Upward Farms

Brooklyn, NY Agtech Private

Upward Farms was a Brooklyn-based indoor vertical farming and aquaponics startup founded in 2013 (originally as Edenworks, then Seed & Roe) by Jason Green, Ben Silverman, and Matt La Rosa. The company combined aquaculture (hybrid striped bass) with hydroponics and microbiome science to grow USDA-certified organic microgreens, distributed via regional retailers including Whole Foods Market in the New York area. In January 2023 it announced plans for a 250,000-square-foot indoor aquaponic vertical farm in Hanover Township (Luzerne County), Pennsylvania, but on March 30, 2023 the company announced it was ceasing all vertical farming operations, closing its Brooklyn headquarters, laying off nearly 80 employees, and halting development of the Pennsylvania facility, citing that 'vertical farming is almost infinitely complex.'

Overview

Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Founded

2013

Employees

Defunct

Total Funding

$136.7M

2 rounds

Funding

Total raised $136.7M across 2 rounds

Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.

Last updated 06-25-2026

Latest Round

Type

Series B

Date

June 24, 2021

Amount

$121.7M

Valuation

DateRoundAmount RaisedValuationLead Investors
June 24, 2021 Series B $121.7M
July 24, 2020 Series A $15M Prime Movers Lab

Leadership

  • Jason Green

    Co-Founder & CEO

    LinkedIn
  • Ben Silverman

    Co-Founder

  • Matt La Rosa

    Co-Founder

Competitors

Competitor list is illustrative and may be incomplete, stale, or erroneous.

  • Bowery Farming

    New York-based indoor vertical farming company growing leafy greens using hydroponics, automation, and its BoweryOS platform. Ceased operations in late 2024.

  • AeroFarms

    Newark, NJ-based vertical farming company using proprietary aeroponic systems for leafy greens; filed for Chapter 11 in 2023 and restructured.

  • Plenty

    South San Francisco-based indoor vertical farming company building plant-specific environments with advanced lighting, robotics, and AI-driven controls.

  • Gotham Greens

    Brooklyn-based hydroponic greenhouse company that grows leafy greens and herbs across multiple U.S. cities; partners with retailers including Whole Foods and Kroger.

  • BrightFarms

    Indoor greenhouse farming company that supplies packaged salads to retailers; acquired by Cox Enterprises in August 2021.

  • Square Roots

    Brooklyn-founded indoor vertical farming startup co-locating modular farms with UNFI distribution centers to grow herbs and microgreens.

Upward Farms Investment FAQ

Public status and buying access

No. Upward Farms is a private company and does not have a public stock ticker or trade on a public stock exchange. Its shares are generally held by founders, employees, investors, and other private shareholders. Buyers and sellers may be able to transact in Upward Farms shares through private secondary transactions, but any transaction depends on share availability, buyer and seller agreement, transfer restrictions, company approval rights, and any applicable right of first refusal. There is no guarantee that Upward Farms will complete an IPO or other liquidity event.

Yes, it is sometimes possible to buy Upward Farms shares pre-IPO through private secondary transactions. This depends on finding a willing seller, company approval, and satisfying any transfer restrictions or rights of first refusal.

Buyers interested in buying Upward Farms shares on the secondary market typically do so through SetterVC and other secondary-market platforms, subject to eligibility requirements, share availability, transfer restrictions, and issuer approval. Buyers may need to satisfy sophistication, accreditation, institutional, platform, regulatory, or other eligibility requirements before participating. Once eligible, buyers may be able to view listings, make bids, and work with a licensed broker through the transaction process. Buyers should ensure they have appropriate legal and financial advisors guiding them before completing any transaction.

Valuation and funding

Upward Farms's latest disclosed funding round was a Series B round in June 24, 2021. The round raised approximately $121.7M. Primary funding rounds are different from secondary transactions: in a primary round, capital goes to the company, while in a secondary transaction, investors buy existing shares from current shareholders. Funding-round data reflects publicly reported or collected information and may be incomplete.

Upward Farms has raised approximately $136.7M in disclosed funding across 2 rounds. These figures reflect primary capital raised by the company and do not include every possible secondary transaction, undisclosed round, debt facility, or private transfer. Reported funding totals can change as new rounds are announced or older round details are corrected. Eligible users can use SetterVC to track Upward Farms's funding history alongside private-market activity where available.

Upward Farms's disclosed investors include Prime Movers Lab. Investor lists are based on public reporting, company announcements, and collected funding-round data, and may be incomplete. Participation in a prior funding round does not mean those investors are currently buying or selling shares. On SetterVC, eligible users can review Upward Farms's funding history, valuation history, and private-market activity alongside other venture-backed companies.

Market context

Upward Farms's most-cited competitors include Bowery Farming, AeroFarms, Plenty, Gotham Greens, BrightFarms and Square Roots. Investors often compare these companies by sector, product focus, valuation, funding raised, growth signals, investor base, and private-market activity.

Secondary-market demand for Upward Farms shares can be affected by company performance, revenue growth, profitability, funding history, valuation, investor interest, sector momentum, public-market conditions, expected timing of a liquidity event, and the availability of shares for sale. Demand can also be affected by transfer restrictions, company approval rights, right of first refusal processes, limited information, and the price expectations of buyers and sellers. Strong demand does not guarantee strong pricing, liquidity, or investment returns. Weak demand does not necessarily reflect the company's long-term prospects. Demand signals should not be treated as a recommendation or prediction of investment performance. Buyers and sellers should treat demand signals as informational and conduct their own diligence before transacting.

Selling and transaction mechanics

Sellers often rely on intermediaries and platforms, such as SetterVC and other secondary-market platforms, to identify potential buyers. The exact process varies by company and transaction, but sellers often begin by confirming their ownership, desired price, transferability, and any company approval or notice requirements. If the seller agrees with a buyer on acceptable price and terms, the company may need to be notified through a share transfer notice or similar process. If a right of first refusal, company approval right, or other transfer restriction applies, the seller may need to wait until that process is completed. The parties may then execute a purchase and sale agreement, complete required transfer documentation, and close if all required conditions are satisfied. Sellers should always seek proper legal and financial advice before completing the transaction.

Yes, current and former Upward Farms employees, early investors, and other existing shareholders may be able to sell vested shares before an IPO through a private secondary sale. This is not automatic; it depends on whether the shareholder has transferable shares, whether there is buyer demand, and whether the company's governing documents permit the transfer. Many companies require prior notice, company approval, or a right of first refusal before shares can be sold. Sellers should also seek proper legal and financial advice before proceeding.

A Upward Farms secondary transaction usually involves an existing shareholder selling shares to a buyer before a public listing. The buyer and seller typically agree on price, number of shares, share class, and closing conditions. The seller may then need to notify Upward Farms through a share transfer notice or similar process. If Upward Farms or existing investors have approval rights, transfer restrictions, or a right of first refusal, those steps may need to be completed before the transfer can close. The parties typically enter into a purchase and sale agreement, complete any required transfer documentation, and close only if the necessary conditions are satisfied. Timing and certainty can vary by company and transaction.

In most private secondary transactions, parties commonly use a purchase and sale agreement that outlines price, terms, and conditions. They may also use share transfer documentation, often a stock transfer notice, share transfer notice, transfer instruction, or similar document, along with any required company approval or right of first refusal materials. Proof of ownership, such as a cap table entry, share certificate, brokerage statement, issuer confirmation, or administrator confirmation, may also be important. Buyers often request recent company financials, but private companies may limit disclosure. Since every deal varies, buyers and sellers should consult legal and financial advisors to understand which documents are needed.

Risk, diligence, and investor caution

Buying Upward Farms shares pre-IPO is risky. Shares are illiquid, no IPO or liquidity event is guaranteed, valuations can change, transfers may require company approval, and private companies may provide limited financial disclosure. Be prepared for total loss. SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, verify information, and seek independent legal and investment advice before proceeding.

Private secondary shares are typically illiquid. Unlike public stocks, there is no active public market, so selling them can be difficult and time-consuming. Sales depend on finding a willing buyer and often require company approval. Investors should be prepared to hold the shares for an extended period, with no guarantee of a future sale. Always assess your need for liquidity before investing.

SetterVC and Setter Capital do not provide due diligence, legal, tax, accounting, valuation, or investment advice. Buyers must conduct their own due diligence, including verifying ownership, transferability, legal structure, company approval, and assessing the company's prospects. SetterVC and Setter Capital do not provide advice on whether an investment is good, what price to pay, or what the best bid or ask is. SetterVC and Setter Capital may share documents in some circumstances, but it does not guarantee their accuracy or completeness. Due diligence is essential. Seek legal and investment advice as needed.

Before buying Upward Farms shares, a buyer should try to review the share class, price per share, implied valuation, transfer restrictions, ROFR process, company approval rights, seller ownership evidence, recent financing or tender-offer information, available financial information, information rights, resale restrictions, tax considerations, and expected liquidity paths. Not all information may be available for a private company. Buyers should confirm available diligence, process details, and information needs with their own legal, tax, and investment advisers.

SPVs carry risks. Examples include the need to confirm the company allows SPV-based transfers, verify that the SPV truly owns the shares or interests it claims to own, and ensure it has not sold more interests than it holds. Due diligence is essential. Seek legal and investment advice as needed.

Forward contracts carry risks. Examples include the seller refusing to transfer the shares at the future date, even if the seller owns them, the seller going bankrupt with creditors claiming the shares, or the seller committing the same shares to multiple parties. Due diligence is essential. Seek legal and investment advice as needed.

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