"We're profitable, but success in our field requires much more than just growing the greens. Many growers fail because they don't maintain proper service levels, quality, or consistency. It's about delivering the same high-quality product every Monday, week after week," says Anders Lunden Gydesen, co-founder of Nordic Hydro, a Danish startup focusing on microgreens production.
It all started eight years ago when Anders and Hjalmar decided to whip up a hydroponics setup in their dorm room and sell LED lights to Denmark home growers. Soon, the duo realized the potential LED lights held for cultivating various crops. "Microgreens caught our eye as it is fast-growing, low-cost, and perfect for a startup operation. That's when we started growing next to our sofa in the living room."
Initially, the concept was to sell microgreens systems to restaurants, allowing them to grow their produce on-site. However, the market had something different in mind. The third co-founder Alex, a former Chef, spent three months trying to sell these systems, but no one was interested. People were more interested in the products. This led Nordic Hydro to change the business model from selling systems to supplying microgreens directly to restaurants. Today, Nordic Hydro's footprint has completely changed.
Anders Gydesen
Choose your product wisely
According to Anders, sometimes vertical farms are projected as if they will replace traditional agriculture by growing wheat and rice for the growing population. While it's true that a vertical farm can grow anything, the key consideration is selling your crops at the right unit of economics. "Instead, you can grow profitable products like salad, herbs, mushrooms, strawberries, and microgreens. That's where the focus should be in vertical farming right now."
Having established a solid business in Denmark, Anders and his team began to scale their operations. They partnered with local entrepreneurs in Copenhagen and the Czech Republic, providing them with the systems and knowledge needed to replicate Nordic Hydro's success. "We had huge success in both countries. Anders in Copenhagen is now the majority owner of the company there, paying himself a salary, and running a profitable business," Anders shares.
From mistakes made to helping others
Forming these partnerships led to the launch of a global mentorship program designed to empower microgreens farmers worldwide. The mentorship aims to provide the tools and knowledge necessary to 'succeed' when running a farm from seed to sales. Drawing from years of hands-on experience and growth in European markets like Denmark, the Czech Republic, and Austria, the program comprises a structured approach to scaling a microgreens business.
"After setting up our own farm in Denmark and seeing it work, we wanted to scale this with partners. We created a model that allows others to break into the hospitality sector with our products successfully," says Anders.
Participants receive a blend of comprehensive video content and personalized one-on-one coaching sessions, where they are guided through every step of the farming process, from establishing a stable foundation to navigating the complexities of the hospitality sector. The mentorship is tailored to both beginners who are just starting and more experienced growers who need support in scaling their operations or refining their business strategies.
Nordic Hydro's mentorship program is accessible worldwide, except in specific European markets like Germany, Austria, Poland, and Scandinavia. "If you don't know anything about vertical farming, our program takes you from zero to knowing how to make money with it," Anders explains. Anders believes that their success is due in large part to the lessons learned from building their own farm. "We could have never done this if we didn't build our own farm and help others build theirs. We made the mistakes so others don't have to," he concludes.
For more information:
Nordic Hydro
Anders Lunden Gydesen, co-founder
[email protected]
https://nordichydro.com