Company: CEC Food GmbH

Address: Abraham-Lincoln-Str. 44, 65189 Wiesbaden

Brand ambassador: Alexander Kuster

Founder: Corporate start-up Julius Berger International GmbH

Date of foundation: May 24, 2023

Industry and company: Food/wholesale

What drives you? What is your motto?

There's no such thing as impossible!

What is your start-up about and what is special about it?

Fair processing of cashew nuts in West Africa.

Shortened supply chain from West Africa directly to Europe, not via Asia.

Reduction of CO2.

Fair processing into high-quality products made from cashew nuts (cashew butter, snacks, pestos, etc.) at a fair price.

We focus on the intense taste and texture of our cashew nuts.

What are your first successes?

During production, we have achieved exactly the quality of taste and texture that we imagined.

After the launch on our website and the first test packages sent to influencers, we have only received positive feedback. The same applies to our storytelling and the resulting sales.

What is your professional background?

"My professional background consists of having previously built up two brands in the lifestyle segment." - Alexander Kuster

CEC-Food, "Mighty Kashoo" is a corporate start-up of Julius Berger International GmbH in Wiesbaden.

What was the trigger for you to set up your own company?

It was triggered by the fact that Nigeria is one of the largest exporters of cashew nuts. Most of it is first sent to Asia for further processing and then comes to us in Europe via detours. We wanted to change that.

As our headquarters Julius Berger PLC is based in Nigeria, we took action two years ago and started processing and transporting the cashew nuts to Europe ourselves in order to save CO2 and to shorten and speed up the supply chain.

Jobs were also created. This is how Mighty Kashoo came into being.

Who advised you, who are your helpers and mentors?

I have the management behind me as mentors, who support me and have my back in all decisions. Of course, we also discuss a lot and look for new solutions to get the best added value out of the brand and the products.

How did you experience the first few days as a founder?

It was clear to me from the very beginning, even though various products made from cashew nuts already exist, we will create new products based on cashew nuts that the end consumer will love.

What was your biggest challenge and how did you overcome it?

One of our biggest hurdles was - after everything was decided and finalized in terms of marketing, webshop, distribution - the production.

Unfortunately, the quality of the first products was not satisfactory, so we had to start from scratch. Once we had found the right production partner after several weeks, we were finally able to produce the desired product quality and nothing stood in the way of launching the brand.

How do you draw attention to your company? What is your best marketing idea?

Marketing takes place entirely via marketing and sales channels. From word-of-mouth, of course, to a strong, resilient network and, last but not least, very strongly via social media. Furthermore, through the visibility of the brand in various sales channels.

How did you finance your start-up?

We are a corporate start-up as a subsidiary of Julius Berger International GmbH.

What dream would you still like to realize?

The dream/vision is to address the market with a range of different products made from cashew nuts. Above all, in a sustainable way. In terms of production and support in West Africa, with high quality taste and appealing textures in the products for the end consumer, as well as high brand appeal in lifestyle food.

Please complete the following sentence: If I had more time, we would ...

... ... work much more intensively on the local production conditions and possibilities of substitute products made from cashew nuts, as they have a great future.

What is your special tip: What would you recommend to founders?

To concentrate on the essential things.

Always have the goal in mind and not get distracted by side issues.

Continue to have the courage, even when things go off track.

To build up patience and, above all, not to fall into actionism.

Always keep an eye on the costs.