Reflection on the Good, the Bad and the Ugly of the side job of an entrepreneur as I am entering in the last week of a 4-month contract I accepted last January, when faced with a very real cash flow need:
As an aspiring entrepreneur, I have been working on my business concept for a few months now, and came to a phase were I had to make a cash investment in order to move to the next step. I was presented in January with a very interesting opportunity to work for a very well-known supermarket brand, to drive the design project of private label products distributed through the store chain. It gave me the chance to learn more about the value chain, from the store perspective, and to be in touch with each actor of the chain, from supplier to store manager via sourcing. While I certainly benefited a lot from this experience for my entrepreneurial journey, I have also been through less than enjoyable moments, experiencing serious doubt on my overall vision…
The Good: With no doubt, the good was all I could learn: how this value chain works, what are the regulations in detail, how the product selection is made, people, jobs, processes…. Read the rest of this entry »
Have you tried to find a REAL definition of what NATURAL actually means, according to some official standard – USDA for example?
While I am carefully doing some research on the complexity of food production regulations, in order to serve my business venture of crafting the most healthy, tasty and genuine food product I possibly can, I am amazed to find out that there is NO real definition for Natural in the United States food regulation standard.
According to Wikipedia: “In the United States, neither the Food and Drug Administration (FDA) nor the U.S. Department of Agriculture (USDA) have rules for “natural.” The FDA explicitly discourages the food industry from using the term. The Food, Drug, and Cosmetic Act prohibits labeling that is false or misleading, but does not give any specifics. (…) Because there is no legal meaning for natural foods, food manufacturers can include ingredients that may not be considered natural by some consumers. (…)Although there is no legal U.S. definition for natural foods, there are numerous unofficial or informal definitions, none of which is applied uniformly to foods labeled “natural”.”
Yes, I can make the reasonable choices myself: luckily, I was raised in an environment with access to farms, cooking from scratch, education about nutrition etc. But what about those who didn’t have my chance, and don’t have the background knowledge to build that common sense? And also, what about those industries who are leveraging the opportunity of labeling their food products with trendy features – benefiting from the blur of the definition.
Here are some disturbing facts:
According to Euromonitor International, in its March 2012 “GREEN BUYING BEHAVIOUR: GLOBAL ONLINE SURVEY STRATEGIC ANALYSIS” I learnt the following:
1/ So 46% of us think that a piece of food labeled natural respond to the same criteria as organic – a product that is not genetically modified, nor grown with pesticides / hormones … Well I am sorry to report that it isn’t true. Simple fact check: compare the organic VS normal price of the same raw piece of meat at the butcher shop. Yes, both of these choices are NATURAL, because there has been no transformational process yet, but as much as the organic piece (which is at least 20% more expensive) is raised without any hormones / antibiotics / you name it; you have a serious lack of information regarding how the other piece of meat was raised so far.
2/ Then, 65% of us believed that food labeled organics are natural. Well technically, since there is no real definition for natural, what do I know? Here is what my common sense tells me: it can be grown using no chemicals, GMO… but when it comes to assembling the final food product, it sometimes goes through unorthodox processes, or using not-so-edible ingredients, that can still be organic. Example: Crackers! They may contain the organic flour, oils, yeasts extract, starch… but the point is what do we know about the process to transform the raw ingredients (wheat, sunflower) into the flour, oil. It might surprise you that through some chemical processes, the original molecule of the natural ingredient changes form. One may wonder if such new form is suitable to its consumer’s health.
Methods of extraction
Sunflower oil can be extracted using chemical solvents such as hexane, or squeezed directly from sunflower seeds by crushing them in an expeller press. Cold pressing sunflower oil using an expeller press under low-temperature conditions is a preferred method for those seeking an extraction process that doesn’t involve chemical solvents, as well as for people following a raw foods diet.
Refined versus unrefined
Refining sunflower oil through solvent extraction, degumming, neutralization and bleaching can make it more stable and suitable for high-temperature cooking, but will also remove some of the oil’s nutrients and flavor, including color pigments, free fatty acids, phospholipids, polyphenols and phytosterols. Unrefined sunflower oil is less heat stable, but will retain more of its original nutrient content and flavor, and is well suited to dishes that require low- or no-heat.
Ah!! So what are we eating? As a mater of facts, there is a definition for Natural Ingredients which I find worth sharing: In the United Kingdom, the Food Standards Agency restricts the use of natural to foods that have “ingredients produced by nature, not the work of man or interfered with by man.”
My word of wisdom: In doubt, go for raw.
I understand this article my attract diverse points of view. That is interesting, please share what you think. I am convinced the specialty food industry can play a positive part in that matter. We are what we eat, and in a complex world, food becomes complex – not always for the best.
I am dreaming of launching my gourmet food start-up….
Accountability: Somehow I have the secret hope that reporting my progress in my blog will make me accountable. And eventually I will be positively pressured to execute and move my project forward. I just want to feel the drive even when nothing happens! What is my project? Well at the moment, I’ll be general: like many entrepreneurs in early stage, I want
A/to refine my idea before bragging about it too much;
B/ I avoid throwing a possible good idea out there in the big nasty competitive world of gourmet food business. Having said that, I can now talk about my progress.
I had the chance to meet a team of great mentors via the non-profit SCORE and this really kicked my butts. Basically I committed myself to deliver a complete summary of my concept considering: What’s in it for me, what’s the market target is like, what’s the state of the art – competition wise, what are the overall cost breakdown, what are my challenges.
We had a great discussion, and even though there was a lot of “do you understand the hassles you go through in launching your own business bla bla bla“, there was also some great points from seasoned professional from inside the industry, that clearly helped me moving forward for the following 3 weeks.
Here I am now, figuring out how:
A/ How am I going to produce the stuff (already 15 emails sent out, and FINALLY 2 almost positive lead)
B/ How am I going to let the world know I have something great to offer – I am working on my social media here…
C/ How can I improve my great idea so food lover actually find it great too! – Hey, I distributed 7 samples out there and got 5 feedback so far… Now I am seriously considering the planning of a focus group.
And thanks to my great friends and supporters, I have tons of contacts.
Next step: how do I leverage all these contacts; how do I make this focus group happen, on a nickel; how and what do I deliver on the social media to stay on track with my objective…
Are you an entrepreneur in Food? Do you love gourmet food? Talk to me!