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May 19, 2015 7:29 AM ET

Archived: Green Zebra Grocery: Health and convenience in your neighborhood

iCrowdNewswire - May 19, 2015

Green Zebra Grocery

Health and convenience in your neighborhood

Portland, OR


  • Status OPEN
  • Maximum $2,500,000
  • Pre-money


Eric Rosenfeld
Highlighted Investor

Eric Rosenfeld

Co-Founder and Partner, Oregon Angel Fund

“If any industry is ripe for disruption, it’s the traditional neighborhood convenience store. The Oregon Angel Fund believes Green Zebra can be a national leader in bringing fresh, healthy food to the “20-minute neighborhood,” and be as disruptive as Starbucks was to the corner coffee shop and Subway was to the corner sandwich shop. Lisa Sedlar’s prior leadership roles at Whole Foods, Fresh Fields, and New Seasons uniquely positions her and her experienced team to capitalize on this opportunity. Nearly everyone we know wants a Green Zebra in their neighborhood.”


  • Team 2-time CEO & leadership team w decades of grocery experience
  • Performance 2014 – $4.1M in Kenton store. 2015 Kenton forecast – $5.0M, 2015 YTD – same store comps of 30%+ and $841/SF. 20 stores by 2020.
  • Unit Level Economics Store 1 break-even in 5 quarters. Future store within 2 Qs.
  • Customers Moms, College-Educated, Millennials, Health-Driven, Locals
  • Category Natural, Grab-n-go Deli, Beer & Wine, Coffee, Lunch, Organic
  • Potential Acquirers Large Natural Foods Grocery Chains, Private Equity, IPO
  • Investors New Seasons Market, Oregon Angel Fund
  • Advisors John Moorman, Lynea Schultz Ela, Doug Wallace, Eileen Brady


Green Zebra Grocery is a chain of healthy convenient stores. Think 7-11 meets Whole Foods. We operate high-volume, neighborhood-friendly, small-format stores (5000 – 8000 Sq Ft) with an emphasis on natural, organic, and local foods. We target moms, millenials and healthy lifestyle consumers, and generally serve a targeted geographic area based on the concept of the “20-minute neighborhood.”



Lisa Sedlar, Founder and CEO  

Lisa is a highly experienced and successful grocery executive with over 25 years of experience in the food and grocery retail business. Lisa has been a pioneer in delivering rapid growth in the dynamic natural foods retail segment and is skilled at building teams. She was most recently the President and CEO of New Seasons Market, a regional, high growth natural foods grocer in Portland, Oregon with 13 retail locations and revenues exceeding $300M. Prior to that she worked for Whole Foods as a Director of Purchasing. Lisa has dedicated her career to great food, all the way back to …

Ana Andueza, Chief Financial Office

Ana Andueza (MBA, CPA) has over 20 years of experience in both publicly traded and privately held companies where she was responsible for all aspects of financial management including, strategic planning, analysis and forecasting and mergers and acquisitions. Ana began her career at Deloitte and Touche and went on to serve as CFO at US Bancorp Equipment Finance, Irwin Commercial Finance and CriterionBrock. Currently she works with small companies in the Portland area providing CFO services. Ana is active in the local Angel investment community and is Vice Chair of Angel Oregon 2015. Ana’s experience includes bank negotiations, purchases and …

Evelyn Hall, Operations Director

Evelyn is a seasoned natural foods grocery operations manager with over 15 years experience, managing in the natural and organic retail space. She has deep P&L management experience and superior communication and leadership skills. Evelyn is also a Board Member and the former Board President of the Provender Alliance – a leading consortium for independent natural foods in the northwest. Evelyn has assisted with the training and development of individuals and groups in the natural food industry in the Northwest; she has given several seminars at Provender’s annual conference and has consulted with retailers on customer service. Evelyn is ready, …

Peter Koehler, Director of Business Development

Peter brings a strong background in politics, management, fundraising, communications and strategy. As campaign/finance manager for multiple candidates and elected officials, Peter helped raise millions of dollars for Oregon candidates. In his legislative staffer and campaign manager roles, Peter served as the de-facto communications director for two public figures. Peter also partnered with seasoned natural foods executives on a business incubator startup, working for months on early stage business planning and execution. This led him to work with Green Zebra Grocery in 2014. He is passionate about great food and strong neighborhoods and is excited about building many more Green …



  • Revenue2014 – $4.1M in Kenton store. 2015 Kenton forecast – $5.0M
  • Growth2015 YTD – same store comps of 30%+ and $841/SF. 20 stores by 2020.
  • CategoryNatural, Grab-n-go Deli, Beer & Wine, Coffee, Lunch, Organic
  • DistributionHealthy and convenient grocery retail stores.
  • CustomersMoms, College-Educated, Millennials, Health-Driven, Locals


  • StatusOPEN
  • Maximum $2,500,000
  • Pre-money Valuation$7,377,015
  • Round Type Equity
  • Entity Type C-Corp
Contact Information:

Lisa Sedlar
Ana Andueza
Evelyn Hall
Peter Koehler

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