Agritech start-up Clover has launched its direct-to-consumer app Deep Rooted, moving away from its business-to-business (B2B) model to focus on a D2C business strategy. The company sells fresh fruits and vegetables.

The new consumer brand Deep Rooted. Co is a demand-backed cultivation and supply chain solution for fruits and vegetables focused on quality, consistency, traceability and a high degree of predictability.

Clover is to invest some $2 million in creating farmer-facing input-output technology, investing in supply chain and cold storage capacities and communication to grow the brand. Deep Rooted will follow an omni-channel strategy to cater to existing consumer shopping preferences and presence across modern and general trade.