GrubMarket Reflects on Two Years of the “Sustainable California” Initiative

Today, we proudly reflect on the remarkable progress achieved through our Sustainable California initiative, launched in 2023. Over the past two years, this initiative has exemplified our ongoing commitment to promoting environmental stewardship, supporting farmer empowerment, and improving the sustainability of California’s agricultural ecosystem. Sustainable California has evolved into a multifaceted effort dedicated to revitalizing our state’s farming environment.

Working alongside the global nonprofit organization One Tree Planted, we have successfully planted over 130,000 trees in critical regions of California. These areas, impacted by drought, wildfires, and deforestation, are now on a path toward ecological recovery. This extensive reforestation has contributed significantly to preserving key watersheds, enhancing biodiversity, mitigating climate change impacts, and sequestering carbon dioxide. Hundreds of hectares of land now host dozens of new tree species, creating vital habitats that benefit both wildlife and agricultural communities.

Looking forward, our commitment remains steadfast. In continued partnership with One Tree Planted, we have pledged to plant an additional 100,000 trees in the Sierra Nevada region, an area severely impacted by the devastating 2013 Rim Fire. Through this targeted effort, we aim to rebuild the forest landscape, strengthen habitat for wildlife, and improve watershed health, ensuring resilience for generations to come.

In addition to our environmental initiatives, Sustainable California has actively supported socially disadvantaged farmers transitioning to organic agriculture. As a sponsor of the California Certified Organic Farmers (CCOF) Organic Transition Program, we have provided crucial grants, mentorship, and technical assistance to underserved growers over the past two years. Starting with an initial group of 10 farmers in 2023, selected from dozens of applicants and representing diverse farming operations across hundreds of acres and 10 counties, we have cultivated inclusivity and encouraged the adoption of sustainable organic practices. Recognizing the success of this program, we proudly renewed our support in 2025, continuing to empower California farmers and expand equitable access to organic markets.

“We have been honored to partner with One Tree Planted to restore California’s landscapes with the planting of over 200,000 trees,” said Mike Xu, CEO of GrubMarket. “We will continue to work together to bring the forest back to life, create habitats for wildlife, and protect the watersheds that sustain California’s farms, including in the Sierra Nevada region, a special place in California’s natural heritage where vast swaths of forest remain scarred by the Rim Fire.  At the same time, our continued partnership with CCOF underscores our long–term commitment to empower socially disadvantaged farmers to adopt organic practices and thrive in a more sustainable food system.”

Responding swiftly to the devastating wildfires that affected the Los Angeles area in early 2025, we introduced the third pillar of our initiative, dedicated to directly assisting California farmers facing environmental and operational challenges. Throughout the entirety of 2025, we are offering free subscriptions to our suite of AI-powered software solutions for those affected by the wildfires. These tools include:

WholesaleWare ERP, the industry’s leading Enterprise AI-enabled ERP platform, designed to streamline inventory, order, and operations management with unmatched accuracy and efficiency.

Orders IO, innovative eCommerce technology that equips farmers with mobile apps and online ordering portals, transforming traditional offline ordering processes and increasing digital sales capacity.

GrubAssist AI, specialized Artificial Intelligence agents trained specifically for agricultural operations, assisting farmers in enhancing efficiency across business analysis, inventory management, order processing, and cash flow forecasting.

“Reflecting on these past 2 years, we are immensely proud of the accomplishments we have achieved through our Sustainable California initiative,” added Mike Xu. “From planting trees to supporting cohorts of underrepresented farmers to offering cutting-edge technology solutions to help farmers achieve greater efficiency, every milestone has represented a step forward in GrubMarket’s mission to create a more sustainable and equitable food system. Our dedication to environmental stewardship and sustainability is ingrained in every part of our company, and we are deeply committed to continuing to expand upon our Sustainable California initiative, to build the foundation for a healthier and more resilient future for the food industry.”

We invite California farmers, community members, and technologists interested in joining or learning more about the Sustainable California initiative to reach out at SustainableCA@grubmarket.com or visit sustainability.grubmarket.com.

Let’s continue working together to preserve and enhance California’s agricultural environment, support our farmers, and ensure the sustainability of our food system for generations to come!