"From this moment to a year later, we're definitely making some moves. Sweden will be in the picture. Yet, first, we'd like to strengthen our market position in Denmark as we still see opportunities here. The good thing about being located in Ringsted is that we're just one hour away from the Swedish border," Chris Rietveld, Co-founder and partner of Grow Up FARM and Greenow.
Chris Rietveld.
Click here for the photo report of our visit to Grow Up FARM
The family business, Greenow, was founded in 1984 and specializes in growing organic bean sprouts and other sprouts. However, the building might become too small, and there is no intention of staying at the facility forever. And, they have taken the room for expansion into their plans as they still have a 500m2 open space available to soon expand and add more cultivation area out there.
Yet, on the other end of the building, there is Grow Up FARM supplying over 20 sorts of microgreens. Ever since 2019, Grow Up FARM has been playing a big role in supplying a large sum of microgreens to the Danish market. According to Chris, that's due to a short farm-to-fork distance and innovative packaging.
The original production of shoots ever since 1984.
The power of the Danish flag and organic production
Organic production is huge in Denmark, as Chris puts it. As well as strategically placing the Danish flag on the packaging of anything locally produced. On top of organic production, Grow Up FARM aims to apply sustainability to every aspect of the business. "We're growing on organic biodegradable hemp mats, recyclable packaging, and so on."
Grow Up FARM is using its own label to sell its living pea shoots, which are packaged 'alive' so that after cutting off the crops, the plants can continue growing. On top of the living packaging, Grow Up FARM received an organic certification over a year ago that allowed them to accommodate the demand for organic and sustainably grown produce. Besides that, they proudly show the Danish flag on their products, which is not without reason. Danes really value local production and sustainable production of products.
Click here for the photo report of our visit to Grow Up FARM
The microgreens are cultivated in boxes that are the exact size of the company's B2B packaging.
Retail
As for retail, a white label is used for the larger off-takers such as Coop and other stores who are supplied with the various sprouts and shoots. "We're supplying cut pea shoots and bean sprouts in various packages, from 50g to 1kg packaging. As well as different packaging materials as every client has different requests."
Energy prices
Ever since last year, energy has been a big cost, claims Chris, and unfortunately, it's ever more increasing. "However, last summer, energy prices tripled. Luckily, it's been balanced out again, and we work on managing our power consumption in the most efficient way." Chris says.
On the right side, the tiny greens are given time to sprout.
Are new products going to be introduced any time soon? Anything that fits into their specialism of microgreens or shoots will be welcomed. Yet, the focus is to first roll out more production domestically.
Click here for the photo report of our visit to Grow Up FARM
For more information:
Chris Rietveld, co-partner
Grow Up FARM
Tel.: +45 57 68 55 55
info@growupfarm.dk
www.growupfarm.dk