# Just Vertical

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/just-vertical

- Industry: Agribusiness
- Headquarters: Toronto, Canada
- Website: www.justvertical.com/
- Latest round: Seed (Oct 19, 2021)
- Investors on record: 1

## About

Just Vertical specializes in developing indoor hydroponic farming systems that empower users to cultivate fresh produce throughout the year, emphasizing sustainability and innovative technology.Just Vertical is a Canadian company founded in Toronto in 2017 by Conner Tidd and Kevin Jakiela. The firm focuses on indoor hydroponic farming solutions and has successfully conducted 2 deals, with their most recent funding round taking place on October 19, 2021. Conner Tidd serves as the CEO, bringing relevant experience to the company.Just Vertical develops and sells innovative indoor hydroponic farming systems aimed at enabling users to grow their own fresh produce year-round. Their core product offerings include the EVE Tower Garden and the AEVA Indoor Farm, both designed to facilitate the growth of various plants such as greens, herbs, and vegetables without soil, utilizing self-watering technology and built-in grow lights. These systems are marketed towards consumers interested in sustainable living, urban gardeners, schools, and restaurants, providing solutions for fresh food production in space-constrained environments. Products are sold in various geographical markets, including the United States and Canada, showcasing their appeal in urban and suburban settings where traditional gardening may not be feasible.Just Vertical operates on a direct-to-consumer model, generating revenue through the sale of its indoor hydroponic systems, which include flagship products like the EVE Tower Garden priced at USD 599 and the AEVA Indoor Farm starting at USD 624. Each unit includes essential supplies and seeds, promoting users to grow their investment in produce. The company also offers a subscription model for seeds and additional supplies, fostering ongoing engagement with customers. Transactions are facilitated through their e-commerce platform, where customers can purchase directly, often bundled with promotional offers such as free shipping on orders exceeding USD 80. The firm emphasizes customer satisfaction and has built a loyal clientele through quality products and responsive customer service, enhancing their market position in the indoor gardening sector.In October 2021, Just Vertical raised an undisclosed amount of Seed funding led by District Ventures Capital. The company plans to utilize this funding to support its growth and innovation. Future initiatives include launching new indoor farming products tailored for diverse consumer needs and expanding into new markets, particularly targeting regions across North America and Europe by 2023.

## Funding rounds

- Seed, Oct 19, 2021 — District Ventures Capital

## Investors

- District Ventures Capital (https://capitalatlas.ai/funds/district-ventures-capital) — Seed