In October 2022, Bruce Taylor (HBS MBA, 1981), Chairman and CEO of Taylor Farms, the leading producer of salads and healthy fresh foods in the United States, wondered whether this was the right time for Taylor Farms to venture into the Controlled Environment Agriculture (CEA). Taylor Farms' operations involved farming, processing, and distributing about 50 million pounds of fresh produce every week. To accomplish such a feat, Taylor Farms faced a number of ongoing challenges related to features such as food safety, climate change, labor shortages and wages, input prices, and logistics. CEA, either in high-tech, single-level greenhouses or vertical farms (multi-layer indoor crop cultivation systems), could not entirely help address environmental and logistic challenges, but its smaller geographic footprint enabled operations closer to consumption sites. Indoor farms were promoted as using far less water and requiring less transportation than traditional farms, but they required more power and were more expensive to build and run. With these solutions still under development, Bruce harbored some qualms about their actual benefits. After all, Taylor Farms had been able to sustain double-digit revenue growth rates by sticking to conventional agriculture. Yet, he did not want the company to fall behind in new technologies that could render its operations more efficient. Moreover, CEA producers might turn into a threat for Taylor Farms, eating into its market share by catering to consumers who favored "environmentally-friendlier" products. Was this the right time for Taylor Farms to venture into the CEA space, or should it wait for the technology to evolve further or the industry to consolidate?