Green Seed Germany – Example Jordans
• Green Seed Germany was approached by the leading UK cereals manufacturer
Jordans (ABF).
• The company had a listing for two muesli products in a limited number of REWE
supermarkets, Germany’s No. 2 retailer.
• Green Seed was asked to draw up a status report of Jordans’ business with REWE
and evaluate further business opportunities.
• Green Seed Germany then developed and carried out for Jordans (ABF) a
strategic and promotional plan to expand distribution within REWE to all its 3,300
stores and win several new key accounts.
• Currently, Green Seed Germany is handling the Key Account Management.
• Green Seed Germany established contact for Ryvita (ABF) to one of the world’s
leading discounters Aldi Nord.
• To get the promotional business, all the prerequisites of a tender are carried out
including development of packaging using Aldi Nord’s own label Trader Joe’s.
• Green Seed Germany is regularly informed of tenders and then handles them
completely for Ryvita.
Green Seed Germany – Example Ryvita
• Green Seed Germany was approached by a leading chilled food national distributor to
search for a quality dessert product which would fit into their existing product portfolio.
• After evaluation of various options, GS Germany contacted Gü in London and set up a
meeting. The decision was then made to enter into a contract and to launch a range of
Gü products into German retail.
• German language packaging was developed including the recommendation to call it Gü
London (otherwise could be confused with Turkish). A PR campaign was developed for the launch of the product. Over 60 % distribution was achieved within 6 months.
• After less than 12 months, sales in Germany of Gü matched those of the company‘s most
successful export market, France.
Green Seed Germany – Example Gü
• Green Seed Germany handles the key account management of Quorn (No. 1
meat-free product in the world) since its launch in 1995 into MIGROS.
• Green Seed Germany co-ordinates relationships with the designated Swiss
distributor and also handles through him the foodservice business. In addition,
Green Seed develops the marketing and PR strategy on an annual basis and
provides necessary input to the locally based PR agency.
• The Quorn brand has been handled since its launch by Green Seed offices in
Benelux, Scandinavia and the USA.
Green Seed Germany – Example Quorn
• Green Seed Belgium has for many years developed a close relationship with
Delhaize, providing various branded and non-branded innovative products to
extend its range
• Delhaize several years ago introduced a premium private label in selected
categories under the name „Taste of Inspirations“. It was decided by the dairy
buying team to add a range of four premium yoghurts with a unique high share of
fruit.
• GS Germany provided contact to Milchhof Meran, a leading dairy in Northern Italy
who was capable of making such a product. The range was successfully launched
into all Delhaize about 6 months after initial contact had been made.
Green Seed Germany – Example Milchhof Meran
• Green Seed Germany developed a premium business for Welsh lamb suppliers in top
German hotels and restaurants for HCC – Meat Promotion Wales.
• For this, Green Seed Germany established contacts to potential partners and decided to
focus on 3 high quality distributors. A distribution system was established as well as a full
range of relevant retail support material including information brochures.
• In addition, training workshops for chefs and other key customers were organised. Green
Seed Germany also helped man and organise the HCC stand at various Anugas.
• Welsh lamb has become a regular dish in over 400 German restaurants.
Green Seed Germany – Example HCC – Meat Promotion Wales
• Green Seed Germany was approached by the world's largest nut processing and
marketing company, the co-operative Blue Diamond Growers, based in California.
• Green Seed Germany was asked to carry out market research and develop a route to
market for almond products. The final document included an overview of the German
savoury snack market, company and product range profiles of main players, store check
details and analysis, route to market and recommendations.
Green Seed Germany – Example Blue Diamond Growers
• Green Seed Germany has for over 10 years worked with The Dormen (now owned
by Raisio of Finland) developing its business of selling savoury snacks – brand and
hotel own label – into luxury hotels in Germany, Austria, Switzerland and Eastern
Europe.
• Green Seed Germany handles day-to-day business including order and customer
relation management.
• Products are mainly available via minibars and hotel bars. Other more main-stream business opportunities are currently being evaluated.
Green Seed Germany – Example The Dormen
• Green Seed Germany was one of the original four Food from Britain offices and has been
in operation from 1984 to 2009 under the same management. Austria and Switzerland
were added to the portfolio in the mid-90s.
• Over the years, FFB Germany worked hard to improve the poor image of British prepared
food and focus on areas of excellence such as meat, salmon, private label, ethnic foods,
chilled convenience in general and confectionery
• Work covered many areas such as organisation of Anuga and ISM, inward missions, outward missions, retail promotions, market analyses and trade PR
• FFB Germany led the initiative in 1991 to privatise the international offices
• The office gained a high credibility amongst German retail and is still considered to be the
official contact point for all issues involving British food and drink
Green Seed Germany – Example Food from Britain
• Green Seed Germany was approached by SDI (Scottish Development International) to
develop a „learning programme“ for Scottish food and drink companies within the
framework of a 3 days Anuga visit.
• Day 1: Green Seed held a workshop and presented the German retail and foodservice
market including food trends.
• Day 2: One-to-one meetings took place with individual food and drink companies to
discuss business opportunities on the German market.
• Day 3: Green Seed organised and accompanied a store check tour in the Greater
Cologne area.
Green Seed Germany – Example Scottish Development International
• Green Seed Germany was approached by SPRING Singapore which is the enterprise
development agency responsible for helping Singapore enterprises grow.
• Green Seed held a workshop and presented the German retail and foodservice market
including food trends.
• In addition, two factory visits to the No. 1 instant drinks manufacturer and the No. 2
savoury snacks producer were organised and accompanied.
Green Seed Germany – Example SPRING Singapore
• Green Seed Germany has over the past 20 years been closely involved in a variety of
M&A / partner search projects.
• Companies involved in this process:
- Cadbury Schweppes
- Northern Foods
- Guinness Breweries
- Richmond Ice Cream
- Krüger Instant Products
- Schwan’s Pizza
- Bakkavör (and before under Geest)
- Findus
- United Coffee
Green Seed Germany – Example M&As
Green Seed Germany GmbH, Kennedyallee 93, 60596 Frankfurt am Main
MD: Roy G. Edleston
Tel: +49 69 971 291-0, Fax: +49 69 971 291-10
www.greenseedgroup.de