By now, it has become a tradition to provide an annual update on Allwell Greens' activities. Back in 2023, we tried John's barista skills back at their then-new facility in Queens, which didn't disappoint at all, and neither did the farm. Today, it has undergone numerous changes.
What started as a 50m² farm running at just 30% capacity has since grown into a 500m² facility that's nearly full. Now, the farm is almost at 100% capacity. The growth has been steady, but deliberate. "We're at the final stretch," co-founders John and Judy Cari share proudly, as they are completing the last phase of the build-out. "In the coming months, we plan to raise additional capital to extend their runway and support the next stage of expansion." As the company conducts its annual GAP audit, it also serves as a timely moment for reflection. Just last year, they were operating 30 racks; now, they are operating 50, with production reaching 70+ cases a week.
© AllWell GreensJudi and John Cari at the front
150% CapEx win
A few years ago, John and Judy were planning to import new cultivation systems from China, until shipping costs for a single container suddenly increased to $30,000. Lead times extended to 120 days, and the cost basis for the racks jumped by 35%. That's when they came across a system that looked very familiar. "It was the same setup we were already using in our farm, but this time, they were already in the US, sitting in a Nevada warehouse. The farm had shut down during COVID, which allowed Judy and John to acquire 50 racks at the same price as 20 new racks. "This 150% CapEx win was great for our numbers."
© AllWell Greens
'We're just growers'
Allwell Greens has been steadily expanding. Their shared passion for farming sets them apart in the region. With a deep-rooted history of fresh produce, specializing in Asian greens, John and Judy have seen all sides of the supply chain. "We grow indoors, yes, but that's just a method. At the end of the day, we're a farm, and people often confuse agriculture with tech. Let me remind you that we're not selling a platform. We're selling produce."
Their major retail launch with Sprouts Farmers Market, now in 20 stores, has pushed production to its limits. Sprouts is their biggest growth driver at the moment, yet, until the next rack expansion is completed, they have to pause new retail partnerships to scale production.
Introducing heritage Asian products
Mainstream retailers are introducing an increasing number of heritage Asian products to the mass market, yet almost all of them are shelf-stable. Allwell Greens is one of the first companies to cultivate a perishable heritage of Asian greens in the indoor farming category. Typically, these Asian greens are only available in local Chinatown markets.
"Our product has a modern twist. There hasn't been much real innovation in the produce aisle since kale or Brussels sprouts. We're introducing consumers to fresh, flavorful options they may not have grown up with, vegetables we enjoyed at home with our parents, and are now bringing to the mainstream. Because there's so much more to produce than just salad," Judy says.
Community approach
This Queens-based startup has been busy cooking up more than just greens, collaborating with chefs, developing recipes, and attending NYC events ranging from pop-up dinners to museum gatherings. As a bonus, they capture and share content with other inspiring local Asian brands. Whether it's spotlighting new founders, amplifying their stories and products, or teaming up to bring fresh flavors to the mainstream, the mission is clear: it's all about building community, together.
Still, the biggest challenge remains. "People don't understand the market we're in. It's incredibly challenging to bring a niche, culturally relevant vegetable product to the masses. The real hurdle is introducing something unfamiliar to everyday consumers at major retailers," Judy explains. The initial results are positive, with recurring orders and new retail partnerships steadily growing, indicating that momentum is building and consumers are ready for something different.
For more information:
Allwell Greens
© AllWell Greens
Judy and John Cari, Co-Founders
35-11 Greenpoint Avenue
Queens, NY 11101
[email protected]
www.allwellgreens.com