This natural kids food company is proving that not only can self-management scale, it might be the best way to grow.

In 2010, Natacha Neumann co-founded erdbär Freche Freunde with her husband, Alexander Neumann, after becoming parents and realizing how limited the healthy food options were for young children in Germany. Their mission was clear: to make healthy eating fun, accessible, and easy for kids from an early age.

Initially, the company followed a traditional top-down structure. But as it grew, Natacha became increasingly frustrated by persistent miscommunication and a growing disconnect between staff and leadership. Constantly being asked to solve others’ problems led her to question the standard model of management.

In 2014, after reading Reinventing Organizations by Frederic Laloux, she decided to experiment with self-management. The company eliminated hierarchy, and team members took full responsibility for their roles. The transition was neither quick nor smooth—the first two years were marked by uncertainty and growing pains.

The article linked to below focuses on that shift. What it doesn’t tell is what happened next.

By 2017, just a year after becoming fully self-managed, the company was looking for a long-term partner to help scale its impact—expanding distribution and product development—without compromising its values.

Hero, a Swiss-based international food company focused on natural, nutritious products (especially in baby food, snacks, and fruit-based items), emerged as a natural fit. With global reach, deep experience in the baby and toddler sector, and an openness to nontraditional organizational models, Hero aligned closely with Freche Freunde’s vision for growth.

According to interviews, what distinguished Hero was its genuine openness to Freche Freunde’s flat, decentralized leadership structure. Natacha emphasized that they weren’t just seeking financial backing or market access—they wanted a true partner who would honor the company’s cultural DNA.

Hero’s willingness to allow Freche Freunde to retain its identity, including its self-managed structure, was pivotal. The acquisition was finalized in 2018.

Since then, Freche Freunde has continued its upward trajectory. In 2023, the company reported revenues of around €66 million, and has consistently targeted double-digit growth for recent years.

File under: "I told you so."

ARTICLE: From Soul Searching to Self-Management: A Journey that Redefine’s Leadership

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