Outliers Leads Grove’s $5M Seed Round to Build the Future of Fresh Produce in Saudi Arabia

Saudi Arabia’s fresh produce supply chain represents one of the Kingdom’s largest addressable markets and one of its most structurally misaligned. The agriculture sector is ~USD 15.2B, yet more than 70% of fruits and vegetables are imported. Local supply remains fragmented, inconsistently graded, and to this day, operationally inefficient. Against a backdrop where food security is a national priority and end-market demand continues to grow, the dynamic undeniably presents a rare opportunity to build a scaled agricultural infrastructure marketing platform that can both organize local supply and serve as a trusted domestic backbone between farmers and customers.

Grove is vertically integrating the value chain from day one. The company operates a central processing facility, beginning with its own cold-chain fleet to standardize operations before scaling through tightly specified third-party logistics. This structure has allowed Grove to maintain double-digit gross margins while delivering institutional-grade reliability and consistency in a category historically defined by volatility and leakage.

Indeed, from the outset, Grove has focused on grading, standardization, and transparency, correcting structural misalignments in Saudi’s central produce markets, where locally grown fruits and vegetables are often down-priced and commoditized while imported, pre-graded products command price premiums and better shelf access. From the largest olive farms in Aljouf to Saudi-grown tomatoes now reaching export markets, our conviction in Grove deepened as we saw a structural shift underway in Saudi agriculture. The Kingdom is not far from realizing a more resilient, local-first fresh produce ecosystem and Grove is uniquely positioned to help build the infrastructure and operating layer that turns that shift into scaled, reliable supply

Led by Ayman Alfaifi and Mohammed AlGhannam, experienced operators who understand how technology drives scale and process discipline, Grove is building tech-enabled executional excellence into an industry that has historically lacked it. We believe Grove is well-positioned to redefine fresh produce in Saudi Arabia and the region. Their strong execution combined with a policy backdrop and large import-dependency gap, make this an Outliers opportunity to build a category-defining company in an economically critical space.