Greenpoint Trading Co

What Greenpoint Trading Co does

Greenpoint Trading Co is a Brooklyn, New York-based specialty spice company founded in 2011 by co-founders Evan and Kimmee Hoffman. The company blends approximately 35 small-batch seasoning flavors in a single Brooklyn warehouse using commercial mixers and industrial metal tubs; its SKU set spans BBQ, ethnic cuisines (Italian, Indian, Cajun, Japanese, Moroccan, Middle Eastern), seafood, salts, holiday/baking, salt-free, sugar-free, and seasonal offerings, plus candles, gift sets, grinders and mills, and personalized party favors. All blends are OU Kosher certified and preservative- and additive-free.

The company operates three go-to-market motions in parallel: a Squarespace-powered direct-to-consumer storefront at greenpointtrading.com selling jar-format seasonings in the $5-$12.50 range and gift sets up to $40; a wholesale program supplying bulk spices to food manufacturers and restaurants across the New York/New Jersey/Connecticut tri-state area, leveraging the founders' longstanding relationships with spice importers and suppliers for competitive pricing; and a specialty-retail channel listing products at named independents (e.g., Annie's Blue Ribbon, Eastern District, Whisk, Upstate Stock, Schaller & Weber) distributed across more than ten U.S. states. A separate Special Events / Party Favors line provides customized wedding and event jars with optional display rack rental or purchase.

Revenue mechanics are entirely one-time unit-based sales across both DTC and wholesale, with a recent broadening into third-party resale (Mike's Hot Honey), co-branded SKUs (Truffle Everything Bagel Seasoning with Truffelist, Coffee Rub with Ace Coffee), and a chef collaboration with Casey Corn (Discovery+'s Recipe Lost & Found). The company is privately held, bootstrapped, founder-owned, and has not raised institutional funding; it employs 11-50 people and operates from 65A West Street, Brooklyn.

Name

Greenpoint Trading Co

Legal name

Greenpoint Trading Co

Website

https://greenpointtrading.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenpoint Trading Co is a Brooklyn-based, founder-owned specialty spice company founded in 2011 that blends 35 small-batch, OU Kosher seasoning flavors and sells them direct-to-consumer online, wholesale to tri-state food-service operators, and through specialty food retailers across more than ten U.S. states.

Ownership category

akta.pro rank

Product category

Specialty Spices & Seasonings

NAICS

Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Specialty Food Retailers (4452)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Spice Blends & Seasoning Mixes (Dry Rubs, Marinade Mixes) (AFAJANAD)

akta.pro secondary industry

Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO)

Keywords

• Specialty spice blends
• Seasoning products
• Artisan spice blends
• Kosher certified seasonings
• Small batch spices

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of specialty seasoning blends, spice accessories, candles, and gift sets through their e-commerce storefront. One-time purchase model with products ranging from $5-$40.
2. Wholesale Bulk Sales: Bulk sales of spices and seasonings to food manufacturers and restaurants around the tri-state area. The Hoffmans leverage their knowledge of spice importers and suppliers to build small-scale distribution business focused on customer service and competitive pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Greenpoint Trading Co blends and sells approximately 35 unique specialty seasoning blends, spice rubs, salts, and related culinary products under its own brand. It sells directly to consumers via its e-commerce storefront and gift sets, and distributes bulk spices to food manufacturers, restaurants in the tri-state area, and specialty food retailers across the United States. It also offers custom wedding and event party favors.

Differentiator

Problem solved

Functional benefit

Products and services

• Specialty Seasoning Blends A product line of approximately 35 unique, OU Kosher certified, preservative- and additive-free seasoning blends and rubs sold under creative names such as Black Bear (All Purpose Blend), El Capitan (BBQ Seasoning), Chicken Little (Poultry & Veggie), Dracula's Nightmare (Salt-Free Garlic & Herb), Garam Masala (Indian Blend), Herbes de Provence (French Countryside Blend), Jerk Seasoning, Ras el Hanout (Moroccan), Shichimi Togarashi (Japanese), Za'atar (Middle Eastern), Truffle Everything Bagel, and others. Targeted at home cooks and food enthusiasts; individually priced around $5–$12.50.
• Curated Gift Sets Pre-assembled gift sets bundling multiple seasonings, including BEST GIFT EVER! ($22.00), GRILLING ESSENTIALS GIFT SET ($22.00), THE KITCHEN STANDARD ($37.50), and THE STARTER (IN THE BEGINNING) ($40.00). Targeted at gift buyers and consumers seeking bundled assortments.
• Gift Cards Digital or physical gift cards available in $25.00, $50.00, $75.00, and $100.00 denominations for purchase on the company's e-commerce storefront, redeemable against Greenpoint Trading products.
• Personalized Wedding & Event Party Favors Custom-branded, personalized seasoning jars created for weddings and special occasions as party favors, with an optional display rack that can be rented or purchased. Targeted at couples, event planners, and hosts seeking distinctive favors.
• Wholesale Bulk Spices Bulk spice and seasoning sales to food manufacturers, restaurants, and specialty food retailers. Pricing available via a wholesale line sheet that retailers can request through the website form. Distributed to independent retailers across states including New York, New Jersey, Pennsylvania, Minnesota, Virginia, California, Vermont, New Hampshire, and Illinois.
• Kitchen & Dining Accessories Complementary kitchenware sold alongside seasonings, including Sea Salt and Peppercorn Mills (acrylic, colored, wooden, squared) from $12.00–$16.50, Marble Mortar & Pestle from $25.00, Stoneware Butter Pot ($15.00), and Herb Salt Bowls ($8.00). Targeted at home cooks outfitting their kitchens.
• Candles & Matches Hand-poured soy candles (including Gold Travel Candles, Fraser Fir, and Seafarer scents from $13–$25) and Apothecary Matches ($13.00). Produced by partner Candlefolk using 100% American-grown soy wax and lead-free cotton-cored wicks.
• Mike's Hot Honey (Resold) 12 oz bottles of Mike's Hot Honey, an all-natural, gluten-free, paleo-friendly hot honey made with 100% pure honey, real chili peppers, and vinegar; sold individually or in 2-packs from $8.00. Marketed as a complementary condiment to the company's seasoning line.

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Mike's Hot HoneyminorChannel Partner/ Reseller/ DistributorGreenpoint Trading Co resells Mike's Hot Honey products on their website. They offer 12 oz bottles of Mike's Hot Honey, an all-natural, gluten-free, paleo-friendly hot honey made with 100% pure honey, real chili peppers, and vinegar.
• TruffelistcoreStrategic or Co-development PartnerTruffelist collaborated with Greenpoint Trading Co to create the Truffle Everything Bagel Seasoning, infused with Italian Black Truffles. The collaboration was inspired by New York bagel-deli aficionado and Recipe Lost & Found star chef Casey Corn. The blend includes black and white sesame seeds, onion, caraway, and Truffle Salt.
• Chef Casey CorncoreStrategic or Co-development PartnerChef Casey Corn, star of Discovery+ show Recipe Lost & Found, collaborated with Greenpoint Trading Co and Truffelist to create the Truffle Everything Seasoning. She is described as a New York bagel-deli aficionado and contributed to the creative development of this specialty blend.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Penzeys Spices: Penzeys is the most direct comparison: a US specialty spice brand selling creative, named blends (their own flavors like Brady Street) through DTC ecommerce plus a retail store network. Penzeys matches Greenpoint's branded-blend DTC motion and storytelling approach but operates at vastly larger scale, making it the benchmark for what growth-stage looks like.
• Diaspora Co. Diaspora Co. is a direct-trade, single-origin spice brand selling distinctive named blends ( Pragati Turmeric, Aranya Pepper) through DTC and specialty retail. Their positioning—storytelling, sourcing transparency, bold packaging, and inclusion in premium grocery—mirrors Greenpoint's recipe of named creative blends sold to foodie home cooks.
• Burlap & Barrel: Burlap & Barrel is a small-batch, direct-trade spice company selling single-origin and blended spices to chefs and home cooks via ecommerce and wholesale. They compete for the same creatively-positioned, foodie consumer with unique blends and storytelling—directly comparable to Greenpoint's brand-led niche.
• Savory Spice Shop: Savory Spice Shop operates a franchise-based retail model selling freshly-ground, small-batch spice blends directly to consumers with named recipes and proprietary grind sizes. Mirrors Greenpoint's small-batch-blend, in-store-plus-ecommerce motion and gives a franchise-expansion scaling template relevant to Greenpoint's specialty retail growth.

Broad incumbents

• McCormick & Company: McCormick is the dominant incumbent in retail spices with mass-market and premium product lines (including McCormick Gourmet). Greenpoint competes for the same shelf and shopper in the spice aisle but at much smaller scale; McCormick sets the pricing and merchandising benchmark Greenpoint must differentiate against.
• Spice Islands: Spice Islands (now under the B&G Foods portfolio) is a heritage spice brand historically sold in mainstream grocery. Comparable as a branded spice competitor in the retail channel, though it occupies the mass-market tier above which Greenpoint positions its specialty, story-driven blends.
• Simply Organic (McCormick brand): Simply Organic is a certified-organic, clean-label spice and seasoning brand owned by Frontier/McCormick. Comparable as a clean-label, ingredient-conscious spice competitor in the same grocery channels; useful comparable for testing Greenpoint's preservative-free, OU Kosher positioning in retail.

Regional players

• Oaktown Spice Shop: Oaktown Spice Shop is a California-based independent spice blender and retailer offering custom blends and whole spices through a brick-and-mortar plus DTC presence. It mirrors Greenpoint's small-batch, Brooklyn-blendshop model but operates in a different geography, making it a useful regional comparable for the specialty spice retail format.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GreenpointTrade
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Greenpoint Trading Co