Greenling Wants To Change The Way You Eat
At the Capital Factory’s Demo Day, Mason Arnold gave a quick pitch on Greenling, the organic
A Different Kind of CPG Brand House
We're not even sure what to call this cause it's an experiment as much as planned project. Kinda like an investment group, kinda like a venture studio, kinda like an incubator - we're building the tools, team, and tech to help great companies with amazing products grow the right way and weather the storms.
The People
It can be hard to get the right people doing the right thing. We fancy ourselves good at identifying where resources & talent need to go and quickly mobilizing them. Much of business operations is common across companies. That’s the easy part. If you’re a mad scientist and need sales help – we got you. Have you been selling like crazy but struggling with production or co-packers? Or anything in between? Come join the Small Potatoes Innovation Center! Burned out and wondering why you started this? Let’s talk.
It can be hard to get the right people doing the right thing. We fancy ourselves good at identifying where resources & talent need to go and quickly mobilizing them. Much of business operations is common across companies. That’s the easy part. If you’re a mad scientist and need sales help – we got you. Have you been selling like crazy but struggling with production or co-packers? Or anything in between? Come join the Small Potatoes Innovation Center! Burned out and wondering why you started this? Let’s talk.
The Way We Operate
Every group has core strengths and look for companies that can use those. Our superpowers are most in operational excellence & finding product-market fit. We pick projects we know we can make better than others and we design products that fly off the shelf – real or digital. We think entrepreneurship is a journey that should be embraced but also examined. It should be fun and we should all be growing and learning. And, of course, Sustainability is at the core of everything we do.
Every group has core strengths and look for companies that can use those. Our superpowers are most in operational excellence & finding product-market fit. We pick projects we know we can make better than others and we design products that fly off the shelf – real or digital. We think entrepreneurship is a journey that should be embraced but also examined. It should be fun and we should all be growing and learning. And, of course, Sustainability is at the core of everything we do.
We Love The Journey
There are so many brands out there. It’s easier than ever to launch CPG products. We believe a key differentiator in the industry is execution – quality ingredients and consistent, quality production. We can help tweak formulas and find better ingredients to elevate company performance, then we’re the ones who move it to the production floor and make sure every batch is the best. Then we help it reach the right people. We’re not chasing rocketships (though we’re not afraid to jump on one), we want to build great brands with amazing products that help people live healthier without sacrificing the environment.
There are so many brands out there. It’s easier than ever to launch CPG products. We believe a key differentiator in the industry is execution – quality ingredients and consistent, quality production. We can help tweak formulas and find better ingredients to elevate company performance, then we’re the ones who move it to the production floor and make sure every batch is the best. Then we help it reach the right people. We’re not chasing rocketships (though we’re not afraid to jump on one), we want to build great brands with amazing products that help people live healthier without sacrificing the environment.
We Are Looking For More Fun
Play your best hand by leveraging the Small Potatoes support network
Grow the right way
We don't think you have to spend $2 million to make $1 million. The right product on the right shelves can grow while making money. If there's a huge opportunity that needs investment, we are agile enough to jump on it while staying grounded in the fundamentals.
Collaborate with great minds
With Small Potatoes you immediately become part of a group of wicked-smart people solving fun problems that lead to great performance. If we don't know answers, we know who to ask. If they don't know, we use data & intuition to make an educated guess.
Enjoy the ride
Growing a company that's helping people eat healthier, helping heal the environment, and helping entrepreneurs learn about themselves and what their superpowers are is no easy feat. But it can, and we think should, be fun. Let's have a blast.
Things We've Done
Well, the wins. We don’t have a great record of the ones that didn’t make it
Things We're Doing Now
Current brands, partners, and pet projects
Frequently Asked Questions
What is Small Potatoes Unlimited?
Small Potatoes Unlimited is a holding company and innovation center that specializes in helping small food companies scale their operations and succeed in the market. We prefer company buy-outs or majority stake deals, but can do anything that we think fits shared goals. We have a production & fulfillment center in Austin, TX.
What companies are a fit for Small Potatoes?
We look for Better-For-You (BFY) food product companies making ‘dry’ things (from powders to muffins to chips) that are packaged in a bag, box, or tub. We like to see revenue between $1MM-$10MM with some line of sight to profitability.
What do deals look like?
We dig in to evaluate where we can add value and not. We structure deals to try and preserve value where it is and honor what entrepreneurs have built while paving the way for future success. From asset sales to roll-forward equity to full stock buy-outs there are a lot of ways to structure a deal. We like to move fast and we’re not interested in financial engineering. We want to get in and get to work. We prefer entrepreneurs to stay on, but it’s not required.
How do I know if it's the right time to join Small Potatoes?
If you think your product is amazing, but something’s not working – whether you can’t seem to produce it at the right price, can’t find the right distribution, or can’t seem to handle all the admin or people work involved, give us a shout to see if we can help. If you think all you need is money, you’re probably not in the right spot for us.
Does Small Potatoes cash me out?
Usually not. We take on debt and relieve entrepreneurs of anxiety-inducing personal guarantees, but unless we see a massive opportunity that warrants cash leaving the table we want to use all cash in a deal to grow the company.
Is Small Potatoes Unlimited looking for outside investors?
About half of our projects/partnership have outside investors. It works in some deals, not in others. We’re excited to expand our network of interested investors. Please reach out if you’re interested.
What's the long-term vision here?
We’re so happy you asked! We want to build an innovation center where entrepreneurs with awesome products can lean on each other and us to not just grow their business, but grow their understanding of themselves & how they want to show up in the world. We want to build a network that endures generations.
Articles
Greenling Now Offering Pre-Made Meals
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Mason Buys Greenling Back From Investors.
Greenling Inc. founding CEO Mason Arnold indicated Friday that he bought out the investors in
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