What Seed + Mill does

Seed + Mill is a New York-based artisanal food company founded in 2016 by Rachel Simons (CEO, from Australia), Lisa (from Israel), and Monica (from USA) as the first US store dedicated to sesame products. The company produces handmade halva and premium organic tahini from single-origin Humera (Ethiopia) sesame seeds roasted at precise temperatures, positioning on clean-label formulation (palm-oil free, gluten-free, vegan, no artificial stabilizers). Its SKU surface spans core tahini (16oz jars, squeeze bottles, Spicy Tahini, Chocolate Sesame Sauce), 20+ flavors of halva (Pistachio, Sea Salt Dark Chocolate, Toasted Sesame, Cardamom, Tart Cherry, Rosemary Almond, Toasted Coconut Chocolate, among others), party-size 6.6 lb halva cakes for events, the 2024 SESAME cookbook published by Penguin Random House, and merchandise including hats, beanies, and gift cards.

The business operates a multi-channel distribution model combining direct-to-consumer e-commerce, a flagship retail store at Chelsea Market (409 West 15th St, NYC), and wholesale across 500+ retail partners including grocery chains, specialty shops, restaurants, and online marketplaces (Amazon, FreshDirect, Nordstrom, Goldbelly, Modern Tribe, GoPuff, SnackMagic, Farm to People, among others). Pricing is unit-based, ranging from $13 for individual squeeze bottles to $140 for party-size halva cakes, with tiered bundles (e.g., $45 halva trios, $120 Ultimate Gift Set), a $50+ free-shipping threshold, and seasonal summer shipping surcharges for heat-sensitive halva. The customer base is segmented across home cooks/food enthusiasts, professional chefs, specialty food retailers, and gift buyers, with marketing driven by an editorial recipe blog, the published Sesame cookbook, a "Sesame Squad" email newsletter, and earned media in The New York Times, Bon Appetit, Bloomberg, and other major food publications.

The company is privately held and founder-owned with no disclosed external investment, headquarters in New York, and a lean headcount of 1–10. North America (US, with limited Canada reach) is the sole operating geography. Operating indicators point to an established but small-scale brand: the firm has not filed for any patents, has no AI or technology moat, generates no disclosed revenue, and relies on handmade production methods that inherently constrain volume scalability. Expansion has come through SKU and channel diversification rather than M&A, external funding, or major leadership changes.

Name

Seed + Mill

Legal name

Seed + Mill

Website

https://seedandmill.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Seed + Mill is a New York-based artisanal food company producing handmade halva and premium organic tahini from Ethiopian sesame seeds, serving home cooks, chefs, and gift buyers through DTC e-commerce, its Chelsea Market flagship, and 500+ retail partners across the US.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Seed + Mill generates revenue primarily through selling their artisanal tahini and halva products directly to consumers via their e-commerce website and physical retail store in Chelsea Market, New York
2. Wholesale Distribution: Products are sold through 500+ retail partners across the country including grocery chains, specialty shops, and on restaurant menus
3. Cookbook Sales: Revenue from selling the SESAME cookbook authored by co-founder Rachel Simons, available through major retailers and the company's own store

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels6 records

Core offering

Seed + Mill is an artisanal food company that produces and sells premium sesame-based products, primarily handmade halva (a traditional Middle Eastern confection) and organic tahini (sesame paste). The company sources sesame seeds from the Humera region of Ethiopia, roasts them at precise temperatures, and produces small-batch, clean-label products that are palm oil free, gluten free, and vegan. Beyond core tahini and halva, the company also sells a sesame-themed cookbook and limited merchandise through its e-commerce site, flagship Chelsea Market store, and a nationwide wholesale network of 500+ retailers.

Product overview

Seed + Mill is a New York-based artisanal food company specializing in sesame-based products, founded in 2016 by three co-founders with roots in Israel, Australia, and the USA. The company's core product portfolio centers on tahini (creamy sesame butter made from Ethiopian sesame seeds) and halva (handmade flaky Middle Eastern sweet), both offered in multiple varieties. Tahini products include Organic Tahini, Spicy Tahini, and Chocolate Sesame Sauce available in jars and squeeze bottles. Halva offerings span over 20 flavor varieties including Pistachio, Cardamom, Sea Salt Dark Chocolate, Toasted Coconut Chocolate, Rosemary Almond, and seasonal options like Holiday Trio. The company also publishes a sesame-focused cookbook and offers merchandise including hats and beanies. Products are sold through their e-commerce website, physical store in Chelsea Market, and via wholesale distribution to over 500 retailers nationwide including FreshDirect, Amazon, Nordstrom, and Goldbelly. The company positions tahini for versatile culinary use in both sweet and savory applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Tahini Premium organic tahini made from Ethiopian sesame seeds roasted at precise temperatures to lock in natural flavor and nutritional benefits; available in 16oz jars. For home cooks, food enthusiasts, and professional chefs.
• Organic Spicy Tahini Organic tahini infused with spicy chili pepper as a hot-sauce-style variant, packaged in squeeze bottles for convenient drizzling.
• Chocolate Sesame Sauce Chocolate-flavored sesame sauce for use as a topping or ingredient in sweet applications, packaged in squeeze bottles.
• Organic Tahini Trio Bundle of three 16oz jars of organic tahini priced at $40, designed as a multi-pack for tahini regulars.
• Pistachio Halva Handmade flaky halva featuring pistachios as a key flavoring ingredient, 8oz box.
• Tart Cherry Halva Handmade flaky halva with tart cherry flavoring, 8oz box.
• Rosemary Almond Halva Handmade flaky halva with rosemary and toasted almonds, 8oz box.
• Sea Salt Dark Chocolate Halva Handmade flaky halva with dark chocolate and sea salt, 8oz box.
• Toasted Coconut Chocolate Halva Handmade flaky halva with dark chocolate and toasted coconut, 8oz box.
• Cardamom Halva Handmade flaky halva with cardamom spice, described as both sweet and spicy with subtle notes of cardamom, 8oz box.
• Toasted Sesame Halva Classic handmade flaky halva with toasted sesame as the primary flavor, 8oz box.
• Halva Cake (Party Size) Large-format halva cake in 6.6lb (3kg) size, available in multiple flavors including 70% Dark Chocolate, Cardamom, Chocolate Orange, Cinnamon, Coffee, Ginger, Marble, Sea Salt Dark Chocolate, Sesame, Marzipan, Nougat, Raspberry, Rose Oil, Sweet Pecan, Pistachio, Crunchy Peanut Butter, Chocolate Pistachio, Peanut Butter & Jelly, Tart Cherry, and Za'atar Crunch. Priced at $140.
• Single Flavor Halva Case Case of 12 units of single-flavor halva (227g each), available in Sea Salt Dark Chocolate, Pistachio, Toasted Coconut Chocolate, Toasted Sesame, Cardamom, Tart Cherry, and Rosemary & Toasted Almond. Designed for wholesale and retail buyers.
• SESAME Cookbook Cookbook authored by co-founder Rachel Simons featuring 80+ vegetarian-forward recipes celebrating sesame ingredients including halva, tahini, and sesame oil. Published by Penguin Random House and sold through major retailers and Seed + Mill's own channels.
• Gift Bundles Curated gift sets combining halva, tahini, and cookbooks for gifting occasions. Includes Best Sellers Halva Trio ($45), Nostalgia Halva Trio ($45), Traditional Halva Trio ($45), Holiday Trio, Sweetheart Trio, Sesame Starter Set ($50), Ultimate Gift Set ($120), A Little Something Sweet Set, and Seed + Mill Sampler.
• Seed + Mill Gift Card Seed + Mill gift cards in various denominations, redeemable on the company e-commerce site.

Quantifiable outcome

• Co-winner of Serious Eats blind taste test among 17 tahini brands
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Summer Fancy Food ShowcoreGTM or Marketing Partner · 9 July 2026Seed + Mill showcased products at the Summer Fancy Food Show as part of emerging food brands reimagining traditional pantry staples
• FreshDirectcoreChannel Partner/ Reseller/ DistributorSeed + Mill products available for delivery through FreshDirect online grocery platform
• AmazoncoreChannel Partner/ Reseller/ DistributorSeed + Mill products sold through Amazon marketplace and Prime delivery
• NordstromcoreChannel Partner/ Reseller/ DistributorSeed + Mill products available at Nordstrom retail locations
• GoldbellyChannel Partner/ Reseller/ DistributorSpecialty food platform for nationwide delivery of Seed + Mill products
• Modern TribecoreChannel Partner/ Reseller/ DistributorOnline marketplace offering Seed + Mill products for delivery
• Uncommon GoodsminorChannel Partner/ Reseller/ DistributorOnline retailer featuring Seed + Mill products as unique gift items
• SnackMagicminorChannel Partner/ Reseller/ DistributorSnack delivery service offering Seed + Mill products
• GoPuffminorChannel Partner/ Reseller/ DistributorQuick delivery service available in NYC for Seed + Mill products
• Philly FoodworksminorChannel Partner/ Reseller/ DistributorPhiladelphia-based food delivery service featuring Seed + Mill products
• Farm to PeopleminorChannel Partner/ Reseller/ DistributorBrooklyn delivery service offering Seed + Mill products
• 500+ Retail PartnerscoreChannel Partner/ Reseller/ DistributorNational network of grocery chains, specialty shops, and restaurants carrying Seed + Mill products

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ziyad Brothers: Large US-based Middle Eastern food brand with broad tahini, halva, and pantry staple portfolio distributed through mainstream grocery. Comparable as a broader incumbent with deeper retail penetration and wider category span.
• Al Wadi: Established Lebanese tahini and Middle Eastern food brand distributed nationally in US grocery. Comparable as a broader tahini incumbent with wider SKU range and deeper mainstream retail penetration than Seed + Mill.
• Whole Foods 365 (Private Label): Whole Foods Market's 365 private-label line includes tahini products stocked nationwide. Comparable as a broad grocery incumbent offering private-label competition to Seed + Mill in the specialty/natural channel.
• Cortas: Lebanese food manufacturer producing tahini, halva, and other Middle Eastern staples with wide US distribution. Comparable as an established broader Middle Eastern food brand spanning tahini and halva categories.
• Trader Joe's (Private Label Tahini): National specialty grocer with private-label tahini and halva products. Comparable as a broad incumbent whose private-label offerings compete with Seed + Mill on retail shelves at lower price points.

Direct peers

• Mighty Sesame Co. Sesame-based sauce and tahini brand sold in US grocery and foodservice. Comparable as a sesame-focused CPG competitor with retail distribution and product range overlapping tahini applications.
• Squirrel & Crow: Small-batch tahini brand focused on single-origin Ethiopian sesame. Comparable as a US-based premium tahini DTC brand with direct-to-consumer and specialty retail positioning.
• Soom Foods: Premium tahini brand headquartered in Philadelphia, sourcing Ethiopian sesame seeds. Directly comparable as a US-based artisanal tahini/halva competitor targeting home cooks and professional chefs through DTC and retail.
• Baron's: Halva manufacturer producing traditional and flavored varieties distributed in US retail. Comparable as a direct halva-focused peer with overlapping product format and retail channel.

Regional players

• El Basha: Middle Eastern food brand with tahini and halva offerings primarily distributed in specialty/ethnic retail. Comparable as a regional tahini/halva peer in the same category but with narrower US national distribution than Seed + Mill.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Seed + Mill