HejGreens! is on a mission to democratize goodness and believe that access to good food should be a right enjoyed by all
Who we are
As a holding company and partnership between Mats Lederhausen’s Be-Cause and Patrik Hellstrand’s Strand Ventures, HejGreens! is an investor and joint venture partner in Picadeli US Inc with Greenfood, led by David von Laskowski, and Nordic Capital, the leading Private Equity firm in Northern Europe.
Mats Lederhausen
Co-Founder & Investor
Investing and building businesses with a “purpose bigger than their products.”
Former Managing Director of McDonald’s Ventures.
Chairman and lead director of Chipotle and helped shape the strategy that ultimately led to one of the most successful restaurant IPOs of all times.
Mats began his career with McDonald’s in 1979 as a part time crew member in Sweden and became the Managing Director and Joint Venture Partner for McDonald’s Sweden. Under his leadership, the company grew from 40 restaurants to nearly 170 restaurants.
Patrik Hellstrand
Co-Founder & Managing Partner
Co-Founder, JV Partner, Board Director and CEO of Picadeli US, Founder & CEO of Strand Ventures, former CEO for Private Equity- and Venture Capital-backed companies by CHLOE and Oath Pizza, and Group Vice President at Equinox.
Career as an operator in Hospitality with Carnival and Hilton Corp luxury and lifestyle brands to name a few, and in Health & Fitness with Equinox.
Founder and author at thrivewired, and an investor and advisor in various early stage businesses.
Patrik built his career in Hospitality, Consulting, Food & Beverage, Retail, Fitness, Health & Wellness, and Technology.
Fast Food de la Future
Fast food doesn’t have to be junk food.
We’re changing that, one salad bar at a time.
The Salad Bar, reimagined
Picadeli isn’t just another lineup of lettuce.
Sink your fork into a whole new experience where every detail has been redesigned for a fresher, safer, tastier meal—all at a value that won’t ruin your appetite.
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Sprouting up at a store near you
You’ll find Picadeli conveniently located inside existing retail spaces you probably already frequent, so you don’t have to go out of your way for a quick and healthy meal.
We’re currently planting roots on the east coast—and growing fast.
Bowls that check all the boxes
Picadeli is everything you want from your food: Good for you, better for the planet, and perfectly delicious.
We source seasonal, local ingredients as much as possible, while offering a variety of choices to make your salad extra special.
And there’s no red meat on the menu—sorry not sorry.
Want a Picadeli to call your own?
Are you a retail manager ready to bring your customers the fresh, affordable food they want? Find out more about our turnkey salad bar solution.