About
Grown. exists because of a gap.
In the US, a handful of marketplaces — EarthHero, Package Free Shop, Grove — have spent years building catalogues of "sustainable" home products. The EU has 450 million consumers and nothing equivalent. A few single-category shops. A lot of greenwashed labels. No curated home for regenerative living.
We started Grown. to fix that — and to do it honestly.
From 27 September 2026, EU Directive 2024/825 — the Empowering Consumers for the Green Transition directive — bans generic "eco," "green," and "natural" claims that can't be substantiated, and outlaws carbon-neutral claims based purely on offsets. (A separate proposal, the Green Claims Directive, was withdrawn in 2025 — the rules that survived are the ones that matter.) For most retailers, that's a problem. For us, it's the point. We built Grown. around the premise that a claim should mean something — and that the products you bring into your home should leave the system healthier than they found it.
Grown. is part of the Thrivbe ecosystem. Thrivbe's mission is to build infrastructure for a regenerative world. Grown. is the commerce layer — the part you actually interact with. The shop. The box on your doorstep. The bran in your kitchen.
Our Mission
The marketplace for the regenerative economy.
Not "we are regenerative." We are a marketplace. We connect the people who grow, ferment, and cultivate with the people who want to bring those things home. Our job is curation, verification, and trust. The regenerative work happens at the source — in the soil, the ferment, the mycelium. We make sure it's real, and we make sure it reaches you.
What Does “Regenerative” Mean to Us?
A practice is regenerative when it leaves the system healthier than it found it. That's the test.
Composting turns waste into soil. Fermentation turns sugar into living food. Mycelium grows into objects instead of being moulded from plastic. These practices don't just reduce harm — they build something.
We don't claim that buying a bokashi bin will reverse climate change. We claim that it turns your food waste into soil, and that soil grows things. That's verifiable. That's honest. That's the only kind of claim we'll make.
Our Team
Grown. is built by a small team within the Thrivbe ecosystem — with an unusually industrious crew of AI teammates handling research, curation, and day-to-day operations.