The views and opinions expressed in the interviews published on Made in CA are those of the interviewees and do not reflect the official policy or position of Made in CA.

The information provided through these interviews is for informational purposes only and does not constitute an endorsement or recommendation of any products, services, or individuals featured. We strongly encourage readers to consult with appropriate professionals or authorities in the relevant fields for accurate information and advice.

Conner Tidd

Our company builds indoor gardens so that you can grow your own food inside at home all year long. The food you grow is healthier, tastes better, and saves you money over the grocery store. All while making a positive impact on the planet.

Tell us about yourself?

My journey has been shaped by a diverse background in big ag and environmental law, where I gained valuable insights into the intricacies of these industries. The pivotal moment for me was the realization that I wanted to make a tangible impact on the planet and redefine how we feed ourselves. This led me to found Just Vertical, a venture born out of a deep-seated passion to revolutionize our approach to food systems. My experiences in big ag and environmental law provided the foundation for understanding the complexities of these fields, and Just Vertical represents my commitment to fostering a more sustainable and mindful way of nourishing ourselves. It’s not just a career shift; it’s a conscious choice to contribute meaningfully to a cause that goes beyond the confines of traditional norms.

If you could go back in time a year or two, what piece of advice would you give yourself?

Don’t think the chaos is over. There is always going to be a new twist around the corner.

What problem does your business solve?

We grow healthier food that tastes better, is better for the planet, and can be done right in your living room.

What is the inspiration behind your business?

The inspiration for me is to ensure that everyone has access to healthy, nutritious food. We are seeing increasing food costs and increasing environmental impact. We are here to change that.

What is your magic sauce?

We are the only indoor garden company that saves you money from day one. All of our gardens come with everything you need to grow the value of the garden back right out of the box, so you save money without spending another dollar with us.

What is the plan for the next 5 years? What do you want to achieve?

We want to make owning an indoor garden and growing your own food as common as owning a microwave. We know that to truly create a global impact, we need to deliver a product that saves you money, is fun and easy to use, and you can show off with pride.

What is the biggest challenge you’ve faced so far?

Growing a business is always a balancing act. We need to balance getting new customers in the door with generating economic returns and prioritizing the planet. We are constantly making adjustments to improve ourselves and our product.

How can people get involved?

Visit us at Just Vertical to join our mailing list, or follow us on social media!