Vertical farming, a modern method of cultivating a wide range of food products, presents a promising solution to some of today’s most pressing challenges—chief among them, ensuring food security, conserving resources, and combating climate change. With a growing global population, limited farmland, increasing resource scarcity, and environmental crises, vertical farming has the potential to fundamentally improve the way we produce food. However, despite its numerous advantages, vertical farming faces significant economic hurdles. First and foremost, the high investment and operational costs pose a major challenge for potential investors and operators at the moment. This article examines the current state of vertical farming in Europe, highlights its high potential as well as challenges, and discusses how companies can achieve a strategic balance between process control and cost-effectiveness to unlock the full potential of vertical farmingof vertical farming.