Greenfood Group

What Greenfood Group does

Greenfood Group is a Swedish, privately-held supplier of healthy convenience foods headquartered in Helsingborg. Founded in 1964 and operating across eight countries with close to 1,000 employees and SEK 5.7 billion in turnover, the company organizes its business around four areas under a 'Green Convenience' umbrella: the Picadeli AI-powered salad bar network (2,200+ units across Europe and the U.S., selling approximately one salad per second), Greenfood Fresh Cut (pre-sliced, pre-diced and prepared fresh produce), private-label manufacturing for retailers, and — pending divestment to Dole Nordic AB in 2026 — Fresh Produce wholesale. Roughly 88% of products carry a Nutriscore A or B classification and 30 million plock-sallad portion salads are produced annually, supported by a new 44,000 m2 automated facility in Helsingborg equipped with robotics for palletizing, carton handling and packing. The group operates through wholly-owned subsidiaries including Picadeli AB, Salico Aktiebolag, Greenfood Fresh Cut AB, and Greenfood Fresh Produce Intl AB, with additional Nordic entities (Picadeli Finland Oy, Salico Oy, Satotukku Oy).

The technology stack combines foodtech, automation and AI. Proprietary AI is deployed inside Picadeli Arctic salad bars to maintain optimal freshness via automated monitoring and inventory control, while separate AI solutions forecast demand at granular order level to minimize food waste. Greenfood also partners with foodtech startup Agtira on urban vertical-cultivation systems using LED lighting and up to 95% less water, with a stated ambition to deploy ten such systems in Sweden, and collaborates with Rescued Fruits and the SAMS national produce body on circular food-waste initiatives.

Greenfood monetizes through a B2B GTM motion: direct enterprise sales of Picadeli salad bars and Fresh Cut products to food service and retail customers, private-label manufacturing contracts with retailers in Sweden and internationally, and wholesale fresh produce distribution (the segment being divested). Pricing is not publicly disclosed and is handled through custom contracts. The company is led by President and CEO David von Laskowski (also CEO of Picadeli) with Mattias Engberg as CFO. In October 2024 the company raised approximately $106 million in a funding round (investors undisclosed), following an earlier 2016 investment by Nordic Capital.

Name

Greenfood Group

Legal name

Greenfood AB

Website

https://greenfood.se

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Greenfood Group is a Swedish, privately-held producer of healthy convenience foods, operating across 8 countries with ~1,000 employees, SEK 5.7B turnover, and 2,200+ AI-powered Picadeli salad bars alongside Fresh Cut products and private-label manufacturing for retailers and food service operators.

Ownership category

akta.pro rank

Product category

Convenience Food Manufacturing

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Perishable Prepared Food Manufacturing (311991)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)

akta.pro secondary industries

Leafy Greens & Salad Processing Packhouses (Fresh-Cut) (AFAOAGAI), Plant-Based Prepared Meals & Convenience Foods Manufacturing (AFAKAGAL), Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD), Hydroponic / Controlled-Environment Produce Wholesale (AFAIACAM), Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM)

Keywords

• Fresh produce wholesale
• Private label food manufacturing
• Salad bar technology
• Fresh cut produce
• Convenience food production

Headquarters

HQ city

Helsingborg

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Green Convenience products: Sale of healthy, sustainable, and convenient pre-prepared foods including ready-to-go pre-chopped products through Fresh Cut division.
2. Fresh Produce wholesale: Fruit and vegetable wholesale operations serving B2B customers across Europe.
3. Private label manufacturing: Manufacturing of private label products for retailers in Sweden and internationally.
4. Picadeli salad bars: Sale and operation of Picadeli digital salad bars across Europe and the U.S., with over 2200 units selling approximately one salad per second.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Greenfood Group is a Swedish green convenience food company that manufactures, distributes, and supplies healthy pre-prepared foods including pre-cut produce, portion salads, and fresh fruits and vegetables to B2B customers across Europe and the U.S. The company operates the AI-powered Picadeli digital salad bar network with 2,200+ installations and provides private label manufacturing for retailers, producing approximately 30 million plock-sallad (portion salads) annually.

Product overview

Greenfood Group operates as a green convenience food company with multiple business areas and brands. The portfolio centers on Picadeli (digital salad bars with AI-powered freshness management, 2,200+ units across Europe and U.S.) and Greenfood Fresh Cut (pre-prepared fresh produce). The company produces approximately 30 million plock-sallad units annually, with 88% of products classified as Nutriscore A or B. Greenfood operates four business areas focused on healthy, sustainable, and convenient food, generating SEK 5.7 billion in turnover with nearly 1,000 employees across eight countries. The company is expanding into vertical cultivation through its partnership with Agtira.

Differentiator

Problem solved

Functional benefit

Brands

• Picadeli: The salad bar of the future; over 2,200 Picadeli salad bars can be found across Europe and the U.S., featuring AI-powered salad bar technology
• Greenfood Fresh Cut
• Rescued

Products and services

• Picadeli Digital Salad Bars AI-powered self-service salad bar concept deployed across 2,200+ locations in Europe and the U.S., selling approximately one salad per second, 24/7, all year round. The system uses AI to maintain optimal freshness and is targeted at food service operators including hotels, restaurants, canteens, and workplace cafeterias.
• Greenfood Fresh Cut Pre-sliced, pre-diced, and prepared fresh produce products for retail and food service customers. Part of the Green Convenience business area offering ready-to-go products to retailers and food service operators across Europe.
• Plock-sallad (Portion Salads) Grab-and-go portion salads (plock-sallad) produced at a rate of approximately 30 million units annually. Sold to retailers and food service operators as convenient healthy meal options.
• Private Label Food Manufacturing Custom private label manufacturing service for retailers in Sweden and internationally, producing salads, fresh cut products, and healthy prepared foods under retailer-owned brands. Uses the 44,000 m2 automated Helsingborg production facility.

Quantifiable outcome

• 88% of products are Nutriscore A or B classified
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Four partnerships are on record, tiered major, core and minor.

• Dole Nordic ABmajorStrategic or Co-development Partner · 17 December 2025Greenfood AB entered into a Share Purchase Agreement to sell its Fresh Produce business to Dole Nordic AB. The divestment involves the disposal of the group's fruit and vegetable wholesale operations, with completion expected during 2026 after regulatory approvals.
• AgtiracoreStrategic or Co-development Partner · 19 May 2024Partnership with foodtech startup Agtira to explore vertical cultivation systems in urban environments. Joint ambition to establish ten urban cultivation systems in strategic locations in Sweden. Vertical cultivation uses LED lighting and reduces water consumption by 95%. Greenfood will utilize its established distribution network to supply vertically grown vegetables.
• RescuedminorStrategic or Co-development Partner · 1 March 2022Collaboration with Rescued Fruits to utilize fruit that would otherwise be discarded. Salico (Greenfood subsidiary) works with Rescued to transform discarded fruit cores into juices and smoothies.
• SAMScoreStrategic or Co-development Partner · 1 March 2022Member of SAMS, a national body of Swedish produce and foodstuff players, with clear ambition to minimize food loss and waste throughout the entire value chain. Collaboration to find joint solutions for reducing food waste.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Dole plc: Global fresh produce incumbent and the counterparty acquiring Greenfood's Fresh Produce wholesale business. Directly comparable in fresh fruit and vegetable supply, and an indicator of how a scaled competitor monetizes the segment Greenfood is exiting.
• Fresh Del Monte Produce: Vertically integrated global producer and distributor of fresh fruits and vegetables with growing prepared/value-added lines. Comparable in fresh produce sourcing and B2B distribution model, though broader and more global than Greenfood.
• McCain Foods: Global leader in prepared frozen potato and broader prepared foods, with growing interest in plant-based convenience. Comparable as a large incumbent expanding into convenient, healthier prepared food categories Greenfood serves.

Emerging players

• AeroFarms: Indoor vertical farming company focused on leafy greens. Comparable technology overlap with Greenfood's urban vertical-cultivation initiative and relevant to forward-looking fresh-produce supply models.
• BrightFarms: U.S. operator of indoor hydroponic leafy-greens farms supplying retailers. Directly comparable to Greenfood's Agtira vertical-cultivation partnership on controlled-environment produce production.
• Plenty Unlimited: Technology-driven vertical farming company developing indoor produce at scale. Relevant peer for evaluating the long-term economics of Greenfood's Agtira vertical-cultivation bet.

Direct peers

• Earthbound Farm: Large U.S. organic fresh-cut salad and packaged produce brand. Comparable to Greenfood on organic/healthy positioning, fresh-cut capability and retail private label presence.
• Taylor Farms: North America's largest producer of fresh-cut salads, vegetables and healthy convenience foods. Comparable to Greenfood Fresh Cut and plock-sallad operations and to Picadeli's U.S. foodservice ambitions.
• Florette (Agrial): Major European fresh-cut salads and ready-to-eat vegetable producer owned by Agrial. Competes head-to-head with Greenfood Fresh Cut and Picadeli in retail private label and foodservice across multiple European countries.
• Bonduelle Group: European leader in canned, frozen and fresh ready-to-eat vegetables and salads. Closely comparable to Greenfood's fresh-cut, prepared salads and private label convenience portfolio across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/greenfood-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries11 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenfood Group