This is actually a huge reason that food costs as much as it does. The seeds are free, water's cheap, Sun's free, fertilizer is plentiful (and overused), and machines do all the heavy lifting. You don't need a lot of manpower, and farmers don't make a ton of money. All that money that we pay for food is going into three things:

1. Transportation costs: when everything grows in Ohio (and/or South America), it's going to cost a lot more to get it in front of consumers in Seattle or New York. To make matters worse, there's a built in timer on the goods. 2. Waste: something like 12% of America's food supply goes bad in transit. Then after that, some more rots on the shelf. That which doesn't is brought home, or to a restaurant and is wasted there. There's not much we can do about the last part of the equation, but having the food fresh in the store is a big step for the first two prongs. 3. Aesthetics: This one I don't fully understand, but apparently people turn down perfectly good produce because it doesn't look normal, despite being perfectly healthy and nutritious. I've always had a taste for mutant carrots, myself. It's possible (not guaranteed) that selling this produce at reduced costs and directly from the dirt where it was grown might help that.

It'll all come down to whether or not grocers sign on - my guess is that the price point on something like this will ultimately be pretty good, but it might take 10 years for the technology to develop enough to be useful out in the wild.