Edible Garden

Edible Garden

Early Stage

Changing agriculture with technology, sustainability & real sales

Changing agriculture with technology, sustainability & real sales


Raised to Date: Raised: $518,267

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Year Founded



Farming & Agriculture

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Belvidere, New Jersey

Business Type


Edible Garden, with a valuation cap of $18.5 million, is raising funds on Republic. The company grows organic produce and herbs locally and sustainably. It is leveraging state-of-the-art technology and zero-waste inspired hydroponic indoor greenhouse to change the face of agriculture. Jim Kras, Mike James, and Dennis Rodrigues founded Edible Garden in March 2020. The current crowdfunding round has a minimum target of $25,000 and a maximum target of $1,070,000, and the funds will be used to increase the capabilities and technology and invest in more partnerships. Edible Garden reported a 100% sales growth year-over-year and is projected to reach $11 million in sales in 2020.

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Financials as of: 10/29/2020
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There is growing evidence that organic produce — fruits and vegetables grown without genetic engineering, synthetic fertilizers, or pesticides — is safer and more nutritious than non-organic produce. Organic produce is more nutrient-rich, is free of potentially cancer-causing chemical residue, and often carries less bacteria thanks to sustainable and transparent farming practices. 

It’s no wonder, then, that the organic produce market is booming. Demand for organic foods has grown by double digits for several years. The global organic food and beverage market is estimated to reach $320.5 billion by 2025. More than a third of that market is composed of fruit and vegetable sales. 

Edible Garden is capitalizing on the trend toward sustainably-produced, locally-farmed, organic produce. The company operates a network of hydroponic indoor greenhouses around the country, which produce a variety of produce products for nearby grocery stores. Consumers can purchase Edible Garden lettuces and herbs in the produce section. They can also buy living, growing Edible Garden herb plants to nurture at home.

Edible Garden was acquired by a new management team in March 2020 and is now operating under a revamped structure, though the Edible Garden brand has been in the produce market for five years. 

Edible Garden’s current Republic raise has been rated a Deal to Watch by the KingsCrowd investment team.

Next Section: Price


Edible Garden is raising a Crowd SAFE at a $18.5 million valuation with no discount. This valuation does represent a reasonable revenue multiple of a little over 3x. However, there is little operating history to evaluate given that Edible Garden transitioned to new management earlier this year. Therefore, Edible Garden’s price rating is low. 

Next Section: Market


The organic market is good-sized and growing — it’s projected to hit more than $100 million from organic fruits and vegetables alone by 2025. Consumers are increasingly interested in making the switch to organic produce as the harmful effects of fertilizers and pesticides on both our planet and our bodies are made more widely known. Organic produce is also becoming more wide-spread and closer in price to conventionally-grown produce. 

That being said, Edible Garden relies on local markets where it can operate hydroponic greenhouse centers and ship products to supermarkets that are relatively close by. Edible Garden’s business model is very different than that of mainstream agricultural facilities, which operate central farms that ship produce nationwide. While this business model is somewhat distinctive and has good potential, it does mean that Edible Garden’s market is small by conventional measurements. Therefore, the company’s market rating is relatively low.

Next Section: Team


Edible Garden was acquired in March 2020 and supposedly underwent a change in management. However, Edible Garden’s two current C-suite executives were also executives pre-acquisition. The company does not share additional details on how the acquisition created a “new management team.” 

Since that transition, the company has been led by CEO Jim Kras, an executive with almost 20 years of experience in executive marketing positions at various companies. Before being promoted to CEO during Edible Garden’s acquisition, Kras served as the company’s President and CMO for the last four years. The company’s leadership team also includes Mike James, CFO, who has previous experience as a financial executive. He served as Edible Garden’s CFO pre-acquisition and was also the CFO for another firm for 10 years. 

It is a bit unclear what happened to previous Edible Garden managers, but current C-suite executives have significant business experience and history with the company’s business model. Therefore, Edible Garden’s team rating is middle-of-the-road.

Next Section: Differentiators


Edible Garden proposes a new model of farming in which produce is grown in sustainable, hydroponic greenhouses managed with technology. These greenhouses are located close to local supermarkets, delivering fresh produce and living plants to area stores for maximum freshness. This business model contrasts with the traditional agricultural process, in which a large farm grows acres and acres of produce to ship nationwide, using preservatives and freezing techniques to overcome spoilage 

So far, this business model seems effective. Edible Gardens still partners with the nation’s largest supermarkets (including Walmart, Target, Market Basket, etc.), just like larger agricultural incumbents, but farms sustainably and locally to deliver high-quality produce products to consumers. To scale, Edible Gardens will lean on a franchise-esque model (it is not clear whether the business will operate legally-defined franchises), partnering with local growers to bolster its national supply chain and serve more stores. 

This business model is distinct from that of the broader produce market, so Edible Garden’s differentiation score is its highest.

Next Section: Performance


Edible Garden was acquired by a shell company in March 2020 and now operates under this new entity, so financial information is not available. The company does share in narrative raise materials that revenues hovered around $5 million for 2017-2019. Edible Garden projects $11 million in revenue for 2020, a major increase from previous years. 

This year aside, though, revenue growth was apparently stagnant for several years, and prospective investors cannot evaluate burn rate, path to profitability, and other key financial metrics. Therefore, Edible Garden’s performance score is low.

Next Section: Other

Bearish Outlook

Prospective investors have reason to be bearish about Edible Garden simply given lack of information about the company’s operating history. This year’s acquisition is somewhat mysterious. Edible Garden does not share anything about the company’s previous struggles that may have led to an acquisition by new management. Additionally, the company’s financials are not given because technically the Edible Garden shell company did not conduct business prior to March 2020. 

Therefore, investors might assume that Edible Garden’s seemingly distinctive business model is actually not viable. They may also worry that current managers are now attempting to turn around a company that does generate significant revenue, but might be losing even more money. It’s too soon to tell whether this new season of Edible Garden leadership can stabilize and grow the business into the future. 

Next Section: Bullish Outlook

Bullish Outlook

Edible Garden has been in business for five years, and the company is already generating $5 million in yearly revenue (with up to $11 million projected for 2020). That’s a significant accomplishment for any early-stage business. Furthermore, it is a signal that the Edible Garden business model of local farming has some promise. 

Whatever the company’s previous issues were, Edible Garden’s “new” management team seems to lend several decades’ of business experience and an insight into how the company can improve and grow. It seems that turnaround measures are already working, given that revenue will grow almost 100% year-over-year if projections for 2020 play out. Investors may have the opportunity to build equity early in a company that has long-term potential to become a major produce player nationwide.

Next Section: Executive Summary

Executive Summary

Edible Garden is reinventing the produce supply chain by operating local hydroponic farms that ship lettuce, herbs, and living plants to nearby stores. Consumers enjoy fresh produce grown in their own backyard, and retail partners potentially benefit from produce sourced without high transit mark-ups. Edible Garden is on track to generate $11 million in revenue this year, and the company’s new management team seems to be implementing innovations that are building nationwide scale. 

Edible Garden was acquired earlier this year, and as a result, prospective investors cannot evaluate financial statements to compose a holistic understanding of the company’s performance. However, Edible Garden’s business model is distinctive from that of other agricultural players, and the company’s leadership team offers solid business experience and in-depth insight into this brand and market. Therefore, Edible Garden has been rated a Deal to Watch. 

For questions regarding the KingsCrowd staff pick or ratings for this company, please reach out to support@kingscrowd.com

Analysis written by Katy Dolan. 

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Edible Garden on Republic
Platform: Republic
Security Type: SAFE
Valuation: $18,500,000

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