GrowUp, a leading British vertical farming enterprise, has received a £38 million investment from Generate Capital to enhance its production of ready-to-eat salads, responding to rising consumer demand for sustainable food.
Innovative Vertical Farm Secures Major Investment to Expand UK’s Salad Supply
London, [Date]—GrowUp, a leading British vertical farming enterprise, has secured a £38 million investment from Generate Capital to enhance its production of ready-to-eat salads. The investment aims to expand GrowUp’s facilities in Kent, support its pioneering Unbeleafable and Fresh Leaf Co. brands, and amplify their research and development efforts at the Leaf Lab in Cambridge.
This investment comes as a response to the increasing consumer demand for sustainable and locally grown food. GrowUp is known for its vertically farmed salad products that are free from pesticides and include mixed leaves such as sorrel and baby lettuces. The produce, grown in controlled indoor environments, promises longer shelf life and year-round availability.
“This investment is a fantastic boost to GrowUp and recognises the team’s passion and talent,” said Marcus Whately, CEO of GrowUp. “With Generate Capital’s support, we have proved that vertically farmed salads are sustainable, cost competitive, and commercially viable, as well as tasty, healthy and long lasting. Together we can unlock a new salad category and meet growing consumer demand.”
Vertical farming, an innovative approach that utilises stacked layers to grow crops in an indoor setting, offers a sustainable solution to traditional farming challenges such as land scarcity and climate variability. GrowUp’s facility in Kent, which uses renewable energy from a co-located bioenergy plant, exemplifies how technology can enhance food production efficiency.
Generate Capital, a major investor in sustainable infrastructure, initially partnered with GrowUp in 2021. The initial funding helped the company establish its Kent farm by converting a five-acre brownfield site into a vertical farming facility equivalent to 1,000 acres of grade 1 farmland.
“Consumers want UK-grown, sustainable, longer-lasting leaves—grown without pesticides,” Whately added. “We’ve been growing for over 11 years now. We’ve come a long way with Generate Capital’s support, since Kate Hofman and Tom Webster set up their first vertical farm in 2013, supplying salad leaves to London markets and restaurants.”
Scott Jacobs, CEO and Co-founder of Generate Capital, expressed confidence in GrowUp’s potential. “GrowUp is one of the UK’s most exciting and innovative vertical farming operations, experiencing nearly 800% sales increase year over year. Their ability to quickly earn the trust of the UK’s largest retailers shows the appeal of their product lines, the strength of their team, and their ability to meet rising consumer demand for healthy, locally grown food,” Jacobs stated.
Highlighting the sustainable aspect of GrowUp’s operations, Eduardo Clemente, a Managing Director at Generate Capital, said, “Since our first investment in 2021, GrowUp’s unique approach has demonstrated that producing superior, sustainable leafy greens at scale and at competitive pricing is possible, unlocking the potential to capture significant market share in the UK salad market.”
GrowUp’s future plans include expanding its production capacity to deliver 1.4 million bags of salad per week once the Kent facility is fully operational. The introduction of branded salads into major UK supermarkets like Tesco, Iceland, and SPAR signifies a growing acceptance of vertically farmed produce among mainstream consumers.
Founded by Kate Hofman and Tom Webster in 2013, GrowUp has evolved from a small unit serving local markets and restaurants in London to a major player in the UK’s salad market. Their certified B Corp status underscores the company’s commitment to social and environmental performance, transparency, and accountability.
As the integration of sustainable practices in food production becomes increasingly vital, GrowUp’s partnership with Generate Capital represents a significant step towards a greener and more reliable food supply chain in the UK.