upp combines AI-harvest automation technology and side stream upcycling to deliver clean, sustainable and nutritious broccoli protein. The UK is one of the largest broccoli producers in the world but is reliant on scarce and expensive labour to harvest broccoli heads by hand, enter upp.
Location: United Kingdom
Total raised: $6.35M
Investors 1
| Date | Name | Website |
| - | Elbow Beac... | elbowbeach... |
Funding Rounds 3
| Date | Series | Amount | Investors |
| 24.10.2025 | Seed | $4.72M | Elbow Beac... |
| 15.06.2023 | Grant | $1.01M | Greater Lo... |
| 26.01.2023 | - | $619.78K | - |
Mentions in press and media 10
| Date | Title | Description |
| 24.10.2025 | UPP Receives £1.5M Investment from Elbow Beach for Upcycled Broccoli Protein | Upcycled Plant Power (UPP), a UK food tech company producing sustainable protein from previously wasted broccoli crops, has received a £1.5 million investment from specialist climate impact seed investor Elbow Beach. UPP’s hypoallergenic pl... |
| 18.08.2023 | Meet the founder: UPP’s David Whitewood mines broccoli waste for new source of plant protein | Figures from the UK’s Department of Environment, Food & Rural Affairs (DEFRA) suggest that 80% of broccoli biomass (600,000+ tons in the UK alone) is wasted annually, from unwanted stems, stalks and leaves, to broccoli heads/crowns that... |
| 15.06.2023 | Upp Project Extracting Proteins from Upcycled Broccoli Gets £800K Grant from UK Government | A UK consortium led by upp, a broccoli harvesting and protein specialist, has been awarded an £800K grant from the UK government for a project to accelerate the development of low-cost, low-impact, highly nutritious protein from upcycled br... |
| 15.06.2023 | The Week in AgriFoodTech: HUNGRY bags $10m, USDA greenlights cultivated chicken labels, making leather from beer | Funding rounds continue to be slow and on the low side. Catering tech startup HUNGRY raised new capital, as did alt-meat startup Higher Steaks, which rebranded as Uncommon. In agtech, agribusiness platform Unnati Agri and alt-leather startu... |
| 26.01.2023 | The week in agrifoodtech: Drive-thru grocery Addie’s bags $10m, Bill Gates invests $12m into methane reduction | The US state of Massachusetts got its first drive-thru grocery store with the launch of Adie’s, which also raised $10 million. In agtech, Bill Gates’ Breakthrough Energy Ventures pumped $12 million into methane-reduction tech and AgFunder l... |
| 26.01.2023 | Upp wants to add more broccoli to the plant-protein mix using big automation | What is automation good for? Harvesting more broccoli than human laborers can, according to Upp, a Shropshire, U.K.-based agtech startup that’s using computer vision AI plus farm-sized proprietary machinery to expand crop yields. Its pitch ... |
| 26.01.2023 | upp Raises £500K in Funding | upp, a Newport, Shropshire, UK-based broccoli protein specialist company, raised £500K in funding. The round was led by Elbow Beach Capital. The funding will be used to pilot both upp’s harvest and uppcycling™ technology this year, with the... |
| 26.01.2023 | Upp wants to upcycle unused stalks, stems to make vegetarian proteins | Upp, a UK-based startup seeking to use unused broccoli discards to manufacture protein ingredients, has raised £500,000 in pre-seed funds from London-based investor Elbow Beach Capital. The funding will support development of a pilot study ... |
| - | Upcycled Plant Power (UPP) Limited | “UPP offers hypoallergenic, nutritious, and sustainable protein products. Our innovative solutions reduce costs and environmental impact while enhancing food quality. Discover how our plant-based ingredients can transform your products into... |
| - | Upcycled Plant Power (UPP) Limited | “upp - upcycled plant power” |