When Kevin and I founded Just Vertical in 2016, we shared an ambitious dream: to fight global food insecurity through vertical indoor farming. It was one of those mission statements that sounds incredible on paper (and definitely impresses investors), but the practical challenges seemed overwhelming.
After all, how do you even begin to address a problem affecting billions of people worldwide?
Fast forward to February 2025. There I stood in a former Soviet-era collective farm in rural Moldova, watching our team install vertical farming technology we had designed in Toronto. That powerful moment changed everything for me. We weren't just talking about our mission anymore. We were actually living it.
The journey from that initial vision to creating a sustainable food source in Eastern Europe taught us valuable lessons about humanitarian innovation. Through partnerships with organizations like GlobalMedic and Katalyst Kitchens, supported by the Myhal Foundation, we transformed an ambitious concept into reality.
What began as a simple conversation in Toronto evolved into a vertical farm that now provides fresh, nutritious food to Ukrainian refugees and local Moldovans year-round, even through harsh winters. This is the story of how we built not just a farm, but a blueprint for addressing food insecurity in crisis zones worldwide.
From Toronto to Eastern Europe: How Our Vertical Farm Journey Began
Our vertical farming project started with a simple conversation that would change everything. By chance, our headquarters in Etobicoke, Ontario put us right down the road from GlobalMedic, an amazing Canadian charity that helps people all over the world.
How Did We Connect With Partners for This Project?
Our journey to Moldova began when we met Rahul Singh from GlobalMedic. Rahul mentioned something that caught our attention - his organization was already helping Ukrainian refugees in Moldova through a group called Katalyst Kitchens. Then he asked us a question that got us thinking: "Could vertical farming feed disadvantaged people where traditional agriculture isn't feasible for much of the year?"
This question connected our Toronto-based vertical farming expertise with a real need in Eastern Europe. As a result, we started to explore how we could help.
Where Exactly Is Moldova and Why Did It Need Help?
Moldova isn't a country most Canadians know much about. In fact, many people couldn't point to it on a map! For those who aren't familiar, Moldova is a small Eastern European country located between Romania and Ukraine. Moldova has the third-lowest GDP per capita in Europe.
In other words, Moldova is dealing with serious poverty.
Moreover, since Russia invaded Ukraine in 2022, nearly two million refugees have crossed into Moldova. This was an overwhelming number for such a small country already struggling with limited resources.
To make matters worse, Moldova's climate is very similar to Canada's. Consequently, the harsh winters make year-round farming extremely difficult. Combined with the refugee crisis from the neighboring war, Moldova was facing a perfect storm of food insecurity.
Moldova has struggled to absorb and support the refugees fleeing the war. Over 100,000 Ukrainians have sought refuge there, despite a population of only 1.3 to 1.5 million. To help, we've been putting together food staple kits, including pasta, cooking oil, lentils, and grains. pic.twitter.com/oiHk2S7GG7
— GlobalMedic (@globalmedicdmgf) April 15, 2025
What Steps Did We Take to Turn Our Vision Into Reality?
After identifying the need, we still faced one major challenge: funding. Thankfully, the amazing work of Rahul and GlobalMedic connected us with the right supporters. Here's how our Toronto to Eastern Europe vertical farming journey progressed:
- Partner Identification: We connected with GlobalMedic in Toronto, who were already working with Katalyst Kitchens in Moldova
- Problem Recognition: We identified that Moldova's harsh winters and refugee crisis created extreme food insecurity
- Funding Solution: The Myhal Foundation, founded by George and Rayla Myhal, stepped in with crucial financial support
- Project Planning: We began designing a vertical farm specifically for Moldovan conditions and needs
- Implementation: Our plans moved from Toronto to Eastern Europe, turning ideas into action
The Myhal Foundation's support was especially important because they focus on improving health and education for people in need, with special attention to causes supporting Ukraine. When they heard about our plan to create sustainable aid through vertical farming, they immediately provided the resources that turned our ideas into reality.
As a result of this partnership between Toronto-based organizations and Moldovan implementers, we finally had all the resources needed to get this ambitious vertical farming project off the ground. Therefore, what started as a casual conversation in Toronto was now becoming a life-changing reality in Eastern Europe.
Building a Farm in the Middle of Winter: Turning Plans Into Reality
Building a farm in the middle of winter became the next phase of our journey. With funding secured from the Myhal Foundation and our partnerships established, it was time to transform our vision into reality. Our solution was ambitious: design, build, and install custom vertical farming equipment specifically for the challenging conditions in rural Moldova.
Who Would Implement Our Vertical Farming Solution?
Remember Katalyst Kitchens that I mentioned earlier? They became our crucial on-the-ground partner for this project. This Moldovan non-profit already supported food-based businesses and delivered meals to refugees throughout the region. Moreover, they operated from a community hub in Rîșcova, a small village about an hour's drive from Chisinau, Moldova's capital city. Their local expertise would prove invaluable for implementing our vertical farming technology in the heart of a Moldovan winter.
How Did We Coordinate This Complex Project?
After securing our partnership with the Myhal Foundation in Toronto, we kicked the project into high gear in August 2024. As a result, we had several months to prepare before the winter installation. During this preparation phase, we worked closely with David Jesse, Katalyst Kitchens' incredible director. David became our eyes and ears on the ground, guiding us through every quirk and challenge of the space while we created detailed layouts from our Toronto headquarters.
Meanwhile, behind the scenes, our team orchestrated a complex global supply chain operation. This necessitated the management of several moving parts simultaneously.
- Design Adaptation: Modifying our vertical farm designs to work with Moldova's infrastructure challenges
- Material Sourcing: Gathering specialized equipment from suppliers across different continents
- Quality Control: Testing components in Toronto before shipping them overseas
- Logistics Coordination: Working with GlobalMedic to route equipment through established humanitarian channels
- Installation Planning: Creating detailed protocols for building during Moldova's harsh winter
What Challenges Did We Face During Installation?
In January 2025, our team finally arrived in Rîșcova, Moldova for the final installation. Due to the time of year, we found ourselves building a farm in the middle of winter in conditions that tested every aspect of our planning and expertise. This small town, located northeast of Chisinau, became the site of our most logistically challenging project to date.
We were tasked with installing our complex vertical farming system in the dead of winter, in a facility with infrastructure dating back to Soviet times. For example, the electrical systems were outdated, water supply was inconsistent, and building insulation was minimal at best. Furthermore, we had to complete everything within a tight timeframe based on our travel schedule.
However, I've learned that the most difficult challenges often lead to the most rewarding experiences. Working alongside the dedicated team at Katalyst Kitchens, we transformed 1,000 square feet of indoor space into a year-round growing operation. As a result, we created a sustainable food source that could operate regardless of the harsh winter conditions outside.
How Did We Ensure the Farm Would Meet Local Needs?
We completed the physical build in just a few days, but the impact would last far longer. Most importantly, we designed the farm with cultural sensitivities in mind. The system can grow crops that connect with both Moldovan and Ukrainian culinary traditions (along with many other more standard crops), providing familiar and nutritious food to local communities and refugees alike.
We also recognized that technology transfer was essential for long-term success. For this reason, we dedicated time to educate the community about how the vertical farm works. Our training covered:
- Daily maintenance procedures for the growing systems
- Water and nutrient management techniques
- Optimal growing cycles for culturally appropriate crops
- Harvesting methods to maximize yield and quality
- Troubleshooting common issues independently
The Human Impact: Beyond Technology to Transformation
The human impact of our vertical farm in Moldova has become the most meaningful aspect of this entire journey.
After successfully building a farm in the middle of winter, what truly matters isn't our innovative technology -- it's the profound effect on real people's lives that I witnessed in Rîșcova.
What Happened When the First Harvest Arrived?
In April 2025, just months after completing the installation, David and his team sent photos that filled me with overwhelming emotion. The vertical farming system was producing its first harvest of fresh, locally-grown vegetables for people who had fled Ukraine with nothing but the clothes on their backs. As a result, we were finally achieving our mission in a tangible way, delivering sustainable nutrition where traditional agriculture was limited by harsh winters.
How Does the Farm Impact the Local Community?
The human impact extends far beyond just providing food. Our vertical farm has created multiple benefits:
- Food Security: Year-round fresh vegetables regardless of outdoor conditions
- Economic Opportunity: Jobs for local Moldovan women and Ukrainian refugees
- Community Building: A gathering place where locals and refugees connect
- Hope and Dignity: Recipients receive fresh food while maintaining their sense of pride
David Jesse, the Director of Katalyst Kitchens who guided us through the installation, told me something profound: "You didn't just build a farm; you built a community hub." His words confirmed that while the technology was just a tool, the real achievement was creating a space for nutrition and connection.
The Future of Humanitarian Aid: Reimagining Crisis Response with Vertical Farming
The future of humanitarian aid looks different after witnessing the impact of our Moldova project. This vertical farming initiative has completely transformed my perspective on what this technology can accomplish in crisis situations. Moreover, it has shifted my understanding of what we can achieve when organizations collaborate across sectors and borders to address food insecurity.
How Can Vertical Farming Change Crisis Response?
We typically discuss vertical farming through limited frameworks that don't capture its full potential. For instance, the conversation often revolves around environmental benefits like sustainability, water conservation, and land efficiency -- all critically important aspects. Alternatively, business discussions focus on profitability metrics: "How much is each head of lettuce worth?" or "What's the return on investment timeline?"
However, we rarely explore how vertical farming technology can be deployed in crisis zones to provide immediate and long-term food security. This represents a significant missed opportunity in humanitarian response.
What Are the Limitations of Traditional Food Aid?
Traditional humanitarian food aid, while absolutely essential, comes with inherent challenges that limit its effectiveness:
- Logistical Complexity: Shipping non-perishable items across continents requires massive coordination
- Environmental Impact: The carbon footprint of transporting food globally is substantial
- Cultural Mismatch: Standard aid packages may not align with local dietary preferences
- Dependency Concerns: Communities may become reliant on continued external assistance
- Timeliness Issues: Crisis response delays mean people may wait weeks for assistance
What if, instead, we could establish vertical farms in refugee camps, disaster zones, and conflict areas? These farms would empower communities to grow their own culturally appropriate food year-round, regardless of climate or local growing conditions. As a result, communities would gain both immediate relief and long-term resilience.
Is This Approach Realistic or Just Theoretical?
The Moldova farm stands as concrete proof that this isn't just a pipe dream -- it's entirely possible today. We've demonstrated that vertical farming can be implemented in challenging environments with limited resources and still deliver meaningful results. Therefore, this model represents a viable approach to humanitarian aid that deserves serious consideration.
With strategic partnerships, this vision becomes even more achievable. For example, organizations like GlobalMedic understand the logistics of humanitarian response and can navigate complex distribution channels. Meanwhile, local organizations like Katalyst Kitchens provide the essential community connections that ensure cultural relevance and local buy-in.
Additionally, visionary supporters like the Myhal Foundation supply the financial resources to transform concepts into reality.
Looking Forward: Cultivating Hope Through Vertical Farming
Looking forward to the future of our vertical farming initiatives fills me with hope and purpose. Our farm in Moldova continues to produce fresh, nutritious food for local communities and refugees affected by the crisis. This represents just the beginning of what's possible.
What Comes Next for Vertical Farming in Humanitarian Aid?
While this Moldova project marks our first major humanitarian indoor farming initiative in Eastern Europe, it certainly won't be our last. In fact, we're already engaging in discussions about expanding this proven model to other regions devastated by war, natural disasters, and chronic food insecurity. The technology works effectively. The human impact is undeniable. Therefore, our focus now shifts to scaling this solution.
As Rahul from GlobalMedic so eloquently expressed, food insecurity isn't merely about access---it's fundamentally about control. By providing communities with the means to grow their own culturally-appropriate food, we're restoring that essential control. Consequently, we're building resilience in places where uncertainty has unfortunately become the daily reality.
Eight years ago, when Kevin and I launched Just Vertical, we shared an ambitious vision of tackling global food insecurity. Today, I can honestly say we're making real, tangible (and edible!) progress toward that goal. This success comes not just through innovative technology, but through meaningful partnerships, community engagement, and our core belief that everyone deserves access to fresh, nutritious food.
Our farm in Moldova represents more than our proudest achievement---it serves as a blueprint for how vertical farming can play a crucial role in humanitarian aid worldwide. That's truly a future worth growing toward.
Let's Have A Conversation.Inspired by our Moldova project? Whether you're looking to bring sustainable food production to your community, explore vertical farming for humanitarian applications, or discuss how indoor growing systems could transform food security in challenging environments, we're here to help. |