East Ventures Reportedly Leads Greenly's Funding Again

Greenley, startup new retail which focuses on healthy food and drinks, reportedly pocketed new funding of $800 thousand (more than Rp11 billion) led by East Ventures. According to the information that DailySocial get, this follow-up round is also followed by Sage Capital.

There has been no confirmation given by East Ventures and Greenly until this news was revealed.

Previously, East Ventures led early stage funding Greenly with an undisclosed value in February 2020. This fresh fund is used by the company for product innovation, technology development, and expanding its network in Surabaya and other cities.

In joint interview DailySocial, Co-Founder of Greenly Edrick Joe Soetanto said, the spirit of the company is to democratize healthy food that is easy to find at affordable prices, just like the current condition where it is very easy to find fast food.

According to him, eating healthy food should be done regularly, not only occasionally when visiting the mall, but wherever consumers are. To form the habit, Greenly formed an operation cloud kitchen, good to cooperate with Grab Kitchen, or operate themselves at various points so that they are easily accessible to consumers.

Not only food, now Greenly makes sub-brand new specifically for healthy drinks (plant based) with a variety of contemporary menus named Freshful.

All of Greenly's business processes are carried out with an O2O approach, adopting multichannel sales through physical outlets and delivery. The company now operates three flagship outlet in Surabaya, and other branches for online ordering spread across Surabaya, Malang, and Bali with a total of nine outlets.

The Greenly concept is believed to be accepted by the Indonesian people. According to FAO data, the average Indonesian consumes 122 grams of vegetables and 92 grams of fruit every day. This level of consumption is lower than the recommended daily intake level of 300-400 grams of vegetables and 100-150 grams of fruit.