This paper examines the potential of in-store vertical farming technologies in urban food retail as a solution to the increasing demand for fresh, locally sourced food. By enabling a “sell where you produce” model, vertical farming can reduce food miles, enhance traceability, and lower carbon emissions. The study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) to analyze factors influencing the adoption of these technologies among food retailers in Rouen, France, with a particular focus on the role of risk aversion in shaping attitudes and decisions. The findings highlight that performance expectancy and facilitating conditions are the key drivers of adoption intentions among retail store managers. However, perceived risks, such as high investments and operational costs, pose significant barriers, while social influence appears to have little impact on their decisions. The study underscores the importance of conducting economic evaluations and risk assessments of vertical farming practices to ensure their long-term viability. As vertical farming holds the potential to boost fresh food production in urban areas, reduce food miles, and create sustainable supply chains, it is crucial to carefully weigh its benefits and risks to support its successful adoption in urban food retail