There's a gap in the European market. In the US, curated marketplaces like EarthHero, Package Free Shop, Grove Collaborative, and Made Trade have built catalogues of sustainable home products. The EU has around 450 million consumers but no marketplace focused specifically on regenerative home products — the composting, fermentation, and grow-your-own kits that leave a home healthier than they found it. That narrower gap is the one we set out to fill.
Finding genuinely regenerative products in Europe is harder than it should be. Most "sustainable" retail leans on vague claims — "eco-friendly," "natural," "green" — with little substantiation behind them. A 2020 European Commission study found that 53% of environmental claims on products in the EU were vague, misleading, or unfounded. That's the noise we're trying to cut through.
European law is moving in the same direction. The Empowering Consumers for the Green Transition Directive (Directive (EU) 2024/825), adopted in February 2024 and applying from 27 September 2026, restricts generic environmental claims that can't be backed by recognised evidence, and limits sustainability labels to approved certification schemes. For a lot of retailers, that's a compliance headache. For us, it's the whole point: a claim should mean something, and you should be able to check it.
A practice is regenerative when it leaves the system healthier than it found it. That's the test. Composting turns food waste into living soil. Fermentation turns sugar and water into living food. Mushrooms turn agricultural waste into protein. Seed paper turns recycled paper into pollinator habitat.
Grown. is a marketplace and a curated index, not a producer. Our first job is to help you find the people already doing the regenerative work. That's our Partner Index: 42 independent European shops, each one vetted through documented desk research that we publish alongside the listing, so you can see the reasoning rather than take our word for it. It's live now at /partners.
Our own-brand kits — bokashi, mushroom, fermentation, microgreens, beeswax wraps, seed paper — are a separate, newer thing, and we'd rather be straight about where they stand: they're in early access. You can browse them and join the waitlist, but fulfilment isn't open yet. We're not going to claim certifications we don't hold or partnerships we haven't signed, and where we don't know something yet, we'll say we don't know yet. The honesty is the brand.
Grown. is part of the Thrivbe ecosystem — building infrastructure for a regenerative world. The vision is simple: start with one product, add another when you're ready. The bokashi bin leads to microgreens. The microgreens lead to fermentation. The fermentation leads to a kitchen that gives back more than it takes. We're at the very beginning of building that, in the open, one honest step at a time. That's the mission.