Grönska
Grönska EarthTech AB, founded in 2014 and headquartered in Stockholm, designs and sells closed-loop hydroponic vertical farming cabinets — Grönska ONE and GrowOff — plus a recurring line of pre-seeded crop cassettes, serving restaurants, schools, corporate offices, grocery retailers, and home growers across Sweden and new EU/US markets.
- Company typePrivate
- Founded2014
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Grönska does
Grönska EarthTech AB is a Swedish agritech company founded in 2014 and headquartered in Stockholm that designs and sells closed-loop hydroponic vertical farming cabinets for growing leafy greens, herbs, and edible flowers on-premise at restaurants, hotels, schools, corporate offices, grocery retailers, and residential customers. The company's core technology stack comprises two proprietary cabinets — the consumer-facing Grönska ONE and the commercial GrowOff Microfarm (GrowOff 3) — each occupying less than 1 square meter of floor space while producing the equivalent of 133 square meters of outdoor cultivation, achieving stated 95% water reduction and 90% transport reduction versus conventional agriculture. Internally developed differentiators include the O.D.I.N. automated irrigation system that regulates light, water, and nutrients, and a Smart Cassette product line of pre-seeded coconut-fiber trays with QR codes that are automatically recognized by the cabinet, which adjusts growth parameters by plant type; the cassette catalog covers over 40 crop varieties and functions as a recurring consumable revenue stream tied to the proprietary hardware install base.
The business model combines one-time hardware sales of cabinets with recurring revenue from replacement cassettes, plants, and accessories. Pricing is quote-based and not publicly disclosed, with multi-year contract potential for enterprise customers. Go-to-market operates as a hybrid: enterprise field sales and inside sales (via website quote forms tracked through Monday CRM) for B2B customers, complemented by active recruitment of channel partners, agents, and distributors for international expansion. Customer segments span restaurants and hotels, schools and preschools, corporate offices and cafeterias, grocery retail (including Coop Karlstad Tullholmen), individual home growers, and elderly care facilities, with anchor reference customers in AstraZeneca (Södertälje cafeteria, operated by Sodexo) and Coop.
Financing to date totals approximately $3.4M across six disclosed rounds through September 2023, including a March 2021 $2.4M round from Martas Explorers, Rite Ventures, and Tectonic Ventures, plus a September 2023 facility from Nefco and Almi Företagspartner earmarked specifically for expansion into European and US markets. The company operates with a stated headcount of 1–10 employees and is privately held, with no disclosed revenue, ARR, or unit shipment data in the available sources.
Grönska firmographics
Firmographics- Name
- Grönska
- Legal name
- Grönska EarthTech AB
- Website
- https://gronska.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Grönska EarthTech AB, founded in 2014 and headquartered in Stockholm, designs and sells closed-loop hydroponic vertical farming cabinets — Grönska ONE and GrowOff — plus a recurring line of pre-seeded crop cassettes, serving restaurants, schools, corporate offices, grocery retailers, and home growers across Sweden and new EU/US markets.
- Ownership category
- akta.pro rank
Grönska industry classification
Industry- Product category
- Vertical Farming Equipment
- NAICS
- Other Food Crops Grown Under Cover (111419), Food Crops Grown Under Cover (11141)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms) (AFAGAHAJ)
- akta.pro secondary industries
- Vertical Farming Systems & Racking (Indoor Farms, Multi-tier) (AFAAAHAI), Irrigation, Fertigation & Nutrient Delivery Systems (Dosing, Injectors, Sensors) (AFAAAHAE), Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC)
Keywords
Where Grönska is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Grönska business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- Hydroponic Cultivation Cabinets: Sale of Grönska ONE and GrowOff vertical farming units - hardware cabinets for commercial and residential use. The cabinets occupy less than 1 sqm and replace 133 sqm of outdoor cultivation.
- Growing Cassettes (Seeds/Plants): Sale of pre-seeded growing cassettes with over 40 different crop varieties including herbs, salads, edible flowers, vegetables, and fruits. Each cassette contains 10 plants in coconut fiber substrate.
- Plant & Accessories: Ongoing sales of plants, accessories, and replacement components for the cultivation cabinets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quote-based pricing for enterprise and commercial customers |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Grönska product offering
Product offeringCore offering
Grönska designs, manufactures, and sells closed-loop hydroponic vertical farming cabinets (Grönska ONE and GrowOff Microfarm) that grow herbs, salads, edible flowers, vegetables, and fruits locally on less than 1 sqm of floor space, paired with proprietary pre-seeded growing cassettes containing 40+ crop varieties using coconut fiber substrate and QR-code-driven automatic light, water, and nutrient control.
Product overview
Grönska offers a portfolio of hydroponic growing solutions centered on two main product lines: Grönska ONE (for homes, businesses, schools) and GrowOff Microfarm/GrowOff 3 (for professional kitchens, restaurants, and retail). Both are closed-loop hydroponic cabinets that grow plants vertically using LED lighting and automated nutrient delivery, occupying less than 1 sqm while producing the equivalent of 133 sqm of outdoor cultivation. The product line is complemented by Odlingskassett (growing cassettes) — pre-seeded plant pods in coconut fiber that slot into the cabinets and are automatically recognized via QR code for optimal growth parameters.
Differentiator
Problem solved
Functional benefit
Products and services
- Grönska ONE Hydroponic plant cabinet combining Scandinavian design with advanced hydroponics, designed for sustainability and ease of use, producing fresh vegetables in homes, businesses, and schools on less than 1 sqm of floor space.
- GrowOff Microfarm (GrowOff 3) Closed-loop hydroponic farming system designed for maximum visibility and efficiency, producing leafy greens locally with reduced greenhouse gas emissions, water use, and pesticide need; targeted at professional kitchens, restaurants, and retail stores.
- Odlingskassett (Growing Cassettes) Pre-seeded trays for Grönska cabinets covering 40+ crop varieties (herbs, salads, vegetables, fruits, edible flowers) in coconut fiber substrate with QR codes enabling automatic plant-type recognition; each cassette contains 10 plants.
Quantifiable outcome
- 95% less water usage compared to traditional farming
- +7 more outcomes
Companies that use Grönska
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles5 records
Grönska technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grönska partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SodexominorSodexo operates the cafeteria at AstraZeneca Södertälje where Grönska's GrowOFF unit is installed. Partnership enables food service integration of hyperlocal produce.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Grönska competitors and assessment
Company assessmentBroad incumbents
- BrightFarms: US-based hydroponic greenhouse operator supplying grocery retailers with locally grown leafy greens, salads, and herbs. Adjacent CEA producer competing for similar retail/dagligvaruhandel budgets with greenhouse rather than indoor cabinet format.
- Plenty: US-based large-scale indoor vertical farming company building commercial farms for leafy greens. Broad incumbent in CEA with proprietary indoor farming technology, addressing adjacent but not directly competing cabinet-format hardware segments.
- Gotham Greens: US-based controlled-environment agriculture operator running large hydroponic greenhouses for retail and foodservice leafy greens and herbs. Comparable CEA producer in broader indoor/greenhouse farming category.
- AeroFarms: US-based large-scale commercial vertical-farming operator and technology developer for leafy greens. Operates industrial-scale farms rather than cabinet-format hardware, but addresses the same controlled-environment-agriculture market with overlapping sustainability narrative.
- Bowery Farming: US-based large-scale indoor vertical farming operator serving retail and foodservice with leafy greens, herbs, and berries. Broad CEA incumbent; pursues large-farm model rather than distributed cabinet hardware but competes for similar end-customer produce budgets.
Direct peers
- Farmshelf: US modular in-restaurant and institutional vertical farming unit provider selling bookcase-sized smart growing cabinets with seedpod consumables. Highly comparable to Grönska's GrowOff format targeting professional kitchens.
- Babylon Micro-Farms: US-based provider of small-scale indoor hydroponic farming systems targeted at schools, offices, hospitals, and foodservice. Closely comparable to Grönska in modular indoor format, B2B customer mix, and recurring consumable economics.
- Fork Farms: US hydroponic vertical-farming systems maker focused on schools and educational settings with consumable grow pods. Direct peer in the school/institutional hydroponics segment with similar modular pod-based recurring revenue model.
- Infarm: German modular in-store and restaurant vertical-farming company selling cloud-connected growing units with subscription-style seedling/pod delivery. Closest historical analog to Grönska's hardware + consumable cassette model for on-premise leafy greens and herbs.
Emerging players
- Oishii: US-based premium indoor vertical farm specializing in strawberries. Adjacent CEA operator using vertical-farming technology with similar focus on hyperlocal, premium positioning and chef/hospitality customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Grönska social profiles
Digital presenceGrönska financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grönska leadership team
Management profileNumber of profiles
Profiles3 records
Grönska funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grönska 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 Grönska
What does Grönska do?
Grönska designs, manufactures, and sells closed-loop hydroponic vertical farming cabinets (Grönska ONE and GrowOff Microfarm) that grow herbs, salads, edible flowers, vegetables, and fruits locally on less than 1 sqm of floor space, paired with proprietary pre-seeded growing cassettes containing 40+ crop varieties using coconut fiber substrate and QR-code-driven automatic light, water, and nutrient control.
Is Grönska a public or private company?
Grönska is a private company. It is classified as venture growth investor backed and is currently operating.
When was Grönska founded?
Grönska was founded in 2014. It employs 1 to 10 people.
Where is Grönska based?
Grönska is headquartered in Stockholm, Sweden, in the Europe region.
How does Grönska make money?
Three revenue lines are on record. Hydroponic Cultivation Cabinets are the primary driver. The others are growing Cassettes (Seeds/Plants) and plant & Accessories.
Who are Grönska's main competitors?
Broad incumbents on record are BrightFarms, Plenty, Gotham Greens, AeroFarms and Bowery Farming. Direct peers are Farmshelf, Babylon Micro-Farms, Fork Farms and Infarm. Oishii is listed as an emerging player.
Does Grönska have an API?
No public API is recorded for Grönska.
What industry is Grönska in?
Grönska's product category is Vertical Farming Equipment. Its primary akta.pro industry code is AFAGAHAJ, Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms), with a secondary code of AFAAAHAI, Vertical Farming Systems & Racking (Indoor Farms, Multi-tier). Its NAICS code is 111419 and its SIC code is 100.