Riyadh - Sharikat Mubasher: Grove, a Riyadh-based technology company specialized in the fresh-produce sector, secured $5 million in a seed funding round led by Outliers VC, with participation from a group of angel investors.

The new capital will support Grove’s mission to build a demand-driven fresh-produce model that rewards quality by aligning production, pricing, and market access from early stages through an integrated, technology-enabled supply chain, the company stated in a statement today.

Grove’s approach improves planning clarity for farmers, delivers higher-quality, broader selection to consumers, and increases transparency while reducing food waste.

Mohammed Ghanam, Co-founder of Grove, said: “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.”

Meanwhile, Ayman AlFifi, Co-founder of Grove, affirmed that Grove builds a practical, scalable alternative that proves better food can be commercially viable and sustainable.

In turn, Mohammed AlMeshekah, Founder and GP at Outliers VC, commented: “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.”

Founded in 2024, Grove is a consumer brand in the fresh and agricultural produce sector that connects farms, markets, and households. It operates as a vertically coordinated system rather than a loose collection of suppliers.

It is worth noting that the local agricultural sector in Saudi Arabia recorded nearly $31.5 billion in 2025, with imports of plant-based products valued at $10.7 billion.