Greenswell Growers

The Goochland-based produce company is reshaping how we get our greens

Greenswell Growers Romaine Blend
Photo Credit: By Jacqui Photos

Inside a large-scale indoor growing facility in Goochland, rows of leafy greens from romaine to arugula move in a mesmerizing, methodical fashion. Grown from seedlings to sellable greens, the produce is processed, packaged and delivered all under one roof before making its way to markets and grocery stores around the region.

“Today we harvested something that made it on a truck that will be in a chef’s kitchen tonight or tomorrow at the latest,” says President of Greenswell Growers, Carl Gupton.“This is the wave of the future.”

Founded in 2021 by Gupton and partners Chuck Metzger, John May and Doug Pick, longtime CEO of hunger-relief nonprofit Feed More, Greenswell is one of the most advanced and sustainable projects of its kind in the mid-Atlantic region. At the 77,000-square-foot facility, the Greenswell team is bridging the gap between the local food movement and farming that can supply the masses.

Using an automated growing system and creating ideal microclimates, while using 85% less water than traditional farms, Greenswell is able to bring to life a steady supply of greens. Much of the produce found at grocery stores is grown on the West Coast and shipped across the country, and Greenswell is aiming to change that.

“This business makes a lot of sense right now, bring consistent fresh produce locally to people, eliminate all the transportation and the whole carbon footprint,” explains Gupton. “We are currently looking to increase our volume to help expand our reach and customer base. We see the consumers desiring more sustainable and local options; and we believe we can help fill that want.”

One of Greesnwell Growers first customers was the Carytown, pro-local mainstay, Ellwood Thompson’s. After the Ellwood’s team toured the facility, Gupton says that Greenswells’ products were on the shelves of the store within days.

“The simple way to put it is… they got it!,” says Gupton. "It was obvious from the beginning that our core values aligned with Ellwood Thompson. Their mission to offer products that are sustainable, have the highest quality standards, are local, and are in partnership with the community matches our beliefs and practices.They understood our growing and packaging process and believed in the need for fresh and local produce.”

Greenswell Growers Farm
Photo Credit: Greenswell Growers

With a 10-day shelf life, and about half that time spent in transit, lettuce is one of the most frequently purchased items at the grocery store — and the most frequently thrown away. Greenswell is currently working to continue to expand their reach, and says the community’s support is integral to their success.

“We see a huge change coming in the produce industry over the coming years,” says Gupton. “We think we are positioned well to meet those changes.”