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