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From the seed of an idea comes a different kind of co-packer

GreenSeed dedicates itself to becoming the premier natural foods co-packer in the market, with a business model, strategy, and culture that focus on purpose-driven growth.

GreenSeed is based in Batavia, IL, and operates within 120,000 sq ft
GreenSeed is based in Batavia, IL, and operates within 120,000 sq ft

GreenSeed, a successful and rapidly growing contract packager of dry natural foods based in Batavia, IL, is not just a place to pick up a paycheck, says David Gray, President and Chief Growth Officer of the company. It’s also not a place housing packaging equipment with the latest bells and whistles; the machinery is functional and adaptable, and it gets the job done. What sets GreenSeed apart is its business model, strategy, and culture.

“Our number one focus when we began the company was to create an environment that was enjoyable and where we’d feel good about what we were doing at the end of the day, which is supporting a mission of changing the way the world sees food by enabling people to have better food products, and being a piece of that puzzle,” says Gray. “That’s what we were seeking from the very, very beginning.”

Founded in 2009, GreenSeed Contract Packaging, Inc. has grown from a 30,000-sq-ft plant to 120,000 sq ft in just eight years, providing like-minded companies with a range of flexible packaging services. Its plant offers all the vital certifications and quality controls, and has just equipped 60,000 sq ft of manufacturing space to handle products that contain allergens.

But beyond the bricks and mortar, Gray describes the organization as a social giver, a people defender, and an idea liberator. “Those three buckets are going to drive our continuous growth as being unique and different as an organization, and make our culture a place where people grow,” he says.

‘A treasure underneath a rock’

According to Gray, who came from the private equity sector, developing the business plan for GreenSeed was a matter of “finding a treasure underneath a rock.” He says, “Contract packaging definitely wasn’t a business model that was unique, and the barriers to entry were fairly low. If you have the money and you want to jump into the space, the equipment’s out there.”

“It really started me thinking about how we could create something unique,” he adds. On the one hand, they could grow their business with a commodity mentality, through lower costs, but that strategy, given the number of co-packers in the market, didn’t seem like a great opportunity to Gray. The other option was to offer something unique, such as IP, or find an underserved market.

That underserved market, they discovered, was the natural foods industry. “No one had dedicated a packaging company to support that growing segment,” Gray says. “So, our strategy was to become the premier company for natural foods packaging—the most sought-after thought leader in the market.”

GreenSeed coupled this with their observation that packaging was moving from rigid to flexible, led by the Asian market. “We believed that trend was going to eventually meet us in North America, so we invested our capital toward that type of packaging technology,” Gray says.

The first couple of years, Gray admits, were challenging, consisting of finding access to technology, capital, and labor, building a reputation, and developing a pipeline. “But at some point, you cross the tipping point, and then all of a sudden, the floodgates open,” he says. “Then the question becomes how do you manage these opportunities, and then manage them within the existing infrastructure.”

GreenSeed started its operations in a 30,000-sq-ft former co-packing plant. In 2013, the company expanded its facility to 60,000 sq ft, and in 2015, to 120,000 sq ft. Today, GreenSeed has 200 employees, with the new allergen building scheduled to open in January 2018.

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