Israel Microgreens
Israel Microgreens
Reuven Marriott's journey to becoming a microgreens entrepreneur in Israel is a story of resilience, adaptability, and community spirit. At the age of 18, Reuven made aliyah to Israel and joined the Golani Brigade. His life took a significant turn when he and his wife started a small meter-by-meter garden, growing fruits and vegetables. Their garden flourished, producing more than they could consume, leading them to share the surplus with neighbors. This small act of sharing planted the seeds for a future business.
Initially, Reuven wanted to become a tour guide, but the onset of the COVID-19 pandemic in 2020 disrupted these plans. With the tourism industry on hold, Reuven found solace and purpose in gardening. He immersed himself in learning about sustainable farming through YouTube, books, and online resources. As his knowledge grew, so did his vision for a sustainable farm. However, finding suitable land proved challenging.
A suggestion from a contact in the north of Israel led Reuven to start small by growing microgreens in a spare bedroom. Utilizing Facebook and WhatsApp for advertising, he quickly garnered a customer base eager for fresh, nutrient-rich produce. By 2021, Reuven and his family relocated to Karmei Gat, where together with his wife Orya, they expanded their operations by purchasing a used shipping container. This allowed them to transition from direct-to-consumer sales to supplying microgreens to wedding halls, restaurants, and hotels.
Israel microgreens are grown vertically on racks, maximizing space efficiency and allowing for the cultivation of approximately 80 Kilo per week. These young vegetable plants, harvested between 7-14 days, are nutritional powerhouses containing 40 times more nutrients than their fully grown counterparts. Recognized as superfoods, they offer significant health benefits.
In a twist of fate, Reuven's business faced another challenge on October 7th. While in England, he learned of the escalating situation in Israel and immediately returned to join his Golani unit. His commitment to serving his country meant that his microgreens business was temporarily put on hold. For two months, with commercial clients closed, his operations ceased. However, as businesses began reopening, Reuven enlisted the help of a friend to maintain the farm. This friend initiated a volunteer program, drawing participants from around the world. Today, the farm is largely sustained by these dedicated volunteers, alongside one part-time employee.
Israel Microgreen’s vertical farm operates with a commitment to sustainability. The microgreens are grown indoors on specialized racks in a climate-controlled environment, using full-spectrum grow lights instead of natural sunlight. This method conserves 99% more water than traditional farming, eliminates water waste runoff, and significantly reduces CO2 emissions by avoiding the use of tractors and trucks. The controlled environment also negates the need for agro-chemicals, preserving the natural nutritional value of the produce. All items are grown in organic coco-perlite without soil, using pure filtered water, and no fertilizers or pesticides. The seeds are organic, and the air-filtration system ensures a pure growing environment.
Israel Microgreens cultivates nine types of microgreens: broccoli, kale, radish (purple and China rose), sunflower, chives, mustard, amaranth and pea. These greens, harvested after just 8-10 days, are celebrated for their high concentrations of vitamins, minerals, and antioxidants.
As Reuven and Orya rebuild their business amidst ongoing challenges, this story exemplifies innovation, dedication, and the power of community support. The microgreens not only provide nutritional benefits but also represent a sustainable future in agriculture. The Marriott's journey from a small garden to a thriving vertical farm showcases the potential of turning passion into purpose, even in the face of adversity.
To support one of the Israel Microgreens initiatives to feed soldiers healthier food click here.