What Loov does

LOOV Organic OÜ is an Estonia-headquartered organic superfood company founded in 2008 by Ahto Vegmann, specializing in wild Nordic berries and adjacent plant-based superfoods sourced from certified organic forests in Finland, Sweden, and Estonia. Its core technology is freeze-drying, which the company states preserves approximately 97% of the berries' original nutritional value, with air-drying used for sea buckthorn, cold-pressing with flash pasteurization for juices, and cold-milling for flaxseed. The product portfolio spans berry powders (blueberry, cranberry, blackcurrant, lingonberry, raspberry, strawberry), whole freeze-dried berries, upcycled berry fiber powders, nutritional yeast, cold-milled flaxseed, cold-pressed juices, hemp seeds and protein, buckwheat flour and groats, and organic forest honey, complemented by bundled SKUs such as the Detox Bundle and Whole Wild Berry Bundle.

The business operates a hybrid go-to-market: a direct-to-consumer e-commerce storefront on Shopify (loovfood.com) with worldwide DHL fulfillment and a Subscribe-and-Save program offering 10% recurring discounts, paired with a wholesale/B2B channel exporting to more than 25 countries. Unit pricing on the DTC site ranges from roughly $19 to $39 per SKU, with bundle SKUs up to ~$162 and a free-shipping threshold at $98. Customer acquisition is driven by content marketing (blog, recipes, a 'Pick your berry' quiz), organic social on Instagram, Facebook, YouTube and Pinterest, an email newsletter, and an affiliate program on the ShareASale network paying 10% commissions. End customers are health-conscious and plant-based consumers seeking clean-label Nordic superfoods, with a small-family and B2B-reseller tail; the company also operates a US subsidiary, LOOV Organic LLC, supporting North American operations.

The company is privately held and bootstrapped with no disclosed external funding, holds USDA and EU Organic certifications, and presents itself as 'loved by 11,000+ customers' per its affiliate-program page. Its procurement economics are anchored on long-term sourcing relationships in certified organic Nordic forests — a structural input advantage that supports the wild-versus-cultivated positioning in its marketing.

Name

Loov

Legal name

LOOV Organic OÜ

Website

https://loovfood.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

LOOV is an Estonian-founded organic superfood company that sells wild Nordic berry powders, juices, fiber powders, and adjacent plant-based products direct-to-consumer worldwide and via a wholesale export channel reaching 25+ countries, serving health-conscious and plant-based consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Casper

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through their Shopify-powered online store. Customers purchase individual products or bundles with options for one-time purchase or subscription. Subscription model offers 10% recurring discount.
2. One-Time Product Sales: Revenue from direct product purchases including berry powders, whole freeze-dried berries, fiber powders, nutritional yeast, and specialty items like hemp and buckwheat products.
3. Wholesale/B2B Bulk Sales: Wholesale channel for bulk orders of Nordic organic superfoods exported to over 25 countries. Broader B2B export portfolio including juices, pomace powders, honey, and hemp products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

LOOV produces and sells organic Nordic wild berry superfoods, primarily freeze-dried berry powders, whole freeze-dried berries, fiber powders, cold-pressed juices, and complementary organic products (nutritional yeast, flaxseed, hemp, buckwheat, forest honey). Products are sourced from certified organic forests in Finland, Sweden, and Estonia, processed through proprietary freeze-drying that preserves approximately 97% of nutritional value, and sold direct-to-consumer globally via their e-commerce site with a wholesale export channel serving 25+ countries.

Product overview

LOOV is an organic superfood company offering a diverse portfolio of Nordic wild berry products and organic superfoods. The core product lines include: (1) Berry Powders - freeze-dried and air-dried powders from wild blueberries, cranberries, blackcurrants, lingonberries, raspberries, strawberries, and sea buckthorn; (2) Whole Freeze-Dried Berries - intact wild blueberries and lingonberries; (3) Fiber Powders - concentrated fiber from blueberry, blackcurrant, and cranberry skins/seeds; (4) Nutritional Supplements - non-fortified nutritional yeast flakes and organic flaxseed powder; (5) Cold-Pressed Juices - wild blueberry, blackcurrant, lingonberry, and cranberry juices; (6) Hemp Products - protein powder, shelled seeds, and whole seeds; (7) Gluten-Free Grains - raw buckwheat flour and groats; (8) Honey - organic forest honey and honey with berry powders; and (9) Bundles - curated multi-product bundles for detox, berry sampling, and gifting. The products are sourced from certified organic Nordic forests in Finland, Sweden, and Estonia, processed primarily through freeze-drying technology to preserve nutritional integrity.

Differentiator

Problem solved

Functional benefit

Products and services

• Wild Blueberry Powder Organic wild blueberry (bilberry, Vaccinium myrtillus) powder made from freeze-dried berries sourced from certified organic Nordic forests, retaining high levels of antioxidants, vitamin A, vitamin E, carotene, and dietary fiber. Sold as a 100% organic product with no added sugar, additives, fillers, preservatives, or synthetic ingredients.
• Wild Cranberry Powder Freeze-dried organic wild cranberry (Vaccinium oxycoccos) powder containing whole berries including pulp, seeds, and skins, delivering antioxidants, vitamins, and fiber.
• Blackcurrant Powder Organic freeze-dried blackcurrant powder with 3-4x more vitamin C than oranges, rich in antioxidants and anthocyanins.
• Lingonberry Powder Wild lingonberry (Vaccinium vitis-idaea) powder from Nordic forests with high procyanidin content and tart flavor.
• Strawberry Powder Organic freeze-dried strawberry powder made from whole strawberries with naturally sweet taste and vibrant color.
• Sea Buckthorn Powder Air-dried organic sea buckthorn (Hippophae rhamnoides) powder rich in vitamins A, B, C, D, E, essential fatty acids including omega-7, and minerals.
• Freeze-Dried Raspberry Powder Organic freeze-dried raspberry powder with high antioxidant levels, vitamin C, and essential minerals.
• Freeze-Dried Whole Wild Blueberries Whole organic wild freeze-dried blueberries (Vaccinium myrtillus) as a healthy, crunchy snack with full nutritional integrity.
• Freeze-Dried Whole Wild Lingonberries Whole wild freeze-dried lingonberries as a crunchy, minimally processed snack rich in antioxidants.
• Wild Blueberry Fiber Powder Fiber powder made from wild blueberry skins and seeds, providing concentrated plant-based fiber and natural protein for digestion and wellness.
• Blackcurrant Fiber Powder Fiber powder from blackcurrant skins and seeds, rich in fiber, plant protein, vitamin C, and anthocyanins.
• Wild Cranberry Fiber Powder Fiber powder from wild cranberries with protective polyphenols, fiber, and plant protein for urinary tract and digestive health.
• Organic Non-Fortified Nutritional Yeast Flakes Organic nutritional yeast flakes without added synthetic vitamins, rich in B complex vitamins, minerals, fiber, and plant-based protein.
• Organic Cold-Milled Flaxseed Powder Cold-milled organic flaxseed powder preserving natural fiber, plant-based omega-3s, and essential minerals.
• Organic Wild Blueberry Juice Cold-pressed organic wild blueberry juice (1 bottle = 645g fresh berries) with high anthocyanin content, unfiltered with berry pulp.
• Organic Blackcurrant Juice Cold-pressed organic blackcurrant juice flash pasteurized to preserve vitamin C and antioxidants.
• Organic Lingonberry Juice Organic wild lingonberry juice from certified organic forests, rich in polyphenols, potassium, and anthocyanins.
• Organic Wild Cranberry Juice Cold-pressed organic wild cranberry juice with vitamin C, vitamin E, and powerful antioxidants.
• Organic Berry Pomace Powders Air-dried pomace powders made from berry peels and seeds after pressing, rich in fiber and nutrients, packaged in reusable glass jars.
• Organic Raw Hemp Protein Powder Cold-pressed organic hemp protein powder containing 50% protein, rich in omega fatty acids, magnesium, potassium, calcium, iron, and sodium.
• Organic Raw Shelled Hemp Seeds (Hemp Hearts) Raw organic shelled hemp seeds high in plant-derived protein, essential omega fatty acids (3:1 omega-6 to omega-3 ratio), calcium, magnesium, and iron.
• Organic Raw Whole Hemp Seeds Raw organic whole hemp seeds with nutty taste and crunchy texture, rich in protein and viable for sprouting.
• Organic Raw Buckwheat Flour Gluten-free raw buckwheat flour dried below 39°C, preserving natural color, taste, and nutrients including trace elements, B vitamins, and amino acids.
• Organic Raw Buckwheat Groats Gluten-free raw buckwheat groats dried below 39°C, viable for cooking and sprouting, rich in trace elements and B vitamins.
• Organic Forest Honey Raw forest honey from beehives located in certified organic forests with 1400 flowering plants, naturally crystallizing.
• Detox Bundle 3-pack bundle of wild blueberry powder for extended detoxification support and heavy metal cleanse.
• Whole Wild Berry Bundle 2-pack bundle combining organic wild blueberry powder and organic wild lingonberry powder.
• Wild Berry Try-Out Bundle 2-pack bundle with wild blueberry powder and wild cranberry powder for sampling different berry varieties.
• Gift of Health Curated gift box featuring assorted LOOV organic superfood products.

Quantifiable outcome

• Wild blueberries contain 4x more antioxidants than cultivated blueberries
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 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.

• ShareASaleminorChannel Partner/ Reseller/ DistributorLOOV is available on the ShareASale affiliate network (Merchant ID 143170) for affiliate partners managing coupon websites, loyalty programs, or deal websites.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sambazon: Sambazon sells organic açai-based juices, smoothie packs, and powders with strong brand presence in the superfood category. Comparable to LOOV in organic cold-pressed juice products, DTC e-commerce, and wholesale presence in health food retail.
• Wilderness Poets: Wilderness Poets offers raw, minimally processed superfoods including berries, seeds, and herbal products with a focus on clean-label sourcing. Comparable to LOOV in organic/wild positioning, berry and seed SKUs, and DTC subscription model.
• Wildly Organic: Wildly Organic specializes in organic coconut products, cacao, and superfood powders via DTC and subscription. Comparable to LOOV in organic certification positioning, superfood powder SKU set, and direct-to-consumer subscription model.

Direct peers

• Anthony's Goods: Anthony's Goods sells organic specialty ingredients including flaxseed powder, berry powders, and superfoods via Amazon and DTC. Comparable to LOOV in product mix (organic powders, flaxseed, berries) and budget-to-mid premium pricing tier.
• Navitas Organics: Navitas Organics is a leading organic superfood brand offering powders, berries, and plant-based supplements via DTC and wholesale — directly comparable to LOOV in product category (freeze-dried berry powders, superfood blends), customer base (health-conscious consumers), and dual-channel distribution model.
• Organic Burst: Organic Burst offers organic superfood powders (berry, chlorella, maca) targeting health-conscious consumers via DTC. Comparable to LOOV in organic certification positioning, powder product format, and DTC-first distribution.
• Suncore Foods: Suncore Foods specializes in freeze-dried fruit powders and natural food colorings with both consumer and B2B ingredient channels. Highly comparable to LOOV in freeze-drying technology, berry powder SKU set, and dual DTC/wholesale GTM motion.
• Terrasoul Superfoods: Terrasoul offers organic superfoods including berry powders, freeze-dried fruits, and herbal supplements via DTC e-commerce. Comparable to LOOV in target customer (health-conscious consumers), product format (powders and freeze-dried berries), and subscription-based retention model.
• Your Super: Your Super sells organic superfood powder blends targeted at health-conscious consumers via DTC and wholesale. Comparable to LOOV in customer segment, premium organic positioning, and berry-based powder SKUs.

Regional players

• Indigo Herbs: Indigo Herbs is a UK-based organic superfood, berry, and herbal supplier offering freeze-dried berry powders via DTC and wholesale. Comparable to LOOV in product mix (freeze-dried berries, organic powders) though primarily serves the UK/European market rather than the US.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights3 records

Customer concentration

• YouTubeyoutube.com/channel/UC3gUtRE5UfSpFDERQ2Or0sA
• Facebookfacebook.com/loovorganicfood
• Instagraminstagram.com/loovorganicfood
• Pinterestpinterest.com/loovorganicfood

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Loov