Union Grove Farm and Vineyard

What Union Grove Farm and Vineyard does

Union Grove Farm and Vineyard is a privately held, founder-owned regenerative agriculture estate operating on approximately 1,000 acres across Chapel Hill and Hillsborough, North Carolina. Founded in 2015 by venture capitalist Greg Bohlen after a 30-year banking and VC career (Union Grove Venture Partners, ranked #1 global private fund-of-funds by Dow Jones for three consecutive years), the farm combines commercial viticulture, livestock integration, and on-farm hospitality. Core operations include an 87-acre Muscadine vineyard (scaling to 270 acres / 133,650 vines by 2028), an integrated rotational-grazing flock of more than 400 Katahdin hair sheep used to manage weeds and build soil organic matter, and a vermicompost system fed by roughly 100,000 red wiggler worms and supermarket food scraps. Union Grove became the first vineyard in the United States to achieve Tier 5 Regenified™ Certification in January 2026, validating its regenerative practices through the highest available third-party standard.

The company monetizes across multiple revenue streams: 100% grass-fed Regenified-certified lamb sold direct via its own website (Harvest Boxes at $110 small / $298 large; per-pound cuts at $5–$30), Blue Heeler Coffee and mini-donut retail from an on-farm food-truck café, seven distinct Airbnb-listed farm-stay properties, ticketed Regenerative Farm Tours and Sheep Herding Experiences via Eventbrite, and wedding/corporate event hosting at The Barn venue. A planned Silo Distillery represents a future spirits revenue line. Its most strategically important upcoming launch is SuperHero Freeze-Dried Muscadine Grapes (Spring 2026) — a proprietary seedless, thin-skinned regenerative varietal processed into a shelf-stable snack with 6.4× the antioxidants and 8.6× the phenolics of conventional green grapes, sold D2C via the company's own storefront. Distribution is currently concentrated in North Carolina (Weaver Street Markets retail; local agritourism and events), with Airbnb providing global reach for the farm-stay portfolio. The company is privately held with no disclosed institutional investors beyond a single $367,000 round in October 2023, and is operated by a small (~8+ core) management team anchored by founder Greg Bohlen as CEO.

Name

Union Grove Farm and Vineyard

Legal name

Union Grove Farm

Website

https://uniongrovefarm.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Union Grove Farm and Vineyard is a privately held, founder-owned regenerative farm and vineyard in Chapel Hill/Hillsborough, NC, producing grass-fed lamb, muscadine grapes, and freeze-dried superfruit snacks, while operating an integrated agritourism and hospitality business spanning Airbnb farm stays, a coffee trailer, event venue, and ticketed farm tours.

Ownership category

akta.pro rank

Product category

Regenerative Agriculture and Viticulture

NAICS

Sheep Farming (112410), Grape Vineyards (111332)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Production-Crops (100)

akta.pro primary industry

Farmstay B&Bs & Agritourism Inns (THAGAHAG)

Keywords

• Regenerative viticulture
• Grass-fed lamb
• Agritourism experiences
• Muscadine grapes
• Farm event venue

Headquarters

HQ city

Chapel Hill

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Grass-Fed Lamb Direct Sales: 100% grass-fed, Regenified-certified lamb cuts (rack, rib chops, ground, shoulder roast/steak, loin chops, Italian/Mereguez sausage, soup bones, heart, kidney) plus curated Harvest Boxes (Large $298, Small $110) sold direct via the farm's own website with scheduled on-farm pickup.
2. Ticketed Farm Experiences & Tours: Regenerative Farm and Vineyard Tours and Sheep Herding Experiences sold via Eventbrite; revenue from ticketed consumer experiences tied to on-farm visits.
3. Farm Stays / Vacation Rentals: Short-term rental of seven distinct on-farm properties (Main House 16+ guests, Guest House, Historic Cabin, Farmhouse, Tiny House, 1830's Arboretum House, 1970's Gathering House) listed on Airbnb marketplace.
4. Blue Heeler Coffee Retail: Retail coffee (organic Larry's Coffee brews), mini donuts, fresh farm eggs, and a free dog-treat bar sold from a converted food-truck trailer at the vineyard corner; includes a loyalty card program (11th coffee free).
5. SuperHero Grapes Consumer Product (Planned 2026): Direct-to-consumer launch of freeze-dried seedless thin-skinned Muscadine 'SuperHero' grapes in shelf-stable packaging Spring 2026, sold via own website to capture subscription/snack revenue.
6. Event Venue Hosting (The Barn & Silo Distillery): Wedding and event venue hosting at The Barn at Union Grove Farm; Silo Distillery 'coming soon' signals future spirits/liquor revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Union Grove Farm and Vineyard operates a regenerative viticulture and livestock operation that produces 100% grass-fed lamb, fresh Muscadine grapes, and a planned freeze-dried SuperHero Grapes snack. The ~1,000-acre estate also operates as an agritourism destination offering ticketed farm tours, sheep herding experiences, seven on-farm vacation rentals listed on Airbnb, a wedding and event venue (The Barn), an on-site coffee trailer (Blue Heeler Coffee), and an education center focused on regenerative agriculture.

Product overview

Union Grove Farm and Vineyard operates as a diversified regenerative agriculture estate rather than a single software product, combining a commercial farm (viticulture, livestock, compost), consumer packaged goods (SuperHero freeze-dried grapes, Mighty Muscadine fresh grapes, Regenified-certified grass-fed lamb), and an agritourism/hospitality portfolio (Blue Heeler Coffee trailer, Regenerative Farm and Vineyard Tours, Sheep Herding Experience, a seven-property Farm Stays collection on Airbnb, and The Barn event venue) anchored by its on-site Center for Regenerative Agriculture. The core farming operations — the regenerative Muscadine vineyard, the 400-head Katahdin Sheep Program used for rotational grazing, and the Vermicompost/Composting Operation that produces soil amendments — are the production engine that feeds the consumer brands (SuperHero Grapes, Mighty Muscadine, Grass-Fed Lamb) and the on-farm experiences, while the hospitality venues turn the property into a destination for tours, weddings, overnight stays, and coffee/donut retail.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Heeler Coffee: Coffee shop / food truck operating on the vineyard grounds, serving organic brews from Larry's Coffee and fresh mini donuts; pet-friendly.
• SuperHero Grapes
• Mighty Muscadine
• Center for Regenerative Agriculture (UGFCRA)
• The Barn at Union Grove Farm

Products and services

• 100% Grass-Fed Lamb Regenified-certified 100% grass-fed lamb raised without antibiotics, steroids, or added hormones, sold as individual cuts (rack of lamb $30/lb, rib chops, ground lamb $15/lb, Italian sausage $18/lb, soup bones $5/lb) and curated Harvest Boxes (Large $298, Small $110) for direct-to-consumer pickup at the farm.
• Mighty Muscadine Fresh Grapes Fresh seedless, thin-skinned Muscadine grape varietals (dark red and golden-taupe cultivars) grown under regenerative practices on the North Carolina vineyard, sold in season at the farm and through local co-op retailers such as Weaver Street Markets.
• SuperHero Freeze-Dried Grapes Freeze-dried, seedless, thin-skinned Muscadine grape snack marketed as a shelf-stable superfruit with substantially higher antioxidant and phenolic content than conventional table grapes; planned direct-to-consumer launch in Spring 2026.
• Blue Heeler Coffee On-farm retail coffee trailer serving organic brews from Larry's Coffee (espresso, latte, cappuccino, cold brew, iced coffee/tea, hot chocolate), fresh mini donuts on Saturdays, fresh farm eggs, and a free dog-treat bar, with an 11th-coffee-free loyalty card.
• Regenerative Farm and Vineyard Tour Ticketed guided agritourism tour (booked via Eventbrite) of the regenerative vineyard, sheep flock, vermicompost operation, and regenerative practices, led by the farm team for visitors and educational groups.
• Sheep Herding Experience Hands-on agritourism experience (booked via Eventbrite) where visitors join the Katahdin flock on pasture to learn about holistic grazing management and work with the farm's herding dogs.
• Farm Stays Portfolio of seven distinct short-term rental properties (Main House 16+ guests, Guest House 4 guests, Historic Cabin on the Vineyard 2 guests, Farmhouse on the Vineyard 8 guests, Tiny House on the Vineyard 2-4 guests, 1830's Arboretum House 7 guests, 1970's Gathering House 8 guests) listed on Airbnb.
• The Barn at Union Grove Farm On-farm wedding and event venue at Union Grove Farm used for hosting weddings, special occasions, corporate events, and community gatherings (such as Orange Grove Volunteer Fire Department fundraisers).

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor, core and flagship.

• Fricks ApiariesminorStrategic or Co-development PartnerPartnership with Guy Fricks (Fricks Apiaries) to host bee colonies on the Union Grove Farm property. Bees were already at Maple Grove Dairy before its consolidation into UGF; plans underway to expand bee presence. Grapes self-pollinate, but bees pollinate cover crops and support honey production sold via fricksapiaries.com.
• Larry's CoffeecoreOEM/ Whitelabel/ Licensing PartnerBlue Heeler Coffee sources all organic brews from Larry's Coffee. Pivotal supply relationship enabling the food-truck café's coffee program.
• Utah State UniversitycoreImplementation/ SI/ Consulting PartnerConducted an independent nutrient density study of Union Grove lamb as part of the Regenified framework. Results showed superior omega-6:omega-3 ratio, B-vitamins, antioxidants, and mineral density vs. grass-fed and grain-fed beef controls.
• RegenifiedflagshipStrategic or Co-development PartnerCertifying body for regenerative agriculture. Union Grove Farm became the first vineyard in the United States to achieve Tier 5 Regenified™ Certification (the highest level) — press release dated January 27, 2026. Regenified certification seal displayed across product pages.
• Tablas Creek VineyardminorOthersDane Jensen previously worked as Regenerative Livestock Manager at Tablas Creek, described as 'the first certified regenerative winery' — background credibility underpinning Union Grove's livestock integration program rather than an active partnership.
• Maple View Farm (Nutter family)coreStrategic or Co-development PartnerAcquired the historic Maple View Dairy Farm property in August 2021 as part of Union Grove Farm. Roger Nutter (former owner) stayed on as a member of the UGF management team. Maple View Ice Cream Shop across from Blue Heeler Coffee continues as anchor neighbor and cross-traffic draw.
• Weaver Street MarketscoreChannel Partner/ Reseller/ DistributorLocal Carrboro and Hillsborough co-op grocery retailer carrying Union Grove Farm grapes in season (announced via 'Bulletin' in September 2024 'Kidnapped !? Me?' column).
• Orange Grove Volunteer Fire DepartmentminorOthersCommunity partnership: Greg Bohlen is an active volunteer firefighter (844+ calls since 2020; 374 training hours); Meredith Sabye active in the OGVFD Auxiliary; UGF hosts OGVFD fundraisers and the 50th anniversary celebration at The Barn.
• AirbnbcoreChannel Partner/ Reseller/ DistributorDistribution platform for seven on-farm vacation-rental listings ranging from 2 to 16+ guests, generating global reach for the farm-stay business.
• EventbritecoreChannel Partner/ Reseller/ DistributorTicketing platform for Regenerative Farm and Vineyard Tours and Sheep Herding Experiences, with direct deep-linked listings across the site.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• White Oak Pastures: Georgia-based regenerative farm offering grass-fed beef, lamb, and pasture-raised meats plus farm stays and tours; highly comparable as a vertically-integrated regenerative livestock and agritourism estate selling D2C and at retail.
• Polyface Farm: Virginia-based regenerative multi-species farm famous for rotational grazing and on-farm sales of grass-fed meat; comparable as a regenerative livestock operation with strong brand, agritourism, and direct-to-consumer meat business.

Broad incumbents

• Bonterra Organic Estates: Larger California-based organic and regeneratively-farmed wine producer with national CPG distribution; comparable as a sustainability-credentialed vineyard brand selling wine and related products at scale.
• Stonyfield Farm: Organic dairy and yogurt brand with strong sustainability positioning and national retail; comparable as an organic/regeneratively-positioned CPG dairy brand that uses farm provenance as a marketing and pricing lever.
• Tablas Creek Vineyard: Paso Robles regenerative winery and the first certified regenerative winery in the U.S.; directly comparable as a regenerative-certified wine operation and former employer of Union Grove's livestock manager Dane Jensen.
• Biltmore Company: Asheville, NC estate with a working winery, farm, gardens, events, and on-site lodging; comparable as a large NC destination combining vineyard, hospitality, and event venue operations under a single brand.
• Driscoll's Berries: Dominant premium berry brand with patented varieties and shelf-stable packaging extensions; comparable as a branded superfruit operator with proprietary varietals and consumer CPG positioning similar to SuperHero Grapes.

Emerging players

• Sunny Slope Orchard / Muscadine Specialty Growers: Direct muscadine grape growers and shippers in the Southeast U.S.; comparable as fellow Muscadine specialists selling fresh and value-added muscadine products, the same varietal family Union Grove is commercializing as SuperHero.
• Aleph Farms: Premium nutrient-density-positioned meat brand; comparable as a differentiated meat CPG brand using regenerative and nutritional-density claims as primary purchase drivers, parallel to Union Grove's grass-fed lamb positioning.

Regional players

• Chatham Hill Winery: North Carolina winery with on-site tasting, events, and vineyard experiences; comparable as a regional NC vineyard combining wine, hospitality, and events under the same agritourism playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/uniongrovefarm
• Facebookfacebook.com/UnionGroveFarm

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds2 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 Union Grove Farm and Vineyard