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View on SubstackFrom concept to kitchen
This article discusses my experiences in developing a product, emphasizing the challenges of making progress when there's widespread skepticism about convincing customers of the product's necessity. It also explores the complexities of innovating in a market that steadily shrinks over time and offers insights into finding motivation while working independently.
As I grew up,I began going to the grocery store on my own, transitioning from selecting food from the fridge to actively choosing ingredients for cooking.
In northern France, the norm is to have establishments known as hypermarkets, akin to Walmart. The concept originated in France with Carrefour and was subsequently adopted by Auchan. I am particularly familiar with Auchan, as it was founded by the Mulliez family in the 1960s, with deep roots in my local city of Roubaix-Croix.
The first Auchan in Roubaix was officially inaugurated on March 27, 1961
Getting to the crowded grocery store was not a pleasing experience. I realized that going to corner stores like butcher, fishmonger, greengrocer presented a significantly better alternative. The benefits include expert recommendations and a more serene shopping environment. This realization led me to going to the butcher once a week where I not only received valuable guidance but also discovered that I could get better quality products at the same cost.
Feel free to share your thoughts and insights on small stores. What are your impressions and experiences?
Exploring the butcher shop introduced me to the world of dry-aged meat.
Dry aged meat is a unique culinary experience. To put it simply, we take a piece of meat, preferably with a layer of fat, and place it in a special fridge. This fridge isn't your usual one : it's a smart appliance that keeps an eye on humidity, temperature, and the weight of the meat. This monitoring triggers a chemical reaction that breaks down the meat fibers, making it tender and giving it a nutty flavor.
While not every butcher offers a dedicated dry-aged cabinet, the one I frequented had an expansive fridge showcasing a diverse range, from Normande and Black Pearl to Irish beef.
A quick view of the dry aging cabinet at my butcher store
However, dry-aged meat is much more expensive than regular one ranging from 2x to 3x price increase. It is quite obvious, since the butcher has to take care of the dry-aging time, shrinkage of the meat and also the reimbursement of the dry aging cabinet.
This sparked my engineering curiosity like Alex in this video. We both realized that we might be able to create our own dry aging appliance and quickly get a return on our investment since we only had to buy regular meat (which is much more affordable).
That’s how I have been dreaming about dry aging appliance, filling patents and tinkering for the past 2 years. I strongly believe that leveraging new technologies can significantly cut down the costs associated with existing appliances, such as Dry Ager cabinets which typically start at a minimum of $2000 and are primarily designed for professionals.
I encountered individuals expressing skepticism, stating that this concept had no future and that the rise of veganism would adversely impact my market. Despite these opinions, I firmly believe that people will continue to consume meat for the foreseeable future. While there may be a shift towards reduced meat consumption, which aligns with my product's promotion, this doesn't pose a concern for me.
I find satisfaction in encountering skepticism about my idea, as it provides an opportunity to challenge the concept and fortify my motivation. I am motivated to prove doubters wrong and demonstrate the true potential of my innovation.
For the next year, I will be truly dedicated to this project, sharing my progresses and findings through this blog. Consider subscribing to follow my journey!
Here is a quick insight about the next blog post :
In the upcoming blog post, I delve into the powerful influence my grandfather had on my perception of success. As the leader of a moving company founded by his father, he introduced me to the business world from a young age. Memories of navigating the warehouse and steering small trucks atop my grandfather's legs at the age of 4 left an indelible impression. This early exposure instilled in me the belief that achieving remarkable feats was within reach.
However, a surprising revelation awaited me as I explored the roots of success. It turns out that Bernard Arnault, a prominent figure in the business world, was raised in the same locale where I grew up, between Croix and Roubaix in the north of France. This unexpected connection adds a fascinating layer to the narrative, demonstrating that greatness can indeed spring from familiar beginnings.