FarmUp

What FarmUp does

FarmUp, operated by the Swedish private limited company Rosenkvarn AB and founded in 2018 in Stockholm, is a mobile-first digital marketplace connecting local food producers with three distinct buyer segments: business customers (restaurants and grocery retailers, notably 45+ ICA stores in Gävleborg), public sector kitchens (schools, elderly care, municipal facilities), and individual consumers. The platform spans four user-facing products: FarmUp för Producenter (producer app for managing inventory, orders, and digital farm shops), FarmUp för Företag (business ordering platform), FarmUp för Offentliga kök (public kitchen platform with the new 'Närmast' sub-product in Södermanland), and FarmUp för Konsument (consumer app supporting farm shops and REKO-rings). Its core technical differentiator is a co-distribution ('samdistribution') system that consolidates shipments from multiple producers into single deliveries and allocates logistics costs by volume, reducing per-unit transport costs and supporting small-scale producer viability.

The business model is structurally low-margin on the producer side by design: producer onboarding is free, the 2% fee on consumer sales is explicitly pass-through to Klarna and card payment processing (not profit), and business sales carry no platform fee — only tiered logistics costs. FarmUp's primary revenue stream is regional/municipal licensing of the platform, where regions, municipalities, or food nodes purchase a license to make the platform available to their local producers and public kitchens. This public-sector licensing model, combined with grant funding from Jordbruksverket, the European Agricultural Fund for Rural Development, and Vinnova, positions FarmUp as a policy-aligned infrastructure layer for Sweden's regional food strategy. Active operations are concentrated in Gävleborg (Hälsingland and Gästrikland) with a new Södermanland launch in November 2024, and the company is executing a clear roadmap into public procurement, including a dynamic procurement system scheduled for 2025.

Name

FarmUp

Legal name

Rosenkvarn AB

Website

https://farmup.se

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

FarmUp is a Swedish digital marketplace connecting local food producers with businesses, ICA grocery stores, public sector kitchens, and consumers, using co-distribution technology and a regional licensing model to lower logistics costs and enable direct sales.

Ownership category

akta.pro rank

Product category

Local Food Marketplace

SIC

Agricultural Services (700)

akta.pro primary industry

Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)

akta.pro secondary industry

Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)

Keywords

• Local food marketplace
• Farm-to-business platform
• Producer-to-consumer sales
• Co-distribution logistics
• Public kitchen procurement

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Platform Licensing (Public Sector): Regions, municipalities, or food nodes purchase licenses to the FarmUp platform. The platform is not meant to economically burden producers. This funds the company's B2B and B2G operations for public kitchens.
2. Consumer Transaction Fee: 2% fee on consumer sales through FarmUp (farm shops and REKO-rings). This fee covers Klarna and card payment processing costs and is not profit-generating for FarmUp.
3. Logistics Services (Business Sales): For sales to businesses (restaurants, ICA stores), producers pay only logistics costs. No FarmUp fee. Logistics costs are tiered based on volume shipped.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

FarmUp is a mobile-first marketplace platform connecting local Swedish food producers with three distinct buyer groups: restaurants and grocery retailers (B2B), public sector kitchens (B2G/licensing), and individual consumers (B2C). Producers can create digital farm shops, manage REKO-ring sales, accept orders from businesses and public kitchens, and share consolidated logistics through a co-distribution system. The platform is offered to regions and municipalities via license agreements, while producers join free and pay a 2% consumer transaction fee that only covers payment processing costs.

Product overview

FarmUp is a platform-based digital marketplace connecting local food producers with businesses, public sector kitchens, and consumers. The portfolio consists of four primary user-facing products: FarmUp för Producenter (producer app), FarmUp för Företag (business customer platform), FarmUp för Offentliga kök (public kitchen platform), and FarmUp för Konsument (consumer app), all sharing a common technology core for consolidated logistics (samdistribution) and order management. Key sub-products include the Närmast platform for public kitchens in Södermanland, built-in REKO-ring functionality, a data & statistics module for regional analysis, and a dynamic purchasing system scheduled for 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• FarmUp för Producenter (Producer App) Mobile app for food producers (farmers, gardeners, food processors) to set up a digital farm shop, list inventory, manage orders from businesses, consumers and public kitchens, process payments, and handle REKO-ring sales and QR-based handover. Used by 100+ producers in Sweden.
• FarmUp för Företag (Business Customer Platform) B2B platform for restaurants, grocery stores, and other food businesses to order locally produced food from multiple producers in a single purchase with consolidated delivery. Used by 30+ restaurants and 45+ ICA stores in the Gävleborg region.
• FarmUp för Offentliga kök (Public Kitchen Platform) Licensed platform for Swedish municipalities, regions, and food nodes to enable public kitchens (schools, elderly care, municipal facilities) to source locally produced food. Supports framework agreements, direct procurement, regional production data, and a dynamic purchasing system planned for 2025.
• FarmUp för Konsument (Consumer App) Mobile app for individual consumers to discover and purchase locally produced food directly from farmers, including REKO-ring pickups and farm shop orders with Klarna/card payments.
• Närmast Test platform for public sector kitchens in Södermanland, providing streamlined procurement, consolidated logistics, and regional food production data modules for municipalities.

Quantifiable outcome

• Over 100 tons of locally produced food transported to local customers
• +3 more outcomes

Named customers7 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

Integration3 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and major.

• Sörmlands Matkluster (Södermanland Food Cluster)coreStrategic or Co-development PartnerCollaboration on developing the public kitchen platform. System built based on learnings from projects with municipalities Gnesta, Strängnäs, and Eskilstuna. Joint development of new modules launching November 2024.
• ICA StoresmajorChannel Partner/ Reseller/ DistributorOver 45 ICA stores in Gävleborg region connected to FarmUp for purchasing locally produced food. ICA Kvantum Bollnäs featured as a customer case study. ICA stores in Gävleborg also have access to signage and promotional materials for local producers.
• Kyl- och Frysexpressen NordmajorStrategic or Co-development PartnerLogistics partner for FarmUp. Collaboration on consolidated and standardized purchasing and sales of local food. Partner in testing business sales system.
• MatvärdenmajorStrategic or Co-development PartnerCollaboration on developing the system for business sales. Deepened collaboration in the project funded by Jordbruksverket.
• StripecoreTechnology or IntegrationPayment processing provider for card transactions. FarmUp integrates Stripe for secure payment handling.
• KlarnacoreTechnology or IntegrationPayment provider for consumer transactions. The 2% fee on consumer sales covers Klarna costs - this is not profit for FarmUp.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Markta: Swedish local food marketplace connecting farmers with restaurants and consumers. Comparable multi-sided model serving Nordic producers and food businesses.
• Bonden.se: Swedish online marketplace for local food producers to sell directly to consumers. Closely comparable as a domestic Swedish farm-to-consumer platform with similar producer-side onboarding model.
• Local Food Nodes: Nordic-origin digital platform for local food producers and consumers with node-based organization. Comparable peer-to-peer marketplace model with regional node structure similar to FarmUp's licensing approach.
• Open Food Network: Global non-profit cooperative platform enabling local food producers to sell online to consumers, retailers, and wholesale buyers. Comparable multi-sided local food marketplace serving producer-to-business flows.
• Local Line: Canadian farm-to-business platform providing online storefronts, order management, and logistics tools for producers selling to restaurants and institutions. Comparable SaaS-style toolkit for local food supply chains.
• Barn2Door: US-based farm-to-consumer and farm-to-business platform offering e-commerce, subscription, and order management tools for local producers. Comparable multi-channel sales platform model.
• Food4All: Online marketplace platform enabling local farms and food producers to sell directly to consumers and businesses. Comparable producer-side digital sales infrastructure.

Broad incumbents

• Paradiset: Swedish organic and sustainable grocery retailer. Overlaps with FarmUp's local-food positioning but operates physical retail rather than a producer marketplace.
• Mathem: Sweden's largest online grocery retailer. While not a local-food specialist, it competes for the same household food budget and overlaps in B2B food distribution to restaurants in Sweden.

Others

• REKO-ring: Grassroots Swedish local-food distribution model using Facebook-based ordering and pickup rings. FarmUp integrates with this ecosystem rather than competing — making it a partner/channel model more than a direct competitor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 FarmUp