There's a gap in the European market. In the US, marketplaces like EarthHero, Package Free Shop, Grove Collaborative, and Made Trade have built curated catalogues of sustainable and regenerative home products. The EU has 450 million consumers and nothing equivalent.
Finding genuinely regenerative products in Europe is harder than it should be. Most "sustainable" retail relies on vague claims — "eco-friendly," "natural," "green" — with no certification or transparency. The EU's own research shows 53% of environmental claims on products are vague or misleading.
The EU Green Claims Directive takes effect in September 2026, banning generic environmental claims without substantiation. For most retailers, that's a regulatory headache. For us, it's the point. We built Grown. around the premise that a claim should mean something.
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, not a producer. Our job is curation, verification, and trust. We find the people who do the regenerative work — Biolan in Finland, Freshrooms in Slovakia, Kefirko in Slovenia, Plastia in the Czech Republic, Jungle Culture via their EU warehouse, StockEtik in France. We check certifications. We connect them to your home.
Every supplier is EU-based. No customs delays, no import duties, no transatlantic shipping emissions. Every supplier is verified against recognised certifications — ECOVADIS, EU Organic, TÜV Austria OK Compost HOME. We re-check quarterly. If a certification lapses, the product comes down.
Grown. is part of the Thrivbe ecosystem — building infrastructure for a regenerative world. 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. That's the mission.