Growy to launch new product

This February, Growy has officially launched its first own-label produce in Dutch supermarkets. Consumers will now have access to Amsterdam-grown salad mixes, herbs, and microgreens which are mainly found in the Amsterdam, Utrecht, and Amersfoort areas. Available at a price range of €1.29 to €2.29 matching regular produce, the products are sold under the 'Growy' brand.

"After numerous trials and errors, research, and innovation, this official launch marks a significant milestone for the Growy team. Given our increased farm capacity, we want to build out our presence across the country, scaling up to 300 retail stores in the Amsterdam area. We don't want to sell an expensive specialty product, but a commodity product. Lettuce, like everyone knows and likes, but with added benefits: pesticide-free, locally grown, next level taste, and no need to wash" says Laura van de Kreeke, Farmer at Growy.

Currently, the produce is available at Jumbo, and soon at select Plus stores. With a herb collection of basil, celery, coriander, dill, flat parsley, sage, tarragon, and thyme. A range of salad mixes containing soft, fresh, herbal, and crispy salad, kale mix, and spicy mix. Finally, there is a microgreens range of broccoli sprouts, purple radish, shiso, Thai basil, and wasabi mustard.