In 2017, Rebecca Brady, a New Zealand native, found herself selling homemade seed crackers at a farmer’s market in Buffalo, New York. What started as a modest goal of selling just one box quickly grew into a thriving business. Today, Top Seedz is a nationally recognized brand, with its products available in over 4,000 stores across the United States, including major chains like Wegmans, Whole Foods, Giant, and Erewhon. This year, the company is on track to surpass $10 million in revenue.
From Humble Beginnings to National Success
Rebecca Brady’s journey began in 2005 when she moved to Japan with her husband, Will, who was working for aerospace company Moog. Unable to obtain a work visa, Brady, a former Hewlett-Packard marketer, dedicated her time to raising her three children and recreating snacks she missed from New Zealand. After relocating to the U.S. in 2015, she obtained a work visa but struggled to find employment. It was then that her friends from tennis matches, who loved her homemade seed crackers, encouraged her to explore the possibility of turning her hobby into a business.
Brady invested $5,000 from her family’s savings, focusing on essential expenses like ingredients, packaging, and hiring a branding consultant. She started small, making 10 to 20 boxes of crackers per hour in an old commissary kitchen. Despite initial challenges, including malfunctioning ovens, her cautious approach paid off. Brady sold about 20 boxes per week at the local farmer’s market, which was enough to turn a profit and build confidence in her venture.
The Wegmans Breakthrough and Beyond
A significant milestone for Top Seedz was securing a spot on the shelves of Wegmans, a well-known grocery chain in Western New York. This achievement gave Brady’s business the credibility it needed to expand further. “When you get into Wegmans, that’s kind of serious,” says Brady. “And that’s a good building block. When you tell other customers, ‘I’m in Wegmans,’ suddenly, they do start paying attention.”
Following this success, other stores across the country began to stock Top Seedz products, helping the brand to gain national recognition. Last year, the company generated $5 million in revenue and is expected to double that amount this year.
Empowering Refugees and Building a Diverse Workforce
Rebecca Brady’s success story is not just about financial growth; it’s also about making a positive impact on her community. Understanding the challenges of adapting to a new country, Brady wanted to support others in similar situations. Top Seedz employs a workforce that is 90% refugees, with employees hailing from around 20 different countries. The company provides essential resources such as English-language training, a mother’s room, and a prayer room to help employees integrate into their new environment.
Unexpected Endorsements and Market Expansion
In 2022, Top Seedz received an unexpected boost when actress and lifestyle influencer Gwyneth Paltrow shared her love for the brand’s snacks on social media. This endorsement brought significant attention to Top Seedz, further increasing its popularity and customer base.
Looking ahead, Brady is confident in the potential for continued growth. The U.S. market for seed crackers is projected to exceed $2 billion within the next decade, offering ample opportunity for expansion. Top Seedz is moving into a new 35,000-square-foot facility in downtown Buffalo, which will significantly increase production capacity. The new facility will produce 16,000 boxes of crackers in just four hours, a substantial improvement over the previous two-day production time.
Future Plans and Global Aspirations
Rebecca Brady has ambitious plans for the future of Top Seedz. In addition to expanding product lines and distribution within the U.S., she aims to enter the Canadian market and eventually her home country of New Zealand. “My mother’s going to kill me if I don’t get us into New Zealand,” she jokes, highlighting her mother’s enthusiasm for the brand.
Key Takeaways for Aspiring Entrepreneurs
Rebecca Brady’s journey from making seed crackers in a small kitchen to running a multi-million dollar business offers valuable lessons for aspiring entrepreneurs:
- Start Small and Scale Gradually: Brady’s conservative approach to spending and her focus on essential expenses helped her business grow sustainably.
- Leverage Local Opportunities: Securing a spot in a reputable local grocery chain like Wegmans provided the credibility and visibility needed to expand nationally.
- Build a Supportive Workforce: By employing refugees and providing necessary resources, Brady created a dedicated and diverse team that has been integral to her company’s success.
- Embrace Unexpected Opportunities: The endorsement from Gwyneth Paltrow was a surprising but welcome boost that significantly increased brand awareness and sales.
- Think Globally: While establishing a strong local presence, Brady also has her sights set on international markets, demonstrating the importance of having a global vision.
Rebecca Brady’s story is a testament to the power of resilience, community support, and strategic growth. From a small farmer’s market stand to a thriving national brand, Top Seedz exemplifies how passion and perseverance can turn a simple idea into a multi-million dollar business.
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