Grove Raises $5M to Scale Fresh Produce Supply Chain in Saudi

Saudi Arabia’s fresh‑produce aisles still show a supply chain built for storage over taste: inconsistent quality, limited variety, and short shelf life driven by long transport and warehousing. Grove, a Riyadh‑based technology company specialised in the fresh‑produce sector, says it is building a demand‑led alternative—and has closed a $5 million seed round led by Outliers VC, with participation from angel investors and Madarat Investment, to support the agricultural sector and expand operations in Saudi Arabia.

Founded in 2024 by Mohammed bin Ghanam and Ayman AlFifi, Grove operates as a consumer-facing brand that connects farms, markets and households through a vertically coordinated, technology-enabled system. The company positions its model as an alternative to traditional produce supply chains in Saudi Arabia, which it says are designed around storage life and volume rather than freshness, flavour and consistency.

Grove’s platform aligns production, pricing and market access from early stages, allowing farmers to plan more accurately while giving consumers access to a wider and more reliable selection of produce. The company says this approach has delivered repeat-purchase rates of close to 48% and reduced food waste across its operations to below 5%.

The funding comes as Saudi Arabia’s agricultural market continues to expand, with the sector valued at an estimated $31.5 billion and plant-based food imports reaching $10.7 billion in 2025. Grove argues that intermediary-driven supply chains have historically encouraged premature harvesting and long transport cycles, limiting quality and nutritional value while increasing environmental pressure.