GrowUp Farms has named Mike Hedges as its new CEO.
Hedges joins the the team following his departure earlier this year from Little Moons.
He came on board the mochi maker in 2022 before leaving in March 2024 after the business announced it would be consolidating.
Originally, the business had been considering to shift its operations at two of its London sites - Park Royal and Wembley - into its new facility in Kettering.
The 50,000 sq.ft factory had been a mark of its anticipated growth after the business’s success - fuelled by a TikTok frenzy - which saw it more than double its turnover in the financial period ending 30 December 2022. The business went from £25.5m (12 months) to £64.5m (18 months).
Now, news comes that the Kettering site is set to close and the plan is to consolidate all its manufacturing back into Park Royal and Wembley.
Following Hedges departure, Vivien Wong, co-founder of Little Moons, stepped into the role of interim CEO. Shortly thereafter, former Graze boss Joanna Allen was recruited into the role.
In the meantime, Hedges has secured a position at GrowUp Farms, taking over from Marcus Whately who will continue as a shareholder after six years at the helm.
Whatley led the company from a start-up, overseeing key milestones including GrowUp certifying as a B Corp and becoming the first vertical farm to sell branded salad in UK supermarkets – with GrowUp’s Fresh Leaf Co. range later joined by its Unbeleafable brand.
“I want to thank Marcus for everything he has done to make GrowUp Farms the company it is today.
Chris Britton, chairman, GrowUp
“Over the past six years, Marcus has led our business to become the first vertical farming brand to sell branded salad in mainstream UK supermarkets. This achievement has not only been significant for our growth, but it also brings the UK a step closer to delivering more secure and sustainable food chains,” said Chris Britton, chairman for GrowUp Farms.
Hedge’s appointment comes at a time when GrowUp is looking to embark on its next chapter of growth - having now raised over £100m and winning listings in Tesco, Sainsbury’s, Co-op, Spar and Iceland stores.
“We are pleased to welcome Mike Hedges as our new CEO,” added Britton. Over the last 20 years, Mike has built a reputation for results-driven leadership, integrated business development and operational excellence. He has a strong focus on customers and a passion for sustainability and will bring a fresh perspective to our strategy. Mike has the experience and capability to lead us into the next phase of our journey.”
Commenting on his appointment, Hedges said: “I am thrilled to join GrowUp at such a pivotal moment for the business. With a £38m investment recently secured, GrowUp is in a strong position to build on the foundations laid by Marcus and the wider team to transform the UK salad category and become the number one salad brand that everyone reaches for on supermarket shelves."
Alongside his role at Little Moons, Hedges also held leadership positions at Proper Snacks and Tyrells Crips.