InvertiGro
InvertiGro is an Australian indoor vertical farming company that designs, builds, and supports patented modular InvertiCube grow units, InvertiWall greenwall displays, and crop-recipe software for enterprise customers across food retail, hospitality, food service, property, education, and research across Australia, the UK, and Saudi Arabia.
- Company typePrivate
- Founded2017
- HeadquartersRedfern, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What InvertiGro does
InvertiGro is an Australian indoor vertical farming solutions company founded in 2017 by Ben Lee and Paul Millett, headquartered at Cicada Innovations in South Eveleigh, Sydney. The company designs, builds, and supports end-to-end controlled environment agriculture (CEA) systems that combine patented modular sealed grow units (InvertiCubes), a complementary front-of-house greenwall system (InvertiWall), and an intuitive software platform programmed with proprietary crop recipes spanning 50+ varieties of leafy greens, herbs, microgreens, flowers, berries, and seedlings. The hardware runs on 24vDC power with tuned LED lighting and uses flood-drain hydroponics (with aeroponics in the InvertiWall) on closed-loop irrigation, achieving 3-5% of the water usage of traditional agriculture and 300x the space efficiency of broadacre farming.
InvertiGro sells to enterprise customers across food retail (Woolworths Metro), hospitality (Delaware North at Mindil Beach Casino Resort, MoFood with 3-Michelin-star chef Norbert Niederkofler), food service and wholesale (Simon George & Sons), property development (Mirvac, Ginninderry), education (Barker College, Southport School), research (QUT, NASA JPL's Hi-Seas Sensoria Mars mission, the LunariaOne lunar horticulture project), and large-scale industrial projects (NEOM in Saudi Arabia). GTM is a hybrid of direct enterprise field sales with tailored farm design plus channel partnerships, supported by content marketing, PR coverage in major Australian publications, and event participation (EvokeAG, FoodTech). The company operates across Australia (five states), the UK, and Saudi Arabia.
Revenue comes from hardware sales of InvertiCube and InvertiWall systems in scalable configurations from 3-cube micro-farms to 100+ cube maxi-farms, plus recurring streams including software subscriptions, consumables and parts, professional services (farm design, installation, training), and a managed Farming as a Service (FaaS) offering. Pricing is quote-based and tailored to customer requirements, structured around multi-year contracts. To date, the company has been largely bootstrapped (approximately $652K disclosed funding plus accelerator support) and was pursuing a Series A round as of late 2022 to support international expansion.
InvertiGro firmographics
Firmographics- Name
- InvertiGro
- Legal name
- InvertiGro
- Website
- https://invertigro.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- InvertiGro is an Australian indoor vertical farming company that designs, builds, and supports patented modular InvertiCube grow units, InvertiWall greenwall displays, and crop-recipe software for enterprise customers across food retail, hospitality, food service, property, education, and research across Australia, the UK, and Saudi Arabia.
- Ownership category
- akta.pro rank
InvertiGro industry classification
Industry- Product category
- Indoor Vertical Farming Equipment
- NAICS
- Agricultural Implement Manufacturing (33311), Farm Machinery and Equipment Manufacturing (333111), Food Crops Grown Under Cover (11141), Support Activities for Crop Production (11511)
- SIC
- Farm Machinery & Equipment (3523), Agricultural Services (700)
- akta.pro primary industry
- Vertical Farming Systems & Racking (Indoor Farms, Multi-tier) (AFAAAHAI)
- akta.pro secondary industries
- Hydroponic & Aeroponic Growing Systems (NFT, DWC, Ebb/Flow, Misting) (AFAAAHAD), Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms) (AFAGAHAJ), Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC)
Keywords
Where InvertiGro is headquartered
LocationHeadquarters
- HQ city
- Redfern
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
InvertiGro business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Hardware Systems (InvertiCube and InvertiWall): Sale of proprietary modular indoor farming hardware including InvertiCubes and InvertiWall units. The InvertiCube is the building block of commercial-scale farms while InvertiWall serves as the front-of-house display component. Systems are scalable from micro-farms (3-5 cubes) to large-scale operations (100+ cubes).
- Software and Support Services: Ongoing software platform access with crop recipes, scheduling, monitoring and control capabilities. Includes Farm Success team support for technical support, crop selection, and yield maximisation.
- Farming as a Service (FaaS): Full-service offering where InvertiGro operates farms on behalf of customers who may not have the expertise or desire to run their own operations. Complete end-to-end solution from farm design through to operational management.
- Farm Design and Business Modelling: Professional services including tailored farm design, business case development, installation, training, and ongoing operational support.
- Consumables and Parts Supply: Ongoing supply of growing consumables, replacement parts and components for InvertiGro systems.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Seed - Micro Farm: 3-5 InvertiCubes for research and pilot applications |
| Other | Multi-year contract | Sprout - Mini Farm: 10-14 InvertiCubes for microgreens, seedling production and smaller operations |
| Other | Multi-year contract | Signature Solution: 50 InvertiCubes - the 'Goldilocks' commercial configuration |
| Other | Multi-year contract | Scale - Maxi Farm: 100+ InvertiCubes for large-scale production |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
InvertiGro product offering
Product offeringCore offering
InvertiGro designs, builds and supports end-to-end indoor vertical farming solutions comprising the patented InvertiCube modular sealed grow units, the InvertiWall front-of-house greenwall system, and a proprietary Farm Success software platform programmed with crop recipes for over 50 crops. The offering is rounded out with farm design, installation, training, consumables, and a Farming as a Service (FaaS) managed-operations option, and is configurable from 3–5 cube Seed/Micro farms through 100+ cube Scale/Maxi farms.
Product overview
InvertiGro offers an end-to-end indoor vertical farming solution consisting of two core hardware products—the modular InvertiCube commercial-scale grow units and the InvertiWall greenwall system—paired with proprietary operating software programmed with crop recipes and comprehensive supporting services (farm design, installation, training, Farm Success support, and Farming as a Service). The InvertiCube serves as the building blocks for scalable farms, while the InvertiWall functions as the front-of-house component for hub-and-spoke distribution models. Together they enable climate-proof, resource-efficient food production with predictable yields of premium-quality produce.
Differentiator
Problem solved
Functional benefit
Products and services
- InvertiCube Patented modular, mobile, sealed and stackable grow cube that forms the building block of a commercial-scale InvertiGro indoor vertical farm. Operates on 24vDC power with tuned LED lighting, is reconfigurable without tools, and is compatible with standard pallet racking and materials handling equipment for infinite scalability from micro-farms to 100+ cube operations. Sold to enterprise customers across food retail, hospitality, food service, property development, research, education, and remote operations.
- InvertiWall Productive and customisable greenwall system that combines hydroponics and aeroponics in a water-efficient closed-loop irrigation system. Designed as the front-of-house showpiece component that plugs into the hub-and-spoke distribution model, with an InvertiCube hub-farm supplying multiple InvertiWall displays at restaurants, resorts, retailers, hospitals, aged-care facilities, schools and other venues.
- InvertiGro Supporting Services End-to-end professional and managed services for InvertiCube and InvertiWall customers. Includes tailored farm design and business-case modelling, hardware installation, training, ongoing technical and crop support from the Farm Success team, supply of consumables and replacement parts, and a full Farming as a Service (FaaS) offering in which InvertiGro operates the farm on the customer's behalf for organisations that lack the expertise or desire to run it themselves.
Quantifiable outcome
- Uses approximately 3-5% of water usage required by traditional agriculture
- +6 more outcomes
Companies that use InvertiGro
Customer profileNamed customers14 records
Segments8 records
Ideal customer profiles4 records
InvertiGro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
InvertiGro partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- SAQUA (Saudi Aquaculture Systems Factory)coreMOU signed at PIF Private Sector Forum in Riyadh with leading Saudi-based RAS aquaculture specialist to co-deploy innovative farming solutions supporting efficient and sustainable food production across KSA. Following successful deployment at NEOM, this partnership advances InvertiGro's contribution to Saudi Arabia's Vision 2030.
- Delaware NorthflagshipPartnership to launch hyperlocal indoor farming initiative at Mindil Beach Casino Resort in Australia's Northern Territory. InvertiWall deployed at il Piatto restaurant for on-site growing. Hub-and-spoke model for premium dining experience growing herbs, microgreens and edible flowers.
- Simon George & SonsflagshipPartnership for InvertiCube commercial-scale farm at Winnellie facility in Darwin. Supports Territory-wide fresh produce supply through hyperlocal growing independent of climate. Part of hub-and-spoke model with Delaware North.
- Woolworths MetroflagshipPartnership to deliver Australia's first in-supermarket vertical farms at Park Sydney Village and Double Bay stores. Under 'The Urban Garden' branding, showcasing indoor farming technology in action while selling hyperlocal herbs.
- NEOMcoreFirst vertical farming operations as part of the world's largest GIGA project in Saudi Arabia. Demonstrates technology deployment in megaproject context for Saudi Vision 2030.
- Mirvac and FarmwallminorPartnership for Cultivate urban farming showcase at Westpac's Sydney headquarters. Demonstrated productive, sustainable farm in basement of major bank. Education and inspiration initiative for urban farming.
- Ginninderry DevelopmentminorInvertiWall installation at sustainable mixed-use development straddling NSW/ACT border. First of its kind in ACT. Supports community vision for innovative technologies benefiting residents and environment.
- Cicada InnovationscoreInnovation hub where InvertiGro is headquartered. Selected for GrowLab accelerator program in 2018 which helped accelerate the company's development.
- LunariaOne - ALEPH 1 Space ProjectminorAustralian Federal Government grant funded project partnering with RMIT and QUT for growing on the moon research. ALEPH (Australian Lunar Experiment Promoting Horticulture) further lunar horticulture research with outreach to Australian schools. Lunar landing planned for 2026.
- Barker CollegeminorCustom-finished InvertiWall at Senior School Hub Dining Commons providing hands-on opportunities for students to learn about AgTech innovations while delivering zero-food miles fresh produce.
- Southport SchoolminorFive InvertiCubes in AgEd facility providing students hands-on opportunities to grow and experiment with range of fresh produce and variables.
- Sensoria / NASA JPLminorAeroCube (adaptation of InvertiWall) developed and deployed for Sensoria Mars Simulation at Hi-Seas base in Hawaii. Met demanding criteria for space habitat where water, power, space and crew time are precious.
- QUT (Queensland University of Technology)minorSupporting ground-breaking research to optimise crop yields. Installation supports academic research in controlled environment agriculture.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
InvertiGro competitors and assessment
Company assessmentDirect peers
- Plenty Unlimited: US-based indoor vertical farming company developing modular indoor farms with proprietary hardware and software. Comparable to InvertiGro as a direct vertical farming competitor targeting retail and enterprise customers with hardware-software-service bundles.
- AeroFarms: US-based indoor vertical farming operator known for aeroponic technology and commercial-scale indoor farms. Directly comparable to InvertiGro's controlled environment agriculture and enterprise customer focus, though significantly larger in scale.
- Bowery Farming: US indoor vertical farming company selling hyperlocal produce to retailers and food service operators using proprietary hardware and software. Comparable to InvertiGro's enterprise-led indoor farming model serving retail and food service customers.
- 80 Acres Farms: US-based vertical farming operator with proprietary LED and automation technology serving retailers and food service. Comparable to InvertiGro as a modular indoor farming operator targeting enterprise customers across multiple verticals.
- Infarm: Germany-headquartered modular vertical farming company deploying in-store farms at retailers including supermarkets across Europe. Direct competitor to InvertiGro's Woolworths in-supermarket model and modular hardware approach.
- Stacked Farm: Australia-based indoor vertical farming company building automated commercial-scale indoor farms. Direct domestic peer to InvertiGro in the Australian vertical farming market, serving similar enterprise customers.
- Jones Food Company (Ocado Vertical Farming): UK-based vertical farming operator majority-owned by Ocado, building large-scale indoor farms. Direct comparable to InvertiGro's UK presence and enterprise-led vertical farming approach.
Broad incumbents
- Sundrop Farms: Australia-headquartered controlled environment agriculture company operating large-scale greenhouse and hybrid solar-powered farming. Comparable to InvertiGro as an Australian CEA pioneer targeting food retail customers with resource-efficient production.
Emerging players
- Vertical Future: UK-based vertical farming company designing and operating controlled environment agriculture systems for commercial and research customers. Comparable to InvertiGro's modular, software-led CEA approach and international deployment footprint.
- Freight Farms: US-based containerised vertical farming company selling modular farming units and software to operators globally. Comparable to InvertiGro's modular hardware-plus-software model, though containerised rather than cube-based.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
InvertiGro social profiles
Digital presenceInvertiGro financial estimates
Financial estimateRevenue estimate
Valuation estimate
InvertiGro leadership team
Management profileNumber of profiles
Profiles2 records
InvertiGro funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InvertiGro 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 InvertiGro
What does InvertiGro do?
InvertiGro designs, builds and supports end-to-end indoor vertical farming solutions comprising the patented InvertiCube modular sealed grow units, the InvertiWall front-of-house greenwall system, and a proprietary Farm Success software platform programmed with crop recipes for over 50 crops. The offering is rounded out with farm design, installation, training, consumables, and a Farming as a Service (FaaS) managed-operations option, and is configurable from 3–5 cube Seed/Micro farms through 100+ cube Scale/Maxi farms.
Is InvertiGro a public or private company?
InvertiGro is a private company. It is classified as venture growth investor backed and is currently operating.
When was InvertiGro founded?
InvertiGro was founded in 2017. It employs 11 to 50 people.
Where is InvertiGro based?
InvertiGro is headquartered in Redfern, Australia, in the Oceania region.
How does InvertiGro make money?
Five revenue lines are on record. Hardware Systems (InvertiCube and InvertiWall) is the primary driver. The others are software and Support Services, farming as a Service (FaaS), farm Design and Business Modelling and consumables and Parts Supply.
Who are InvertiGro's main competitors?
Direct peers on record are Plenty Unlimited, AeroFarms, Bowery Farming, 80 Acres Farms, Infarm, Stacked Farm and Jones Food Company (Ocado Vertical Farming). Sundrop Farms is listed as a broad incumbent. Emerging players are Vertical Future and Freight Farms.
Does InvertiGro have an API?
No public API is recorded for InvertiGro.
What industry is InvertiGro in?
InvertiGro's product category is Indoor Vertical Farming Equipment. Its primary akta.pro industry code is AFAAAHAI, Vertical Farming Systems & Racking (Indoor Farms, Multi-tier), with a secondary code of AFAAAHAD, Hydroponic & Aeroponic Growing Systems (NFT, DWC, Ebb/Flow, Misting). Its NAICS code is 33311 and its SIC code is 3523.