Grove, a Riyadh-based technology company focused on fresh produce, has raised $5 million in a Seed funding round led by Outliers VC with support from several angel investors.
Founded in 2024 by Mohammed bin Ghanam and Ayman AlFifi, Grove operates as a consumer brand in the fresh and agricultural produce space. The company connects farms, markets, and households through a tightly integrated system, instead of working with scattered suppliers. This helps make sure farm produce reaches consumers in the best possible way, based on what people actually want to buy.
Saudi Arabia’s agricultural market is worth about $31.5 billion, and imports of plant-based products are expected to reach $10.7 billion in 2025. However, local production often does not fully match consumer needs, creating a gap in quality and variety.
Because of this gap, consumers face problems like uneven quality, fewer choices, and shorter shelf life. These issues come from supply chains that were built to support long storage and transport, rather than freshness, taste and nutrition.
The sector is also influenced by short-term profit goals set by middlemen, instead of focusing on farmers or consumers. This leads to early harvesting and a focus on quantity over quality, which hurts flavor and nutritional value.
As a result, farmers struggle to invest in better methods, consumer trust declines, and environmental damage increases due to overuse of pesticides, poor water use and soil degradation. These challenges also discourage new farmers and limit the growth of stronger high-quality supply chains.
Grove is addressing these problems by building a demand-driven fresh-produce model. Using technology, it aligns farming, pricing, and market access from the start. This helps farmers plan better gives consumers fresher and higher-quality produce, improves transparency and reduces food waste.
“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.
Grove is a Saudi company based in Riyadh that focuses on producing and selling fresh farm products directly to consumers. It works closely with local farmers through strong partnerships.
The company uses a technology-driven supply chain that connects every step from farming to delivery. By harvesting and distributing produce based on real demand, Grove ensures better quality, more variety, and faster delivery from farm to table.
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