Read between the lines. This isn't about growing free range soy and cruelty free tomatoes. The goal here is to have a proven method for growing stuff indoors so that by the time they can use it for pot the kinks have already been worked out and they can just scale right away and dominate a regional market before the competition gets off the ground.

If they can sell to grocers in order to make the business equivalent of sleep(untilpotbecomeslecal()) sustainable then good for them but that's not really the primary goal here. Indoor vertical farming just doesn't work out except in niche cases of very high margins or legal requirements that require things be farmed indoors. City land is just too expensive to grow stuff on unless you're growing a really lucrative crop. Other than pot that's not much that meets one/both of those requirements.

edit: This isn't a condemnation, I'm just calling it like I see it.