Three fast-growing trends — do-it-yourself (DIY), do-it-for-me (DIFM) and consumers’ ever-burgeoning appetite to eat more locally grown foods, are converging to create a new market opportunity: grow-your-own fresh produce.
Ready-to-grow edible gardening sits in the middle ground between DIY and DIFM. People still want to grow their own food, but they want it made easier for them, which is what companies like Back to The Roots, Gardenio and Lettuce Grow are doing by using innovation and technology to create near-foolproof vegetable gardening systems.
For Back to the Roots, which sells its grow kits online and in big retail chains like Target, Whole Foods Market, Nordstrom, The Home Depot, Lowe’s and others, 2019 was a big year. The startup, which also produces and markets a line of ready-to-eat organic cereal, raised a $3 million Series C investment round led by Central Garden and Pet Company and Blue Scorpion Investments, which it’s using to fuel further growth, co-founder and co-CEO Alejandro Velez told CO—. Back to the Roots has raised over $10 million from a variety of investors and firms over the past decade.
“It’s a really exciting time for the company,” Arora said. “What started off as a college project has grown into a national brand that’s reconnecting millions of families back to where their food comes from. We’re so excited to offer Back to the Roots in more national retailers and make organic gardening accessible to all. No backyard or green thumb is needed.”