by Marianne Graff, Feb.
I stumbled across YouTube videos by Anders, Co-Founder of Vertical Greens, when exploring how to grow my own microgreens, and became so captivated by their innovative ideas that I reached out to them to find out more about how they have become the biggest vertical farm in Denmark, bringing in more than 1 million euros annually.
I interviewed Anders Lunden Gydesen on December 10,2024 for insider’s tips that let us peek behind the veil into the inner workings of their company. I was struck by resilience, innovative approaches to growing food, and how they chose to expand their business in a way that empowers local communities in different countries.
The first company Anders they started was called Microgreens Denmark, and Vertical Greens was started as a part of that company. Recently they launched Nordic Hydro to serve customers and potential partners abroad.
They have shown great resilience to persevere and make it to the number 1 spot, because it wasn’t easy for them at first.
Surviving Amidst Steep Competition
They started up very small, by growing greens in a rack in their living room.
At this time a large company from The Netherlands was sizing up Denmark as new market in which they could expand and dominate, so they were facing steep competition from the very start.
Compounding matters was that after Vertical Greens received some positive press in the local news, they noticed about twenty competitors jump into the game.
Many startups in their area were lured by dreams of high profit margins made quickly, since microgreens can be harvested within ten days of planting.
Vertical Greens forged ahead, growing slowly, setting down a firm foundation of sound business practices and systems. They managed their costs carefully as they went, to avoid over extending their resources and capital, and ensure future success.
Secrets of their Success
Anders and his partners had to doubled down to become successful. They didn’t take any paychecks themselves for a long time, pouring their earnings back into the business.
They didn’t jump on the bandwagon and install a lot of equipment and AI automated systems as many of their competitors decided to do.
Instead they spent considerable time and effort testing equipment and refining their systems manually, and striving for consistently high product quality.
They experimented with different brands and equipment thoroughly to learn how to grow the best quality microgreens efficiently, using no chemicals in the production process.
As a result they have been able to consistently produce high quality greens and minimize expenses over the long run.
Clear and responsive communication with their customers was another key to their success.
One of their founders,Alex Pritchard, is a professional chef with years of experience working in the restaurant and hospitality industry, so they had insights and connections for serving the hospitality industry. They knew how to access and communicate with potential clients. They also were willing to develope products upon request of their clients, such as mushrooms and edible flowers.
Anders commented that after a few years most of the competition had disappeared. He noted that they spent too much on a lot of equipment and heavily automated systems that they hoped to pay for with profits that they didn’t make.
Vertical Green’s frugal and staggered approach to growth has paid off handsomely, since they now have expanded into a much bigger space in their local area, and can employ 35 local youth to help them. They have turned into a valuable asset to the local community, providing employment that teaches valuable life skills in terms of how to grow food sustainably.
Clever Solutions That Set Nordihydro Apart
Anders and his team implemented a number of innovative ideas that helped them save money, which has helped them stay ahead of the competition and preserved profit margins.
One of their cost saving measures was to redirected the heat generated from the mushroom shipping containers into the main microgreens growing facility, reducing heating costs in their main facility considerably.
They also developed a very efficient way to grow microgreens in individual containers that double as final packaging and shipping containers.
Most microgreens growers use large trays to grow their microgreens, and on harvest day someone has to cut them manually, weigh the greens, and pack them into containers. Not only is this time and labour intensive, but it can bruise the final product. Furthermore, once the microgreens are cut, they start to wilt and decay.
But Nordichydro delivers microgreens that are still living in their growing medium, greens that haven’t been heavily handled, cut or bruised, which extends the shelf life of the greens considerably. Chefs cut and prep the greens just as they are needed, so that the utmost freshest flavour is present in the final dish, and what is not used that day continues to stay fresh and green for use another day.
Growing greens in the same container as the product is shipped in also greatly reduces labour costs on harvest day since it’s quick and easy to move the full grown greens into bigger cardboard boxes for delivery on harvest day instead of cut, weigh and repackage them for delivery. There is also no mess or wasted product related to cutting greens for packaging.
This is a win-win situation for everyone involved. I think this sets Nordichydro miles ahead of the competition.
The third clever idea I want to touch on is their community development approach to growing their business as a whole.
Vertical Greens now employs 35 young people, providing jobs to the local youth and new opportunities to earn a decent income and learn valuable farming and business skills. This has created a new, thriving community within their community.
Instead of expanding their business using traditional models, such as relocating to a bigger warehouse in a larger urban centre or going the franchise route, they have decided to expand in a different way.
They are offering mentoring and coaching services to help others start farms like theirs in other countries. They are presently focusing on creating an European network of colleagues and farms, and have non-compete agreements within a stated geographic range with all their course and community partners.
They have started farms in four countries already, and have a community that includes members from 6 countries. With the launch of their mentoring program, courses and private community or support, this number is set to increase quickly.
What a brilliant business to grow, and way to grow a business, in my opinion. It is very egalitarian. I believe that empowering entrepreneurs to grow food indoors, in many different local communities around the world is the best way forward in these uncertain times. It’s a brilliant way to ensure food security and local economic stability in a way that avoids being negatively affected by international supply chain disruptions, skyrocketing inflation, rising fuel prices and international transportation costs, and increasingly unpredictable changes in politics, the climate and weather.
Growing food indoors in controlled and controllable conditions, using chemical free processes and empowering business models that help even small communities thrive is an excellent way forward for people in every country in the world, and I wish Nordichydro all the best luck in their community and growing efforts.