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A results focused international sales and marketing consultancy that helps food & drink companies succeed in international markets

Food Marketing Agency Portugal

Portugal is a small market (10million people) and personal income is 80% of average EU. But consumers spend an higher proportion of their income than their EU counterparts on F&D and have a positive attitude towards imported foodstuffs. At Green Seed Portugal we can be very open and flexible to clients’ requests and always managed to find suitable approaches to their needs.

Luís Garcia

Managing Director

Economics degree from Porto University, followed by an MBA from Lisbon Universidad Nova. A long career into Food & Drink which started at Dun & Bradstreet as a business analyst in 1982, then moving to Unilever for 5 years, reaching a Senior Product Manager position before leaving in 1989. From there, embraced the wine and spirits world by being the Commercial and Marketing Director of Sogrape (the leading wine Portuguese company) up to 1993. A more global business view was acquired by being the MD of the Conagra Processed Meats division in Portugal. In 1999 it was time for another move this time on his own by representing Food from Britain in Portugal until 2008 when Green Seed Portugal was opened.

Our Services

A) Market Research from desk research, to store checks or interviews are fundamental to decide if, how and when to enter the Portuguese market

B) Distributor search and follow-up: in a small country like Portugal a good distributor, commited to selling the products and servicing the clients, is needed. From screening to evaluation, selection to appointment and finally follow-up on behalf of the principal have been routine activities for us

C) Account Management: when it comes to Private Label projects the first need is to identify when bids are open. But the process from the bid to the contract is time consuming and requires a lot of manoveuring to match retailers’ requests to supplier’s processes. GSP is quite experienced with this, as PL has a become a key strategy for the Portuguese leading retailers.

D) Communication strategies: working with Marketing Bodies means to pave the way for associated suppliers to do business. Helping to design promotions to training packs to staff / sales force or maximizing the impact of limited marketing budgets.

Our Clients

Selected Case Studies

Leading European producer of Frozen Yogurt for Portugal based in Genoa (IT) Client since 2022
UK Levy Board for Meat, Dairy and Cereals Client since 2007
Leading European producer of Belgian Waffles for Portugal based in Estampuis (BG) Client since 2020
Leading European producer of Mini Pizzas for Portugal based in Trierweiller (GR) Client since 2019
Dedicated producer of “Cheese Bread” based in Valencia (SP), which is a typical Brazilian item and very sought by the Portuguese consumer and Brazilian ex-pats in Portugal Client since 2018
Leading premium quality stone baked Pizza from Meduno (north of Italy) Client since 2018
We have supplied GIRA with Market Research data, interviews and desk research both in Portugal and Angola
For the last 2&1/2 years we’ve managed to get to FROSTA, Private Label contracts with leading retailers
For the last 8 years we have helped the UK Meat industry in Portugal to forge enduring relationships with Portuguese retailers
Food Service (Finsbury Foods): We have been local agents for KARA products in Portugal to develop their position into the HORECA channel through a leading distributor

Green Seed Portugal

Latest Articles

11 December 2025

Up until now brand awareness, strategy positioning and effective communication campaigns have shaped brand value and determined market success. But this is no longer valid. What you say about yourself is no longer how people perceive and value you.  Building trust has become a key success factor. Transparency, consumer testimonials and experiences create digital reputation.… Continue reading The Consumer As An Algorithm: How AI Is Changing Perceptions and Purchase Decisions

19 September 2025

According to research commissioned by the Product of the Year, 44% of Portuguese shoppers said that “eating healthily” is a daily compromise. Supermarkets are the preferred channel for healthy purchasing 70%, with 15% going to markets and 7% to specialized stores.  Nearly half  of consumers (47%) said they do not change their basket mix because… Continue reading Despite the increasing price of foodstuffs, Portuguese consumers are not sacrificing health for a lower priced basket

19 September 2025

The plant-based alternatives market in Poland is rapidly evolving, transforming from a niche segment into a significant player in consumers’ shopping baskets. Polish shoppers are increasingly choosing plant-based meat and dairy products, driven by concerns for health, the climate, and animal welfare. Nearly half of the population has already tried these products, and 43% purchase… Continue reading Price vs. Value: How to Win the Polish Plant-Based Market

18 March 2025

The table highlights grocery retailer market shares in Portugal from 2023 to 2024. The major disruption factor has been the increase of Mercadona from 5.9% to 7% share with just 50 stores. The Spanish retailer plans to continue its expansion adding more 10 stores in 2025 and finally entering into Lisbon. It is assured that… Continue reading Breakdown of Portugese Retail Market as Mercadona continues to disrupt

12 November 2024

The Frozen Food retail sector in Portugal increased by 13% in value to £1.57 billion over the last year, and by 6% in volume. Consumers recognize that frozen foods can last much longer if kept under correct conditions while also saving them time by reducing the frequency of shopping trips. Moreover, we have to add… Continue reading Frozen Foods, a category with a real future

28 May 2024

A recent study organized by Kantar (KWP) in cooperation with Centromarca (the Association of Branded Suppliers) revealed that brands have the potential to maintain consumer loyalty in stores for all types of suppliers. This is the case for retailers of both narrow and large assortments. For the former, because this stops them being tempted to… Continue reading Brands driving consumer loyalty for retailers

17 May 2024

In the food and beverage industry, standing out requires more than just a great product. It necessitates a strategic approach that encompasses thorough market assessment, targeted planning, and seamless execution. At Green Seed, we pride ourselves on offering a comprehensive suite of marketing services designed to help businesses not just survive, but thrive in this… Continue reading Food & Beverage Sales & Marketing Services we offer at Green Seed

To understand how Green Seed Portugal can help you in exploring opportunities for you in Portugal and beyond, please contact Luis Garcia:

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Green Seed Portugal
Rua Soares de Passos, 12, 5º, 1300-537 Lisboa

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