Case Study

Dorset Cereals

WORK PHASES

When UK’s Dorset Cereal wanted to penetrate the US market they turned first to Green Seed. We kicked-off the relationship by setting up a meeting between Dorset and Whole Foods in London in early 2007.

Following those first important introductions, Green Seed provided advice on adapting packaging, optimizing its appeal for the US consumer, recommending pricing, and making introductions to critical supply chain partners. Green Seed developed the market entry sales plan and executed the commercial rollout strategy, by managing key retail and distributor accounts.

We then leveraged our distributor contacts within the natural and premium grocery trade focusing initially in the East US regions then rolling out West. Green Seed provided start up sales and marketing team resources steering the US entry strategy and providing the critical marketing support operating as Dorset’s US marketing department.

Within six months of that initial Whole Foods introduction, Dorset cereals could be found sprouting up in Whole Foods stores across the country. A successful relationship blossomed between Dorset, Whole Foods and distributor UNFI, brokered by Green Seed.