Gruntek

What Gruntek does

Gruntek is a Croatian subscription-based farm-to-table vegetable delivery service founded in 2020 during the COVID-19 pandemic and headquartered in Zagreb, with its production farm located on over 20 hectares near Čazma (Prokljuvani), approximately 50–70 km from the capital. The company grows more than 40 varieties of pesticide-free vegetables without herbicides or fungicides, harvests them in the early morning, and delivers them to subscribers' doorsteps within ten hours — a model marketed as a "digital garden" where the customer effectively outsources the maintenance of a private vegetable plot.

The core technology stack includes a weekly basket confirmation workflow (subscribers receive a confirmation link every Wednesday at 08:00 and must confirm within 48 hours or the basket is donated to children's homes), a mobile app on iOS and Android, AI-powered customer support ("Gruntek AI") handling text inquiries across email, contact form, and WhatsApp, and climate-controlled short-term storage to maintain freshness between harvest and delivery. Pricing is structured as three monthly subscription tiers — Mini 365 (99 EUR, ~6 kg/week), Maxi 365 (priced between 99 and 139 EUR, ~10 kg/week), and Select 365 (139 EUR, ~10 kg/week with customer vegetable selection) — under a 12-month minimum commitment, with a 2026 add-on of Gruntek Zimnica winter preserves. Beyond the direct-to-consumer channel, Gruntek operates a B2B employer benefit program in which Croatian companies (including Addiko Bank, INA, dm drogerie markt, Lesnina XXXL, Phoenix Farmacija, SuperBet, Atlantic Grupa, and Hrvatska Ljekarnička Komora) contract group vegetable subscriptions for their employees at headcount-tiered discounts, often with employer co-financing starting at 12 EUR per employee per month and free employer branding campaigns included.

As of 2025, Gruntek had grown to 1,300+ subscriber families, produced 300 tonnes of vegetables from over one million plants, and reached approximately 20,000 consumers — a 7.5x production increase from 40 tonnes in 2020. Distribution covers home delivery in Zagreb and Zagrebačka županija, plus pickup points in Rijeka, Opatija, and Varaždin. The company employs roughly 5–6 core team members led by founder/director Tino Prosenik, with notable Croatian entrepreneur Mate Rimac (Rimac Automobili) as a continuing investor. In 2025 Gruntek opened community co-ownership opportunities starting at 5,000 EUR, with media reporting an approximately 1 million EUR valuation; the company plans a 2026 expansion to Slovenia (Ljubljana, Celje, Maribor) and the launch of winter delivery and Zimnica product lines to convert the offering from a seasonal subscription to a year-round food service.

Name

Gruntek

Legal name

moj gruntek d.o.o.

Website

https://mojgruntek.hr

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Gruntek is a Croatian subscription farm-to-table service that grows 40+ varieties of pesticide-free vegetables on 20+ hectares near Čazma and delivers them same-day to 1,300+ subscriber families and corporate clients across Croatia, with Slovenia expansion planned for 2026.

Ownership category

akta.pro rank

Product category

Subscription Vegetable Delivery

NAICS

Other Vegetable (except Potato) and Melon Farming (111219)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

akta.pro secondary industry

Local / Farm-to-Wholesale Produce Aggregation & Distribution (AFAIACAG)

Keywords

• Subscription vegetable delivery
• Farm-to-table service
• Pesticide-free produce
• Weekly vegetable basket
• Corporate wellness benefits

Headquarters

HQ city

Čazma (Prokljuvani)

HQ country

Croatia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer vegetable subscriptions: Recurring monthly subscription for weekly deliveries of pesticide-free, seasonal vegetables. Three tiers available (Mini, Maxi, Select). Subscriptions are contracted for an indefinite period with a 12-month minimum commitment, billed monthly. Unconfirmed weekly baskets are donated rather than delivered, preventing waste.
2. Corporate employee benefit subscriptions: B2B channel where companies contract group vegetable subscriptions for employees at discounted rates. Pricing scales with employee headcount (1-10, 11-50, 51-200, 200+). Includes free employer branding campaign. Can be co-funded by employer or fully employee-paid.
3. Gruntek winter provisions (zimnica): Starting 2026, Gruntek will offer preserved products prepared from Gruntek-grown vegetables, extending the service beyond the growing season. Included with 2026 subscriptions alongside additional winter delivery dates.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Gruntek operates a subscription-based vegetable delivery service growing 40+ varieties of pesticide-free produce on a 20+ hectare farm near Čazma, Croatia. Subscribers confirm their weekly basket by Wednesday and receive same-day-harvested vegetables at their doorstep within 10 hours, with unlimited personal farm visits included. The company also offers a parallel B2B channel that contracts the same vegetable subscription as a corporate employee benefit with tiered group discounts.

Product overview

Gruntek operates as a subscription-based farm-to-table vegetable delivery service organized around its flagship Gruntek 365 product, available in three tiers (Mini, Maxi, Select) differentiated by basket size and customization options. The core offering is complemented by a B2B employee benefit program (Gruntek for Companies), a fresh herbs add-on, and the 2026 launch of winter preserves (Gruntek Zimnica). All offerings center on fresh, pesticide-free vegetables grown at the company's farm near Čazma, Croatia, harvested in the morning and delivered same day, with unlimited farm visits for personal harvesting included in every subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• Gruntek 365 Annual subscription service delivering fresh, locally grown pesticide-free vegetables (40+ varieties) harvested in the morning and delivered to subscribers' doorsteps the same day, within 10 hours. Includes unlimited personal harvest visits to the Gruntek farm, a 48-hour weekly confirmation workflow, and for 2026 subscriptions, additional winter deliveries and Gruntek Zimnica winter preserves. Contracted for an indefinite period with a 12-month minimum commitment and billed monthly. Available in three tiers (Mini, Maxi, Select) priced between 99 and 139 EUR per month.
• Gruntek for Companies B2B corporate employee-benefit program allowing companies to provide fresh vegetable subscriptions to their employees at discounted rates (20% employee discount). Discount tiers scale by employee headcount (1-10, 11-50, 51-200, 200+), with optional employer co-financing (sufinanciranje) unlocking larger discounts from 12 EUR per employee per month. Includes a free employer branding campaign and full administrative handling by Gruntek.
• Fresh Herbs Add-on Herb add-on including chives (vlasec), basil, thyme, and mint — fragrant, fresh, unsprayed seasonings grown alongside the main vegetable offering and bundled with subscriber baskets.
• Gruntek Zimnica Winter preserves made from Gruntek-grown vegetables (preparations of tomatoes, peppers and other farm produce), included in 2026 subscription packages to keep subscribers supplied with farm-origin food during the off-season and to extend product availability beyond fresh harvest months.

Quantifiable outcome

• 300 tonnes of vegetables produced in 2025, up from 40 tonnes in 2020 — a 7.5x increase in 5 years
• +4 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor.

• Hrvatska Ljekarnička Komora (Croatian Chamber of Pharmacists)minorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions. Employees can activate the discount by selecting their company on the Gruntek platform.
• Lesnina XXXLminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• Addiko BankminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• dm drogerie markt CroatiaminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• INAminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• SuperBetminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• Phoenix FarmacijaminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• Atlantic GrupaminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• Go 2 DigitalminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• IteratiominorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• B1 MediaminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.
• Rijeka TekstilminorChannel Partner/ Reseller/ Distributor · 1 January 2026Partner company whose employees receive Gruntek's 20% employee discount on vegetable subscriptions.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crowdfarming: Spanish farmer-to-consumer platform where customers adopt a farmer, tree, or crop and receive the harvested produce at home, with farm visits encouraged. Closely mirrors Gruntek's combination of subscription produce, personal farm access, and community ownership narrative.
• Riverford Organic Farmers: UK's largest organic vegetable box scheme, growing on its own farms and delivering seasonal produce weekly to households. Comparable to Gruntek in subscription model, on-farm production, multi-crop seasonal baskets, and DTC home delivery.
• Imperfect Foods: US produce subscription service delivering 'imperfect' fruits and vegetables weekly to households to reduce food waste. Comparable direct-to-consumer subscription box model and zero-waste ethos overlapping with Gruntek's donated-basket approach.
• La Ruche qui dit Oui: French network connecting consumers directly with local farmers through weekly 'bee' order pickups. Comparable local farmer-to-consumer subscription/marketplace model that emphasizes traceability and direct producer relationships.
• Misfits Market: US online grocer delivering surplus and 'ugly' produce on a subscription basis to households. Similar subscription produce model with sustainability and affordability positioning, though serves a different geography.
• Abel & Cole: UK organic produce box subscription delivering seasonal fruit, vegetables, and groceries weekly to homes. Comparable in weekly DTC organic box positioning, premium pricing, and curated basket experience similar to Gruntek 365 tiers.

Broad incumbents

• Infarm: German vertical-farming company distributing fresh produce through supermarket subscriptions and in-store growing units. Broader incumbent in fresh, locally-grown produce subscription channels; overlaps with Gruntek on fresh local positioning but uses indoor farming rather than open fields.
• Alnatura: Major German organic retail chain with national footprint, selling organic fresh produce and groceries. Adjacent incumbent offering organic produce to similar health-conscious consumers, though via physical retail rather than subscription.
• Bio Company: Germany's largest organic supermarket chain, offering a wide assortment of organic groceries and fresh produce. Overlaps with Gruntek in organic/pesticide-free positioning and serves health-conscious consumers, but operates as a multi-category retail chain rather than a farm subscription model.

Others

• Podravka: Largest Croatian food company, producing packaged and fresh food products including vegetables. Regional industry participant and potential channel partner; not a direct subscription competitor but relevant as a domestic food-sector incumbent and possible buyer/investor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Gruntek/videos
• Facebookfacebook.com/mojgruntek.hr
• LinkedInlinkedin.com/company/gruntek
• Instagraminstagram.com/mojgruntek.hr
• TikToktiktok.com/@gruntek.hr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Gruntek