On the up Hunter Ruthven · 27 June 2016
This new business is bringing the nutritional value of edible insects to the British public
From French origins to a foray into the British market, edible insectsbusiness JIMINI’S is tapping into modern food trends to produce an offering already attracting the interests of Selfridges and Fortnum & Mason. (1) Who are you and what’s your business? JIMINI’s is a French startup designing and making delicious products with insects. Our goal is quite simple: we want to make people change their mind about edible insects so they can enjoy the high nutritional value of this food and lower the environmental impact of our occidental diets. We make protein bars and seasoned insects in our own factory near Paris, France. My name is Constance Deseine and I am in charge to develop the UK market, I am also the very first employee of the team. (2) How long have you been around for? Clment Scellier & Bastien Rabastens launched JIMINI’s by the end of 2013 in France. Now you can find our products in France, Belgium, Netherlands and England since we opened a new office in London in January 2016. (3) How do you make money? We sell our edible insects in fine food groceries, independent shops, food halls, concept stores, and on our website (which will be also in English in September 2016). Actually we have around 300 stockists in France, Belgium, Netherlands, Denmark, Austria and Slovenia. In the UK, you can find our insects at Selfridges, Fortnum & Mason and Planet Organic, and soon in other places. (4) What makes you different and why should people take notice? When JIMINI’s was created, we did our best to eradicate the yuk factor? by establishing a strong and trustable brand, with high quality products adapted to acquired tastes with nice tastes and to be accessible to everyone. Moreover, we have our own factory and this is a key point: we are always working on new products and try to improve the one that already are on the market. We also work exclusively with EU farmers, which is a guarantee for quality, security and transparency for our clients. (5) What was key in terms of getting started? Stay focused! At the very beginning, we wanted to do everything, saying yes to every opportunity and losing a lot of money and energy. Our business is not about sprinting, actually it is more a marathon before a sprint: we have to educate a market, find the good partners, producing high quality products, develop our community. It is very hard to stay focused, but this builds a solid business plan and it’s worth it. (6) What’s your biggest achievement to date? We are very proud of our team of 11 happy insects eaters, and weve had almost one million people eat insects all over Europe. We have achieved a lot, and more is coming. (7) What setbacks have you had along the way?
ABOUT THE EXPERTHunter Ruthven
Hunter Ruthven was previously editor of Business Advice. He was also the editor of Real Business, the UK's most-read website for entrepreneurs and business leaders at the helm of growing SMEs.