Lufa Farms
Lufa Farms operates a vertically integrated D2C grocery platform in Montreal, delivering weekly customizable baskets of hydroponic rooftop-grown vegetables and 2,000+ Marketplace products to 87,000+ customers across Quebec and Ottawa.
- Company typePrivate
- Founded2009
- HeadquartersMontréal, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lufa Farms does
Lufa Farms Inc. is a Montreal-based agricultural technology company founded in 2009 by Mohamed Hage, Lauren Rathmell, Kurt Lynn, and Yahya Badran. The company built the world's first commercial rooftop greenhouse in 2011 and currently operates six urban farms across the greater Montreal area—five rooftop greenhouses (Ahuntsic, Laval, Anjou, Ville Saint-Laurent, and Marché Central) and one indoor farm at its Ville Saint-Laurent headquarters—totaling over 500,000 square feet of hydroponic growing space. Its proprietary technology stack combines closed-loop irrigation (saving more than half the water of conventional greenhouses), rainwater capture, biocontrol pest management using beneficial insects, high-intensity LED lighting in its most advanced site, and SCS-certified pesticide-residue-free production at a 0.01 ppm threshold. The company cultivates 50+ vegetable varieties harvested within 24 hours of delivery.
Lufa Farms operates a vertically integrated direct-to-consumer grocery platform through its proprietary e-commerce Marketplace at montreal.lufa.com, offering weekly customizable subscription baskets alongside an additional 2,000–2,700+ products sourced from 400+ vetted local farmers and food makers. The core product is a weekly automated basket priced at $40–$60 depending on delivery zone, with a $6 home delivery fee and free shipping on the first three orders for new customers. After two completed orders, customers transition to a Personalized Base Basket calibrated to historical purchasing behavior. Distribution occurs through a 350+ neighborhood pick-up point network and electric-vehicle home delivery across Quebec and Ottawa, supported by a doubled-size distribution centre and a Night Kitchen producing fresh juices and prepared meals.
The company's revenue model combines recurring weekly subscriptions, transaction-fee Marketplace sales, usage-based pricing for weight-variable produce, and add-on delivery fees. Lufa Farms became cash-flow positive in 2016 and has scaled organically since, supported by approximately $11.3M in disclosed venture funding between 2012 and 2018 from Cycle Capital, Fonds de solidarité FTQ, BDC Venture Capital, and others. The Lufa Farms Foundation was established in January 2023 as a registered charity to formalize the Direct Giving Program, which provides subsidized weekly baskets to food-insecure families via local nonprofit partnerships.
Lufa Farms firmographics
Firmographics- Name
- Lufa Farms
- Legal name
- Lufa Farms Inc.
- Website
- https://montreal.lufa.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lufa Farms operates a vertically integrated D2C grocery platform in Montreal, delivering weekly customizable baskets of hydroponic rooftop-grown vegetables and 2,000+ Marketplace products to 87,000+ customers across Quebec and Ottawa.
- Ownership category
- akta.pro rank
Lufa Farms industry classification
Industry- Product category
- Urban Agriculture
- NAICS
- Fruit and Vegetable Retailers (44523), Nursery, Garden Center, and Farm Supply Retailers (44424)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)
- akta.pro secondary industries
- Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG), On-Demand Grocery Delivery Marketplaces (AFAIAMAB), Grocery & Specialty Food Marketplaces (CRAFABAE), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)
Keywords
Where Lufa Farms is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices7 records
Markets served
Lufa Farms business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Infrastructure, Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Weekly Basket Subscriptions: Automated weekly basket delivery model where customers receive seasonal produce, dried goods, and Marketplace products. Baskets start at $40-$60 depending on delivery zone, with minimum order requirements of $35-$55
- Online Marketplace Sales: E-commerce platform offering over 2,000 products from vetted local farmers and food makers. Customers can customize baskets with additional products beyond the base basket offering
- Charge-by-Weight Products: Products priced by weight (fresh produce, etc.) where customers are charged actual weight at delivery, with price adjustments applied to next basket
- Home Delivery Fee: $6 delivery fee for home delivery option, in addition to basket costs
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | Base Basket (Automated) |
| Subscription | Weekly | Customized Basket |
| Unit Pricing | Weekly | Home Delivery |
| Other | Other | Employee Discount |
| Other | Weekly | Direct Giving Program Contribution |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Lufa Farms product offering
Product offeringCore offering
Lufa Farms operates a direct-to-consumer online grocery delivery service anchored by six urban farms (five rooftop hydroponic greenhouses and one indoor farm) in the Montreal area. The core offering is a weekly customizable basket subscription delivered to customers' homes or to one of 350+ pick-up points, combining 50+ varieties of hydroponically-grown rooftop vegetables with 2,700+ products from 400+ vetted local farmers and food makers. The company's proprietary e-commerce Marketplace allows customers to personalize orders, with pricing tiered by delivery zone.
Product overview
Lufa Farms operates a vertically integrated online grocery platform anchored by six urban farms (five rooftop greenhouses and one indoor farm) in the Montreal area. The core offering is a weekly customizable basket delivery service through the company's proprietary e-commerce Marketplace, which combines 50+ varieties of hydroponically-grown rooftop vegetables with over 2,700 products from 400+ vetted local farmers and food makers. Customers receive baskets via home delivery or through a network of 300+ neighbourhood pick-up points across Quebec and Ottawa. Supporting services include a Production Kitchen producing fresh juices and prepared foods, and the Direct Giving Program providing subsidized baskets to families in need through nonprofit partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- Lufa Farms Marketplace: The company's online farmers' market featuring over 2,700 products from vetted local farmers and food makers.
- Direct Giving Program
- Lufavores
Products and services
- Weekly Basket Subscription Automated weekly basket of seasonal produce, dried goods, and Marketplace products delivered to pick-up points or homes. Base Basket priced at $40-$60 depending on delivery zone, with minimum order requirements of $35-$55. After two completed orders, customers switch to a Personalized Base Basket populated with products they have most frequently ordered at their average basket price.
- Lufa Farms Marketplace Online farmers' market offering over 2,700 products from 400+ vetted local farmers and food makers. Customers can browse and add products to their weekly basket beyond the base offering. Marketplace opens four days before delivery and closes at midnight the day before.
- Home Delivery Service Direct door-to-door delivery of weekly baskets available throughout Quebec and Ottawa using electric vehicles. Includes $6 delivery fee per delivery, with free shipping on first 3 orders for new customers.
- Pick-up Point Network Network of 350+ neighborhood pick-up points across Quebec and Ottawa where customers collect their weekly baskets. Partner locations include community centres, cafes, and retail businesses that volunteer space to host baskets.
- Production Kitchen Products Fresh juices, smoothies, and ready-to-eat prepared meals produced at the Night Kitchen at the Ville Saint-Laurent Distribution Centre. Products include same-day squeezed juices and ready-to-eat meals.
- Rooftop Greenhouse Vegetables Hydroponically grown vegetables cultivated on five rooftop greenhouses and one indoor farm across the Montreal area, totaling over 500,000 square feet of growing space. Produces 50+ varieties harvested within 24 hours of delivery, certified Pesticide Residue Free by SCS Global Services.
- Direct Giving Program Community program providing Marketplace credits ($30 per family member weekly) plus 25% discount on fruits and vegetables to families in need, selected through local nonprofit partnerships. Customers can support through weekly contributions, one-time contributions, or Giveback loyalty rewards.
Quantifiable outcome
- Saves more than half the water compared to non-recirculating greenhouses
- +4 more outcomes
Companies that use Lufa Farms
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
Lufa Farms technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
Lufa Farms partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- SCS Global ServicescorePartnership with Scientific Certification Systems to certify Marketplace produce as Pesticide Residue Free. SCS conducts periodic audits, sample collection, and testing for pesticide residues at 0.01 ppm threshold. Lufa Farms is the only online farmers' market in Canada with this certification.
- Miels d'AnicetminorOrganic apiary located in Ferme-Neuve, Quebec. Founded in 2000 by Anicet Desrochers and Anne-Virginie Schmidt. Supplies honey products through Lufa Farms Marketplace.
- Warner’s FarmminorThree-generation family farm in Beamsville, Ontario. Founded in 1919. Supplies produce through Lufa Farms Marketplace.
- Jardins GlenorraminorFive-generation family farm in Ormstown, Quebec. Owned by Julie, Ian, and their five children. Supplies produce through Lufa Farms Marketplace.
- La Fabrique ArhomaminorArtisan bakery opened in 2007 by Ariane Beaumont and Jérôme Couture in Montreal. Supplies bread and pastries through Lufa Farms Marketplace.
- Five Star ShellfishminorShellfish operation founded in 2001 by siblings Gordon Jeffery, Wyatt Jeffery, and Wanda Gaudet in Ellerslie, PEI. Supplies seafood through Lufa Farms Marketplace.
- Pick-up Point PartnerscoreOver 350 local businesses including community centers, cafes, and retail locations partner with Lufa Farms to provide neighborhood pick-up points for weekly basket deliveries. Partners volunteer space to host baskets.
- Local NonprofitscorePartnership with local nonprofit organizations to support the Direct Giving Program, which provides weekly Marketplace credits to families and individuals experiencing food insecurity. Each family receives $30 per person weekly credit plus 25% discount on produce.
Scale indicators13 records
Recent moves11 records
Expansion highlights5 records
Lufa Farms competitors and assessment
Company assessmentDirect peers
- Goodfood Market Corp: Canadian online grocery subscription company offering weekly meal-kit and fresh produce boxes with home delivery. Direct competitor to Lufa Farms' basket subscription GTM in the Canadian market, with overlapping customer targets and similar e-commerce/checkout mechanics.
- Gotham Greens: US operator of commercial-scale urban rooftop hydroponic greenhouses supplying fresh produce to retailers and foodservice. Closest operational peer to Lufa: same rooftop CEA technology, same hydroponic leafy-greens focus, and similar retail/wholesale distribution model.
- BrightFarms: Operates a network of hydroponic greenhouses supplying pesticide-free leafy greens and tomatoes to grocery retailers across the US. Comparable to Lufa Farms in CEA technology stack and produce variety, though sells primarily B2B into supermarkets rather than DTC subscriptions.
- HelloFresh: Global leader in weekly meal-kit and grocery subscription boxes with home delivery. Comparable to Lufa on subscription cadence, weekly recurring billing, and DTC online ordering experience, though HelloFresh focuses on recipes/ingredients rather than fresh local produce.
- Misfits Market: US produce subscription company delivering 'imperfect' and surplus fruits/vegetables direct to consumers weekly. Strongly comparable to Lufa Farms' basket subscription GTM, customer targeting, and sustainability positioning, though operating in US rather than Canadian market.
Emerging players
- Plenty: US-based vertical farming company using indoor CEA to grow leafy greens. Comparable to Lufa's indoor farm (opened 2023) in technology category, but uses stacked vertical racks rather than Lufa's single-level hydroponic model, and targets retail/wholesale rather than DTC baskets.
- AeroFarms: US operator of indoor vertical farms using aeroponic technology to grow leafy greens and herbs. Overlaps with Lufa on the CEA/pesticide-free proposition and hydroponic-adjacent tech, but operates at larger industrial scale and serves retail channels rather than DTC subscriptions.
Broad incumbents
- Whole Foods Market: Premium natural/organic grocery retailer (Amazon-owned) with locations including in Montreal. Overlaps with Lufa on organic/sustainable positioning and fresh-produce assortment, but operates physical supermarket format and full grocery breadth versus Lufa's basket-subscription niche.
- Metro Inc. Dominant Quebec-based grocery chain with strong Montreal footprint and online grocery service. Competes with Lufa for the same household grocery basket, especially in fresh produce, but at much larger scale and through physical-store rather than farm-to-door model.
Regional players
- IGA (Quebec): Quebec-focused banner of Sobeys/Empire with dense Montreal-area presence and online grocery. Competes directly with Lufa for Quebec household grocery spend, but operates supermarket format with conventional supply chains rather than rooftop-grown produce.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Lufa Farms social profiles
Digital presenceLufa Farms compliance and trust
Trust signalCompliance1 record
Lufa Farms financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lufa Farms leadership team
Management profileNumber of profiles
Profiles5 records
Lufa Farms subsidiaries and ownership
Company hierarchySubsidiaries1 record
Lufa Farms funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lufa Farms 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 Lufa Farms
What does Lufa Farms do?
Lufa Farms operates a direct-to-consumer online grocery delivery service anchored by six urban farms (five rooftop hydroponic greenhouses and one indoor farm) in the Montreal area. The core offering is a weekly customizable basket subscription delivered to customers' homes or to one of 350+ pick-up points, combining 50+ varieties of hydroponically-grown rooftop vegetables with 2,700+ products from 400+ vetted local farmers and food makers. The company's proprietary e-commerce Marketplace allows customers to personalize orders, with pricing tiered by delivery zone.
Is Lufa Farms a public or private company?
Lufa Farms is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lufa Farms founded?
Lufa Farms was founded in 2009. It employs 11 to 50 people.
Where is Lufa Farms based?
Lufa Farms is headquartered in Montréal, Canada, in the North America region.
How does Lufa Farms make money?
Four revenue lines are on record. Weekly Basket Subscriptions are the primary driver. The others are online Marketplace Sales, charge-by-Weight Products and home Delivery Fee.
Who are Lufa Farms's main competitors?
Direct peers on record are Goodfood Market Corp, Gotham Greens, BrightFarms, HelloFresh and Misfits Market. Emerging players are Plenty and AeroFarms. Broad incumbents are Whole Foods Market and Metro Inc.. IGA (Quebec) is listed as a regional player.
Does Lufa Farms have an API?
No public API is recorded for Lufa Farms.
What industry is Lufa Farms in?
Lufa Farms's product category is Urban Agriculture. Its primary akta.pro industry code is AFAIANAC, Farm-to-Consumer Produce Boxes / CSA Delivery, with a secondary code of CRAHAHAG, Fresh Food Subscription/CSA & Produce Box Retail. Its NAICS code is 44523 and its SIC code is 5140.