GROWx started in 2016 with our vertical farm in the heart of Amsterdam. Like many other start-ups, the business model was not viable at the start. The biggest challenges we faced were the high investments, high operational costs, high energy consumption and new routes to markets. These challenges are faced by many vertical farm-initiatives around the world.
In 2018 the company came to a stop when the initiators were not capable of addressing these challenges successfully. At that time, Ard van de Kreeke, an entrepreneur with ten years of experience in farming, stepped in and made a fresh start in 2019. A new business model was created with a clear vision: we are focusing on real farming. By applying state-of-the-art technology and data capturing software, we optimized the natural processes, but in a circular way thereby delivering fresh, healthy and nutrient-rich vegetables.