Vertical farming (plant factory with artificial lighting) and its produce: consumer insights

More efficient production of food crops is required. Without difficulty in feeding the world, improving health and protecting the environment will accelerate. Vertical farming (VF) using a plant factory system with artificial lighting (PFAL) may be part of the solution and the focus of this article that begins by introducing the technology. To contribute to Sustainable Development Goals progress, VF faces many and major challenges. In addition, it must gain consumer acceptance. While the literature points to a greater likelihood of overall acceptance than rejection by consumers, a perception also exists that VF is unnatural/artificial. The latter manifests in negative expectations for VF-grown foods, but consumption experience disconfirms these. Product quality can be high, and widespread consumer rejection may, therefore, not be the biggest challenge for VF.