The Challenge

Startup in the US market. When we first met Siggi he was selling yogurt in hand-labeled cartons in lower Manhattan and his brand plan was merely a concept under development. While the brand had humble beginnings, we recognized it had huge potential to become a major success story.

The Strategy

After initial sales development in Manhattan, Green Seed helped expand retail sales nationally while focusing on the core brand values of Icelandic simplicity and a lower sugar platform.

The Execution

Green Seed invested in the company, then helped raise funds in later investment rounds. Green Seed provided initial strategic guidance on positioning, packaging, and pricing, and assisted in the development of the overall business strategy and sales plan. Green Seed also helped establish co-manufacturing relationships and facilitated customer contacts with the natural and premium grocery trade. Through this phase, Green Seed served as an extension of staff resources in managing the sales function and broker networks. Green Seed assisted in organization design and recruitment of in-house resources.

The Result

By 2017, Siggi’s was available in over 15,000 retail stores across the USA and including 7,000 Starbucks. Siggi’s is a thriving company and Green Seed held board seats for over 10 years and helps steer continued business growth and the eventual exit to French dairy giant Lactalis in 2018 for $300M.

“What I most liked about working with Green Seed is they’re very professional, they know the market well, and they understand it from the perspective of both an outsider and an insider…they look at it like someone who understands the needs of a manufacturer and can help them navigate the complex US landscape.”

Siggi Hilmarsson