green seed france presentation english april 2011
DESCRIPTION
presentation of Green Seed France the leading international food & drink consultantTRANSCRIPT
International Food Consulting
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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
Green Seed Group
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
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A UNIQUE NETWORK
CanadaCanada
USAUSA
HollandHollandNordicNordic
UKUK
FranceFrance
PortugalPortugalSpainSpain
ItalyItaly
Germany/Austria/SwitzGermany/Austria/Switz
BelgiumBelgium
A unique international network of 65 consultants
11 offices covering 15 countries
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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.
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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…
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The Green Seed Approach
Seed
Incubate
Grow
Harvest
“We advise, we execute & we deliver”
We have growth strategies for each phase
of the product or brand life-cycle
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Our Services: Strategic and Operational
Trade & Consumer Insight
Opportunity Assessment
Trends & Developments
Quantitative research
(Scanner data, Nielsen…)
Market Entry Strategy
Product Proposition Evaluation
Sales & Profitability Projections
Partner Search & Introduction
Sales Strategy & Planning
Trade introductions &
management
Recruitment (export,
management sales positions)
Channel & Category Planning
Key Account Management
Brand Planning
Trade & Consumer
Promotion
Event Management
Public Relations
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Green Seed is different…
From a small seed
a mighty trunk may grow.
Aeschylus
Some of our clients…
Our Retail & Foodservice Partners
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Our French Team
Dominique Mine, Managing Director
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
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
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.
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Richard Worsley-Tonks, Commercial Assistant
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
Catherine is a native French speaker and also speaks English fluently. Her
responsibilities include accounting, human resources and administration.
Audrey Parcigneau, Office Manager
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
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.
Our French Team
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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.
Case Study - Materne
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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.
Case Study – Bord Bia
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: [email protected]
Website: www.greenseedgroup.fr
Address: 8 rue Royale, 75008 – Paris, France