Growy

What Growy does

Growy is a Dutch vertical farming company founded in 2019 by Ard van de Kreeke, operating a 7,500 square meter production facility in Amsterdam's port area. The company grows and sells premium fresh salads, culinary herbs, and microgreens, using 48 climate-controlled growing cells that allow precise control over light, humidity, and nutrition. The growing process is fully automated from seeding to harvesting and is guided by carefully constructed plant profiles that optimize taste, color, and shelf life. Growy claims 95% less water usage than traditional farming and produces pesticide-free output, with six years of accumulated operational experience.

The company's product range spans multiple lettuce varieties (Zachte Sla, Frisse Sla, Knapperige Sla, Pittige Mix, Makkelijke Sla, Romaine Sla), culinary herbs (basil, cilantro, dill, parsley, sage, oregano, thyme, Thai basil, rosemary, celery), and microgreens (broccoli, purple radish, shiso, wasabi mustard, lemon balm). Technology is developed in-house, but no patents or AI/ML-specific capabilities are disclosed.

Growy generates revenue by selling fresh produce to supermarket chains (primarily Jumbo and Plus) and restaurants across the Netherlands and Belgium, reaching over 500 supermarkets and a similar number of restaurants. Pricing is not publicly disclosed and is effectively set by retail partners. The company is privately held and founder-led, participates in the Fieldlab Vertical Farming initiative at World Horti Center in Naaldwijk, and has publicly stated plans for international expansion into other European countries and North America.

Name

Growy

Legal name

Growy

Website

https://growy.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Growy is a Dutch vertical farming company founded in 2019 that operates a 7,500 sqm automated facility in Amsterdam to produce premium salads, herbs, and microgreens for supermarket chains (Jumbo, Plus) and over 500 restaurants across the Netherlands and Belgium.

Ownership category

akta.pro rank

Product category

Vertical Farming / Fresh Produce

NAICS

Food Crops Grown Under Cover (11141), Other Food Crops Grown Under Cover (111419), Other Vegetable (except Potato) and Melon Farming (111219)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms) (AFAGAHAJ)

akta.pro secondary industries

Greenhouse Herb & Microgreens Production (Culinary Herbs, Microgreens) (AFAGAHAC), Sprouts & Microgreens Farming (Alfalfa Sprouts, Microgreens, Wheatgrass) (AFAGADAL), Leafy Greens Farming (Lettuce, Spinach, Kale, Arugula, Chard) (AFAGADAA)

Keywords

• Vertical farming
• Fresh produce supply
• Microgreens production
• Leafy greens farming
• Culinary herbs

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Produce Sales: Growy generates revenue by selling fresh salads, herbs, and microgreens produced in their vertical farm to supermarket chains and restaurants. Their products include various lettuce varieties, herbs (basil, cilantro, dill, etc.), and microgreens (broccoli, purple radish, shiso, wasabi mustard, lemon balm). The company sells through retail partners including Jumbo and Plus supermarkets across the Netherlands.
2. Restaurant/HoReCa Supply: Direct supply of fresh produce to restaurants across the Netherlands and Belgium, complementing their retail distribution. They supply over 500 restaurants according to recent reports.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Growy operates an indoor vertical farm in Amsterdam that grows and sells pesticide-free salads, herbs, and microgreens to supermarkets and restaurants. Production takes place in 48 climate-controlled cells within a 7,500 sqm facility using fully automated seeding-to-harvesting processes and precision control of light, climate, and nutrition. Output is distributed through retail chains Jumbo and Plus and direct supply to HoReCa customers in the Netherlands and Belgium.

Product overview

Growy operates a vertical farming business with a single unified product offering centered on growing and selling premium salads, herbs, and microgreens. The company operates a 7,500 square meter production facility in Amsterdam with 48 climate-controlled cells, producing lettuce varieties (Zachte Sla, Frisse Sla, Fijne Sla, Knapperige Sla, Pittige Mix, Makkelijke Sla, Romaine Sla), culinary herbs (Basilicum, Selderij, Koriander, Dille, Platte Peterselie, Salie, Oregano, Tijm, Thaise Basilicum, Rozemarijn), and microgreens (Broccoli, Paarse Radijs, Shiso, Wasabi Mosterd, Citroenmelisse). Products are sold exclusively through supermarkets (Jumbo, Plus) in the Netherlands and Belgium, reaching over 500 supermarkets and a similar number of restaurants. The company emphasizes its fully automated growing process from seeding through harvesting, using advanced technology they develop and build themselves, with claims of 95% less water usage compared to traditional farming and no pesticide use.

Differentiator

Problem solved

Functional benefit

Products and services

• Herbs (Kruiden)

Quantifiable outcome

• 95% less water usage compared to traditional farming
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Fieldlab Vertical FarmingcoreStrategic or Co-development PartnerGrowy is a partner in the Fieldlab Vertical Farming initiative, an industry consortium organized at World Horti Center in Naaldwijk, Netherlands. The partnership focuses on assessing the current state of vertical farming, developing new business cases, and promoting hybrid growing approaches combining vertical farms with greenhouse production. Fieldlab brings together industry participants to address economic viability challenges and share research into propagation, herbs, and grass cultivation.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Gotham Greens: US operator of high-tech hydroponic greenhouses producing leafy greens, herbs, and salad products for retail and food service. Comparable in product mix (lettuce, herbs) and supermarket distribution model, though primarily greenhouse-based rather than fully indoor vertical.
• BrightFarms: US greenhouse operator supplying packaged salads and herbs to supermarkets. Comparable leafy-greens product mix and supermarket distribution focus, though greenhouse-based and US-focused.
• 80 Acres Farms: US indoor vertical farming company producing leafy greens, herbs, and microgreens for retail and food service. Comparable product portfolio, indoor CEA technology, and grocery channel strategy.
• Bowery Farming: US indoor vertical farming company producing leafy greens and herbs for grocery and food service. Comparable product portfolio and indoor CEA technology stack, though operating exclusively in the US market.
• Plenty: US vertical farming company focused on leafy greens production using proprietary indoor farming towers. Comparable indoor CEA model and grocery channel focus, though different geographic footprint.
• AeroFarms: US-based vertical farming pioneer producing leafy greens and herbs via aeroponic indoor farming. Comparable in technology category (controlled-environment indoor farming) and product mix of greens/herbs, though larger scale and US-focused. Filed for Chapter 11 in 2023 before restructuring.
• Infarm: Berlin-based vertical farming operator that grew herbs and microgreens for European supermarkets and restaurants. Most directly comparable to Growy in product mix, target customers, and European geographic focus, although Infarm wound down its core operations in 2023, illustrating the sector's execution risks.

Emerging players

• Sky Greens: Singapore-based vertical farming company producing leafy greens using rotating-tier growing systems. Comparable in vertical farming technology category and leafy-greens focus, though smaller scale and Asia-focused.

Broad incumbents

• Wesley-Coss ■ Dutch high-tech greenhouse operators (e.g., Duijvestijn Tomaten, Royal Pride, Greenyard): Established Dutch high-tech greenhouse producers supplying fresh vegetables and herbs to European retailers. They compete with Growy on supermarket shelf space but use sunlight-driven greenhouse economics rather than fully indoor vertical farms — relevant as the lower-cost incumbent benchmark.

Regional players

• Jones Food Company (JFC): UK-based vertical farming operator producing leafy greens and herbs for British retailers. Comparable in CEA technology stack and product mix, though focused exclusively on the UK market — a relevant peer given the European footprint alignment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/growx

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Growy