Introducing Alejandro from Griyum
Q: Could you introduce yourself and your startup?
A: Absolutely. My name is Alex de la Brena, and I’m the co-founder of Griyum, a food tech startup based in Mexico. Our mission is to produce food with high nutritional value while minimizing our environmental footprint, and we do this through cultivating edible crickets in rural communities. Currently, I’m also working towards completing my PhD in biotechnology, with a focus on food and nutrigenomics. My journey into this field has a personal touch; as a child, I was often bullied for being overweight. This experience ignited a passion in me to work towards creating more nutritious and sustainable food options for everyone, a mission I’ve been dedicated to for the past 25 years.
Why Village Capital?
Q: How did Village Capital become a part of your journey?
A: Griyum came to life in 2017 with the goal of providing nutritious alternatives to popular food products. Facing the challenge of Mexico’s high overweight rates and related health issues, we aimed to transform commonly consumed snacks into nutritious options. Our journey took an unexpected turn when we discovered the potential of edible insects, specifically crickets, as a sustainable protein source. This discovery was inspired by an accidental cricket infestation in one of our urban farms, aligning with global discussions on the future of food security and the efficiency of insect protein.
Our ambition to innovate in cricket farming led us to develop technology for automated cricket farms, a project that gained traction and support, including from the local government. However, the onset of the pandemic posed significant challenges, impacting our agreements with clients and forcing us into survival mode.
It was during this critical period that we were introduced to the Village Capital program, sponsored by the MetLife Foundation. Seeing it as a lifeline, we joined the program to refine our survival strategy and explore new opportunities. The program was instrumental in helping us pivot towards producing cricket protein supplements, a venture that resonated with the market’s growing demand for dietary supplements. Launching One Chance Foods, our new cricket protein brand, we embraced the concept of seizing every opportunity to make a positive impact on nutrition and sustainability. This pivot not only helped us navigate the challenging times but also secured us vital economic support from the program, affirming the importance of adaptability and innovation in our journey.
Q: How did you come across Village Capital, and what motivated you to join their program?
A: We founded Griyum back in 2017, aiming to offer more nutritious alternatives to popular food products but were initially unsure of how to begin. Given Mexico’s high rates of overweight and obesity, and the prevalence of diet-related diseases, we saw an urgent need to shift perceptions of junk food into something beneficial. Our breakthrough came unexpectedly through an urban farm project, which led us to the idea of using edible crickets as a sustainable protein source. This aligned with global research on the efficiency of insect protein and its minimal environmental impact compared to traditional livestock.
We realized that to scale this idea, we needed to develop technologies for cricket farming that were automated, low-cost, and scalable. By 2020, we had set up the first industrial cricket farms in Mexico, but the onset of the pandemic threw us into survival mode. Our plans were disrupted as clients hesitated to launch new products, forcing us to focus on survival. It was during this challenging period that we were invited to apply to Village Capital’s program with the MetLife Foundation. Seeing it as an opportunity to solidify our survival strategy and attracted by the potential for financial support, we joined the program. Village Capital helped us identify market opportunities for cricket protein supplements, leading to the creation of One Chance Foods. This pivot allowed us to survive the pandemic’s economic impacts and eventually secure financial backing from the program, marking a significant milestone in our journey.
How a Founder Gets In
Q: Once accepted into Village Capital’s program, how does the funding decision work?
A: After joining Village Capital’s program, we found ourselves among ten other impressive startups, each with innovative ideas and driven teams. The atmosphere wasn’t competitive in the traditional sense, yet we were aware of the challenge in securing the financial award due to the high caliber of participants. Interestingly, the process for determining which startup received the financial prize was quite unique and democratic. It involved a self-evaluation mechanism where each participating startup assessed the others. This method fostered a community-oriented evaluation, focusing not on the superficial aspects of each startup, such as the coolness of the product or idea, but rather on how effectively each team leveraged the resources, knowledge, and opportunities provided by the Village Capital program. This approach emphasized the importance of active participation and the ability to extract maximum value from the program, rather than just the inherent qualities of the startups’ products or services.
A Glimpse into Village Capital’s Remote Program
Q: What was a typical day like in the Village Capital program?
A: The program unfolded entirely in a remote setting, aligning with the home office trend, especially relevant during the COVID-19 pandemic. Our team wasn’t fully remote since, as food producers, we had special permission to visit our cricket farms. These visits were essential as our crickets required constant care, pandemic or not. Typically, we’d engage with mentorship sessions and workshops alongside other startups via Zoom from our homes or sometimes even from the road or farms, thanks to a 45-minute commute to these sites. Our involvement with the farms wasn’t daily but rather monthly, coordinated around the producers’ schedules to manage the cricket production. During the program, we focused on completing the training for our producers, teaching them how to utilize the new technology we were implementing. This often meant multitasking between participating in program sessions and hands-on work at the farms. This direct application of program learnings to real-world scenarios, especially topics like establishing relationships with rural sharecroppers, was uniquely beneficial for us. It allowed us to immediately apply theoretical knowledge from the program in practical settings, an opportunity not all participants had. This practical application of program concepts significantly enhanced our experience and effectiveness within the program.
The Most Impactful Aspect of the Village Capital Program
Q: What stood out to you about the program? What was the most impactful part?
A: The most significant aspect of the Village Capital program for us was definitely the connections. It felt like more than just chance; the Village Capital team excelled at identifying which mentors and potential allies could best support our strategic goals. Our team lacked strength in brand development and marketing communication strategies. Recognizing this, the program facilitated connections with experts who eventually helped us create the “One Chance” brand. This level of meaningful networking is rare. We’ve participated in four similar programs, but Village Capital stands out because it’s the only one where we formed a lasting partnership with contacts we met during the program.
Areas for Improvement in the Village Capital Program
Q: What could the Village Capital program improve on?
A: One area that could be improved, which isn’t unique to Village Capital but is common in many programs, is post-program engagement. After the program, we continued to hear from the Village Capital team but lost touch with other participating startups, except for one in our industry. There were initial discussions about future collaborations among us, but maintaining connections proved challenging. This difficulty was partly due to the pandemic, which made gathering all co-founders tough. By the time in-person meetings became feasible again, about a year and a half later, everyone had moved on to other engagements. Although I wouldn’t say the sense of community was lost—since I believe all co-founders would happily reconnect if called upon—it’s not as strong as it could be. Enhancing this post-program connection among participants could foster a more enduring and supportive network.
The Lasting Impact of Village Capital on One Chance Foods
Q: Can you reflect on the impact the Village Capital program has had on your company?
A: Joining the Village Capital program was a pivotal moment for us. Without it, I’m convinced our company might have disappeared or entered a dormant stage, which is incredibly difficult to recover from. The program was instrumental in helping us navigate through tough times, allowing us to maintain momentum. A significant shift occurred post-program when we developed a consumer-facing brand, One Chance Foods. Although our primary business model is B2B, the insights gained from creating a consumer brand have been invaluable. We came to understand the intricacies of consumer engagement, the challenges of brand development, and how to effectively communicate with our audience. This experience has enriched our value proposition to B2B clients, as we now possess a deeper understanding of the consumer landscape and can leverage this knowledge to better meet our clients’ needs.
Post-Program Support from Village Capital
Q: How has your relationship with Village Capital evolved after the accelerator program?
A: Our relationship with Village Capital remains supportive, albeit in a more specific and focused manner. We have an open line of communication, which means if we ever need specialized mentorship, we can reach out to Daniela, and she’s been fantastic at connecting us with the right people. Beyond this tailored support, my involvement with Village Capital now extends to participating in events or online conferences where I share our experiences and insights about the program. So, while the direct day-to-day engagement might have tapered off, the door is always open for guidance, and there’s a valuable ongoing connection.
Key Advice for Aspiring Accelerator Applicants
Q: Do you have any advice for those applying to Village Capital or similar programs?
A: My key piece of advice for anyone considering applying to an accelerator like Village Capital is to enter with a very clear objective in mind. While our primary goal at the time was survival, which I acknowledge isn’t the most strategic aim except in dire circumstances, the underlying drive was our belief in our startup’s purpose and its potential impact in the coming years. Your objective might range from launching a new campaign to boosting sales in an unfamiliar channel where you see a product-market fit. However, it’s crucial that this objective is supported by a purpose that transcends personal ambitions – one that embodies the startup’s vision and can engage and create value for a broad range of stakeholders. Having a clear, meaningful purpose and a concrete objective will not only help in effectively communicating your startup’s mission but also inspire others to contribute to its success.