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Press Release: Square Roots & GFS Open their Partnership’s First Indoor Farm Campus

Wyoming, MI, September 30, 2019 - Gordon Food Service®, North America’s largest privately held and family-managed foodservice distributor, and Square Roots, the technology leader in urban indoor farming, today celebrated the opening of their strategic partnership’s first co-located farm at a ribbon-cutting event on the campus of Gordon Food Service’s headquarters in Wyoming, Michigan. In addition to executives and staff from both companies, guests included customers and local, state, and federal government officials. Attendees learned more about the facility, the first of its kind hosted by a broadline foodservice distributor, including a tour of the indoor farm’s operations.

In his remarks, Rich Wolowski, President and CEO, Gordon Food Service said, “We’re building exciting relationships with change agents that are helping to reshape how food is produced, prepared, and served - and Square Roots is a great example of leading-edge thinking and technology driving new solutions. We know it’s imperative that we participate in the future, today, to ensure we are relevant tomorrow, and this is a model that could help revolutionize our food systems. And it’s great that we can prove the concept in our own backyard.”

The modular indoor farm, sited on less than two acres of the Gordon Food Service headquarters property, was almost immediately in production following construction completion earlier this month. The ten cloud-connected growing units, employing sophisticated, digitally-controlled hydroponics and LED lighting systems, are projected to produce more than 50,000 lbs. of premium herbs and greens annually, or roughly the equivalent production of a traditional 50-acre farm. However, unlike more typical agriculture, the Square Roots produce will be non-GMO, pesticide-free, and harvested all year long. Initial crops will include basil, chives, and mint. The herbs will be sold to local foodservice customers in Grand Rapids as well as throughout Michigan, northern Indiana, and Ohio.

The companies noted that this first farm installation serves as a template, with ambitions to see additional indoor farms on or near Gordon Food Service’s more than two dozen distribution centers across Canada and the eastern U.S.

Tobias Peggs, Square Roots Co-founder and CEO, noted, “This partnership reflects our shared commitment to local, real food and at a scale that will serve people and communities across North America. But it’s also Square Roots’ mission to empower the next generation of leaders in urban farming. Through our Next-Gen Farmer Training Program, we train future farmers in all aspects of local food systems—from seed to shelf. And with each new Square Roots farm, the Next-Gen Farmer Training Program opens doors for more young people to start exciting careers in the agriculture industry.”

The new farm is tended by a cohort of Next-Gen Farmers selected by Square Roots as part of their unique Next-Gen Farmer Training Program. The paid, full-time and year-long commitment has attracted thousands of diverse applicants eager to be change-makers at the forefront of urban agriculture and contributing to the local, real food movement. Half of the Michigan team hails from in-state while others come from as far away as Texas and New York.

Rich Wolowski, North American President and CEO of Gordon Food Service, stated, “We are excited to be the first broadline foodservice distributor to host an urban farm, with the ability to bring fresh, hyper-local produce to our customers year-round. It’s an important example of our pursuit of innovation to better serve our foodservice customers, and our customers’ customers, while answering the growing demand for fresh, nutritious and local food.”

About Square Roots

Square Roots is the technology leader in indoor farming. Its mission is to bring local, fresh, real food to people in cities around the world - setting new standards for transparency and responsibility while empowering a new generation of leaders in agriculture. Founded by serial entrepreneurs, Kimbal Musk and Tobias Peggs, its range of fresh produce is available in more than 200 retail locations around the country including Gordon Food Service Stores, Whole Foods Market, Fresh Thyme Market, D&W Fresh Market, Meijer’s market format stores, and Busch’s Fresh Food Market. Square Roots’ strategic partnership with Gordon Food Service reinforces a larger shared ambition to build commercial-scale, climate-controlled indoor farms together across the continent - enabling local food at a global scale, year round. For more information, please visit


John Kell, Square Roots,, 856-816-7113
Gordon Food Service,