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International Food Consulting
Green Seed Group

  The Green Seed Group is a unique, international network of 65 consultants,
                  specializing in the food & drink sector

                                OUR MISSION
Advise both French and foreign food and drink companies and marketing boards
                   on how to develop their export business

     French companies: export assistance via our international network of
    offices strategically located throughout Europe and in North America

     Foreign companies: develop their activity in France using our in-depth
    knowledge of the local food and drink market and our established
    contacts with the trade




                                                                               2
A unique international network of 65 consultants
          11 offices covering 15 countries



                                   Nordic
                   Holland
Canada                           Belgium
                  UK
               France               Germany/Austria/Switz
   USA
              Portugal             Italy
                         Spain




          A UNIQUE NETWORK
                                                            3
The Green Seed Story

Our story began in 1980 providing help exclusively to British food & drink companies, as the
 ‘Food from Britain International Network’. We advised companies on how to develop their
                     presence, their brands and their products abroad.

   Since we started business we have assisted our clients in developing their brands and
                           selling their products internationally.

 When Food from Britain was privatised in 1993, Dominique Mine took control of the Paris
        office and rapidly developed the presence of leading UK brands in France.
  At the beginning of 2009, the network took on a new dimension, changed names and
                              became “Green Seed Group”.

Today the Green Seed Group services food and drink companies from around the world
using their 25 years of experience and their unique network.

    Green Seed has advised over 1000 food and drink companies throughout the world.
       Each year more than 100 companies are in contact with Green Seed France.




                                                                                               4
Green Seed Group: Our Expertise

 More than 25 years experience in the food industry
 Partner searches: for clients, agents, importers, sourcing…
 Strategic marketing: private label and branded development, market entry
strategy, market research and opportunities analysis, communications…
 Operational marketing: definition of the marketing mix, packing
development, promotions…
 Key Account management: overall day-to-day running of account from
tender to product launch
 Category management: merchandising, range selection…




                                                                             5
The Green Seed Approach

We have growth strategies for each phase
of the product or brand life-cycle
                                            Harvest



                           Grow



             Incubate




      Seed

                         “We advise, we execute & we deliver”
                                                                6
Our Services: Strategic and Operational




             Trade & Consumer Insight      Market Entry Strategy
             Opportunity Assessment        Product Proposition Evaluation
             Trends & Developments         Sales & Profitability Projections
             Quantitative research         Partner Search & Introduction
              (Scanner data, Nielsen…)

                                            Sales Strategy & Planning
                 Brand Planning            Trade introductions &
                 Trade & Consumer           management
                  Promotion                 Recruitment (export,
                 Event Management           management sales positions)
                 Public Relations          Channel & Category Planning
                                            Key Account Management




                                                                                 7
Green Seed is different…




From a small seed
a mighty trunk may grow.
      Aeschylus
                           8
Some of our clients…
Our Retail & Foodservice Partners
Our French Team

     Dominique Mine, Managing Director
     dmine@greenseedgroup.fr
     Dominique has more than 25 years experience in marketing in the food &
     drink sector and has developed strong relations with exporters and key
     players in the food & drink industry.

     Sophie Delcroix, Client Manager
     sdelcroix@greenseedgroup.fr
     Sophie joined Green Seed France in 2009. She has over 20 years
     experience in the food & drink industry and has a dual expertise in both
     commercial export and marketing and communications management.


     Wendy Fleury, Business Development Manager
     wfleury@greenseedgroup.fr
     Wendy has an international experience of more than 7 years, as a consultant
     and business developper, within the EMEA region. Wendy is assisting
     companies wishing to develop their business in France.

                                                                                   11
Our French Team

   Richard Worsley-Tonks, Commercial Assistant
   rworsley-tonks@greenseedgroup.fr
   Richard is bilingual English and French. He is involved in the majority of projects
   managed by Green Seed France and has experience supporting other members
   of the team when working on market research projects and key account management.


   Catherine Ayrole, Finance Manager
   cayrole@greenseedgroup.fr
   Catherine is a native French speaker and also speaks English fluently. Her
   responsibilities include accounting, human resources and administration.


   Audrey Parcigneau, Office Manager
   aparcigneau@greenseedgroup.fr
   Audrey joined Green Seed France in 2005. She is involved in the day-to-day
   running of the office and works closely with Dominique and the rest of the team.

   Jennifer Potts, PR Consultant
   jpotts@greenseedgroup.fr
   Jennifer Potts joined Green Seed in 2008, having 5 years experience as a PR
   consultant in various fields such as design, corporate, tourism, gastronomy
   and culture.                                                                          12
Case Study - Materne

CLIENT BRIEFING
French manufacturer Materne-Mont Blanc engaged Green Seed to help introduce its apple
sauce product to the US retail market.

GREEN SEED FRANCE'S RESPONSE
Green Seed in the US first tested the French concept with US retail buyers to gauge their interest
in the category and the likely prospects for the product. Local design expertise managed by
Green Seed, then created a US brand name and packaging that was adapted to suit the US
consumer. Green Seed then tested it with qualitative and quantitative research based on target
US consumers and regions. This research served to confirm overall appeal and purchase
interest, with particular reference to packaging, brand name, key message communication, taste
and range of flavours.

THE RESULTS
The result was a product successfully adapted to the US market, which is now gaining
national retail distribution and market share with a highly differentiated and compelling
brand proposition.


                                                                                                     13
Case Study – Bord Bia

CLIENT BRIEFING
Bord Bia was keen to encourage Irish companies to export to Continental Europe. In order to
gain a better understanding of the representation/distribution options open to Irish
manufacturers, Bord Bia approached Green Seed France and asked them to manage a pan-
European research project looking at how distribution across a number of food product sectors
could be handled in each of the selected European countries.

GREEN SEED FRANCE'S RESPONSE
In collaboration with the Dutch, Spanish and Swedish offices, Green Seed France coordinated
this pan-European research project. Each country completed a separate report that included a
case study of an ambient, chilled and frozen exporter and explored how these exporters
handle their existing export business, how they identified and selected their preferred
distribution system and the advantages and disadvantages of all the main distribution systems
available to future exporters. The reports also included feedback from interviews with the trade
and identified a selection of key criteria for successful distribution.

THE RESULTS
Green Seed provided Bord Bia with these reports covering the 4 European markets, as well as
a presentation from each market summarising the results of this research. Bord Bia went on to
present these results to Irish manufacturers. Through the case studies, trade interviews and
general market knowledge, future Irish exporters have been given guidance on how to build
their presence on the continent and optimise their level of sustainable business.
                                                                                                   14
We look forward to helping grow
             your business




Green Seed France
Tel: +33 01 55 35 08 08
Fax: +33 01 55 35 08 09
E-mail: info@greenseedgroup.fr
Website: www.greenseedgroup.fr
Address: 8 rue Royale, 75008 – Paris, France

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Green Seed France Presentation English April 2011

  • 2. Green Seed Group The Green Seed Group is a unique, international network of 65 consultants, specializing in the food & drink sector OUR MISSION Advise both French and foreign food and drink companies and marketing boards on how to develop their export business  French companies: export assistance via our international network of offices strategically located throughout Europe and in North America  Foreign companies: develop their activity in France using our in-depth knowledge of the local food and drink market and our established contacts with the trade 2
  • 3. A unique international network of 65 consultants 11 offices covering 15 countries Nordic Holland Canada Belgium UK France Germany/Austria/Switz USA Portugal Italy Spain A UNIQUE NETWORK 3
  • 4. The Green Seed Story Our story began in 1980 providing help exclusively to British food & drink companies, as the ‘Food from Britain International Network’. We advised companies on how to develop their presence, their brands and their products abroad. Since we started business we have assisted our clients in developing their brands and selling their products internationally. When Food from Britain was privatised in 1993, Dominique Mine took control of the Paris office and rapidly developed the presence of leading UK brands in France. At the beginning of 2009, the network took on a new dimension, changed names and became “Green Seed Group”. Today the Green Seed Group services food and drink companies from around the world using their 25 years of experience and their unique network. Green Seed has advised over 1000 food and drink companies throughout the world. Each year more than 100 companies are in contact with Green Seed France. 4
  • 5. Green Seed Group: Our Expertise  More than 25 years experience in the food industry  Partner searches: for clients, agents, importers, sourcing…  Strategic marketing: private label and branded development, market entry strategy, market research and opportunities analysis, communications…  Operational marketing: definition of the marketing mix, packing development, promotions…  Key Account management: overall day-to-day running of account from tender to product launch  Category management: merchandising, range selection… 5
  • 6. The Green Seed Approach We have growth strategies for each phase of the product or brand life-cycle Harvest Grow Incubate Seed “We advise, we execute & we deliver” 6
  • 7. Our Services: Strategic and Operational  Trade & Consumer Insight  Market Entry Strategy  Opportunity Assessment  Product Proposition Evaluation  Trends & Developments  Sales & Profitability Projections  Quantitative research  Partner Search & Introduction (Scanner data, Nielsen…)  Sales Strategy & Planning  Brand Planning  Trade introductions &  Trade & Consumer management Promotion  Recruitment (export,  Event Management management sales positions)  Public Relations  Channel & Category Planning  Key Account Management 7
  • 8. Green Seed is different… From a small seed a mighty trunk may grow. Aeschylus 8
  • 9. Some of our clients…
  • 10. Our Retail & Foodservice Partners
  • 11. Our French Team Dominique Mine, Managing Director dmine@greenseedgroup.fr Dominique has more than 25 years experience in marketing in the food & drink sector and has developed strong relations with exporters and key players in the food & drink industry. Sophie Delcroix, Client Manager sdelcroix@greenseedgroup.fr Sophie joined Green Seed France in 2009. She has over 20 years experience in the food & drink industry and has a dual expertise in both commercial export and marketing and communications management. Wendy Fleury, Business Development Manager wfleury@greenseedgroup.fr Wendy has an international experience of more than 7 years, as a consultant and business developper, within the EMEA region. Wendy is assisting companies wishing to develop their business in France. 11
  • 12. Our French Team Richard Worsley-Tonks, Commercial Assistant rworsley-tonks@greenseedgroup.fr Richard is bilingual English and French. He is involved in the majority of projects managed by Green Seed France and has experience supporting other members of the team when working on market research projects and key account management. Catherine Ayrole, Finance Manager cayrole@greenseedgroup.fr Catherine is a native French speaker and also speaks English fluently. Her responsibilities include accounting, human resources and administration. Audrey Parcigneau, Office Manager aparcigneau@greenseedgroup.fr Audrey joined Green Seed France in 2005. She is involved in the day-to-day running of the office and works closely with Dominique and the rest of the team. Jennifer Potts, PR Consultant jpotts@greenseedgroup.fr Jennifer Potts joined Green Seed in 2008, having 5 years experience as a PR consultant in various fields such as design, corporate, tourism, gastronomy and culture. 12
  • 13. Case Study - Materne CLIENT BRIEFING French manufacturer Materne-Mont Blanc engaged Green Seed to help introduce its apple sauce product to the US retail market. GREEN SEED FRANCE'S RESPONSE Green Seed in the US first tested the French concept with US retail buyers to gauge their interest in the category and the likely prospects for the product. Local design expertise managed by Green Seed, then created a US brand name and packaging that was adapted to suit the US consumer. Green Seed then tested it with qualitative and quantitative research based on target US consumers and regions. This research served to confirm overall appeal and purchase interest, with particular reference to packaging, brand name, key message communication, taste and range of flavours. THE RESULTS The result was a product successfully adapted to the US market, which is now gaining national retail distribution and market share with a highly differentiated and compelling brand proposition. 13
  • 14. Case Study – Bord Bia CLIENT BRIEFING Bord Bia was keen to encourage Irish companies to export to Continental Europe. In order to gain a better understanding of the representation/distribution options open to Irish manufacturers, Bord Bia approached Green Seed France and asked them to manage a pan- European research project looking at how distribution across a number of food product sectors could be handled in each of the selected European countries. GREEN SEED FRANCE'S RESPONSE In collaboration with the Dutch, Spanish and Swedish offices, Green Seed France coordinated this pan-European research project. Each country completed a separate report that included a case study of an ambient, chilled and frozen exporter and explored how these exporters handle their existing export business, how they identified and selected their preferred distribution system and the advantages and disadvantages of all the main distribution systems available to future exporters. The reports also included feedback from interviews with the trade and identified a selection of key criteria for successful distribution. THE RESULTS Green Seed provided Bord Bia with these reports covering the 4 European markets, as well as a presentation from each market summarising the results of this research. Bord Bia went on to present these results to Irish manufacturers. Through the case studies, trade interviews and general market knowledge, future Irish exporters have been given guidance on how to build their presence on the continent and optimise their level of sustainable business. 14
  • 15. We look forward to helping grow your business Green Seed France Tel: +33 01 55 35 08 08 Fax: +33 01 55 35 08 09 E-mail: info@greenseedgroup.fr Website: www.greenseedgroup.fr Address: 8 rue Royale, 75008 – Paris, France