Agriculture technology company Maui Greens is launching a new retail brand, Colors Living Produce, a unique line of organic leafy greens individually planted, grown, shipped and sold while still growing in soil.
The Kahului-based Maui Greens also is closing on $17 million in financing to scale production and support expansion of the company’s proprietary vertical farming system on Maui and in the continental United States, bringing the total raised to more than $25 million.
Founder and Chief Technology Officer Kevin Robell and his family built their original farm on Maui in 2011. They were driven by a passion for healthy organic food and the health of the planet.
Realizing there was a need for transformational change to traditional farming practices and the existing produce supply chain, Maui Greens began a decade-long endeavor to develop a new way of farming that minimizes environmental impact and remediates food waste during transportation from the farm to the grocer and once purchased.
“Our plants are nurtured in soil, provided the perfect mix of light, nutrients and water, and shipped growing and thriving until harvested at home,” Robell said. “In Hawai‘i, we are especially aware of precious resources such as arable land and water, and we have made it our mission to grow produce that is naturally organic, longer-lasting and lessens the strain on our planet.”
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