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Confirmed Amount = 41.852,73 €
Reserved Amount = 440 €

42.292,73 €

14% Funded
300.000 €

41 days left to close

Plant on Demand

Location Pin Svg
Madrid, ES

instalment

monthly

term

4 years

yearly interest

6.25%

risk rating

B-

Fostering organic farmers through technology and cooperation

Description

Plant on Demand is an all-in-one SaaS (software as a service) platform built to help organic farmers digitalize their operations, sell more efficiently, and collaborate through local food networks that strengthen sustainable, fair, and resilient food systems.

The purpose of this loan is to support the continuous product innovation and platform development of Plant on Demand (PoD). Specifically, the funds will be used to implement the following features:

  • Online store subscriptions - recurring purchases (e.g., weekly delivery of a 5 kg vegetable box).
  • Enhanced online store - greater customization, improved corporate website functionality, marketing tools, saved carts, and customer activity tracking.
  • National marketplace for PoD farmers - a B2B platform for farmers to exchange information and products.
  • External logistics integrations - direct connections with providers such as Correos or SEUR for automated shipping and better rates.
  • Advanced logistics management - automated weight and volume calculations with optimized shipping workflows.
  • PoD as POS (Point of Sale) - expanded payment features, faster order processing, and hardware integrations (card readers, scanners, scales) so farmers can use PoD in physical markets and shops.
  • Internal automation - tools to ensure quality control of new features and the fast activation of new accounts.

The Impact

Improving financial health of smallholder farmers: by giving smallholder farmers access to an online platform where they can sell their products directly to consumers, Plant on Demand is enabling small and mid-sized producers to digitize, professionalize, and scale their direct and community-based sales, helping them to compete with industrial agriculture.

Currently, Plant on Demand works with nearly 200 producers, coops and food hubs

Promoting higher economic productivity for smallholder farmers: Plant on Demand fosters economic productivity by serving as a task centralizing tool, enabling producers to manage sales, inventory, shipping, invoicing and analytics in one place.

This means farmers can spend less time doing administrative work to focus on productivity and business growth. A platform user saves up to 8 hours per week with the use of this technology

Promoting sustainable development and lifestyles in harmony with nature: Plant on Demand promotes the sustainable development of the agricultural sector by strengthening the financial resilience of smallholder farmers, reducing the sector’s carbon footprint by bringing producers closer to consumers, and ensuring that consumers have access to locally sourced, freshly produced goods.

In total, more than 76.000 people have access to organic, local and fresh products daily through the Plant on Demand platform, with 180 schools sourcing their food directly from local producers.

Promoting the empowerment of communities for it’s development: Plant on Demand has created a module and an acceleration program to support the development of food hubs (a cooperative network where local farmers join forces to sell and distribute their products together), designed to strengthen collaboration within the sustainable production ecosystem, optimize the supply chain, and empower producers.

To date, the company has supported the establishment of 20 food hubs, bringing together over 450 farmers.

Sustainable Development Goals

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Financial viability

Repayment will be supported by PoD’s operating cash flows, primarily from its subscription-based revenues and Kit Digital reimbursements, ensuring the project’s financial viability.

Although PoD expects to receive 342.060,00€ in pending payments from Spain’s Kit Digital grant program, delays have temporarily affected liquidity. This 300.000,00€ loan will bridge that gap, allowing for continued investment in R&D. Repayment will be financed through operating cash flows.

Capital at risk -investing involves the risk of losing part or all of the money you invest.  Although Goparity implements risk-mitigation measures, to further reduce the risk of capital loss, please remember to diversify your portfolio to limit your exposure to specific projects. Learn more about risk mitigation here >

This project has a minimum target of 200.000,00€.

As stated in Part B of the KIIS document (Key Investment Information Sheet), the minimum targeted loan amount is 200.000,00€, this means the funding campaign can close with any amount between 200.000,00€ and 300.000,00€ on the end date.

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Download the Financial Statements for the promoter here

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Download Key Investment Information Sheet

The Promoter

About Plant on Demand SL

Plant on Demand (POD) was founded in 2021 in Madrid, Spain, by a multidisciplinary team of engineers, economists, and sustainability experts who share one conviction: technology has the power to make local & sustaible farmers thrive.

Their mission is to rebuild a fair, sustainable, and local food system, where small producers can live with dignity and where communities can access healthy, organic food grown close to home.

PoD has developed a digital, social, and procedural tool designed to strengthen small and medium-scale producers and cooperatives. Through their SaaS platform, they enable them to digitalize their operations, open new sales channels, and work more efficiently — all while fostering collaboration between farmers through Food Hubs (collective commercialization networks).

In 2025 more than 445 producers work collaboratively across Spain with the support of Plant on Demand to sell their products to local demand. The technology powers over 18 million euros in annual organic food transactions, supplying 76.000 daily meals - including 180 schools and multiple hospitals and local institutions.

Plant on Demand has received recognition from leading European innovation and impact networks, including EIT Food, South Summit, Ship2B, Social Nest, La Vega Innova (Ministry of Agriculture & Wayra), and KM ZERO Innovation Hub.

PoD’s future vision is to become the digital backbone of the agroecological transition, expanding across Europe and helping thousands more producers gain access to technology, fair prices, and resilient markets.

The team

Natalia Valle Aguirre

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CEO & co-founder

(30 years) - Economist and Philosopher, graduated from the London School of Economics (LSE). She has deep knowledge of finance, product development, and management, as well as extensive experience working with organic producers across Europe and Asia.

Sergi Roca Puertas

linkedin
CTO

(34 years old) – Engineering graduate with seven years of experience as a full-stack developer. Before co-founding the company, Sergi worked in Silicon Valley for successful tech startups such as PayPal and Jetlore.

Alejandro Wonenburger García

linkedin
COO & co-founder

(30 years old) Business graduate. Alejandro has worked for over six years as a manager and strategic consultant in integrated cooperatives for the production and consumption of organic food. He is currently one of Spain’s leading experts in Food Hubs and the operational management

Hugo Martínez

linkedin
Head of Growth

Holds a degree in Biology and an MBA from ESIC. He has over 20 years of experience in sales team management and has held executive positions in various corporates and startups within the environmental and SaaS sectors. He also has extensive knowledge of the agroecological production sector.

Business Model

At Plant on Demand, the goal is to create both impact and profitability through a scalable SaaS model that combines technology, human support, and social innovation.

The promoter offers two core products based upon the same technology:

  • POD ONE, an all-in-one management and e-commerce platform for individual producers (orders, invoicing, payments, logistics, traceability, analytics).
  • POD COOP, a collaborative version for groups of producers or Food Hubs that centralizes sales, inventory, and payments.

Implementation, training, and ongoing technical support complement these tools, ensuring full adoption and sustainable growth.

PoD’s revenue comes from SaaS subscriptions (65,00€ - 400,00€ per month), deployment services (600,00€ - 25.000,00€), and consulting for collective or public projects.

Plant on Demand serves small organic producers, cooperatives, NGOs, and local institutions working to strengthen sustainable food systems.

By merging technology with purpose, Plant on Demand turns every euro invested into lasting economic, social, and environmental value - digitalising agriculture, empowering farmers, and bringing fair, local food closer to everyone.

Active since

2021

Fiscal country

ES

Operating In

Spain

Industry

Technology

Women Shareholders

Yes

Updates

2025-10-21

Open for investment

This campaign is open for investment

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