioluminescence, the Firefly Petunia is enchanting buyers with an ethereal glow that casts a fairytale-like ambiance over any space it inhabits.

Thanks to the diverse talents and natural interactions within southern Idaho, the Woods have had many opportunities come their way, particularly their collaboration with Jennifer Moss, owner of Moss Greenhouses in Jerome. Representing four generations of a family business, Moss Greenhouses has been invaluable in the local production and supply of the Firefly Petunia, released in 2024.

The Firefly Petunia has revolutionized the garden industry. Nothing new ever happens in my business, but this petunia leads the charge for an industry that needed something fresh and exciting.

“The Firefly Petunia has revolutionized the garden industry,” said Moss. “Nothing new ever happens in my business, but this petunia leads the charge for an industry that needed something fresh and exciting. It’s amazing to be part of this literally at the ground level.”

Looking ahead, Light Bio aims to develop more efficient and brighter luminescence, especially for use in the ambient light of urban areas. “We have only just begun,” said Wood. “We will create brighter plants with more colors and more varieties.”

To learn more and pre-purchase Firefly™ Petunia for spring 2025, visit Light Bio at www.light.bio.