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Fieldless, founded in Canada, is on a mission to deliver food sovereignty and sustainability while creating products Canadians genuinely love. Starting with leafy greens, Fieldless uses indoor agriculture technology to grow high-quality produce year-round—solving the country’s reliance on imported vegetables while delivering superior taste, texture, and nutrition.
To accelerate its vision and expansion, they launched a strategic fundraising campaign on FrontFundr, raising significant capital from a highly engaged investor base. A key driver of the campaign’s success was the company’s strong “Buy Canadian” positioning—highlighting local production, food sovereignty, and resilience against import reliance and tariffs. This case study demonstrates how Fieldless leveraged customer enthusiasm, media attention, and credibility-driven strategies to secure investor confidence.
Fieldless’ raise in a snapshot
- Fieldless raised over $400K from 239 investors toward their overall $2.6M round.
- Engaged a loyal customer base of 11,000 recurring monthly shoppers, supported by expanding retail distribution.
- Created multiple touchpoints with their customers, including QR codes on over 20,000 products and a dedicated landing page on their website, driving awareness and converting fans into investors.
- Gained significant media attention highlighting the “Buy Canadian Local” movement, reinforcing the company’s credibility and boosting investor confidence.
Strategic “Buy Canadian” Marketing & Investor Touchpoints
To drive awareness and attract investors, Fieldess implemented a multi-channel marketing strategy, including:
Investor Touchpoints: Fieldless added QR codes to over 20,000 products, directing consumers straight to the campaign page. This approach turned every product into a marketing touchpoint, engaging existing customers, driving awareness, and converting loyal fans into investors. By linking purchase behavior directly to the fundraising campaign, Fieldless created a seamless path from product enjoyment to investment participation, strengthening both community engagement and capital raise success.
Additionally, the campaign was prominently featured on Fieldless’ website, giving customers another easy way to learn more and get involved.
Buy Canadian Focus: Fieldless leveraged thought leadership to build credibility and awareness. President & Co-Founder Jon Lomow was featured on CBC Radio’s Cost of Living episode discussing Food Sovereignty, and his memo on Canada’s approach to food independence was published by BuildCanada, a platform showcasing bold ideas from the country’s most successful founders.
Local Media Coverage: Fieldless’ fundraising efforts were also highlighted in the Ottawa Business Journal, further validating the company’s mission and increasing visibility among local Canadian investors.
Conclusion
Fieldless’ fundraising campaign on FrontFundr demonstrates how a mission-driven startup can efficiently secure capital. By leveraging customer advocacy, local media coverage, personalized touchpoints—and emphasizing their “Buy Canadian Local” approach—Fieldless effectively showcased its market traction, growth potential, and sustainability-driven mission.
Learn more about Fieldless fundraising journey on FrontFundr here.
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