Can we revolutionize an industrial sector within which evolve centuries-old world-sized behemoths? This is a question that the start-up Feed. East about to respond brilliantly in the affirmative.
Feed. has a turnover of more than 10 million euros in 2019, with the objective of reaching a billion euros in turnover in five years in its sights. Their reason for being is in tune with the times: Feed. develop complete and balanced meals in practical formats (bars, drinks, shakers, snack meals), all with recipes designed in France and made from vegan, gluten-free, lactose-free and GMO-free ingredients. How do we achieve such a success story? By what means was its founder able to raise it to the top of French start-ups? What is his vision for the future of Feed. ? Meeting with its CEO & founder, Anthony Bourbon.
Hello Anthony, to first stick to the news, what is your reaction while Feed. just joined the FT120 a few days ago?
We are not surprised because we have been working tirelessly for three years; to grow Feed., but we are delighted and grateful to have been selected. We look forward to using the solutions the program offers, including the three wishes thati are granted to us to develop. I notice that there are only two brands DNVB/consumers (Le Slip Français and Feed.), which makes us all the more proud.
Personally, you have an atypical CEO career. Could you tell us about it? How did you get into entrepreneurship?
I come from a poor family and that’s why I’m the opposite of traditional stereotypes of startuper Parisian. I am convinced that everyone can succeed by respecting values essential: work, passion, ambition, determination, resilience.
So since the age of 18, in parallel with my studies (double master 2 in law), I have created my own companies, my own jobs (real estate, import/export, financial investment, etc). I always needed to step out of my comfort zone and try to aim higher.
What was the biggest difficulty you faced on your path to starting a startup with Feed? ?
The biggest difficulty was changinger mentalities about our product. There were a lot of prejudices even though most of our detractors had not even tasted them. There are still some today, but we have managed to break down certain barriers with a lot of education.
If you had to write three letters to three people who had an impact (positive or negative) in your life, who would they be and what would you say to them?
A kind look can change your destiny. The only person who has had a positive influence on my life is a girl called Mélanie, with whom I lived for 8 years. When no one believed in me, she was therehas the only one to have supported me and pulled me alongrs the top. I have an eternal respect and debt to her.
It is key, for anyone who wants to succeed, to surround yourself with people who believe in you. We must at all costs move away from pathogenic relationships that consument energy and focus unnecessarily.
How would you describe the DNA of Feed employees. and therefore the one you are looking for in your future recruits?
At the house of Feed. We let’s only recruit warriors. We favor eyes that shine over mentions and origins. So we have people from all walks of life, which gives us incredible overall energy. Our priority is to find people with the same values as Feed. : ambition, determination, passion, resilience.
To now talk about your vision of the European Smart Food market, how to Feed. see the future?
Smart Food is starting to develop well in Europe. It’s great to see mentalities evolving. The United States is already very open to this type of product, and it is therefore a fairly natural destination for the rest of our adventure.
What makes Feed. an innovative company?
Feed. is more agile and closer to its consumers. Every day we see a reale loss of confconsumer confidence towards large groups. They are not transparent enough and do not react quickly enough, whether in terms ecology or new consumer trends.
Are you also the standard bearers of two trends with the wind in their sails: Made In France and the vegan market, two pillars set to become essential in mass consumption?
Yes absolutely and the figures prove it. Today, 5.2% of French people say they aregetarians/vegan and 20% flexitarians. The French vegan market, in large and medium-sized stores, increased by 24% in 2018 and is expected to continue to grow at a rate of 17% per year, which is enormous! Consumption habits are changing and that shouldn’t be the case. stop there. Same for Made in France. The French have understood that consuming better also means consuming local.
Finally, would you have any advice or a quick word for our readers who have the ambition to launch their startup?
The most important thing is to believe in yourself, not to listen to others, to work hard, to be determined, to demonstrate of resilience and having ambition. And… to surround yourself well (both professionally and personally). Then anything is possible!
