Carlos Llevat, founder of Seed Box spotted a gap in the market in urban agribusiness finding allotments physically and economically out of reach of an increasingly eco-aware public. Compact and simple, Seed Box puts customers in full control of their own home-grown produce in 3 steps: assemble, water, harvest in the comfort of their homes.
KITE Invest: How important have the ecological trends been in the ideation and uptake of Seed Box? What features have you included to appeal to this market sector?
Carlos Llevat: The FAO declared 2014 as the international year of family farming; a clear indicator of the growing trend in organic farming, self-consumption, food security, health food, etc.
Our proposal is to bring agriculture to all households, with the mission that everyone can get started in farming easily. We wanted to solve three fundamental problems: space, lack of awareness and economic costs.
KITE: The phrase “you are what you eat” is a ubiquitous claim in terms of health eating. In your opinion, how is the market taking to this idea? Is the food revolution finally entering popular consumer consciousness?
CL: There is a clear international trend in this sense with the mass media, public authorities, and celebrities. Consumers are realizing that growing and eating organic food brings benefits in health, the environment, the ecosystem, and air quality.
Seed Box has already started to develop Seed Box 2.0, with company branded versions in the pipeline recognising the innovative communication channels that companies must now take.
KITE: What lessons did Seed Box build on from your experience with your other company, Ecohortum, in terms of communications?
The network provides good communication tools and measurements in order to easily create a fruitful marketing campaign. The grasp of communication can be viral and offer much quality content, links to other websites, and bloggers, which can aide to a greater promotion of product services and trends.
KITE: Given Seed Box’s strong focus on price accessibility, will alliances be pivotal to the company’s success?
CL: Seed Box is a product designed for all ages. It is a product with a mission: popularize the organic food culture at home. Seed Box is part of the trend to grow and eat healthy, and this requires very cooperation partnerships.
Seed Box is expected to rapidly increase market quota, sales, and revenues over the next three years with the company expecting revenues to quadruple and profits to rise by a multiplier of 16.
KITE: Supporting rapid growth requires considerable financial investment, how has Seed Box approached possible investors?
CL: We believe we can make a rapid growth in sales. Seed Box is a multi-product that can be adapted to different sectors: food, gardening and flower shops, ‘Do-it-yourself’ centres, hypermarkets, editorial, toys, merchandising, and more. It is also easy to export to Europe, North America, and Latin America. Sales can be accomplished by its own ecommerce, online stores, as well as, distributors. We can generate cross sale and up sale.
KITE: What funding is Seed Box currently looking to achieve and what benefits can investors expect to receive in return?
CL: We are currently seeking funding exclusively for marketing costs and commercialization. The amount is €150,000. Specifically €50,000 for commercialization offline, €50,000 for on-line marketing and €50,000 for the exportation plan.
The balance point of the company is €300,000, which represents an approximate sale of 25,000 units. We believe we can reach a total of 100,000 units in less than two years, which would mean a turnover of over one million euros, with an expected 20% profit.
Seed Box was a recent finalist at the Barcelona Design Week competition with their new product: Seed Box Kids.