Why Australia and Sweden Are the First to Try HomeGrown™
Every marketplace starts somewhere, and HomeGrown is starting in Australia and Sweden. These two countries are the founding markets: the first places where home gardeners, local grocers, market stalls, cafés and neighbours can list and find raw, unprocessed produce through the platform.
Being early means something different here than in an established app. There’s no long history to point to, no large user base to quote, and no track record beyond what happens from this point forward. What there is instead is a straightforward idea: connect people with garden surplus to people nearby who want it, without shipping, without processing, and without a big cut going to a middleman.
Choosing two smaller markets first is deliberate. It keeps everything local, in the true sense: a seller in Perth or Malmö deals with a buyer close enough to arrange pickup themselves, and the platform can be shaped around how people in these places actually garden, sell and buy.
If you’re in Australia or Sweden right now, you’re part of the first wave, not one of thousands.
Written by
Mats Kallmyr
Mats writes about sourcing, import and export, and trade between Europe and Asia for SweAsia Trading & Consulting. He brings senior leadership experience from Saab, Ericsson and Norsk Hydro.
