Maui Greens Launches Retail Brand, Colors Living Produce:
Unique “Harvest at Home” Living Greens
Company announces an additional $17M Funding to take agricultural technology to the next level with shelf-stable produce
September 9, 2021 (Kula, HI) –– Maui Greens, an agriculture technology company based on the island of Maui, today announced the launch of the new retail brand, Colors Living Produce, a unique line of organic leafy greens individually planted, grown, shipped, and sold still growing in soil. The brand also announced the close of a $17 million round of financing to scale production and support expansion of the company’s proprietary vertical farming system on Maui and in the continental U.S., bringing the total raised to over $25 million.
Driven by a passion for healthy organic food and the health of the planet, Founder and Chief Technology Officer Kevin Robell and his family built their original farm on Maui in 2011. Realizing early on that there was a need for transformational change to traditional farming practices and the existing produce supply chain, they launched a decade-long endeavor to develop a new way of farming that would minimize environmental impact and remediate food waste during transportation from the farm to the grocer and once purchased.
“Our plants are nurtured in soil, provided the perfect mix of light, nutrients and water, and shipped growing and thriving until harvested at home,” said Maui Greens Founder, Kevin Robell. “In Hawai‘i, we are especially aware of precious resources such as arable land and water, and we have made it our mission to grow produce that is naturally organic, longer lasting and lessens the strain on our planet.”
The company’s proprietary vertical indoor growing system and unique soil-based method, the first of its kind in Hawai’i, creates several meaningful advances for the industry, including:
“Maui Greens has developed an entirely new approach to vertical farming--one that addresses the health of the plant, consumer, and the planet,” said Maui Greens CEO Ajay Shah. “This infusion of additional capital fuels the expansion of Maui Greens indoor farming operations and helps us scale production of Colors Living Produce first in Hawai’i and then on the mainland.”
Colors Living Produce will be available on shelves in grocery stores across the island of Maui in September, followed by expansion to outer islands in the fall.
For more information on Colors Living Produce, please visit colorsproduce.com.
ABOUT COLORS LIVING PRODUCE BY MAUI GREENS
Founded in 2011, Maui Greens is dedicated to bringing organic, locally grown produce to market more efficiently, more sustainably, and at scale. Maui Greens’ brand, Colors Living Produce, brings this vision to life in a unique living product. Naturally organic, Colors’ produce is grown and shipped in soil, retaining peak freshness, flavor and nutrition until harvested at home.
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