Groen and Co.
From a home based bakery to a chocolatier working with major brands.
At the beginning of our collaboration, Groen and Co. was a small home based bakery selling primarily to its local community.
The founder had ambitions to grow the business but needed clarity on where the biggest opportunity was and how to turn a local operation into a stronger and more scalable brand.
Working closely with the founder, Eureka Creates helped assess the existing product offering and business opportunities. One category stood out: chocolate. Groen and Co.'s handcrafted bonbons were already one of its strongest products, and specializing in premium chocolate presented better margins and greater potential for growth.
What followed was not a single campaign, but a gradual business transformation. Over approximately two years, Eureka Creates supported the founder through the repositioning from bakery to specialized chocolatier, the growth of its B2C presence and, eventually, its expansion into the B2B market.
This case study reflects the strategy, positioning and results achieved during our collaboration with Groen and Co. The business and its brand have continued to evolve since then.
Finding the right path for growth.
Groen and Co. had started building a loyal local customer base, but the business was still operating as a home based bakery with a broad product offering.
The founder wanted to grow, invest further in the business and increase revenue, but first needed to understand where to focus.
Rather than simply marketing the existing bakery more aggressively, the opportunity was to look deeper at the business itself. Together with the founder, Danny Martins, our Founder and Strategy Director, assessed the product offering, positioning, customer response and commercial potential.
Chocolate emerged as the strongest opportunity. The challenge then became much bigger than marketing. Groen and Co. needed to gradually reposition itself from a bakery that offered many different products into a specialist chocolatier known for high quality chocolate. And once that position had been established with consumers, the next growth opportunity would be B2B.
Reposition first.Grow from there.
The Eureka Creates team worked closely with Groen and Co. over approximately two years, supporting the business through different stages of its growth. The first stage focused on B2C brand repositioning. Rather than changing everything overnight, the transition happened gradually: communication and content increasingly focused on chocolate, helping customers associate Groen and Co. with its bonbons and specialist offering. As demand and recognition grew, the founder was able to invest in professional chocolate making tools and eventually a dedicated production space. Once a stronger position had been established in B2C, Eureka Creates defined the next objective: B2B sales. The team developed a complete LinkedIn strategy including target audience research, positioning, profile optimization, prospect identification, connection strategy and targeted outreach — working alongside the founder to initiate conversations, qualify opportunities, book meetings and support conversion. The objective was never volume of connections, but conversations with companies that could become valuable B2B customers.
- Brand Repositioning
- B2C Growth Strategy
- Content Strategy
- LinkedIn Positioning
- Target Audience Research
- LinkedIn Lead Generation
- B2B Outreach
- Meeting Generation
- Sales & Conversion Support
From local customers to major brands.
The repositioning successfully moved Groen and Co. away from being known as a general bakery and towards being recognized for its specialist chocolate offering. As the B2C side developed, the business invested further in its production capabilities and established a dedicated space for professional chocolate making. The next stage opened the door to B2B: through the LinkedIn lead generation campaign, Eureka Creates secured three qualified business meetings, two of which converted into significant orders with Rabobank and UEFA. Those first major clients gave Groen and Co. valuable credibility in the B2B market and created the foundation for further collaborations with established brands.
FROM BAKERY TO CHOCOLATIER
A strategic repositioning that transformed the focus of the business around its higher-value specialist chocolate offering.
67% SALES CONVERSION WITH MAJOR BRANDS
A focused B2B LinkedIn strategy converted two of three qualified opportunities into sales with Rabobank and UEFA.
B2C TO B2B GROWTH
A successful consumer brand became the foundation for entering the corporate market and securing further B2B opportunities.
A business transformed, not just a brand refreshed.
Today, Groen and Co. has developed far beyond the home based bakery we first worked with, operating as an established chocolatier creating chocolate products for consumers and corporate clients.
“Assertiveness, transparency and to the point. That's what working with Eureka is like! We've been seeing consistent growth whilst positioning ourselves more firmly in the market. Thank you so much!”
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