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Plantagon CityFarm® Stockholm

Local, sustainable and profitable food, grown in cities.


Why should a tomato fly when you can grow food in your own city?

Here's your chance to invest in a sustainable and smarter way of feeding the city!

Plantagon is launching the 1st of 10 large scale underground CityFarms below Stockholms iconic DN Skrapan. Combining farming knowledge with the latest technology and smart symbiotic systems, we produce affordable vegetables going beyond organic in quality, delivered locally to consumers.

  • 100 Kg of extremely fresh and nutritious vegetables. Daily.
  • Saving 216 tons of CO2/year.
  • Saving 8.109.600 liters of water/year.
  • Saving 3.7 hectares of land.
  • Zero food-miles.
  • No herbicide and pesticide

Investor proposal

For a minimum amount of N EUR we are offering N% of our company and for a maximum amount of N EUR we are offering N% of our company.

The share price is N EUR.

The minimum investment is N EUR and the maximum investment is N EUR.

10 shares / SEK 1000
  • Share-dividends of the profit and shareholder-meeting voting rights.
  • Unreleased Plantagon Blueprints for home-growing kit
  • Latest news and invitations to our (Impact Investment/SmartCities/FoodTech/CSR) events.

50 shares / SEK 5 000
All above, plus:
  • Exclusive "growing underground" print by Stockholm's legendary street-artist Ziggy, 70x100cm.
  • Invitation to our launch-party.

100 shares / SEK 10 000
All above, plus:
  • VIP Guided-tour of the facility
  • Harvesting your own vegetables at DN-Skrapan's CityFarm

200 shares / SEK 20 000
All above, plus:
  • Canapés & Cocktails made with CityFarm greens, prepared by world-famous Pontus Frithiof, at Plantagon Underground showroom.

Product

The problem this product solves

More and more people move to ever expanding cities and farmlands are further pushed away from population-hubs. The inevitable result is longer transportation routes, increased reliance on petroleum-based fertilizers and more intense monoculture farming. By the year 2050, 80 percent of the world ́s population will live in cities. Already today we claimed 80 percent of the world's arable-land. Quite soon there will be shortage of resources for the growing population.

In response to this challenge, Plantagon presents [email protected] Stockholm as an underground solution for the urban environment ... First in Stockholm, then globally! Stockholm will lead a global revolution!

How the product solves it


Plantagon CityFarm® Stockholm grows vegetables of highest quality and delivers directly to the consumers in the same city which they grow. Local food at its best!

We combine agricultural knowledge with the most advance technology and know-how on symbiotic systems. No middle-hands ... just today's food! For consumer it's the difference as 'Greater Taste' to 'Less Price' and society benefits of 'More Food' from 'Less Resources'.

We save 99% of water compared to freeland farming. We emit almost zero CO2 . We recycle 70% of all energy used. Saving resources minimizes our production cost and the topnotch food becomes affordable.


Product features

Plantagon CityFarmed® Stockholm turn excess heat, biomass and even CO2 into resources for food production - A unit way of doing it developed by Plantagon.

We distribute vegetables to nearby stores by sharing their ongoing delivery and system, we sell a part of the production to the local restaurants and as well directly to consumers at our OneCropStop® Shop at DN-Skrapan!

We reduce the entire energy consumption of the production system by storing the heat emitted by the LEDs in the production, and using it for heating the office parts/other parts of the properties where CityFarms are located.

Product use cases

With Plantagon CityFarm®, you can now buy local and sustainable vegetables. The first facility in Stockholm is fully-financed and begins its production under 2018's 1st quarter and our target is to build 10 CityFarms in Stockholm by 2020.

Now you have a unique opportunity to become a partner of a global food revolution, starting from Sweden; where we minimize the climate impact while providing access to nutritious food world-wide.

New requirements for sustainable smart cities are changing, cities and real-estate companies are looking for solutions for effective usage of energy, water and waste. Innovative City Farming enables sustainable smart Cities!

Team

Hans Hassle avatar
Hans Hassle Founder
Hans Hassle has more than 30 years of experience in the business sector. Since 1986, Hassle has been a pioneer of Corporate Citizenship and Corporate Social Responsibility (CSR) and in 2012, Hans became an official member of the World Entrepreneurship Forum and joined the Forum’s Think Tank as one of ... See more
Hans Hassle has more than 30 years of experience in the business sector. Since 1986, Hassle has been a pioneer of Corporate Citizenship and Corporate Social Responsibility (CSR) and in 2012, Hans became an official member of the World Entrepreneurship Forum and joined the Forum’s Think Tank as one of 88 members. Hassle was nominated Sustainable Leader of the Year by the Swedish Association of Environmental Managers and in 2010 and 2011. In 2012, he was awarded CEO of the Year, Sweden by European CEO as well as put on the World Finance 100 list in 2012. Hassle is author of the book “Business as Usual is over”, published in 2012. Hans Hassle served as CEO of Plantagon International AB from January 2008 until May 2016. He is now Secretary General of Plantagon International Association. 2016 Hassle was appointed member of ADC Forum Advisory Council. See less
Owe Pettersson avatar
Owe Pettersson CEO
Owe Pettersson has 20 years experience from the insurance- and banking industry. He served as Vice President of Sampo Bank 2005 – 2007. He was Group Cash Manager at If Insurance 2000 – 2005, handling and developing international systems with an annual volume of USD 9 billion. Owe Pettersson also ... See more
Owe Pettersson has 20 years experience from the insurance- and banking industry. He served as Vice President of Sampo Bank 2005 – 2007. He was Group Cash Manager at If Insurance 2000 – 2005, handling and developing international systems with an annual volume of USD 9 billion. Owe Pettersson also held positions as Relationship Manager and Sales Global Cash Manager at Danske Bank. Owe served as Chief Operating Officer at Plantagon from January 2010 until May 1st 2016 when he took the office as the present CEO of Plantagon. See less
Carin Balfe Arbman avatar
Carin Balfe Arbman Communication Manager
PR and Communications specialist with expertise in Strategic Communications, Media Relations and Crisis Management. Carin has extensive experience from working with PR and Communications at PR agencies, cultural institutions, grass root organisations and start-ups. Carin has been with Plantagon since 2011. Carin has diplomas in PR and Communications from Bergh’s ... See more
PR and Communications specialist with expertise in Strategic Communications, Media Relations and Crisis Management. Carin has extensive experience from working with PR and Communications at PR agencies, cultural institutions, grass root organisations and start-ups. Carin has been with Plantagon since 2011. Carin has diplomas in PR and Communications from Bergh’s School of Communication, and in Journalism from Poppius School of Journalism in Stockholm. She has a BA in East Asia Studies majoring in Japanese and International Marketing from Stockholm University, along with studies in International Relations, Foreign policy and Rhetorics. Please see Carin's Linkedin profile for more details. See less
Torbjörn Berglund avatar
Torbjörn Berglund Chief Technology Officer
Torbjörn Berglund was responsible for the coordination of the Stockholm Waterfront Project, Stockholm´s smartest building according to many, dues to its very impressive energy solutions. The building has sealed double glass facades which become gigantic solar collectors for producing hot water. The building also uses “phase conversion technology” by storing ... See more
Torbjörn Berglund was responsible for the coordination of the Stockholm Waterfront Project, Stockholm´s smartest building according to many, dues to its very impressive energy solutions. The building has sealed double glass facades which become gigantic solar collectors for producing hot water. The building also uses “phase conversion technology” by storing 250 tonnes of water which every night partly freeze to ice and then is used as cooling for the building. See less
Joakim Rytterborn avatar
Joakim Rytterborn Head of R&D
Joakim Rytterborn leads Plantagon’s R&D processes, manages R&D organizations and ensures the transfer of new know-how and technology to staff, working-groups or departments. Joakim has extended experiences as supervisor and project manager in innovative development and construction projects. As Head of R&D Joakim works with research, development and implementation of ... See more
Joakim Rytterborn leads Plantagon’s R&D processes, manages R&D organizations and ensures the transfer of new know-how and technology to staff, working-groups or departments. Joakim has extended experiences as supervisor and project manager in innovative development and construction projects. As Head of R&D Joakim works with research, development and implementation of methods for growing food in closed loop systems, smart energy systems and reutilization of urban resources. His expertise includes integration of surplus energy, heat spillage, water efficient techniques and reuse of organic waste. Joakim is a technical-challenge-solver with unique understanding of practical settings and solutions in the urban agriculture arena. See less
Sepehr Mousavi avatar
Sepehr Mousavi Sustainability Strategist
Sepehr Mousavi is a sustainability professional competent within areas of multidisciplinary planning, food supply-chain, standardization, social responsibility as well as smart cities with focus on urban nexuses of food-energy-water (-waste). He chairs two national technical committee on Sustainable and Smart Cities and Communities and Sustainable Urban Food Production for Sweden, ... See more
Sepehr Mousavi is a sustainability professional competent within areas of multidisciplinary planning, food supply-chain, standardization, social responsibility as well as smart cities with focus on urban nexuses of food-energy-water (-waste). He chairs two national technical committee on Sustainable and Smart Cities and Communities and Sustainable Urban Food Production for Sweden, works with European Smart and Sustainable Cities and Communities sector forum and holds a chair with International Standard Organization (ISO) as technical committee member and Chair Advisory Group member for Sustainable Cities in Communities, ISO/TC 268. See less
Anna Karlsson avatar
Anna Karlsson Outreach Partner
Anna Karlsson is Director and Co-Founder of Manifest Stockholm. She is specialized in delivering integrated campaigns across PR, social media, content marketing, inbound marketing & video production. Manifest works based in Stockholm, London and New York.

Market

Target Market

In Sweden it is not guaranteed that we get fresh, tasty and sustainable alternatives on our table daily! More than 60% of vegetables are imported and just 35% are eco-friendly alternatives.

Meanwhile, the demand for local vegetable is even more than the demand for the organics today, and it's growing. What we grow is as local as it gets, just 1km away from store where they will be sold, all-year-round!

The market for herbs and leafy-greens in Stockholm is app. 300 million SEK/year. Each CityFarm corresponds to 3% of the total market and we have 10 facilities as targets.

Competitive landscape

Most of the competitors existing today have their background as growers. We have developed our knowledge and know-how in a different way though. For us, combining growing techniques with right technology, sustainable business models and the industrial production scale are the focus.

We own more than 50 patents in this area and choose the most suitable technology on a case by case basis research. We believe that a multitude of players are helpful for shaping a movement for solving global challenges, but we believe City Farming must be done in sustainable and profitable way!

Unique differentiator from competitors

Plantagon's symbiotic and holistic systems combine recycling of residual/waste products (CO2, waste heat, biomass, water, etc.) with short product transports and optimized value-chains to ensure sustainable production. We deliver high-quality products at a reasonable price. The CityFarm under the DN-Skrapan will provide its surplus heat to the offices and in exchange receives CO2 from the people who work there.

Meanwhile, large-scale urban agriculture underground is interesting for real-estate companies. They add a "green" and attractive profile to their real-estate portfolio and help them to achieve their sustainability goals more easily.

Company revenue streams

  • Revenue from sales to nearby stores (e.g. ICA Maxi Lindhagen)
  • Revenue from sales to nearby restaurants (e.g. Tidningshuset by Pontus)
  • Revenue from sales in the DN-Skrapan to consumers in our own pop-up store.
  • Revenue from sales to other actors for usage in their products (e.g. Juice bars)

Product/service distribution

  • Wholesale to supermarkets within a maximum of 5 km distance from production unit - at the same price or lower as they buy herbs and vegetables today from their suppliers.
  • Direct and on-site to consumers at DN-Skrapan.
  • Premium quality to high-end restaurants.

Execution

Previous milestones/traction


  • 2008: Plantagon founded.
  • 2009: Original concept of the stand-alone vertical greenhouse.
  • 2010: Represents Sweden at the World Expo in Shanghai. 
  • 2011: Drawing board start, Sweden and Singapore.
  • 2012: Ground breaking ceremony in Linköping.
  • 2013: Several international awards.
  • 2014: Patent portfolio valued at 15 times more than investments. 
  • 2015: Standardization work at ISO-level.
  • 2016: Agritechture - coining new business proposal.
  • 2017: 55 international patents.
  • 2017: Contract with Fabege on Plantagon CityFarm® unit 1 in Stockholm.
  • 2017: Contract with HSB on container 1 in Gothenburg.
  • 2017: LOI with HSB on 10 city farms in residential areas in Sweden.

Next key objectives

  • 2018, February: Plantagon CityFarm® Stockholm in production.
  • 2018, March: Two more lease contracts signed in Stockholm.
  • 2018, December: Plantagon CityFarm® Stockholm unit 2 and 3 in production.
  • 2019, January: Seven more lease contracts signed in Stockholm.
  • 2020, January: Plantagon CityFarm® Stockholm unit 4 - 10 in production.
  • 2023: IPO (becoming a public company)

Previous Financing

Plantagon International AB raised over MSEK 120 to create the brand and patented technology that we own today. For CityFarm® Stockholm specifically and the new company we have formed to operate this business - Plantagon Production Sweden AB - we raised 8,5 Millions SEK; 6,5 M SEK for equipment and 2 M SEK through in-kind research & development.

Partnerships

Plantagon has an extensive international network. For the CityFarm® Stockholm project we have chosen the following partners:

  • Samhall: Staff and capacity to expand through educated urban farmers. Co-developers of 27 projects in Sweden (one in each Samhall-region) implementing the CityFarm® Stockholm solution.
  • ICA: Co-developers of business model for long-term contracts and sustainable transportation.
  • Fabege: Co-developers of business models for office buildings.

Use of funds

We will use the funds to expand our organisation for sales and production in CityFarmed® Stockholm plus for investment in our CityFarm No. 2.

Our objective is to have first unit in DN-building in production under first quarter of 2018, signing off contracts for unit 2 and 3 before summer of 2018 for having them up and running and in production by end of the year 2018. We will sign off contracts for unit 4 - 10 under 2019 and will have them all up and running by 2020.

Industry Certifications/Awards

  • 2012: Deloitte New York Green Award by his Majesty the King of Sweden for "breakthrough green innovation within the food chain".
  • 2013: Red Herring Global as "one of the 100 most innovative companies in the world".
  • 2016: The International Architecture Awards by The Chicago Athenaeum Museum of Architecture and Design.

Return on Investment

All profit through Plantagon CityFarmed® Stockholm will be available for distribution through Plantagon Production Sweden AB. Upcoming projects shall be distributed to the shareholders, however always take into consideration any duty of care as stipulated in the Swedish Companies Act (2005:551). Our objective is to become an IPO (public company) in five years.

Risk Analysis

As with all primary production there is a risk of not getting enough volume sold, especially when we harvest every day. We balance this by working with a range of customers, and customers in different segments (retails, direct sales, restaurant, processing).

*Sales to processing operations serve as a boost for those days that sufficient volumes are not allocated to other customers.

We are also working intensively to drive consumer pull of our products through advertising and PR, as well as a push shop through a strong promotional program.