Greenfood's Flourishing Growth and Leadership Transition in the Salad Market
May 28, 2025, 10:34 am
Greenfood is on a roll. The company kicked off 2025 with impressive numbers. Their first-quarter report reveals a robust 7.3 percent increase in net sales, totaling SEK 1,443.8 million. This growth is not just a flash in the pan; it’s driven by two key players: Picadeli and Food Solutions. Picadeli, the crown jewel of Greenfood, surged ahead with a remarkable 16.8 percent growth. It’s clear that this self-serve salad concept is not just a trend; it’s a movement.
Food Solutions also contributed significantly, with a 14.3 percent rise. Fresh Produce, while lagging behind, still managed a respectable 3.0 percent growth. The numbers tell a story of resilience and adaptability. Greenfood’s adjusted EBITDA climbed to SEK 72.0 million, a 16.9 percent increase. This reflects improvements across all business areas, showcasing a well-oiled machine.
However, the first quarter is traditionally a slow season. The operating profit of SEK 14.0 million, up from SEK 7.8 million, indicates a positive trajectory. Yet, the net result of SEK -44.8 million shows that challenges remain. Cash flow from operations dipped to SEK -168.1 million, aligning with management’s expectations. This outflow stems from settling supplier payables and other financial obligations. Despite these hurdles, the company’s liquidity stands at SEK 135.7 million, a solid cushion for future endeavors.
The leadership at Greenfood is also evolving. Kaisa Väistö-Nurminen has been appointed as the new Managing Director of Picadeli Finland. She steps into this role on June 1, 2025, succeeding Nina Westerberg, who has been instrumental in steering both Picadeli Finland and Salico Oy. Under Nina’s guidance, Picadeli Finland has flourished, establishing over 250 salad bars across the country. This milestone is a testament to the growing demand for healthy, accessible food options.
Kaisa is no stranger to the Picadeli family. She has climbed the ranks, holding various key positions, including Key Account Manager and Sales Manager. Her promotion to Managing Director is a natural progression. She embodies the spirit of Picadeli, committed to delivering tasty, healthy fast food. Kaisa’s operational expertise and deep understanding of the Finnish market position her well to lead the next phase of growth.
Nina Westerberg’s legacy is significant. She has successfully balanced her dual roles, fostering collaboration between Picadeli Finland and Salico Oy. Her leadership has strengthened both companies in a competitive landscape. As Kaisa takes the helm, the transition promises to be smooth, with both leaders working closely to ensure continuity.
Picadeli is not just a local player; it’s a growing force in Europe and beyond. The concept has expanded into several countries, including Sweden, France, Belgium, and the US. With over 50 million salads sold annually and more than 2,100 salad bars in operation, Picadeli is redefining fast food. The self-serve model allows customers to customize their meals, catering to diverse tastes and dietary needs.
The salad bar trend is more than a fad; it’s a reflection of changing consumer preferences. People are increasingly seeking healthier options. Picadeli taps into this demand, offering fresh ingredients and a variety of choices. Each salad bar is strategically placed, ensuring accessibility and convenience. The fact that a salad is picked every second speaks volumes about the concept’s popularity.
Greenfood’s journey is a testament to innovation and adaptability. The company’s focus on healthy eating aligns with global trends. As more consumers prioritize wellness, Greenfood is well-positioned to capitalize on this shift. The leadership changes signal a commitment to growth and sustainability. Kaisa’s appointment is a strategic move, ensuring that Picadeli continues to thrive under capable hands.
The road ahead is promising. Greenfood’s financial performance indicates a strong foundation. The growth in net sales and EBITDA reflects a company that is not just surviving but thriving. As Kaisa steps into her new role, she carries the weight of expectations but also the momentum of success. The future of Picadeli Finland looks bright, with a leader who understands the market and the brand’s mission.
In conclusion, Greenfood is a beacon in the healthy food landscape. With solid financials and a dynamic leadership team, the company is poised for continued success. The appointment of Kaisa Väistö-Nurminen as Managing Director of Picadeli Finland marks a new chapter. As the salad revolution continues, Greenfood stands ready to lead the charge, serving up health and happiness, one salad at a time.
Food Solutions also contributed significantly, with a 14.3 percent rise. Fresh Produce, while lagging behind, still managed a respectable 3.0 percent growth. The numbers tell a story of resilience and adaptability. Greenfood’s adjusted EBITDA climbed to SEK 72.0 million, a 16.9 percent increase. This reflects improvements across all business areas, showcasing a well-oiled machine.
However, the first quarter is traditionally a slow season. The operating profit of SEK 14.0 million, up from SEK 7.8 million, indicates a positive trajectory. Yet, the net result of SEK -44.8 million shows that challenges remain. Cash flow from operations dipped to SEK -168.1 million, aligning with management’s expectations. This outflow stems from settling supplier payables and other financial obligations. Despite these hurdles, the company’s liquidity stands at SEK 135.7 million, a solid cushion for future endeavors.
The leadership at Greenfood is also evolving. Kaisa Väistö-Nurminen has been appointed as the new Managing Director of Picadeli Finland. She steps into this role on June 1, 2025, succeeding Nina Westerberg, who has been instrumental in steering both Picadeli Finland and Salico Oy. Under Nina’s guidance, Picadeli Finland has flourished, establishing over 250 salad bars across the country. This milestone is a testament to the growing demand for healthy, accessible food options.
Kaisa is no stranger to the Picadeli family. She has climbed the ranks, holding various key positions, including Key Account Manager and Sales Manager. Her promotion to Managing Director is a natural progression. She embodies the spirit of Picadeli, committed to delivering tasty, healthy fast food. Kaisa’s operational expertise and deep understanding of the Finnish market position her well to lead the next phase of growth.
Nina Westerberg’s legacy is significant. She has successfully balanced her dual roles, fostering collaboration between Picadeli Finland and Salico Oy. Her leadership has strengthened both companies in a competitive landscape. As Kaisa takes the helm, the transition promises to be smooth, with both leaders working closely to ensure continuity.
Picadeli is not just a local player; it’s a growing force in Europe and beyond. The concept has expanded into several countries, including Sweden, France, Belgium, and the US. With over 50 million salads sold annually and more than 2,100 salad bars in operation, Picadeli is redefining fast food. The self-serve model allows customers to customize their meals, catering to diverse tastes and dietary needs.
The salad bar trend is more than a fad; it’s a reflection of changing consumer preferences. People are increasingly seeking healthier options. Picadeli taps into this demand, offering fresh ingredients and a variety of choices. Each salad bar is strategically placed, ensuring accessibility and convenience. The fact that a salad is picked every second speaks volumes about the concept’s popularity.
Greenfood’s journey is a testament to innovation and adaptability. The company’s focus on healthy eating aligns with global trends. As more consumers prioritize wellness, Greenfood is well-positioned to capitalize on this shift. The leadership changes signal a commitment to growth and sustainability. Kaisa’s appointment is a strategic move, ensuring that Picadeli continues to thrive under capable hands.
The road ahead is promising. Greenfood’s financial performance indicates a strong foundation. The growth in net sales and EBITDA reflects a company that is not just surviving but thriving. As Kaisa steps into her new role, she carries the weight of expectations but also the momentum of success. The future of Picadeli Finland looks bright, with a leader who understands the market and the brand’s mission.
In conclusion, Greenfood is a beacon in the healthy food landscape. With solid financials and a dynamic leadership team, the company is poised for continued success. The appointment of Kaisa Väistö-Nurminen as Managing Director of Picadeli Finland marks a new chapter. As the salad revolution continues, Greenfood stands ready to lead the charge, serving up health and happiness, one salad at a time.