Fullgreen
Fullgreen Inc is a Pittsburgh-based CPG brand (US subsidiary of UK parent Fullgreen Ltd) selling shelf-stable, non-GMO riced vegetable pouches as low-carb rice alternatives to health-conscious consumers, diabetics, vegans, and athletes via DTC e-commerce, Amazon, and US wholesale distribution.
- Company typePrivate
- Founded2013
- HeadquartersPittsburgh, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fullgreen does
Fullgreen Inc is the US operating subsidiary (Pittsburgh, PA) of UK parent Fullgreen Ltd, selling shelf-stable, non-GMO riced vegetable products as low-carbohydrate alternatives to rice and grains. The company's core technology is a proprietary pouch-steaming process that delivers 12-18 month shelf life without refrigeration, preservatives, or additives, with three core SKUs: Riced Cauliflower (100% cauliflower), Riced Broccoli & Cauliflower (60/40 blend), and Riced Cauliflower & Quinoa (70/30 blend with added plant protein and fiber). Products carry Non-GMO and Certified Vegan certifications, are keto/paleo and gluten-free, and deliver 89-94% fewer carbs than white rice at roughly 18 calories and 3g of carbs per serving.
Fullgreen operates a hybrid direct-to-consumer and wholesale distribution model. The DTC channel runs through a Shopify-powered e-commerce site (fullgreen.com) with subscription options and free shipping to mainland US, supplemented by branded merchandise (organic cotton apparel) printed on demand by Printful. The wholesale channel distributes through major US food wholesalers including KeHe, UNFI, DPI, Associated Buyers, and River Valley Foods, reaching hundreds of physical retail stores; Fullgreen also holds exclusive seller status on Amazon.com and Amazon.co.uk. The company targets health-conscious consumers across four overlapping segments: low-carb/keto/paleo dieters, Type 1 and Type 2 diabetics, vegans and plant-based eaters, and athletes/fitness enthusiasts.
Commercially, the company has raised approximately $14.9M cumulatively across crowdfunding (Crowdcube, Seedrs) and a 2023 $6.1M growth round led by ONX Capital and Velocity Capital Advisors. Sourcing relies on 'ugly veg' and surplus produce, a positioning amplified through sustainability partnerships with TerraCycle (pouch recycling), One Tree Planted (200 trees/month commitment), Feeding America, and Feeding Britain. Despite a lean 1-10 employee headcount, Fullgreen maintains registered dietitian endorsement (Whitney Stuart RDN), 30,000+ social followers, and feature placement in Optimum Nutrition Magazine Winter 2021/22. Revenue is not publicly disclosed.
Fullgreen firmographics
Firmographics- Name
- Fullgreen
- Legal name
- Fullgreen Inc
- Website
- https://fullgreen.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fullgreen Inc is a Pittsburgh-based CPG brand (US subsidiary of UK parent Fullgreen Ltd) selling shelf-stable, non-GMO riced vegetable pouches as low-carb rice alternatives to health-conscious consumers, diabetics, vegans, and athletes via DTC e-commerce, Amazon, and US wholesale distribution.
- Ownership category
- akta.pro rank
Fullgreen industry classification
Industry- Product category
- Shelf-Stable Packaged Vegetable Foods
- NAICS
- Fruit and Vegetable Canning, Pickling, and Drying (31142), Food Manufacturing (311)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)
- akta.pro secondary industries
- Shelf-Stable Pantry Staples (Grains, Pasta, Rice, Beans, Canned Foods) (CRADAAAA), Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged) (CRADAAAJ), Pouches & Sachets (Stand-up, Flat, Spouted, Stick Packs) (IMALABAE)
Keywords
Where Fullgreen is headquartered
LocationHeadquarters
- HQ city
- Pittsburgh
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Fullgreen business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Others
Revenue model
- Direct E-commerce Sales: Fullgreen sells products directly to consumers through their e-commerce website www.fullgreen.com, offering individual cases of 6 pouches with free shipping and subscription options for repeat orders.
- Wholesale Distribution: Fullgreen distributes products through wholesale distributors including KeHe, UNFI, DPI, Associated Buyers, and River Valley Foods to retail stores across the United States.
- Amazon Marketplace: Fullgreen is the exclusive seller of products on Amazon.com and Amazon.co.uk, maintaining control over pricing and product quality on the platform.
- Merchandise Sales: Fullgreen sells branded merchandise including t-shirts, hoodies, tote bags, and caps through their e-commerce platform, with fulfillment via Printful from Europe and USA.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Case pricing for riced vegetable products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Fullgreen product offering
Product offeringCore offering
Fullgreen manufactures and sells shelf-stable, non-GMO riced vegetable products in ready-to-heat pouches as low-carbohydrate alternatives to rice and grains. The core product line comprises three SKUs (Riced Cauliflower, Riced Broccoli & Cauliflower blend, and Riced Cauliflower & Quinoa blend) sold as cases of 6 pouches containing 2 servings of vegetables each, plus a small line of branded organic-cotton merchandise.
Product overview
Fullgreen offers a portfolio of shelf-stable, non-GMO riced vegetable products sold in pouches as low-carbohydrate rice alternatives. The core product line consists of three main SKUs: Riced Cauliflower (100% cauliflower), Riced Broccoli & Cauliflower (60/40 blend), and Riced Cauliflower & Quinoa (70/30 blend with added protein). All products are preservative-free, certified vegan, keto and paleo friendly, and gluten-free, with shelf lives of 12-18 months. The company also sells branded merchandise as part of its sustainability mission. Products are available for direct-to-consumer online purchase and through retail store locations across the US, with separate wholesale distribution through KeHe, UNFI, DPI, and other distributors.
Differentiator
Problem solved
Functional benefit
Products and services
- Riced Cauliflower (case of 6) Shelf-stable, non-GMO riced cauliflower sold in cases of 6 ready-to-heat pouches. Made from 100% cauliflower with no preservatives, additives, or salt; ready in 1–2 minutes via microwave or stovetop. Each pouch contains 2 servings of vegetables, 18 calories, and 3g of carbs (89% fewer than white rice). Target users are consumers following low-carb, keto, paleo, vegan, or diabetic-friendly diets.
- Riced Broccoli & Cauliflower (case of 6) Shelf-stable riced broccoli and cauliflower blend (60% broccoli, 40% cauliflower) sold in cases of 6 pouches. Non-GMO with no preservatives, additives, or salt; 94% fewer carbs than white rice. Can be eaten cold in salads or heated in 1 minute. Marketed to consumers seeking a vegetable-forward rice alternative with grassier flavor notes than the cauliflower-only SKU.
- Riced Cauliflower & Quinoa (case of 6) Shelf-stable riced cauliflower and quinoa blend (70% cauliflower, 30% cooked white quinoa) sold in cases of 6 pouches. Provides 5g of plant-based protein and 5g of fiber per pouch with fewer carbs than rice or quinoa alone. Non-GMO, no preservatives, additives, or salt. Target users are consumers wanting added protein and fiber in a low-carb rice alternative.
- Fullgreen Branded Merchandise Branded merchandise including t-shirts, hoodies, tote bags, and caps made from 100% organic cotton and recycled materials, sold through the Fullgreen e-commerce site and fulfilled by Printful in Europe and the USA. Tied to the Fullgreen x One Tree Planted initiative where each purchase funds tree planting.
Quantifiable outcome
- 89% fewer carbs than white rice per serving
- +5 more outcomes
Companies that use Fullgreen
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Fullgreen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Fullgreen partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, major and minor.
- TerraCyclecoreFullgreen partnered with TerraCycle to enable customers in the US and UK to recycle used Fullgreen pouches. Customers can request a free recycling envelope from the TerraCycle website, mail in their used pouches, and they will be repurposed into new materials. This partnership addresses plastic packaging waste while Fullgreen works toward a fully recyclable pouch solution by 2024.
- One Tree PlantedcoreFullgreen partnered with One Tree Planted, a non-profit focused on global reforestation. The company committed to planting 200 trees per month. The partnership also includes a merchandise line where every purchase plants a tree. Trees absorb carbon, provide biodiversity habitat, and help combat climate change from deforestation.
- Feeding AmericacoreFullgreen partners with Feeding America, distributing nutritious vegetable-based products to those in need. The partnership focuses on fighting food insecurity and ensuring access to healthy food as a basic human right.
- Feeding BritaincoreFullgreen partners with Feeding Britain, a non-profit addressing the root cause of hunger while providing relief to those in need. Products are distributed to communities facing food insecurity.
- KeHemajorWholesale distributor partner for Fullgreen products
- UNFImajorWholesale distributor partner for Fullgreen products
- DPImajorWholesale distributor partner for Fullgreen products
- Associated BuyersminorWholesale distributor partner for Fullgreen products
- River Valley FoodsminorWholesale distributor partner for Fullgreen products
- ShopifycoreE-commerce platform powering Fullgreen's online store at fullgreen.com
- Google Analytics and Google Tag ManagercoreAnalytics tools used to understand customer behavior and website usage patterns
- Klaviyo, Accentuate, Searchanise, SwymcoreCRM and website functionality providers enabling customer relationship management, marketing automation, site search, and wishlist features
- PrintfulminorPrint-on-demand partner fulfilling Fullgreen merchandise orders from Europe and USA locations
- Amazon and UPSmajorDelivery partners for e-commerce order fulfillment. Amazon logistics expertise is utilized for some deliveries, with orders sometimes arriving in Amazon-branded outer cases.
- Facebook and InstagramcoreSocial media platforms used for customer acquisition through social media purchases and interest-based advertising
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Fullgreen competitors and assessment
Company assessmentDirect peers
- Caulipower: Direct competitor in the cauliflower-based product category, offering cauliflower-crust pizzas, tortillas, and riced cauliflower. Targets the same low-carb, gluten-free, plant-based consumer with retail-distributed shelf-stable products.
- RightRice (Better Family, Inc.): Direct competitor in the rice-alternative category, using vegetable-based blends as a healthier substitute for rice. Competes head-to-head with Fullgreen on shelf space in the same grocery aisles.
- Trader Joe's Riced Cauliflower (private label): Store-brand riced cauliflower sold exclusively at Trader Joe's, offering a price-competitive alternative to Fullgreen in the same category. Strong private-label threat in the natural/frozen aisle.
- Banza: Chickpea-based pasta and rice-alternative brand with strong DTC and retail presence in the better-for-you carb category. Targets similar health-conscious consumers with comparable pricing and shelf positioning.
Broad incumbents
- Birds Eye: Major incumbent in frozen and shelf-stable vegetables owned by Conagra. Offers riced cauliflower and vegetable blends with national distribution — competes on the same shelf with broader scale and brand recognition.
- Green Giant (B&G Foods): Iconic shelf-stable and frozen vegetable brand with extensive retail distribution. Offers riced vegetable products and competes broadly in the same category with significantly larger marketing and shelf-share resources.
Emerging players
- Daily Harvest: DTC subscription food company offering frozen, plant-forward meals and sides. Overlaps with Fullgreen on the convenience, plant-based, health-conscious consumer but uses frozen rather than shelf-stable packaging.
- Wholly Veggie: Plant-based frozen meal and vegetable snack brand. Comparable in size and category focus, with retail distribution in natural food channels overlapping with Fullgreen's merchandising footprint.
- Veggies Made Great: Vegetable-based muffins, bites, and snacks sold in grocery store freezers. Overlaps with Fullgreen's mission to increase vegetable consumption via convenient formats, though in a different product form.
Others
- Performance Food Group / KeHe (distributor side): Natural/specialty food distributor that already handles Fullgreen products. Included as an ecosystem peer because distributor relationships are a key go-to-market asset and a strategic lever for category expansion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fullgreen social profiles
Digital presenceFullgreen compliance and trust
Trust signalCompliance2 records
Fullgreen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fullgreen leadership team
Management profileNumber of profiles
Profiles1 record
Fullgreen funding detail
Funding detailFunding overview
Funding rounds10 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fullgreen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fullgreen
What does Fullgreen do?
Fullgreen manufactures and sells shelf-stable, non-GMO riced vegetable products in ready-to-heat pouches as low-carbohydrate alternatives to rice and grains. The core product line comprises three SKUs (Riced Cauliflower, Riced Broccoli & Cauliflower blend, and Riced Cauliflower & Quinoa blend) sold as cases of 6 pouches containing 2 servings of vegetables each, plus a small line of branded organic-cotton merchandise.
Is Fullgreen a public or private company?
Fullgreen is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fullgreen founded?
Fullgreen was founded in 2013. It employs 1 to 10 people.
Where is Fullgreen based?
Fullgreen is headquartered in Pittsburgh, United States, in the North America region.
How does Fullgreen make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution, amazon Marketplace and merchandise Sales.
Who are Fullgreen's main competitors?
Direct peers on record are Caulipower, RightRice (Better Family, Inc.), Trader Joe's Riced Cauliflower (private label) and Banza. Broad incumbents are Birds Eye and Green Giant (B&G Foods). Emerging players are Daily Harvest, Wholly Veggie and Veggies Made Great. Performance Food Group / KeHe (distributor side) is listed as an others.
Does Fullgreen have an API?
No public API is recorded for Fullgreen.
What industry is Fullgreen in?
Fullgreen's product category is Shelf-Stable Packaged Vegetable Foods. Its primary akta.pro industry code is AFAKAFAA, Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged), with a secondary code of CRADAAAA, Shelf-Stable Pantry Staples (Grains, Pasta, Rice, Beans, Canned Foods). Its NAICS code is 31142 and its SIC code is 2030.