<p>Novel foods offer a promising solution to future sustainability challenges. However, they have been slow to attract attention due to the usual liabilities of newness and smallness faced by new food companies, and also slow to achieve acceptance, due to potential consumers’ skepticism about their naturalness. Using vertical farming (VF) as a case study, this paper identifies the diverse topics contained in VF brands’ tweets and classifies them using a content typology based on previous categorization frameworks. It then examines how each type of VF brand content contributes to volumes of “likes” and retweets. Our findings show that, as compared to a reference condition (educational content), relational content and corporate social responsibility content on Twitter were associated with significantly higher numbers of both these engagement metrics. As well as providing actionable insights for novel-food startups seeking to improve their public attention and acceptance, these findings extend theoretical understandings of user engagement with varied social media content.</p>