Winning in Better-for-You Food: The Top Seedz Playbook

By Chris Campbell | May 27, 2025

Just how difficult is it to scale a better-for-you snack company? Rebecca Brady, founder and CEO of Top Seedz, shares how she turned a homegrown idea into a rapidly scaling snack brand and breaks down the strategy behind her growth, from bootstrapping production to landing national retail partnerships.

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More about Rebecca Brady:
Rebecca grew up in New Zealand, where she spent her childhood playing sports and enjoying the outdoors. She studied Marketing and Management at Victoria University before spending ten years working across various companies in Singapore, including six years at Hewlett-Packard. She then moved to Japan, where she lived for another decade while raising her children. In 2015, Rebecca and her family relocated to Buffalo, NY. After facing challenges re-entering the workforce due to a career gap, she started her own business, Top Seedz, creating healthy, seed-based snacks. Rebecca serves on the board of the Darwin Martin House and enjoys playing squash, pickleball, and golf in her free time. 

More about Top Seedz:
Based in Buffalo, NY, Top Seedz has been making hand-made seed crackers and roasted seeds since 2017.  All products are organic, gluten free, vegan and Kosher.  Top Seedz products are insanely delicious and are made from a range of seeds including pumpkin, sesame, sunflower, flax, chia and hemp seeds.  Rebecca Brady, a New Zealander, had always baked them as snacks to have on-hand for her family to enjoy.  Together with her family, she moved to the U.S. in 2015, unable to find a job, in 2017 she started selling her products at a farmers market.  From there she grew the business and Top Seedz can now be found in over 3,000 stores across the U.S. The crackers can be served with your favorite cheese, hummus or spread and the roasted seeds are perfect atop yogurt, salad or by the handful.  Their products are filled with wholesome ingredients and have a slew of good-for-you benefits, created on the belief that good food equals good performance. 

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