- Grove closed a $5M Seed round led by Outliers VC to scale operations.
- The company builds a demand-driven, tech-enabled fresh-produce supply chain.
- The model improves quality, reduces waste, and boosts farmer and consumer alignment.
Grove, a Riyadh-based technology company focused on the fresh-produce sector, announced the closure of a $5M Seed funding round led by Outliers VC with participation from angel investors. Founded in 2024, Grove operates as a consumer brand that connects farms, markets, and households through a vertically coordinated, technology-enabled supply chain designed around real consumer demand rather than fragmented intermediaries.
Saudi Arabia’s agricultural market is valued at $31.5B, with plant-based imports reaching $10.7B in 2025, yet local production continues to face a structural mismatch between supply models and consumer expectations. Legacy supply chains prioritizing storage and transport have led to inconsistent quality, limited variety, short shelf life, and practices that favor volume over flavor, nutrition, and sustainability, constraining farmers and eroding consumer trust.
Grove addresses these challenges with a demand-driven model that aligns production, pricing, and market access from the outset, rewarding quality while improving planning for farmers, expanding choice for consumers, increasing transparency, and reducing food waste. The approach has driven strong traction, with repeat-purchase rates nearing 48% and food waste reduced to below 5%.
“For generations, farming was rooted in responsibility to the land and community. Over time, short-term commercial pressure has pushed practices that damage soil, water, and long-term sustainability. At Grove, we are restoring that balance by equipping farmers with the data, tools, and incentives needed to protect resources and build for the future.” said Mohammed bin Ghanam, Co-founder of Grove.
“Grove started from a simple realization: when food is closer to its source and handled properly, it changes how families experience it. The real challenge isn’t farming; it’s supply chains optimized for speed over quality. Grove is building a practical, scalable alternative that proves better food can also be commercially viable and sustainable.” added Ayman AlFifi, Co-founder of Grove.
“What drew us to Grove was not just the product, but the team’s ability to rethink the relationship between farmers and the market. Their integrated approach brings quality back to the center, reconnects consumers with the source, and positions Grove as a key contributor to a more resilient and sustainable food system in Saudi Arabia.” said Mohammed AlMeshekah, Founder & GP at Outliers VC.