NEW YORK ― Last month, Elon Musk laid out his “master plan” to transform Tesla into a clean energy giant. In a 1,483-word blog post, he outlined plans to meld his automobile company with SolarCity, the country’s largest solar installer, to create a one-stop shop for electric cars, batteries and solar-panel roofing.

He’s not the only Musk with a grand vision. For the last 14 years, Kimbal Musk, Elon’s younger brother, has been quietly waging his own battle against industrialized food. While Elon built a tech empire in California, the younger Musk moved to Colorado and founded The Kitchen, an ambitious family of restaurants committed to bringing sustainably grown, locally sourced, healthfully prepared food to the American heartland. His empire of eateries ― whose fare includes homemade kale chips, quinoa grown in Colorado and lamb sourced from Boulder’s Crego Livestock farm ― stretches from Boulder and Denver in Colorado, to Chicago. By the end of August, it will include a new location in Memphis, Tennessee.

The younger Musk sits on the board of Chipotle, whose fresh ingredients have forced McDonald’s to rethink the grub it sells. With his own restaurants ― he’ll have 11 by the end of the year ― he aims to do the same to the Applebee’s and TGI Friday’s of the world ― establishing a vast empire of farm-to-table restaurants across the parts of the country sometimes mocked as “flyover states.”

In his next move, he plans to take on agriculture, too.

On Tuesday, Musk announced the launch of Square Roots, a new company that will invest in startups growing fresh fruit and vegetables in cities. The so-called accelerator aims to provide mentorship and resources to bootstrapped urban farmers, who will operate out of Square Roots’ specially designed shipping containers equipped with hydroponic growing towers. The firm, formed under The Kitchen LLC umbrella, is slated to open its first location in Brooklyn sometime this fall.  

“The Kitchen’s mission is to strengthen communities by bringing local, real food to everyone,” Musk, 43, wrote in a Medium post published Tuesday. “Our goal [with Square Roots] is to enable a whole new generation of real food entrepreneurs, ready to build thriving, responsible businesses. The opportunities in front of them will be endless.”