In 2013, brothers Julian and Jesse Howatt launched Local by ATTA in Moncton, New Brunswick, with a vision to grow fresh greens indoors and serve their local community. Today, it's the Maritimes' largest indoor vertical hydroponic farm, producing more than 20 varieties of greens year-round.
Local by ATTA's first growing space was a modest 1,500-square-foot rented garage. Outfitted with a mix of fluorescent lights and early LED fixtures, the space was just enough to get started. Back then, Julian and Jesse loaded up their harvest every Saturday and took it to the Dieppe Market. This tradition continues today. Although they later added the Moncton Market to their weekly routine, Dieppe remains their anchor location. These markets were a proven ground. Customers gave feedback, chefs began taking notice and the business started growing. Momentum built quickly.
Then, in early 2016, tragedy struck when a fire destroyed their vertical farm. The brothers rebuilt from scratch. Only this time, they scaled up, moving into a 7,000-square-foot warehouse. They also committed to LED grow lighting throughout the space. This is when their long-standing relationship with Hort Americas became key to their success.
A partnership that started with a phone call
Julian first reached out to Hort Americas in 2013 after discovering the horticultural product supply company online. At the time, vertical farming was a relatively niche concept, and there were only a handful of people working to make it viable. One of those individuals was Chris Higgins, president and co-founder of Hort Americas. Following Julian's phone call, Chris and the brothers began sharing ideas and information, laying the groundwork for what Local by ATTA would eventually become.
Those early calls led to testing a few LED fixtures. Yet the real turning point came after the fire, when Local by ATTA moved into their new space and decided to go all-in on LED grow lights. This is when Hort Americas became their go-to partner for lighting, as well as growing media, fertilizer and ongoing technical support. Since then, the relationship has grown alongside the farm. Julian and Jesse continue to work with several members of the Hort Americas team, including Jordan and Gabrielle from Hort Americas Canada. 
How the right grow lights helped power an entire farm
Local by ATTA now operates with a mix of Arize® Life1.5 and Life2 fixtures. They began using the Arize® Life1.5 in 2017. Today, around 700 of them are still in operation. "Maybe one light burns out every six months," Julian said. "Over eight years, we've only lost about 1–2% of them — that kind of reliability is rare." The newer Life2 fixtures were installed in 2024 as part of a 14,000-square-foot expansion. Local by ATTA is currently running about 800 Life2 fixtures with 100% reliability.
The fixtures continue to deliver on everything that matters: consistent crop quality, energy efficiency and minimal maintenance. And in a climate such as Moncton's, efficiency directly impacts HVAC demands. "In winter, we don't even need to heat the facility," Julian explained. "Our HVAC system dehumidifies and generates enough waste heat to keep things warm. The real challenge is cooling during the summer, and that's where efficient lighting like the Life2 makes a big difference."
Growth grounded in community
While technology has helped Local by ATTA scale, their growth is still rooted in old-school consistency. They've sold at the same farmers market every Saturday (except for a short break after the fire) since March 2014. This weekly touchpoint gives them customer feedback and allows for a continuous gauge on demand.
The brothers have also built direct relationships with restaurants, retailers and weekly basket customers who pick up greens from the farm. Their most recent expansion is part of a three-phase plan. Phase one is already in production. Phases two and three will follow the same model. 
Julian and Jesse Howatt
Sustainability that starts with smart systems
Local by ATTA's sustainability efforts extend beyond mere buzzwords. They recycle plant waste and growing media through a local farm and use compostable or recycled packaging whenever possible. Additionally, they prioritize lighting that reduces energy use and heat output.
Furthermore, they partner with a local network of food banks to donate surplus greens when production exceeds demand. Besides a lower carbon footprint, the result is also a more resilient business model that prioritizes community health and long-term efficiency.
Lessons learned and what's next
Scaling a farm while starting families, navigating COVID and weathering economic uncertainty hasn't been easy. But Julian and Jesse have built Local by ATTA with a focus on quality and relationships, both inside the business and beyond it.
Their model, once limited to a local farmers market stall, now supplies fresh greens year-round to restaurants, retailers, and households across New Brunswick, Nova Scotia, and Prince Edward Island. As demand has grown, so has the need for reliable infrastructure, especially in terms of the tools and partners that power their operation.
This is where their relationship with Hort Americas continues to play a central role. "The Hort Americas team knows our farm," Julian said. "Even if we go a while without talking, they still get it. That history matters." It's the kind of long-term understanding that only comes from years of working together. Now, as Local by ATTA eyes phase two and three of their expansion, this foundation will be essential to scaling smoothly, without sacrificing what makes the farm so special.
For more information:
Local by ATTA
[email protected]
www.atta.ca
For more information:
Hort Americas
www.hortamericas.com