We moved to beautiful Pembrokeshire in October 2019, after many years living in cities it was glorious for us to be surrounded by nature once again. Toni grew up in the Vale of Glamorgan, South Wales and Alex is from the Northern Italian Alps. We met while both working and living in London. 

We share a passion for nature and the environment and living in rural Wales really demonstrated to us the importance of biodiversity. We are both environmentally aware, concerned about climate change and the wide spread use of single use plastics. 

Toni has had a long career in sales & marketing in both the media and tech sectors, Alex has a wealth of experience working in the hospitality industry.  

Being passionate foodies, we had a dream to set up our own crop growing business, which started us on the journey to explore more environmental and nature friendly methods of producing food. 

Through extensive research we came across Indoor Hydroponic Vertical Farming which led to the creation of Green Up Farm, Pembrokeshire’s first indoor hydroponic farm growing microgreens, micro herbs and speciality crops.