The international investment firm Selected Group is now in its second production season at the RegEnergy Frövi greenhouse, an innovative project that combines circular energy use, controlled environment agriculture, and sustainable investment models.
The project, situated in central Sweden, utilizes industrial waste heat and renewable electricity to cultivate premium tomatoes year-round. Backed by the Selected RegEnergy Fund, it forms part of Selected Group's broader strategy to invest in real assets with environmental and social impact, especially in green infrastructure and future-focused food systems.
"Our first season confirmed the core assumptions of our model," says Frederik Gundorph Olesen, Group CEO of Selected Group. "The greenhouse delivered stable weekly output even through winter. We also gained valuable operational insights, especially in plant care, flow optimization, and team organization. Those learnings directly shaped how we've set up operations this year."
© Selected Group
New operator model improves in-house control
This season marks a strategic shift to a new operational setup. Daily management is now handled by ECA Operator Frövi AB, a dedicated entity created to consolidate expertise and maintain continuity.
"This move allows us to keep the operational knowledge in-house while benefiting from close support through KUBO's Smart Growing program," Frederik explains. "It gives us more flexibility and tighter control over quality and performance."
© Selected Group
Focus on premium varieties and Swedish retail demand
The greenhouse continues to cultivate premium tomato varieties tailored to Swedish consumer preferences, with the same core assortment as last season to ensure consistent supply to retail partners.
"Feedback from the market was very encouraging," he shares. "Consumers appreciated the freshness and local origin, especially during winter when alternatives are mostly imported. It validated the importance of offering a high-quality, Swedish-grown option."
© Selected Group
Sustainability through design and smart growing
From the outset, RegEnergy Frövi was designed as a fully circular facility. It uses recovered waste heat for climate control, harvested rainwater for irrigation, and green electricity to minimize its environmental footprint.
"There haven't been major sustainability additions this season," he notes. "Instead, we're fine-tuning what's already in place. For example, we're optimizing our heat recovery systems to increase energy efficiency even further."
Water and energy usage are managed via real-time monitoring and predictive control systems integrated into the greenhouse's climate computer. "The Smart Growing platform provides both on-site and remote support, allowing continuous data analysis and precise adjustments," he says.
© Selected Group
Scaling the Frövi model for broader growth
While ICA remains a key retail partner, the Frövi tomatoes have also reached additional distributors through the operator's membership in the Swedish grower cooperative Odlarlaget. Discussions are ongoing to expand distribution further.
"ICA is a highly valued partner, and we'll continue working closely with them. We are, of course, always open for discussions to expand the distribution, but our current focus is on securing a reliable and high-quality supply out of Frövi. We believe the Frövi model will serve as a blueprint, which can be scaled not just across Sweden but across the Nordics."
For more information:
Selected Group
Louise Bech Salmon, CMO
[email protected]
www.selectedgroup.dk
