Square Roots

Square Roots is an indoor agriculture company that operates a modular, technology-driven farming platform designed to bring locally grown, pesticide-free produce to urban populations year-round. Founded by Kimbal Musk and Tobias Peggs and originating from a modular farm in a Brooklyn parking lot, the company has since expanded its operations across four states and continues to scale nationally while maintaining a locally grown ethos in each market it serves.

At the core of Square Roots' offering is a flexible, modular indoor farming platform built for a range of partners including food suppliers, field farmers, researchers, and agricultural innovators. The platform features commercially proven hydroponic systems with state-of-the-art environmental monitoring, enabling precise control over temperature, humidity, light, and other growing conditions. This controlled environment allows for consistent, high-quality crop production regardless of external weather or seasonal variation.

The company's proprietary smart farm software provides end-to-end oversight of the growing process, from environmental recipe design to task management across the full seed-to-harvest cycle. This technology layer is complemented by an expert team that includes experienced growers, biosystems engineers, operations specialists, and carbon accountants—providing partners with both the tools and the human intelligence needed to optimize outcomes.

Square Roots serves multiple market segments. For food suppliers and retailers, the company offers a reliable, year-round supply of fresh, differentiated produce that can support sustainability commitments and brand storytelling. For food R&D teams, the platform serves as a scalable research environment where novel agricultural approaches can be tested, validated, and launched from commercial-grade facilities. For food security and government applications, the company licenses its platform as proven controlled-climate agriculture infrastructure, with offerings that include facility design, local team training, and comprehensive food strategy development.

Its current product lineup includes fresh herbs and salad mixes—including baby leaf blends and microgreens—all grown without pesticides or GMOs. Because farms are located within a few miles of end consumers, produce is harvested at peak freshness and maintains a significantly longer shelf life compared to conventionally shipped greens. The company's stacking hydroponic model requires substantially less land and water than traditional field farming, making it a resource-efficient alternative for urban food production.

Square Roots positions itself as a platform company as much as a produce grower, making it a versatile partner for businesses and institutions seeking to deploy indoor farming capabilities at scale.