Circular snack brand GRO takes the next step in growth

The circular snack brand GRO, known for its innovative approach and sustainable mission, is entering a new phase. Starting August 1, Edwin Hak and Jesse ’t Lam will join the company as Managing Partners. Their buy-in not only signifies an investment in GRO’s future but also supports the brand’s ambition to expand further within the Netherlands and beyond. Together with founder Wouter Muis and the team, they aim to scale up operations and develop new concepts.

From coffee grounds to circular snacks

GRO was founded in 2011 when its creator, Jan Willem Bosman Jansen, was inspired in Zimbabwe to use coffee plantation waste for cultivating oyster mushrooms. Back in the Netherlands, this idea evolved into a circular model: oyster mushrooms grown on collected coffee grounds from corporate and hospitality kitchens form the basis of GRO’s snack and finger food range. The collaboration between coffee waste suppliers and mushroom growers proved groundbreaking, laying the foundation for GRO’s sustainable market position.

A future focused on impact and innovation

With a plant-based, circular, and climate-friendly product range, GRO’s goal is to make sustainable food the new standard. The company focuses on scaling up, driving innovation, and collaborating with retail and hospitality partners to accelerate the protein transition. GRO also invites other brands to join forces in shaping the sustainability of the food category.

This step strengthens GRO’s mission: to create impact with circular food solutions and contribute to a future where sustainability is at the core.

Gro-together.com