Peas & Love

Peas & Love operates within the urban farming sector, transforming underutilized city spaces like rooftops into productive vegetable farms. The company was founded by Jean-Patrick Scheepers, a serial entrepreneur with a background as a commercial engineer who has launched approximately ten businesses over his career. His extensive entrepreneurial journey provides a foundation of experience in navigating business creation and growth.

The core of the business model is a subscription service where city dwellers can rent their own small garden plot. For a monthly fee, customers get access to a 3-square-meter parcel that is capable of growing a selection of over 60 varieties of fruits and vegetables. A key feature of the service is that an on-site community farmer handles all the maintenance, including planting and watering, using permaculture and organic techniques. This approach removes the primary barriers for urban residents who lack the time, space, or expertise for traditional gardening.

Clients are notified about harvests and community events through a dedicated mobile application. This platform not only informs them when their produce is ready for collection but also fosters a sense of community by announcing workshops and other farm-related activities. The business generates revenue directly from these monthly rental subscriptions, targeting urbanites who desire a closer connection to their food source and nature without the associated labor. By cultivating produce directly in the city, the company aims to help people reconnect with nature and understand where their food comes from.

Keywords: urban farming, subscription service, community agriculture, rooftop gardens, local food, permaculture, vegetable plots, food-tech, sustainable agriculture, urban reconnect