Plenty CEO Matt Barnard, 44, grew up on a 160-acre apple and cherry orchard in bucolic Door County, Wis., a place that attracts a steady stream of fruit-picking tourists. Now he and his four-year-old startup aim to radically change how we grow and eat produce. See High-Tech Vertical Farm Promises Whole Foods Quality at Walmart Prices:
With the backing of SoftBank CEO Masayoshi Son, Plenty has the capital and connections to accelerate its endgame: building massive indoor farms on the outskirts of every major city on Earth, some 500 in all. In that world, food could go from farm to table in hours rather than days or weeks.