The morning at the Banana Farm with Sixtine – in charge of Communications for Michel et Augustin – was yummy, entertaining and interesting.
Michel et Augustin is the fruit of a childhood friendship, a shared passion for food, and the irresistible appeal of entrepreneurship, we learnt from an INSEAD case study that Michelle Rogan asked us to read prior to our session on Entrepreneurship.
The duo started working together in late 2003. They spent six months tasting baguettes and croissants in Paris as part of the research for their book Le Guide des Boulangeries de Paris, the first comprehensive guide to Parisian bakeries. It was while working on this project that they decided to launch their own food brand. Today, Michel et Augustin is selling a wide range of food products across the globe.
It wasn’t easy at the beginning, said Sixtine. Learning to make the perfect cookie took a long time. Selling those perfect cookies was also a challenge. The food industry is dominated by industry giants. How can a small company with very limited resources compete while it cannot even afford an advertising campaign?
While eating cookies and drinking apple juices, we listened to Sixtine’s presentation on what the two friends actually did to achieve success.
Thank you Sixtine for the entertaining presentation and for the cookies!