One growing in greediness? (4)

I believe the answer is:

reed

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'one growing' is the definition.
The answer is a person as well as being a singular noun. This is suggested by the definition.

'in greediness?' is the wordplay.
'in' indicates a hidden word.
'REED' is hidden within 'greediness'.

Can you help me to learn more?

(Other definitions for reed that I've seen before include "piece for organ" , "Type of grass" , "oboe part" , "Grassy plant of wet areas" , "Instrument; tall grass" .)

I've seen this clue in the Evening Standard.

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