About SeedGrowth
Why we exist
We understand the real challenges of managing international FMCG business — because we've lived them. We've been on the ground, in the markets, in the distributor meetings, in the HQ boardrooms.
We speak the language of the Commercial Director, the Export Manager, the new CEO of a family business. We don't sell solutions — we start conversations by naming problems others avoid.
"We never lead with what we sell. We lead with what the customer feels."
The team
Amaury Marchandise
Founder & Managing Director
Twenty years at Procter & Gamble, building brands and commercial operations across markets — from London to Dubai. Amaury has led teams, managed P&Ls, built distributor networks, and designed route-to-market strategies that moved from PowerPoint to reality. His expertise spans the full commercial picture: brand strategy, direct and distributor models, offline, online and omnichannel — and the people and processes needed to make it all stick. His conviction is simple: the best growth is usually right in front of you. At Seedgrowth, he helps companies find it.
LinkedIn →Amaury Janssen
Co-founder
Over twelve years in the retail world with Ahold Delhaize, then building progressive natural brands across Europe. Understands the retailer's side of the table — what category managers actually look for, how shelf decisions are really made, and why some brands get listed while others collect dust in the warehouse.
LinkedIn →Nicolas Thiébaut
Co-founder
Twenty-four years of FMCG experience across P&G and Kellogg. Has launched innovations from design to shelf across retail, e-commerce, discount, foodservice, travel, and vending. Runs toward transformation — whether that means turning around a declining brand or building a new channel from scratch.
LinkedIn →Mikhail Olyukov
Partner
Almost twenty years at Gillette and P&G, specializing in distributor capability building and go-to-market strategy. Has executed commercial plans under the most unpredictable external circumstances — from currency crises to regulatory upheavals — and delivered results every time.
LinkedIn →Andrey Grigoriev
Partner
A sales, distribution and commercial strategy professional with 20+ years of delivering profitable growth across categories (Snacks to Baby Care), markets (Europe to Latin America to the Middle East), and channels (Discount to Pharmacy). Having led both category and country development teams, he is specialized in Emerging Markets, building commercial capabilities, and working through distributor partners. Passionate about occasion-based thinking, packaging solutions and shopper psychology as key levers to drive trial.
How we work
Operators, not advisors
We have managed P&Ls, negotiated with distributors, launched brands in new markets. We advise from experience, not theory.
Dual assessment
We don't just audit the distributor — we assess the principal too. Most problems are two-sided.
Indicator handover
Every engagement ends with a dashboard the client keeps. You know when to refuel before the car stops.
No dependency
We create capability, not dependency. You should be able to run it without us.
Phase flexibility
Enter at any phase, exit at any phase. No lock-in. If a quick review answers the question, we don't upsell a 3-month project.