Usefully understood as de-carbonizing fertilizer, Nitricty is a Stanford-based start up applying electrochemical innovations to the nitrogen fertilizer industry. The firm is structured around providing universal access to nitrogen fertilizer by producing on-site and on-demand using just air, water, and renewable electricity. Focused on fertilizer production that is best for fields and farmers -- rather than fertilizers best for factories and freight -- Nitricity produces nitrogen fertilizer at (or near) the point of use. In today's world, the global supply of fertilizer is almost entirely fueled by coal and natural gas and travels through a complex supply chain to farms around the world - a hazardous and expensive process involving substantial storage and transportation infrastructure. Costs are high, and farmers are forced to make decisions based on price rather than plants. The Nitricity approach has the potential of producing cost-effective fertilizer both to established farms and to developing markets while also minimizing the environmental impact of the production, distribution, and application of nitrogen fertilizers.