Abstract: An eco-friendly vertical planter apparatus, system, and method that allow a user to grow vegetative plant matter with minimal water and soil. The vertical planter apparatus includes a base and at least one central planting unit having its own base and at a least one sidewall to form a container for holding plant matter and soil. The vertical planter also includes a moisture-retentive wick, such as a cotton-woven braid, having at least two ends. One end of the moisture-retentive wick is placed within the container. In use, soil is placed within the container atop at least one end of the wick and plant matter is planted within the soil substantially adjacent the moisture-retentive wick. Optional features include modular central planting units, multiple external planting tubes, a thermal mass to retain heat to plant matter roots, a water reservoir, a cloche/cover to simulate green-house effect, and dark or light colored central planting units or tubes depending on the type of plant matter being grown.