Square Roots Urban Growers

Name

Square Roots Urban Growers

Legal name

Square Roots Urban Growers, Inc.

Website

https://squarerootsgrow.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Controlled Environment Agriculture

NAICS

Other Food Crops Grown Under Cover (111419), Food Crops Grown Under Cover (11141)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms) (AFAGAHAJ)

akta.pro secondary industries

Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC), Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA), Hydroponic & Aeroponic Growing Systems (NFT, DWC, Ebb/Flow, Misting) (AFAAAHAD)

Keywords

• Indoor vertical farming
• Controlled environment agriculture
• Hydroponic produce growing
• Fresh herb production
• Urban farm platform

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Infrastructure, Supply Chain, Technology or R&D, Marketing or Sales

Revenue model

1. Fresh Produce Sales to Retail and Food Service: Square Roots grows and sells fresh herbs and salad mixes (basil, cilantro, dill, parsley, microgreens, salad mixes) directly to grocery retailers and food service operators. Produce is sold in PET #1 recyclable packaging. Revenue is generated through recurring product sales to B2B customers and via distributor partnerships.
2. Platform Licensing and Farm Deployment Services: Square Roots licenses its modular indoor farming platform to partners for deploying their own facilities at whatever scale they need. Engages expert teams to design facilities, train local teams, and develop food strategies. This covers food security and critical ag infrastructure deployments.
3. Food R&D Partnership Services: Square Roots provides its commercial-grade modular farm platform to food producers, researchers, and inventors for scalable R&D. Partners use the platform to validate novel approaches to agriculture as a key component of climate adaptation strategy, with innovations launched from commercial-grade facilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Square Roots operates a modular, cloud-connected indoor farming platform that grows and sells fresh herbs (basil, cilantro, dill, parsley) and salad mixes (arugula, crispy leaf, super mix, spring mix) year-round in climate-controlled urban environments. The company co-locates its hydroponic container farms at major food distributor sites (Gordon Food Service, UNFI) to supply retail grocers, restaurants, schools, and hospitals. It also licenses its smart-farm platform and provides farm deployment and R&D services to food producers, researchers, and government food-security initiatives.

Product overview

Square Roots operates a modular indoor farming platform that produces fresh produce year-round in climate-controlled urban environments. The platform consists of cloud-connected modular farms that can be deployed in any location, paired with proprietary smart-farm software for environmental control and crop management. The company's product portfolio includes four fresh herb varieties (Basil, Cilantro, Dill, Parsley) and four salad mix varieties (Arugula Mix, Crispy Leaf Mix, Super Mix, Spring Mix), all grown hydroponically without pesticides or GMOs. The platform is licensed to food suppliers, R&D organizations, and food security initiatives, and the company operates its own farms to supply retail and foodservice customers directly.

Differentiator

Problem solved

Functional benefit

Products and services

• Basil Fresh aromatic basil grown hydroponically in climate-controlled indoor farms, sold in 0.67 oz and 2 oz PET #1 recyclable containers to grocery retailers and food service operators.
• Cilantro Aromatic cilantro with a clean, peppery flavor, sold in 0.67 oz PET #1 recyclable packaging to retail and food service customers.
• Dill Mild citrusy dill for dressings and dips, sold in 0.67 oz PET #1 recyclable packaging to retail and food service customers.
• Parsley Crisp parsley ideal as a garnish, sold in 0.67 oz PET #1 recyclable packaging to retail and food service customers.
• Arugula Mix Bold, zesty blend of baby arugula with kale, mizuna, and cabbage microgreens in a 3.75 oz package for retail and food service.
• Crispy Leaf Mix Textural medley of crispy leaf lettuce with kale, mizuna, and cabbage microgreens in a 3.75 oz package.
• Super Mix

Quantifiable outcome

• Uses 90-95% less water than conventional field farms
• +6 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered notable / emerging, flagship / core and minor.

• Silal's Innovation Oasis (iO)notable / emergingStrategic or Co-development Partner · 12 December 2025Silal's Innovation Oasis (iO) signed a collaboration agreement with Square Roots in December 2025 to advance climate-smart agriculture and accelerate breakthrough solutions for desert farming in the UAE. Square Roots will deploy a multi-zone, cloud-connected, AI-powered research facility on the iO site in Abu Dhabi, serving as a national testbed for indoor and desert farming innovation. The partnership includes development of low-light crop genetics targeting up to 40% lower energy consumption, strategic crops for desert environments, AI-powered productivity tools, and localization of Square Roots' farmer training program for Emirati scientists and growers.
• United Natural Foods Inc. (UNFI)flagship / coreStrategic or Co-development Partner · 10 November 2022Square Roots and UNFI announced a new agreement in November 2022 to co-locate Square Roots' indoor farms on-site at select UNFI distribution centers across North America. The first farm (~20,000 sq ft) is planned for UNFI's Prescott, WI facility, scheduled to open in 2023, serving UNFI's retail customers in Wisconsin and Minnesota including the Twin Cities metro area. This partnership is part of UNFI's 'Better For All' initiative to shorten produce supply chains and reduce food waste and greenhouse gas emissions.
• Gordon Food Serviceflagship / coreStrategic or Co-development Partner · 1 January 2019Square Roots and Gordon Food Service established a strategic partnership in 2019 to co-locate Square Roots' modular indoor farms directly on Gordon Food Service distribution centers across North America. Together they have deployed five co-located farms (Grand Rapids MI - 2 farms, Kenosha WI, Springfield OH, Shepherdsville KY). The partnership enables local food distribution through GFS's broad network of restaurant, school, hospital, and retail customers. The Shepherdsville farm uses the latest Square Roots tech platform with 30% yield improvement and automation for seeding, harvesting, and sanitization.
• COLLINS (Design Agency)minorOthersSquare Roots collaborated with independent strategy and design company COLLINS on its new brand identity, visual system, logo, packaging, and messaging approach launched in December 2021.

Scale indicators13 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Gotham Greens: Gotham Greens operates climate-controlled hydroponic greenhouses producing fresh leafy greens and herbs distributed to retail and food service customers nationwide. Like Square Roots, Gotham Greens uses controlled environment agriculture to grow herbs and salad mixes for grocery retailers and food service operators, though it primarily uses greenhouse rather than container-based modular architecture.
• Bowery Farming: Bowery operates indoor vertical farms producing pesticide-free leafy greens and herbs for retail and food service. Like Square Roots, Bowery uses hydroponic, climate-controlled systems to grow salad mixes and herbs and sells through grocery retail channels, making it a direct competitor in the indoor-grown produce category.
• AeroFarms: AeroFarms operates indoor vertical farms specializing in leafy greens using aeroponic technology. After emerging from Chapter 11 restructuring, AeroFarms continues to serve retail customers with locally grown greens, directly competing with Square Roots in the indoor-grown produce category.
• Plenty: Plenty operates indoor vertical farms producing leafy greens and has expanded into strawberries. With its pivot and partnership with Walmart, Plenty represents a direct competitor in indoor-grown fresh produce sold through major retail channels.
• 80 Acres Farms: 80 Acres Farms operates indoor vertical farms producing leafy greens, herbs, and microgreens for grocery retail and food service. Like Square Roots, 80 Acres uses controlled environment agriculture and sells through grocery distributors and retailers across the Midwest.
• BrightFarms: BrightFarms operates a network of hydroponic greenhouses producing locally grown salad greens and herbs for supermarket partners. While primarily greenhouse-based, BrightFarms targets the same retail channel partners and leafy greens/herbs product categories as Square Roots.
• Local Bounti: Local Bounti operates indoor farms using a hybrid greenhouse/vertical farming approach to produce leafy greens and herbs for retail and food service. Like Square Roots, Local Bounti sells fresh produce through grocery retailers and is a comparable indoor-grown salad and herb producer.

Regional players

• Infarm: Infarm (Germany-based) operates modular indoor vertical farming units deployed in supermarkets and distribution centers across Europe and other markets. While Infarm's primary market is Europe rather than North America, its modular in-store farming model and product focus on herbs and leafy greens makes it comparable to Square Roots.

Broad incumbents

• Taylor Farms: Taylor Farms is one of the largest producers of fresh-cut vegetables, salads, and leafy greens in North America, supplying major retail and food service customers. While not an indoor farming specialist, Taylor Farms competes with Square Roots for the same retail shelf space and food service contracts in fresh produce.
• Driscoll's: Driscoll's is the largest berry supplier in North America and is investing in controlled environment agriculture for berries. While not a direct salad/herb competitor, Driscoll's represents a broader incumbent moving into indoor agriculture, signaling the strategic direction of premium fresh produce suppliers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/squarerootsgrow
• Facebookfacebook.com/squarerootsgrow
• LinkedInlinkedin.com/company/square-roots-urban-growers

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Square Roots Urban Growers