This conversation delves into the complexities of vertical farming, particularly focusing on the case of Plenty, a prominent player in the industry. The discussion highlights the challenges of economic sustainability, consumer preferences, and the investment landscape surrounding vertical farming. The speakers emphasize the need for clarity in the problems vertical farming aims to solve and the importance of aligning product offerings with consumer demands. They also explore the implications of celebrity endorsements in funding and the potential future directions for vertical farming as it navigates a challenging market.

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