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Brief Published: 4 Mar 2020

App Enables Consumers to Outsource Own-Grown Produce

Utah start-up Grogrub’s app enables health-conscious consumers short on time and space to grow their own organic produce remotely on nearby farms. Participants can purchase or lease a 12x12ft plot of land and design their own fruit and vegetable garden, which is planted and managed by staff at the farm.

The plot can then be viewed remotely via webcam, so participants can watch their produce grow in real time and control how and when it’s watered. Once the fruit and vegetables are ready to be harvested, service users can request same-day home delivery. Excess produce can be traded with other participants via the app’s Farmers’ Market function, or donated to local food banks or shelters by Grogrub.

The app is currently crowdfunding on Kickstarter, and will launch a trial with 94 founding members in April 2020. 

A recent survey of UK consumers found 84% of millennials would be keen to grow their own produce if it were easy to do so and they had the space (Crop Protection Association, 2019). Grogrub enables this to become a reality by eliminating logistical obstacles.

Furthermore, there has been a substantial increase in stressed and time-poor consumers outsourcing tasks to restore better work-life balance, as discussed in Beyond Burnout. In this way, outsourcing food cultivation could become a popular pursuit.

Read The Health-First Kitchen (part of our Kitchen of the Future Update) and Self-Sustaining Spaces (part of our original Kitchen of the Future spotlight) for more on how sustainable thinking is impacting modern cooks.