Riyadh-based AgriTech company Grove has successfully closed a $5 million Seed funding round. The investment was led by Outliers VC with participation from a group of angel investors and Madarat Investment, and will be used to expand the startup’s operations across Saudi Arabia.
Addressing a $31.5B Market Gap
Founded in 2024 by Mohammed bin Ghanam and Ayman AlFifi, Grove is tackling long-standing inefficiencies within Saudi Arabia’s agricultural sector, which is valued at approximately $31.5 billion. The current supply chain, designed for long storage and transportation, often results in inconsistent quality, limited variety, and a short shelf life for fresh produce.
These challenges stem from a system driven by short-term commercial incentives from intermediaries, rather than the interests of farmers or consumers. This leads to practices like premature harvesting and a focus on volume over quality, which restricts farmers’ ability to invest in better practices, diminishes consumer trust, and negatively impacts the environment.
A Demand-Driven Supply Chain
Grove is building a vertically integrated, technology-enabled supply chain that directly connects farms, markets, and households. By creating a demand-driven model, the company aligns production, pricing, and market access from the earliest stages.
This approach provides greater planning clarity for farmers, delivers higher-quality and a broader selection of produce to consumers, and enhances transparency while significantly reducing food waste. Grove’s model has already demonstrated strong market fit, achieving customer repeat-purchase rates of nearly 48% and reducing food waste to below 5%.
Restoring Balance in Agriculture
“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,” said Mohammed bin Ghanam, Co-founder of Grove. “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.”
Ayman AlFifi, Co-founder of Grove, added, “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.”
Investor Confidence
“What drew us to Grove was not just the product, but the team’s ability to rethink the relationship between farmers and the market,” commented Mohammed AlMeshekah, Founder and GP at Outliers VC. “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.”
About Grove
Grove is a Saudi company headquartered in Riyadh, specializing in producing and marketing fresh agricultural products directly to consumers through strategic partnerships with local farmers. Grove operates an integrated, technology-enabled supply chain that connects all stages from production to delivery, ensuring quality, variety, and efficient access from farm to table through demand-driven harvesting and distribution.
About Outliers VC
Outliers VC is a venture capital firm focused on supporting exceptional founders who are redefining the future across the Middle East and North Africa. Led by experienced operators and investors, Outliers goes beyond traditional capital deployment by acting as a strategic partner to entrepreneurs building innovative, category-defining businesses at the intersection of technology and commercial execution.
Source: Zawya
