Riyadh based agri technology startup Grove has closed a $5 million Seed funding round. Outliers VC led the round, with participation from Madarat Investment and a group of angel investors. The funding marks a key milestone for Grove as it scales operations across Saudi Arabia and strengthens the local fresh produce ecosystem.
Founded in 2024 by Mohammed bin Ghanam and Ayman AlFifi, Grove operates as a consumer focused brand in the fresh and agricultural produce sector. The company connects farms, markets, and households through a fully integrated system designed around real consumer demand.
Addressing a Structural Gap in Agriculture
Saudi Arabia’s agricultural sector holds significant value, yet it faces deep structural challenges. Local production often fails to meet evolving consumer needs.
Key challenges include:
- Inconsistent quality and limited product variety
- Short shelf life of fresh produce
- Supply chains built for storage, not freshness
- Decisions driven by volume instead of taste and nutrition
These issues stem from decades old systems that favor intermediaries and short term gains. Farmers harvest early. Quality suffers. Trust declines. Environmental damage increases due to excessive pesticide use, poor water management, and soil degradation.
A Demand Driven Supply Chain Model
Grove is changing how fresh produce moves from farm to table. The company uses a demand driven model that aligns production, pricing, and distribution from the start.
This model delivers clear benefits:
- Better planning and pricing clarity for farmers
- Higher quality and wider selection for consumers
- Improved transparency across the supply chain
- Lower food waste and higher efficiency
The results are already visible. Grove reports repeat purchase rates close to 48 percent. Food waste has dropped below 5 percent. These metrics highlight strong product market fit and growing consumer trust.
Empowering Farmers Through Technology
Grove equips farmers with data, tools, and incentives to improve long term outcomes. The company encourages better farming practices and sustainable decision making.
Mohammed bin Ghanam emphasizes the importance of restoring balance in agriculture. He believes farming must protect land and water while supporting future generations. Grove supports this vision by aligning farmer success with environmental responsibility.
This approach allows farmers to invest in quality, not just output. It also builds a healthier and more resilient agricultural system.
Building a Sustainable Consumer Experience
Ayman AlFifi explains that Grove began with a simple insight. Food tastes better when it stays close to its source and receives proper care. He points to supply chains as the real challenge, not farming itself.
Grove offers a scalable alternative that proves quality food can also succeed commercially. Outliers VC shares this belief. Founder and General Partner Mohammed AlMeshekah highlights the team’s ability to reconnect consumers with farmers and strengthen Saudi Arabia’s food system.
Fueling Expansion Across the Kingdom
The new funding will help Grove expand across Saudi Arabia. The company will grow its farmer network, enhance its technology platform, and reach more households with fresher produce.
Grove is positioning itself as a key contributor to a more sustainable, transparent, and consumer driven food supply chain in the Kingdom.