Urban Farming Startup Square Roots Lets you Scan Your Produce to See Where it Came From

While his brother, Elon, dreams up moonshot projects like colonizing Mars and building a tunnel for autonomous vehicles, Kimbal Musk’s thoughts are rooted in a much more immediate crisis: the global food shortage.

Though he’s on the board of both Tesla and SpaceX, he’d much prefer to talk about Square Roots, the urban farming startup that he co-founded with friend and entrepreneur Tobias Peggs.

Since 2016, Square Roots has been delivering fresh herbs to retail stores across New York City. The company also pioneered a training program that walks young entrepreneurs through every step of the indoor farming process, from planting seeds to selling crops.

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