Revolutionizing Agriculture: The Story of Grow Space Vertical Farms

The co-founders of Grow Space Vertical Farms in Kenosha, Wisconsin, are rooting for the future of agriculture with their innovative vertical farming methods.

Their journey, from planting the seeds of aquaponics experiments at home to growing a community-driven, sustainable farm, proves that they’re not afraid to lettuce dream big. With a passion for turning over a new leaf in food production, they’re tackling global challenges like food accessibility and environmental sustainability—one budding idea at a time.

Now, sit back, veg out, and enjoy this exclusive interview about the visionaries behind Grow Space Vertical Farms: co-founders Robert Carlson, Danny Carlson, and Mathew Carlson. (Robert is the CEO and Mathew’s son; Danny and Mathew are brothers.)

Grow Space Vertical Farms Co-founders: Robert Carlson, Danny Carlson, Mathew Carlson

Visit Kenosha: What inspired the creation of Grow Space Vertical Farms, and how has the vision evolved since its inception?

Matthew Carlson: The creation of Grow Space Vertical Farms was the result of an evolutionary journey that began with small, grassroots efforts and a shared passion for sustainability and innovation. It didn’t start with a single idea but rather grew organically from experiences and interests that intersected over time.

Co-Founder Robert Carlson’s early fishkeeping business played a pivotal role, sparking his interest in ecosystems and sustainable practices. This was further reinforced when he took a class at Badger High School where students used aquaponics to grow produce for the school cafeteria. That experience opened our eyes to the potential of integrating technology with sustainable agriculture.

Inspired by these ideas, Robert and I started experimenting with growing produce at home. What began as a simple family project quickly turned into a successful small-scale operation in the basement of our house. Seeing the results firsthand—fresh, nutrient-dense food grown indoors—was a turning point. It showed us that this method of farming could be not only efficient but also transformative.

From there, the vision grew. We decided to test the concept on a larger scale, leading to the creation of Grow Space Vertical Farms in Kenosha, WI. Over time, our mission evolved to address global challenges like food accessibility and environmental sustainability while fostering hyper-local community connections. What started as a curiosity has grown into a passion to create scalable, impactful solutions that can serve other communities.

This journey has been deeply personal and collaborative, driven by the efforts of our family, team, and the community that has supported us every step of the way. Grow Space Vertical Farms isn’t just a business—it’s the culmination of years of learning, experimenting, and working together to make a meaningful difference.

Visit Kenosha: Can you elaborate on how your farming methods address global challenges like climate change and food accessibility?

Matthew Carlson: At Grow Space, we’re rethinking how food is grown and delivered to tackle challenges like climate change and food accessibility.

Our vertical farming methods cut resource use drastically. Growing indoors with hydroponics and aeroponics means using up to 95% less water than traditional farming, no harmful chemicals, and maximizing space for higher yields in a smaller footprint.

We also focus on food accessibility with a hyper-local approach, growing fresh, nutrient-rich produce right in the communities we serve. This reduces transportation emissions, ensures peak freshness, and opens doors for partnerships, sliding-scale subscriptions, and donations to underserved populations.

In short, we’re committed to a sustainable, scalable solution that lowers environmental impact and makes healthy food accessible to everyone.

Visit Kenosha: How do hydroponic and aeroponic systems work, and what advantages do they offer over traditional farming?

Matthew Carlson: Hydroponic systems grow plants in nutrient-rich water, while aeroponic systems deliver nutrients directly to plant roots through a mist. Both methods bypass soil, allowing plants to grow faster and more efficiently. Key advantages include reduced water usage (up to 95% less than traditional farming), faster growth cycles, year-round growing capabilities, and the use of no harmful chemicals.

Visit Kenosha: What steps are you taking to reduce your environmental footprint beyond water efficiency and indoor farming?

Matthew Carlson: Reducing our environmental impact is a core priority. Currently, we utilize renewable energy provided by WE Energies, our local utility company, and we’re working toward additional sustainability goals like composting and installing solar power as part of our roadmap.

By growing hyper-locally, our produce avoids the 2,000-mile journey from places like southern California, drastically cutting transportation emissions. Additionally, our methods ensure we don’t disturb soil or introduce harmful chemicals into the ground or stormwater runoff, helping to preserve local ecosystems.

Visit Kenosha: Can you share some examples of partnerships or events that have strengthened your connection to the Kenosha community?

Matthew Carlson: We’ve hosted numerous community tours for area non-profit organizations and groups like the Boy Scouts, in addition to educational tours for local schools. One highlight was an educational seminar held at our farm for the local business community, where we showcased the farm’s efforts and sustainability initiatives.

We’ve been fortunate to receive strong support from organizations like KABA, the Kenosha Area Chamber, and Visit Kenosha, as well as the City of Kenosha and its new Mayor. These partnerships have been instrumental in strengthening our ties to the community and fostering collaboration.

Visit Kenosha: How do you plan to make high-quality produce more accessible to underserved populations?

Matthew Carlson: This is an important goal for us, and while we’re just getting started—having sold our first head of lettuce in April 2024—we’re already taking steps to make a difference. Currently, we donate excess produce to local food and shelter organizations, and we’re pursuing approval to accept WIC to better serve families in need.

Additionally, we’re working on a partnership with the Urban League of Kenosha and Racine to educate children and their families on growing hydroponically at home. By teaching them how to produce similar crops indoors or outdoors at a minimal cost, we aim to empower families to grow fresh, nutrient-rich food right in their own homes.

Visit Kenosha: What has been the most significant challenge in transforming underutilized spaces into vertical farms?

Matthew Carlson: One of the biggest challenges has been adapting existing spaces for optimal growing conditions. Factors like light, humidity, and temperature control require precise engineering, which can be complex in older or unconventional buildings. However, these challenges are also opportunities to innovate, and we’ve developed scalable solutions to make the transformation process smoother.

Visit Kenosha: How does your delivery and subscription model enhance your hyper-local approach?

Matthew Carlson: Our delivery and subscription model ensures that fresh produce reaches customers quickly and at peak quality. By operating within the community, we reduce transportation distances, lowering emissions and preserving nutrients. Subscriptions also allow us to plan production more effectively, reducing waste and ensuring a consistent supply of fresh produce.

Note: no subscription is necessary; customers can shop online and make an appointment to pick up their order.

Visit Kenosha: Are there plans to expand Grow Space's model to other communities? If so, how will you maintain your commitment to sustainability?

Matthew Carlson: Yes, we’re actively exploring opportunities to bring our model to other communities. To ensure sustainability, we’ll continue to prioritize local sourcing, renewable energy, and efficient growing techniques in every new location. Each expansion is designed to meet the unique needs of the community while maintaining our core values of environmental stewardship and accessibility.

Visit Kenosha: What role do you see vertical farming playing in the future of food production?

Matthew Carlson: Vertical farming is a vital part of the future food system, offering a way to grow more food with fewer resources in increasingly urbanized areas. As climate change impacts traditional agriculture, vertical farming provides a resilient, scalable alternative that can help feed growing populations sustainably.

Visit Kenosha: What inspired your interest in sustainable agriculture and vertical farming?

Matthew Carlson: Co-founder Robert Carlson’s passion for sustainability and innovation drove his interest in vertical farming. From a young age, Robert was deeply concerned about the environmental toll of traditional agriculture, including soil degradation, excessive water use, and the inefficiencies of long-distance food distribution.

Vertical farming inspired him because it combines technology with sustainability, offering a way to grow food locally, efficiently, and with minimal environmental impact. For Robert, this approach isn’t just about growing food, it’s about reimagining how we nourish communities while protecting the planet for future generations.

Visit Kenosha: Can you share a pivotal moment or experience that led you to establish Grow Space?

Matthew Carlson: The journey to Grow Space began in the basement of our home, where we created a small-scale version of an indoor farm. Watching the success of that system—growing fresh, nutrient-dense produce indoors—was an eye-opening moment. It showed us firsthand the potential of vertical farming to produce high-quality food efficiently, even in limited spaces.

We paired that experience with our awareness of global food challenges, including food deserts and the environmental impact of traditional agriculture, and realized it was imperative to test indoor growing at a larger scale. That led to the creation of Grow Space Vertical Farms in Kenosha, where we could refine the model and prove its scalability.

Visit Kenosha: How has your family or upbringing influenced your approach to business and sustainability?

Matthew Carlson: Entrepreneurship and a commitment to making a difference have been deeply ingrained in our family. I started multiple businesses during my teenage years, with the most notable being Platinum Systems, Inc., founded in Kenosha, WI, 28 years ago. My parents were incredibly supportive of my journey, and my brother Danny has been my partner in business throughout his entire adult life, helping build ventures that reflect our shared values of hard work and innovation.

My wife, Angela, has been a constant source of support, helping balance the demands of entrepreneurship with family life. Robert, following in this tradition, has already launched multiple startup companies in his teens, pairing his passion for innovation, business, and sustainability.

Our family’s emphasis on hard work, collaboration, and community impact has shaped everything we do at Grow Space Vertical Farms. Success for us has always meant more than profit—it’s about creating meaningful change for people, and now the planet as well.

Visit Kenosha: What does a typical day at Grow Space look like for you?

Matthew Carlson: Every day at Grow Space is dynamic and purpose-driven. I start by checking farm operations, monitoring plant growth, and staying involved in the day-to-day workings to stay connected to our core mission.

I also spend much of my time doing research, meeting with partners, planning business & community initiatives, and strategizing ways to innovate and scale our impact. Balancing hands-on farm work with long-term vision ensures we’re constantly improving and pushing boundaries to better serve our community and advance our mission.

Visit Kenosha: How do you balance the technical and community-focused aspects of running a vertical farm?

Matthew Carlson: Balancing technical and community-focused priorities is about synergy. On the technical side, we ensure our systems are optimized for efficiency and sustainability. On the community side, we focus on outreach and education, from hosting tours to collaborating with local organizations. Both aspects feed into each other, creating a model that’s not just about growing food but fostering connections and trust.

Visit Kenosha: What do you hope people take away when they visit or learn about Grow Space?

Matthew Carlson: We hope visitors see that sustainable farming isn’t just a possibility—it’s a necessity. More importantly, we want them to feel inspired by how innovation and collaboration can solve big challenges. Our goal is to show that small, local changes can make a global impact.

Visit Kenosha: What’s the most rewarding part of your work, and how do you stay motivated during challenges?

Matthew Carlson: The most rewarding part is seeing the impact on our community—whether it’s a family enjoying fresh, locally grown produce or a student inspired by a tour of the farm. Challenges are inevitable, but knowing that our work contributes to a healthier, more sustainable future keeps us motivated.

On a personal note, I’m incredibly proud of the dedication and passion of my family and team. My son Robert brings innovative vision and energy to everything he does. My wife Angela has been my constant source of encouragement, while my brother Danny has been my partner in every step of this entrepreneurial journey. My dad has worked tirelessly to support the physical building of the farm, and my mom has grown our microgreens program from a small shelf at home to a thriving operation producing 20 trays of nutrient-dense microgreens every week.

I’m also grateful for the support of our original 100 founding farm members, many of whom believed in us and signed up to be customers before we were even fully operational. Their trust and enthusiasm have been instrumental in our success. We are still in need of many more customers to reach our full potential, and we’re incredibly thankful for the new supporters joining us each week as farm members and customers.

Shop Online & Pickup Your Order!

Grow Space Vertical Farms
3127 Roosevelt Road
Kenosha, WI 53142
(262) 649-9918
www.growspace.farm
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