Jon Gray, the CEO of the Bronx-based food collective Ghetto Gastro, describes himself as a “dishwasher.” It’s a cheeky description, but there is a kind of truth to it. After all, his cohort at the firm includes chefs of very high caliber: Malcolm Livingston II (formerly of René Redzepi’s Noma in Copenhagen and, before that, Wylie Dufresne’s WD-50 in New York), Pierre Serrao (formerly of Cracco in Milan), and Lester Walker (formerly of Jean-Georges Vongerichten’s Spice Market in New York). Though Gray himself does cook, his role at Ghetto Gastro is not necessarily in the kitchen, at least certainly not primarily. The high-flying but still refreshingly down-to-earth smooth-talker is, instead, its marketing mastermind, linking the group up with the worlds of art, architecture, design, and fashion—worlds he’s deeply immersed himself in for more than a decade.

Since its founding in 2012, Ghetto Gastro has grown into a cultural force, literally and figuratively cooking up projects that verge on performance art for clients including Apple, Bank of America, Cartier, and Instagram. In this episode of Time Sensitive, the 33-year-old Gray shares the story of how, in the face of a jail sentence at age 20, he turned his life around—and how, after a stint in fashion, he found a calling in combining food with art and design.