Green Foods

What Green Foods does

Green Foods Corp, founded in 1979 and headquartered in Ontario, California, is a privately-held direct-to-consumer company that manufactures and sells natural, organic dietary supplements under its eponymous brand and several sub-brands including Green Magma, Matcha Green Tea, True Vitality, Barley Dog, and Barley Cat. The company's portfolio spans 14 active SKUs across greens (barley grass, wheat grass, chlorella), vegetable and fruit essences (beet, carrot), ceremonial-grade matcha, hydrolyzed collagen, plant-based protein, and pet supplements. Its core technical differentiator is a proprietary low-temperature, low-light juicing and spray-drying technique pioneered by Dr. Hagiwara in 1969, which preserves active enzymes and nutrients that conventional high-heat processing destroys; this technique underpins the flagship Green Magma line and extends to chlorella cell-wall processing and shade-grown matcha cultivation in Japan.

The company operates a pure DTC distribution model through a Shopify-powered storefront at greenfoods.com with free US shipping, supplemented by a subscribe-and-save subscription program offering a 20% discount with flexible 2-12 week delivery cadences via Recharge Payments. Pricing is unit-based across SKUs ranging from $13.13 (Barley Dog 3oz) to $39.99 (Wheat Grass Shots 10.6oz), with subscription pricing 20% below one-time purchase. Customer acquisition relies on content marketing (owned blog), organic social (Instagram, Facebook, Twitter, Pinterest), email newsletter capture, influencer/sponsored content, and Yotpo-powered product reviews. Target customer segments include health-conscious consumers, athletes and fitness enthusiasts, and pet owners — with no enterprise or B2B channel.

The company markets itself around USDA Organic and QAI-certified ingredients, non-GMO, vegan, gluten-free, and ceremonial-grade positioning. Its headcount of 11-50 and absence of any disclosed funding rounds indicate a self-sustaining, lifestyle-brand-scale operator rather than a venture-backed growth company. Strategic initiatives are oriented around sustainability (One Tree Planted partnership since 2019, plastic shrink-wrap phase-out since 2018) and selective product line extension (pet supplements, plant protein), with no disclosed geographic expansion, M&A activity, or institutional capital raises.

Name

Green Foods

Legal name

Green Foods Corp

Website

https://greenfoods.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Green Foods Corp is a 45-year-old, Ontario, California-based DTC company selling natural, organic dietary supplements — including barley grass (Green Magma), matcha, wheat grass, chlorella, plant protein, and pet supplements — through its Shopify-powered storefront and subscription program, differentiated by a proprietary low-temperature juicing and spray-drying technique pioneered in 1969.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191), Dried and Dehydrated Food Manufacturing (311423)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)

akta.pro secondary industries

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK)

Keywords

• Dietary supplements
• Green superfoods
• Barley grass powder
• Ceremonial matcha tea
• Plant-based nutrition

Headquarters

HQ city

Ontario

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Product Sales: The company sells dietary supplements (greens, matcha, wheat grass, chlorella, collagen, proteins, beet/carrot essence, and pet supplements) directly to consumers through its e-commerce storefront. Products are offered as one-time purchases or through subscription plans with a 20% discount, creating recurring revenue from returning customers. Free shipping is provided on all US orders.
2. Subscription / Subscribe & Save: Customers can opt into automatic delivery programs with flexible scheduling (every 2, 4, 6, 8, 10, or 12 weeks) at a 20% discount off one-time purchase prices. The subscription model drives predictable recurring revenue and customer lifetime value.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Green Foods manufactures and sells natural, organic dietary supplements directly to consumers via its Shopify storefront. The core product lines are plant-based green superfoods (Green Magma barley grass powder/tabs, Wheat Grass Shots, Chlorella powder/tabs), ceremonial-grade Japanese matcha, vegetable/fruit essences (Beet, Carrot), Magma Plus superfood blend, hydrolyzed collagen, plant-based True Vitality protein, and pet supplements (Barley Dog, Barley Cat). Products are differentiated by a proprietary low-temperature, low-light juicing and spray-drying process that preserves active enzymes and nutrients.

Product overview

Green Foods offers a diverse portfolio of natural, organic dietary supplements organized into four main product lines: (1) Core superfoods including ceremonial-grade matcha teas and barley grass products (Green Magma powder/tabs, Wheat Grass Shots), (2) Vegetable and fruit essence supplements (Beet Essence, Carrot Essence), (3) Algae-based and comprehensive wellness formulas (Chlorella Powder/Tabs, Magma Plus, Hydrolyzed Collagen, True Vitality protein blend), and (4) Pet supplements (Barley Dog, Barley Cat). All products are processed using low-temperature, low-light techniques to preserve active enzymes and nutritional integrity. The company was founded in 1969 by Dr. Hagiwara and operates as an industry leader in plant-powered nutrition supplements.

Differentiator

Problem solved

Functional benefit

Brands

• Green Magma: The world's premier barley grass supplement, originally developed by Dr. Hagiwara using award-winning juicing technique from 1969
• Matcha Green Tea
• True Vitality
• Barley Dog
• Barley Cat

Products and services

• Matcha Green Tea Ceremonial-grade matcha green tea organically grown and hand-picked in Japan, with bright green color, velvety texture, L-theanine for calm focus. Sold to individual consumers via greenfoods.com.
• 100% Organic & Pure Ceremonial Grade Matcha Green Tea Premium ceremonial-grade organic matcha powder sourced from Japan with high antioxidant content including EGCG and chlorophyll for detox support.
• Organic Green Magma (Powder) World's premier barley grass supplement using Dr. Hagiwara's award-winning juicing and spray-drying technique, preserving nutrients and converting young barley grass into a bioavailable juice powder. QAI-certified organic.
• Green Magma Tabs Barley grass supplement in tablet form offering the same nutritional profile as the powder, providing vitamins, minerals, antioxidants, amino acids and enzymes in tablet format.
• Wheat Grass Shots 100% organic powdered wheat grass juice processed using low-temperature spray-drying to preserve active enzymes, containing all 17 amino acids including 8 essential amino acids.
• Chlorella Powder Organic chlorella single-celled blue-green algae powder with broken cell walls for enhanced bioavailability, rich in protein, beta-carotene, vitamins C and B, iron and chlorophyll.
• Chlorella Tabs Organic chlorella tablets with broken cell walls for maximum nutrient absorption, providing protein, antioxidants, and chlorophyll in convenient tablet form.
• Beet Essence Certified organic beet juice powder condensed from fresh organic red beets, more bioavailable than fresh beets, with antioxidants including vitamin C, manganese, lutein and zeaxanthin.
• Carrot Essence Certified organic carrot juice powder offering 138% RDA of vitamin A and 43% of vitamin C per serving, with superior nutrient absorption compared to whole carrots.
• Magma Plus Comprehensive superfood blend combining barley grass juice powder with vegetable powders (carrot, wheat grass, alfalfa, cabbage, beets, daikon radish, tomato, spinach, kale), fruit powders, bee products, green algae, probiotics and vegetarian-sourced enzymes.
• Hydrolyzed Collagen High-quality hydrolyzed collagen (grass-fed) broken down into short peptide chains for enhanced absorption, supporting skin elasticity, joint mobility, gut health and muscle health.
• True Vitality Plant-Based Protein Plant-based vegan protein blend sourced from pea, rice, hemp, barley, chlorella and spirulina with algal DHA, 5 digestive enzymes, 8 billion probiotic cells, providing 100% RDA of essential vitamins.
• Barley Dog Pet Supplement Barley grass supplement for dogs made with USA-grown barley grass (no pesticides), hickory-smoked bacon flavor, processed using low-heat techniques to preserve vitamins and minerals for dogs of all ages.
• Barley Cat Pet Supplement Barley grass supplement for cats with poultry liver flavor, processed using low-temp low-light technique to preserve chlorophyll and active enzymes for feline nutrition.

Quantifiable outcome

• Active enzymes preserved through low-temperature processing may provide energy, detoxification, and digestive benefits
• +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

Feature3 records

Partnerships

One partnership is on record.

• One Tree PlantedminorOthers · 1 January 2019Starting in 2019, Green Foods partners with One Tree Planted to support reforestation efforts. A portion of the company's monthly proceeds goes toward planting trees around the world, with initial focus on California (wildfire recovery) and the Amazon rainforest (deforestation prevention). The partnership supports Green Foods' sustainability mission.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AG1 (Athletic Greens): AG1 is the leading DTC greens/nutrition powder subscription brand, competing head-to-head with Green Foods on greens powders, daily nutrition positioning, and one-time vs. subscribe-and-save e-commerce mechanics.
• Amazing Grass: Amazing Grass sells organic greens powders, wheat grass, and barley grass supplements directly to consumers, overlapping directly with Green Magma and Wheat Grass Shots in product format and target buyer.
• Organifi: Organifi is a DTC superfood greens and protein blend brand with subscription bundles, directly comparable to Green Foods' matcha/greens/protein lineup and e-commerce-led go-to-market.
• Vital Proteins: Vital Proteins is a DTC collagen and wellness supplement brand with subscription pricing and lifestyle marketing — a direct comparable on collagen SKUs, subscription mechanics, and target persona.
• Navitas Organics: Navitas Organics sells organic superfood powders (chlorella, matcha, beet, plant-based protein) via DTC, directly overlapping with Green Foods' chlorella, beet essence, and matcha product lines.
• Sunfood Superfoods: Sunfood is a DTC organic superfoods brand selling powders and supplements (chlorella, wheat grass, matcha) — a close match to Green Foods on product format, organic positioning, and online channel.
• KOS: KOS is a DTC plant-based protein brand (pea, hemp, rice blends) comparable to Green Foods' True Vitality line on ingredient stack, target buyer (fitness/wellness), and e-commerce subscription model.
• Ancient Nutrition: Ancient Nutrition (Dr. Axe) sells greens, protein, collagen, and supplement blends via DTC and select retail, competing with Green Foods across multiple categories including greens powders and collagen.

Broad incumbents

• Garden of Life: Garden of Life (owned by Nestlé Health Science) is a broad organic supplement portfolio spanning greens, protein, probiotics, and multivitamins; competes with Green Foods across multiple SKUs but at a much larger scale and broader retail distribution.
• Huel: Huel is a subscription DTC nutrition brand offering plant-based meal replacement and protein powders; broader in category than Green Foods but competes for the same plant-protein, convenience-seeking consumer wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/greenfoodscorp
• Xx.com/greenfoodscorp
• LinkedInlinkedin.com/company/7998491

Revenue estimate

Valuation estimate

Number of profiles

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 Green Foods