• Riyadh-based agritech startup Grove raised USD 5M in seed funding to scale its demand-driven fresh-produce supply chain.
• Founded in 2024, Grove connects farms, markets, and households through a vertically integrated, quality-focused fresh food model.
• The startup aims to fix supply-chain inefficiencies that hurt freshness, variety, and shelf life in Saudi Arabia’s produce market.

Grove 

Riyadh-based Grove secured USD 5 million in a seed funding round. The round was led by Outliers VC with participation from a group of angel investors.

Founded in 2024 by Mohammed bin Ghanam and Ayman AlFifi, Grove is an agritech startup specializing in the fresh-produce sector. It operates as a consumer brand in the fresh and agricultural produce sector. The company connects farms, markets, and households. Thus, it serves as a vertically coordinated system rather than a loose collection of suppliers, ensuring each harvest reaches its highest-value destination.

“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.

Agriculture

The local agricultural sector in Saudi Arabia is valued at approximately USD 31.5 billion. Meanwhile, imports of plant-based products reach USD 10.7 billion in 2025.

 Despite this, the startup claims that the current local production reflects a structural gap between production standards and actual consumer needs. This gap leads to challenges such as inconsistent quality, limited variety, and short shelf life. These issues are largely the result of supply chains designed to prioritize long storage and transportation periods, rather than freshness, flavor, or nutritional value.

To tackle this challenge, the agritech startup is building a demand-driven fresh-produce model that values quality. It aligns production, pricing, and market access from early stages through an integrated, technology-enabled supply chain. This approach seeks to improve planning clarity for farmers, deliver higher-quality, broader selection to consumers, and increase transparency while reducing food waste.