What began as a personal refuge during the pandemic has grown into a refined urban agriculture business rooted in beauty, flavour, and connection to food. Founded by Holly Pugsley, Just Keep Growing Co. is an indoor farm specializing in edible flowers, microgreens, herbs, and refined garnishes—grown with intention for chefs, bakers, restaurants, and culinary artists across London and the Greater Toronto Area.
With a background in fashion and styling, Holly approaches food the same way she approaches design: with an eye for composition, colour, texture, and experience. This perspective naturally evolved into growing ingredients that elevate a plate—where visual beauty meets functional flavour. To deepen her practice, she studied urban agriculture at Toronto Metropolitan University, blending technical growing knowledge with creative direction.
Just Keep Growing Co. operates within a controlled indoor growing environment, allowing for consistent, high-quality production year-round. Each product—whether a delicate edible bloom, a vibrant microgreen, or a curated garnish—is cultivated using clean, non-toxic growing methods and harvested at peak quality. This approach ensures ingredients that are safe to consume, thoughtfully grown, and aligned with a more conscious way of producing food.
These ingredients are selected not only for how they look, but for how they contribute to a dish through texture, aroma, and nuanced flavour profiles.
Edible flowers bring softness, brightness, and subtle flavour.
Microgreens introduce intensity, freshness, and concentrated nutrition. Specialized garnishes tie a dish together—adding contrast, detail, and intention.
Together, they form a toolkit for culinary expression.
Used by bakers to finish cakes with precision and elegance, by chefs to build layered, thoughtful plates, and by mixologists to elevate cocktails, these ingredients transform food into an experience. They invite people to slow down, appreciate their meals, and reconnect with what they’re consuming.
Expanding beyond fresh products, Just Keep Growing Co. is also introducing a line of preserved floral and plant-based garnishes. Launching this summer, this collection will include carefully dried and preserved elements designed to extend seasonality, reduce waste, and offer chefs and creators new ways to incorporate florals and botanicals into their work—without compromising on quality or aesthetic.
At its core, Just Keep Growing Co. is about intentional growth—of plants, of people, and of perspective. The name itself reflects a guiding philosophy: to continue evolving, creating, and contributing to a more connected and inspired food system.
Beyond the business, Holly is actively involved in community-based growing initiatives through The PATCH, where urban agriculture is used as a tool for accessibility, education, and food security. This work reinforces the belief that growing food—whether in small indoor systems or larger community spaces—can be both empowering and transformative.
Today, Just Keep Growing Co. supplies edible flowers, microgreens, and specialty garnishes to culinary professionals and food enthusiasts who value ingredients that do more. From plated desserts to refined savoury dishes, each product is grown to elevate the final experience—bringing beauty, flavour, and intention to every plate.
To order or inquire, contact: justkeepgrowingcompany@gmail.com
Delivery is available in London, Ontario, with bi-weekly shipments to the Greater Toronto Area.
Holly was recognized as a 2025 Food System Champion by the Middlesex London Food Policy Council—a reflection of her continued commitment to growing with purpose and impact.
