Plenty is involved in indoor vertical farming, which allows for the growth of fresh produce in a controlled environment. By stacking plants vertically, Plenty can maximize space and produce crops throughout the year, independent of weather conditions. This method uses less water and avoids harmful pesticides and GMOs, making it a sustainable alternative to traditional farming. The company primarily sells its produce to grocery stores, restaurants, and directly to consumers who value high-quality and sustainable food options. Unlike many competitors, Plenty's focus on advanced farming techniques enables it to maintain a consistent supply of premium fruits and vegetables, which helps it command higher prices. The goal of Plenty is to transform food production by providing a reliable source of fresh, nutritious, and environmentally friendly produce.