I remember a conversation I had with a friend of mine about vertical farming. He's big into his food, cares about food quality.
Anyway, I bring it up, he's not impressed, in fact far from it. The impression I got was that it ruined the emotional impact behind the origin of food. Instead of growing in fields, in natural time-honoured traditional way (I should mention at this point that my friend believed in buying organic, just to nip the pesticides/herbicides argument in the bud), we'd be replacing that with what amounted to growing in a lab.
If you're going to convince anyone, beyond tech heads and those that only care about cost, you're going to need to address the story of food, its role in our culture. I strongly doubt it would get anywhere close to the mainstream without the type of emotionally-led marketing that logfromblammo suggests.