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Matsmart-Motatos Spearheads Sustainability in E-Commerce with €40M Growth Capital

Expansion in Nordic and German Markets on the Horizon

In a landmark move for sustainable e-commerce, Matsmart-Motatos, a front-runner in the European direct-to-consumer (D2C) market, has successfully closed a €40 million growth capital round. The investment, led by Circularity Capital, marks a significant stride in the company's expansion plans, particularly in the German and Nordic regions.

Automating for Efficiency

The recent financial boost comes as Matsmart-Motatos aims to replicate the success of its automated Nordic warehouse in Germany. This strategic move, as outlined by CEO Peter Beckius, is set to augment operations and facilitate the company's ambitious five-year growth plan across the Nordic and DACH regions.

Tackling Food Waste Head-On

Founded on a unique business model of rescuing and reselling overstocked food and consumer products, Matsmart-Motatos has been a game-changer in reducing food waste. The company has effectively redistributed over 60,000 tonnes of goods, presenting an environmentally friendly solution to the excesses of the food supply chain, while also resolving a major challenge for Fast-Moving Consumer Goods (FMCG) suppliers.

The Consumer's Role in Environmental Impact

Beckius emphasized the increasing consumer awareness regarding environmental impact and spending habits. He pointed out that Matsmart-Motatos’ approach to sustainable, enjoyable, and accessible shopping has resonated strongly with a broad customer base.

A Growing Trend in Impact Investing

The company’s successful capital round coincides with a rising trend in impact investing, as highlighted in the 2023 Impact Investing Global Market Report. This trend underscores the growing attractiveness of businesses that can deliver social and environmental benefits alongside financial returns.

A Decade of Sustainable Business

Karl Andersson, Founder of Matsmart-Motatos, reflected on the company’s ten-year journey. He highlighted their mission to address a critical sustainability challenge in the food industry, which is accountable for a significant portion of global greenhouse gas emissions. With Circularity Capital’s backing, the company is set to accelerate its growth and influence in the sector.

Circularity Capital's Role and Future Plans

Andrew Shannon, a partner at Circularity Capital and a board member of Matsmart-Motatos, praised the company’s market-leading position and readiness for further expansion. He expressed excitement about the upcoming strategic growth phase, focusing on Germany and other European markets.

Backing from SevenVentures and Legal Support

In addition to Circularity Capital, SevenVentures, the investment arm of ProSiebenSat.1, has also joined the latest funding round. Their focus on high-growth B2C companies will play a crucial role in supporting Matsmart-Motato’s growth in German-speaking areas. Legal advisory for the transaction was provided by Setterwalls Advokatbyrå, with strategic advice from PJT Partners.


Matsmart-Motatos' recent capital infusion not only signals a significant expansion but also reflects a broader shift towards sustainable practices in the business world. By combining technological innovation with a commitment to environmental stewardship, Matsmart-Motatos is paving the way for a new era in e-commerce, demonstrating that profitability and sustainability can indeed go hand in hand.


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