Just Vertical

What Just Vertical does

Just Vertical is a Toronto-based designer, manufacturer, and direct-to-consumer retailer of residential vertical hydroponic indoor gardens, founded in 2017 by University of Toronto graduates Conner Tidd (CEO) and Kevin Jakiela. The company sells three core hardware systems — the 12-site EVE Tower Garden ($599), the 16-site AEVA Indoor Farm ($1,199), and the 2024-launched 88-site ECO Living Green Wall ($2,499) — built around inert peat-moss growing mediums, automated self-watering (48 cycles/day from a 12L reservoir), full-spectrum dimmable LED lighting, and a furniture-grade form factor designed for urban living spaces. Each unit ships pre-assembled from a Toronto manufacturing facility with the company's "Produce Payback Promise," bundling seeds and supplies valued at the purchase price to cover the cost of the garden in produce over time.

The business operates a product-led DTC model through a Shopify storefront supplemented by retail distribution across Best Buy, Wayfair, Indigo, and Amazon in Canada and the United States, with financing intermediation through Sezzle and Affirm. Recurring revenue is generated through consumables including proprietary seed four-packs ($5.99–$16.00), Canna Aqua Vega and Flores nutrient sets ($61 each), replacement parts, and accessories. The customer base exceeds 1,000 residential gardeners across North America, segmented primarily to urban homeowners, food enthusiasts, and sustainability-conscious consumers, with emerging exposure to senior-living, healthcare, education, and commercial-scale farming via a parallel commercial.justvertical.com site. The company maintains multi-year research collaborations with Seneca College, the University of Toronto, CTAAN @ UNBC, and Lambton College to validate nutritional, clinical, and senior-living outcomes, and counts Arlene Dickinson among its investors.

Revenue and headcount remain modest (1–10 employees), and the company is privately held with $2M disclosed funding from a 2021 round led by Decent Capital, District Ventures Capital, Esas Ventures, and Goodwater Capital. Geographic reach currently spans Canada and the United States with opportunistic shipping to Europe and Asia by special request.

Name

Just Vertical

Legal name

Just Vertical Incorporated

Website

https://justvertical.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Just Vertical is a Toronto-based company that designs, manufactures, and sells residential vertical hydroponic indoor gardens (EVE, AEVA, ECO) direct-to-consumer and through major retailers, serving urban homeowners in Canada and the United States seeking year-round home-grown produce.

Ownership category

akta.pro rank

Product category

Indoor Hydroponic Growing Systems

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Farm Machinery & Equipment (3523), Retail-Building Materials, Hardware, Garden Supply (5200), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Vertical Farming Systems & Racking (Indoor Farms, Multi-tier) (AFAAAHAI)

Keywords

• Hydroponic indoor gardens
• Vertical farming systems
• Indoor agriculture equipment
• Hydroponic nutrients
• Seed starting kits

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Indoor Garden Hardware Sales: Sale of pre-assembled indoor hydroponic garden units (EVE, AEVA, ECO Living Green Wall). Products are furniture-style units designed for indoor growing with integrated lighting and watering systems.
2. Seeds and Supplies: Recurring sales of seeds (4-packs with peat moss plugs), seed starting kits, replacement parts, and growing accessories. Seeds priced at $5.99-$16.00 per pack.
3. Nutrients and Plant Food: Sale of hydroponic nutrients including Canna Aqua Vega A&B and Canna Aqua Flores A&B at $61.00 per set.
4. Financing Intermediation: Partnership with Sezzle and Affirm for payment plans, offering 4 interest-free payments or 12-24 month installment options.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Just Vertical designs, manufactures, and sells pre-assembled vertical hydroponic indoor garden systems (EVE, AEVA, ECO Living Green Wall) for residential use, enabling customers to grow herbs, leafy greens, vegetables, and flowering plants year-round without soil. Each unit integrates an automated self-watering system, full-spectrum LED grow lights, and peat-moss-plug growing media, and ships with seeds and supplies to cover the purchase price (Produce Payback Promise). A separate commercial arm supplies larger-scale and custom farms.

Product overview

Just Vertical is a Canadian indoor vertical farming company that designs, manufactures, and sells hydroponic indoor gardens for residential use. The product portfolio consists of three main garden systems: the EVE Tower Garden (compact, 12 plant sites, $599), the AEVA Indoor Farm (full-size, 16 plant sites, $999), and the ECO Living Green Wall (high-capacity, 88 plant sites, $2,499). All gardens feature automated self-watering systems, full-spectrum LED grow lights, and are constructed with real wood frames. The company operates on a subscription-free model and includes a unique Produce Payback Promise that provides seeds and supplies valued at the garden's purchase price. Supporting products include seed starting kits, specialized hydroponic nutrients (Canna Aqua Vega and Aqua Flores), replacement parts, and grow accessories. Just Vertical also offers commercial farming solutions through a separate commercial.justvertical.com site, and maintains educational content through a podcast and blog.

Differentiator

Problem solved

Functional benefit

Products and services

• EVE Tower Garden Compact vertical hydroponic indoor garden with 12 plant sites, built-in full-spectrum LED grow lights, and an automated self-watering system (48 cycles/day, 12L reservoir). Furniture-style solid wood frame with chrome legs; ships fully assembled. Dimensions 57" tall × 18.5" wide × 8.25" deep; power consumption 0.072 kW/hour; 2-year warranty. Includes seeds and supplies to grow $599 worth of produce.
• AEVA Indoor Farm Full-size vertical hydroponic indoor farm with 16 plant sites, full-spectrum dimmable LED grow lights, and an automated self-watering system. Designed for herbs, leafy greens, vegetables, and flowering plants in larger living spaces. Dimensions 71.25" tall × 37" wide × 8" deep; power consumption 0.072 kW/hour; 2-year warranty. Includes seeds and supplies to grow $999 worth of produce.
• ECO Living Green Wall High-capacity vertical hydroponic indoor garden with 88 plant sites, three full-spectrum LED lights, and an automated watering system, designed to deliver maximum yield in a footprint under 3 square feet for eco-conscious growers. Dimensions 71.25" tall × 37" wide × 8" deep, 70 lbs; 2-year warranty. Includes seeds and supplies to grow $2,499 worth of produce.
• Seed Starting Kit Seed germination kit with USB-C vent light, grow tray, and peat moss plugs. Includes starter seeds (10 Green Butter Lettuce, 10 Kale, 5 Basil, 5 Arugula). Dimensions 8" × 6" × 5"; priced at $39.99 or 4 payments of $10.00 with Sezzle.
• Hydroponic Seeds (4-packs with peat moss plugs) Specialized seeds optimized for hydroponic growing in Just Vertical gardens, sold in 4-pack format with peat moss plugs. Varieties include leafy greens (lettuce, kale, arugula, swiss chard), herbs (basil, cilantro, dill, chives, mint, parsley, thyme, oregano), vegetables (tomatoes, peppers, cucumbers), and flowers (marigold, petunia, nasturtium, dianthus). Individual packs $5.99–$16.00.
• Canna Aqua Vega A&B Nutrients Two-part liquid hydroponic nutrient solution (1L Part A + 1L Part B) optimized for leafy greens, herbs, and vegetative-stage growth. Priced at $61.00 per set.
• Canna Aqua Flores A&B Nutrients Two-part liquid hydroponic nutrient solution (1L Part A + 1L Part B) optimized for tomatoes, peppers, and other flowering/fruiting plants. Priced at $61.00 per set.
• Replacement & Maintenance Accessories (Garden Pots, Trellis & Support Sticks, H2O2 Line Cleaner, Drain Clog Removal Tool, pH & EC Meter, Plant Pruning Scissors, Grow Anything Seed Plugs) Replacement pods, plant support sticks, hydrogen-peroxide line cleaner, drain clog removal tool, handheld pH & EC meter, precision pruning scissors, and custom peat-moss grow plugs sold individually as maintenance accessories for AEVA and EVE gardens. Individual prices range from $2.00 (replacement pots) to $97.00 (pH & EC meter).
• Seed Bundles (Refined Herb Mix, Herblicious Chef, Cocktail Mix, Super Salad Mix, Kale Powered Greens) Pre-curated seed bundles sold at $31.00 each, themed for specific use cases: Refined Herb Mix, Herblicious Chef, Cocktail Mix, Super Salad Mix, and Kale Powered Greens.
• Commercial & Custom Farms Larger-scale indoor hydroponic farms and custom-engineered installations sold to businesses, institutions, and humanitarian organizations (e.g., the 267 sq. ft. Moldova farm built for Ukrainian refugees). Sourced through direct sales rather than the consumer e-commerce storefront.

Quantifiable outcome

• 95-99% less water usage compared to conventional farming
• +7 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Seneca CollegecoreStrategic or Co-development PartnerMulti-year research collaboration focused on measuring growth of different plants grown with Just Vertical gardens vs. store-bought produce. Research determined that Just Vertical gardens produce more nutritious produce than store-bought alternatives.
• University of TorontocoreStrategic or Co-development PartnerPartnership spanning before the advent of Just Vertical, with co-founders Conner and Kevin being alumni. Evaluated impact of Just Vertical indoor gardens in Revera's urban senior homes in Toronto, where gardens improved residents' morale, sparked joy, and fostered meaningful engagement.
• CTAAN @ UNBC (Centre for Technology Adoption for Aging in the North)coreStrategic or Co-development PartnerConducted ADEPT Workshops to evaluate the impact of indoor gardens in healthcare facilities, focusing on food availability, accessibility, and meaningful engagement. Research revealed gardens as promising solution for improving quality of life, well-being, and food security for older adults in northern and rural communities.
• Lambton CollegeminorStrategic or Co-development PartnerEducational institution partner for research and development in indoor growing technologies.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Scotts Miracle-Gro (parent of AeroGarden): Large lawn-and-garden consumer goods conglomerate that owns AeroGarden; an incumbent with lawn and garden retail and consumer hydroponics exposure relevant to Just Vertical's segments.
• Plenty: Large-scale commercial vertical farming company ($500M+ raised); broader incumbent in indoor vertical farming with wholly different (commercial greenhouse) business model but overlapping CEA category.
• Aero Farms: Established commercial indoor vertical farm operator; broader incumbent overlapping in controlled-environment agriculture and hydroponic technology.

Direct peers

• Click & Grow: Smart indoor garden manufacturer (Smart Garden series) selling pre-assembled hydroponic units with proprietary seedpods — directly comparable product, consumable business model, and retail presence.
• Plantui: Finnish smart indoor garden manufacturer with capsule-based consumables and LED-integrated design; comparable compact self-watering hydroponic offering.
• Gardyn: Vertical indoor hydroponic garden system with AI-based monitoring and subscription consumables; closest comparable in form factor and price ($599-$1,099), supported by VC funding.
• Rise Gardens: Modular indoor hydroponic garden systems sold D2C, with companion app and recurring seed/nutrient sales — comparable hardware-plus-consumables model targeted at urban consumers.
• Lettuce Grow: Self-watering tower garden (Farmstand) using seedling 'Grow Cups'; similar vertical hydroponic product and D2C consumer positioning founded by Emma Gonzalez.
• AeroGarden: Scotts Miracle-Gro-owned maker of countertop hydroponic indoor gardens, the most established consumer indoor hydroponics brand with similar price points and D2C plus big-box retail distribution.

Emerging players

• Babylon Micro-Farms: Vertical indoor hydroponic farms sold primarily to healthcare, education, and hospitality — comparable CEA technology stack with greater focus on institutional/B2B deployments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/JustVertical
• YouTubeyoutube.com/channel/UCO-qfjQZQGsNTu7_4d35E_Q
• Facebookfacebook.com/justvertical
• LinkedInlinkedin.com/company/just-vertical?originalSubdomain=ca
• Instagraminstagram.com/just.vertical
• Pinterestpinterest.ca/justverticalTO

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors5 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 Just Vertical