Svegro

What Svegro does

Svegro is a Swedish producer and supplier of fresh organic herbs, lettuce, and microgreens operating as a third-generation family business since 1960. The company cultivates its full range in climate-controlled greenhouses on Färingsö, Sweden, where the first greenhouse was built in 1983 to enable year-round Swedish lettuce cultivation. It supplements greenhouse production with vertical farming in underground rock caverns in Liljeholmen, where crops such as krispsallat are grown on stacked surfaces with customized recipes for light, nutrition, and air. The product portfolio spans fresh herbs (basil, dill, coriander, mint, thyme, oregano, lemon balm, sage, tarragon, rosemary, marjoram, chervil, cress, Thai basil), lettuce and greens (plocksallat, krispsallat, kale), and microgreens/shoots, plus specialty items such as Röd Oxalis. All production is organic, holding KRAV, Svenskt Sigill, and Från Sverige certifications.

Svegro operates a hybrid go-to-market with two primary channels: direct-to-consumer e-commerce via svegro.se, where home cooks purchase fresh herbs and lettuce supported by an extensive recipe library, and a B2B channel targeting restaurants, hotels, and large-scale institutional kitchens (storkök). The website doubles as a content hub with hundreds of SEO-optimized recipes organized by herb, dish type, and season, driving organic discovery across social channels (Instagram @svegrosverige, Facebook, LinkedIn). Pricing is not publicly disclosed, and the company generates revenue through direct product sales of fresh produce without disclosed subscription tiers.

The company employs approximately 75 people at the Färingsö greenhouse and self-describes as Sweden's market leader (marknadsledare) in fresh organic herbs. Operations are concentrated in the Stockholm region, with the company's stated vision being a Sweden fully self-sufficient in fresh greens year-round. Ownership remains within the founding family; no external investors, parent entities, or M&A activity are disclosed.

Name

Svegro

Legal name

Svegro

Website

https://svegro.se

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Short description

Svegro is a Swedish third-generation family business founded in 1960 that grows and sells fresh organic herbs, lettuce, and microgreens via DTC e-commerce and B2B channels to restaurants and institutional kitchens.

Ownership category

akta.pro rank

Product category

Fresh Organic Herbs & Greens

NAICS

Food Crops Grown Under Cover (11141), Other Vegetable (except Potato) and Melon Farming (111219)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC)

akta.pro secondary industries

Greenhouse Vegetable Production (Tomatoes, Cucumbers, Peppers, Leafy Greens) (AFAGAHAA), Herb Farming (Basil, Parsley, Cilantro, Mint, Dill) (AFAGADAK)

Keywords

• Fresh organic herbs
• Greenhouse cultivation
• Leafy greens supply
• Microgreens production
• Vertical farming produce

Headquarters

HQ city

Svartsjö

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Fresh organic herbs and greens sales: Svegro generates revenue by growing and selling fresh organic herbs, lettuce, green leaves, and microgreens to consumers (direct-to-consumer via website) and to restaurants/large kitchens (B2B wholesale channel). All products are cultivated in their own greenhouses on Färingsö, Sweden, using ecological methods without pesticides or synthetic fertilizers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Svegro grows and sells fresh organic herbs, lettuce, leafy greens, and microgreens from its greenhouses on Färingsö, Sweden. Founded in 1960, the company is Sweden's market leader in fresh organic herbs, producing year-round using a combination of traditional greenhouse cultivation and vertical farming in underground rock caverns in Liljeholmen. Products are sold direct-to-consumer via the svegro.se website and through a dedicated B2B channel to restaurants and large-scale kitchens (storkök).

Product overview

Svegro is a third-generation family company that grows fresh organic herbs, lettuce, and greens in greenhouses on Färingsö, Sweden. Founded in 1960, they are the market leader in Sweden for fresh organic herbs. Their product portfolio consists of four main categories: Färska örter (fresh herbs including basil, dill, coriander, mint, thyme, oregano, lemon balm, sage, tarragon, rosemary, marjoram, chervil, cress, and Thai basil), Sallat & Gröna Blad (lettuce and greens including plocksallat, krispsallat, and kale), Mikroörter & Skott (microgreens and shoots including watercress and garden cress), and specialty products like Röd Oxalis. They also offer an extensive recipe collection featuring hundreds of recipes using their products, searchable by herb type. Their vision is for Sweden to be completely self-sufficient in fresh greens year-round.

Differentiator

Problem solved

Functional benefit

Products and services

• Färska örter (Fresh Herbs)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Plenty: U.S.-headquartered vertical-farming company building large indoor farms for leafy greens; comparable indoor-farming technology and category focus though globally scaled rather than locally focused.
• ICA Sverige: Sweden's largest grocery retailer and a key distribution channel for organic produce; relevant as a customer and competitive benchmark for organic herb assortment in Swedish retail.
• Coop Sverige: Major Swedish grocery retailer with strong organic and Swedish-origin private-label positioning (Änglamark); comparable as a retail channel and benchmark for organic Swedish-origin product strategy.
• AeroFarms: U.S.-based large-scale indoor vertical-farming company producing leafy greens and herbs; comparable technology and category but at much larger scale and with a different go-to-market.

Direct peers

• Sydgrönt: Swedish cooperative of fresh produce growers supplying Swedish retailers; comparable as a domestic supplier of locally grown greens and herbs competing in the same channel.
• Lilla Alby Grönt: Swedish greenhouse producer of fresh herbs and greens serving the Stockholm region; closely overlaps with Svegro in assortment, geography, and B2B food-service customer base.
• Grönsakshallen Sorunda: Swedish greenhouse grower specializing in fresh herbs, lettuce, and greens — the closest domestic analog to Svegro's core cultivation and assortment.

Emerging players

• Nordic Harvest: Danish vertical-farming operator producing leafy greens under controlled conditions; comparable on technology (vertical farming) and product overlap (lettuce, herbs) but operates at much larger industrial scale.
• Plantagon: Sweden-headquartered vertical-farming and urban agriculture venture; comparable in geography and technology approach (controlled-environment growing for fresh greens) though focused on infrastructure and concept-stage projects.

Others

• Änglamark (Coop): KRAV-certified Swedish-origin private label sold through Coop; relevant as a competitive organic brand in the same retail category though positioned as a retailer label rather than a grower.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/svegroab
• LinkedInlinkedin.com/company/svegro
• Instagraminstagram.com/svegrosverige

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Svegro