Nordamark

This interview details Nordamark, a company based in Sweden. The interview is with Michael Skaret, CEO of Nordamark.

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Can you talk a little bit about the history of Nordamark and what the original story is for people that aren't aware? 

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Nordamark's journey began with a personal quest to grow fresh herbs at home, which led to an interest in hydroponics and microgreens due to the challenges of maintaining plants while being away for military duties.

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The quick turnaround of microgreens, from seed to harvest in just 7-8 days, was particularly appealing. This hobby gradually evolved into delivering homegrown microgreens to friends and colleagues. Spotting a broader interest, Nordamark started supplying local chefs and restaurants. The business took off, leading to a decision to leave the military and focus full-time on this venture.

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As the company grew, we encountered challenges in large-scale production, which spurred the development of our own hydroponic growing systems using compostable materials like hemp fiber. The COVID-19 pandemic brought a significant shift in our business focus from microgreens to equipment and home growers, which now constitutes the majority of our sales.

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You mentioned the varieties that you learned over time that were better, and also mentioned the problems with scale. Could you talk a bit about those two aspects?

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In terms of varieties, our choice depended on local demand and growing conditions. We focused on milder varieties like radish and broccoli, which are easier to grow, alongside more challenging varieties like sunflowers and peas. Scaling up brought its own set of challenges. Moving from soil to hydroponics was necessary to manage large-scale indoor growth without the mess and issues related to soil, such as fungus and molds. Automating the watering process was another hurdle we overcame, as manual watering was not feasible for hundreds of trays. This transition to hydroponics and automated systems was pivotal in maintaining consistent quality and scalability.

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Regarding the business now, could you just talk about some of the metrics of the business?

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Post-COVID, Nordamark shifted primarily to selling growing equipment and consumables, with a significant drop in microgreens sales. This transition has been highly successful, with one company generating around $500,000 in revenue using our equipment. Currently, 99.9% of our sales come from equipment and related consumables, serving hundreds of commercial clients and thousands of home growers.

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What would you say are one or two of your biggest learnings about growing microgreens since you've started?

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The most crucial learning has been the importance of persistence in both growing and selling. Success in this field requires not only skill in cultivation but also an understanding of the market. Testing products with potential customers before full-scale production is key. Many overlook the selling aspect, which is as vital as the growing part.

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How do you find restaurants and hotels as customers?

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Our approach is proactive and personal. We initially call potential clients during non-peak hours to schedule a meeting. Presenting our products in person, usually leading to a subscription service for regular deliveries. Setting specific delivery days and amounts allows for better planning and ensures consistency in supply and demand.

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How can people connect with you or learn more about Nordamark?

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For more information, visit: https://nordamark.com/

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