Greenswell Growers

What Greenswell Growers does

Greenswell Growers, Inc. is a privately held controlled environment agriculture (CEA) company operating a 77,000-square-foot automated greenhouse facility in Goochland County, Virginia, from which it produces and distributes four leafy green product lines — Essential Green Leaf, Vibrant Greens Blend, Tender Butter Blend, and Refreshing Romaine Blend — to retail grocery, foodservice, K-12 schools, and meal kit customers across the mid-Atlantic region. The company's core technology platform is a Green Automation mobile gully system imported from Europe (one of only a handful in the US), which enables seeds-to-pack automation, hands-free harvesting and packaging, and grow-to-order production with zero waste. The facility achieves 95% less water usage than traditional field farming through recirculation systems, 10x+ yield per acre versus an equivalent field, and a 21+ day shelf life from harvest enabled by hands-free processing and patented peel-and-reseal packaging with micro-perforations.

The business model is sales-led and operates two distinct revenue streams: B2C retail grocery (transactional sales through regional independents including Yellow Umbrella Provisions and Good Foods Grocery, supported by a store locator) and B2B foodservice (direct sales to restaurants, hospitality programs, K-12 schools, and prepared-food operators such as Ukrop's Homestyle Foods via a Professional Kitchens division, sold in 3 x 2 lb. vented, resealable bags). Capital has been raised through three SEC Form D exempt securities offerings totaling approximately $17.7 million between 2020 and 2023, funding the $17 million facility buildout. The company donates 5% of its greens to Feed More and Goochland Cares, participates in community education partnerships with Virginia Tech and local community colleges, and was ranked No. 1,009 on the 2025 Inc. 5000 list with 351% revenue growth over two years. Leadership includes CEO Carl Gupton and co-founders Chuck Metzgar, John May, and Doug Pick (the latter also CEO of regional food bank Feed More).

Name

Greenswell Growers

Legal name

Greenswell Growers, Inc.

Website

https://greenswellgrowers.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenswell Growers is a private controlled environment agriculture company operating a 77,000-square-foot automated greenhouse in Goochland County, Virginia, producing leafy greens for regional grocery retailers, foodservice operators, K-12 schools, and meal kit companies across the mid-Atlantic using imported European Green Automation technology.

Ownership category

akta.pro rank

Product category

Indoor-Grown Leafy Greens (Controlled Environment Agriculture)

NAICS

Food Crops Grown Under Cover (11141), Vegetable and Melon Farming (1112), Other Food Crops Grown Under Cover (111419)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms) (AFAGAHAJ)

akta.pro secondary industries

Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA), Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA), Environmental Control & Climate Systems (HVAC, CO₂, Ventilation, Dehumidification) (AFAAAHAB)

Keywords

• Controlled environment agriculture
• Indoor leafy greens
• Automated greenhouse production
• Local fresh produce
• Foodservice leafy greens

Headquarters

HQ city

Manakin Sabot

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Infrastructure, Personnel, Supply Chain, Technology or R&D, Marketing or Sales

Revenue model

1. B2C Retail Grocery Sales: Greenswell Growers sells leafy greens directly to consumers through regional grocery store chains and independent markets. Consumers find products via the company's store locator and purchase at retail locations including Yellow Umbrella Provisions and Good Foods Grocery.
2. B2B Foodservice / Professional Kitchens: Greenswell supplies restaurants, K-12 schools, hospitality programs, and meal kit/prepared food companies with bulk leafy greens (3 x 2 lb. vented, resealable bags). Direct sales to chefs, school nutrition programs, and hospitality operators.
3. Exempt Securities Offering: Company raised capital through SEC Form D exempt securities offerings, including a $6,365,040 offering (April 2023) and a $500,000 offering (December 2023, $486,310 already sold), to fund facility expansion and operations.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Greenswell Growers operates a 77,000-square-foot controlled environment agriculture (CEA) facility in Goochland County, Virginia, using an imported European Green Automation mobile gully system to grow and package four leafy-greens SKUs year-round. Products are sold under separate Retail and Foodservice (Professional Kitchens) lines, with retail moving through regional grocery stores and B2B volume (3 x 2 lb vented, resealable bags) sold directly to restaurants, K-12 districts, hospitality operators, and meal-kit/prepared-food companies.

Product overview

Greenswell Growers operates as a large-scale indoor leafy greens producer offering four distinct product lines: Essential Green Leaf (premium green leaf lettuce), Vibrant Greens Blend (green leaf, red leaf, and arugula mix), Tender Butter Blend (butter leaf and green leaf combination), and Refreshing Romaine Blend (baby romaine with green leaf). All products are grown in their 77,000-square-foot automated greenhouse facility in Goochland County, Virginia, using hands-free harvesting and packaging processes. The company sells to retail, foodservice, and professional kitchen customers, with products available in vented, resealable 2-pound bags.

Differentiator

Problem solved

Functional benefit

Products and services

• Essential Green Leaf Premium green leaf lettuce that is light, crunchy, and fresh. A versatile lettuce suitable for salads, sandwiches, wraps, and as a replacement for Romaine or Iceberg lettuce. Sold to retail grocery consumers and B2B foodservice operators.
• Vibrant Greens Blend A blend of green leaf lettuce, red leaf lettuce, and baby arugula delivering contrasting textures from crispy to tender, packed with beta-carotene, Vitamin K, calcium, and folate. Sold to retail grocery consumers and B2B foodservice operators.
• Tender Butter Blend A blend featuring velvety butter leaf with crispy green leaf, offering a sweet flavor profile that elevates any salad or sandwich. Sold to retail grocery consumers and B2B foodservice operators.
• Refreshing Romaine Blend Tender baby leaf romaine blended with fresh crispy green leaf, offering crisp texture with a touch of sweetness and containing magnesium, calcium, potassium, and Vitamin C. Sold to retail grocery consumers and B2B foodservice operators.

Quantifiable outcome

• 21+ day shelf life from harvest vs. significantly shorter for West Coast shipped produce
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• European Equipment SuppliercoreOthersGreenswell Growers imported European equipment for its $17 million automated greenhouse, which is one of only a handful of greenhouses in the United States using the Green Automation mobile gully system. This technology partnership was foundational to the company's operational capabilities.
• Feed MorecoreOthersVirginia's largest nonprofit food distributor. Greenswell donates 5% of its greens to Feed More, which distributes to 275+ partner organizations serving 225,000+ at-risk children, families, and seniors across Central Virginia through its Food Bank, Meals on Wheels, and Community Kitchen programs. Co-founder Doug Pick serves as CEO of Feed More.
• Goochland CaresminorOthersLocal food distributor in Goochland County, VA, receiving in-kind donations of Greenswell Growers leafy greens as part of the company's 5% giving-back program to address local food security.
• Goochland County High School Career and Technical Education (CTE) ProgramminorStrategic or Co-development PartnerGreenswell partners with the high school's CTE program to provide curriculum aligned with real-world skills in Controlled Environment Agriculture (CEA), marketing, operations, logistics, mechatronics, and culinary arts. The company provides student experiences inside the facility, reviews course offerings, advises on programs, and writes letters of recommendation for students.
• Virginia TechminorStrategic or Co-development PartnerCollaborates with Virginia Tech on research projects exploring sustainable growing practices. Greenswell offers its greenhouse for plant samples, yield testing, and studies on various plant parts, contributing to academic research in controlled environment agriculture.
• J. Sargeant Reynolds Community College Horticulture ProgramminorStrategic or Co-development PartnerGreenswell serves on the advisory committee for J. Sargeant Reynolds Community College's horticulture program, providing input to help shape curriculum and ensure graduates are prepared for careers in the industry.
• Virginia Western Community College Biology and Mechatronics ProgramsminorStrategic or Co-development PartnerGreenswell serves on advisory committees for Virginia Western Community College's Biology and Mechatronics programs, offering input to shape future courses and ensure students graduate with relevant, in-demand skills.
• Yellow Umbrella ProvisionsminorChannel Partner/ Reseller/ DistributorRegional independent grocery market with three Richmond-area locations (Patterson Avenue, Libbie Mill, Ballast) that stocks Greenswell Growers greens as part of its curated selection of local provisions and sustainably sourced food.
• Good Foods GroceryminorChannel Partner/ Reseller/ DistributorLocal Richmond market since 1985 (now celebrating 40 years), located in Stony Point Shopping Center. Part of community-focused market that emphasizes natural, nutrient-rich, organic, and locally sourced products. Stocks Greenswell Growers greens.
• Ukrop's Homestyle FoodsminorChannel Partner/ Reseller/ DistributorB2B foodservice partner with a longstanding relationship. Ukrop's sources Greenswell greens for their prepared foods operations, valuing the local Virginia connection, community commitment, high quality, food safety, and customer service.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Revol Greens: Revol Greens operates large-scale hydroponic greenhouses producing organic leafy greens and salad blends for retail and foodservice. Comparable CEA greenhouse-based leafy greens producer with similar mid-tier regional scale and product mix.
• AeroFarms: AeroFarms is a leading US indoor vertical farming company producing leafy greens using aeroponic technology in Newark, NJ and other facilities. Directly comparable to Greenswell as a CEA leafy-greens producer serving retail and foodservice, though at a much larger scale.
• BrightFarms: BrightFarms operates indoor greenhouse farms producing leafy greens for retail grocery partners across the US. Directly comparable CEA leafy-greens business serving regional supermarket chains, with similar sustainability and local-sourcing value propositions.
• Bowery Farming: Bowery operates indoor vertical farms producing leafy greens and herbs for grocery and foodservice customers across the Eastern US. Comparable CEA leafy-greens operator with national retail distribution and similar hands-free, pesticide-free positioning.
• Gotham Greens: Gotham Greens operates a network of greenhouses producing leafy greens, herbs, and dressings across multiple US cities. Closely comparable business model using hydroponic greenhouse technology to supply regional grocery and foodservice channels.
• Plenty: Plenty is a US vertical farming company focused on leafy greens using indoor vertical farming technology. Comparable CEA leafy-greens producer, though pursuing broader crop categories and operating with significant venture capital backing.
• AppHarvest: AppHarvest operated large-scale indoor CEA facilities in Kentucky producing tomatoes and leafy greens. Comparable in using controlled-environment greenhouse technology for fresh produce, though with broader crop focus.
• Local Bounti: Local Bounti operates CEA greenhouses producing leafy greens and herbs with a focus on retail and foodservice distribution. Comparable controlled-environment agriculture operator with similar product categories and US footprint.

Others

• Wolong Hydroponics: Wolong is a major CEA greenhouse equipment and infrastructure provider. Comparable as an enabling infrastructure provider for CEA leafy-greens production, sharing the greenhouse-controlled-environment technology underpinning Greenswell's operations.

Regional players

• GoodLeaf Farms: GoodLeaf Farms operates indoor vertical farms producing leafy greens and microgreens primarily in Canada. Comparable CEA leafy-greens producer with similar technology stack and retail/foodservice go-to-market, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/greenswellgrowers
• LinkedInlinkedin.com/company/greenswellgrowers
• Instagraminstagram.com/greenswellgrowers
• Xx.com/ggigreens

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenswell Growers