Success story – Loop, mission first!

“We’re not a product, but a concept.”

If Loop Mission was first known for drinks made from the highly rejected food industry, its founders refused to attach to the juice company’s label. O gin. O beer. Or soap. In other words, everything the company makes from food reserved for landfill. It is rather for its mission – to promote rejected foods – that the Montreal company wants to make its mark. Interview with David Côté, co-founder of the company.

David Cote

  • Co-founder of Loop Mission
  • The company was founded in 2016 in Montreal
  • Number of employees: 50
  • LinkedIn profile

How was the Loop Mission born?

“Six years ago, I met Julie Poitras-Saulnier (now president of the company) and we fell in love. Julie has an academic background in the environmental sciences and worked on sustainable development in large companies, while I was self-taught and I messed up my lump before entering the business (Crudessence and Rise Kombucha). Together, we want to start a project whose philosophy is “the more you sell a product, the better it is for the planet”.

At the same time, I received a call from one of the largest fruit and vegetable distributors in Canada, Courchesne Larose. I was told they throw away 16 to 25 tons of ripe fruits and vegetables per day. When a fruit is ripe in a warehouse, it won’t be bought by grocery stores, it’s all too late. He will go to the landfill.

After visiting their warehouse, we decided to visit it: Julie sold her house, I sold Crudessence and part of my Rise shares. We launched the machine and made our first juices from the surpluses of Courchesne Larose. Today, we work with food distributors, grocery chains and farmers to make anti-waste products. “

6,782 tons

Since its inception, the Loop has rescued 6,782 tons of fruit and vegetables from going to landfill.

How to explain that no one thought to appreciate these excesses in this way before you?

“Generally, the entrepreneur is too busy selling, marketing or managing his human resources so he doesn’t have time to think about his waste. And when the company grows, the entrepreneur no longer sees the waste. He only sees the “loss” line in a financial report. It becomes a figure whose reality we no longer understand.

Shouldn’t we also solve waste problems at source?

“Unfortunately, waste is always there. We are in a developed country where consumers expect great prosperity. If we expect to have all possible products, of all kinds, at all times, to satisfy “Everyone, there are always surpluses. Here a company like ours can come together between the consumer and the industry to save their food.”

Loop will soon move into a new 40,000 square feet factory, requiring an investment of 10 million. Last year, your sales increased by 116%. And you want to export your concept to the United States, Europe and Australia. How do you manage such growth?

“We are in a hurry! The elastic is stretched to the highest point. Of all my experiences as an entrepreneur, this has been the biggest growth I have experienced. We go in all directions. We have projects on the table for the next four years, in addition to all the companies calling us to tell us about their releases. We have become the data collection center for everything discarded in North America. It’s very difficult. But we are also very excited. ”

In all of these projects, is there a risk of losing sight of the company’s core values?

“No, it’s the opposite. The nice thing about Loop is that the bigger you get, the better. Usually when a company grows, its ecological footprint also grows. We’re the opposite. The more big players we work with, the more the more food we save in large quantities, the greater our impact on the environment. It’s a holy circle. “

In your career, what achievement are you most proud of?

“Our best shot is not to limit ourselves to one product, but to put the mission at the center of everything: starting with a problem and creating a solution that we reject with products. This is why it is possible to grow so much, and we’re not limited to one article. We’re not a product, but we’re a concept. This is our biggest strength. “

His best advice to new entrepreneurs

“Don’t start a business out of a desire to succeed, but out of a desire to solve a problem. Often, the main motivation is to make money. It’s the wrong path to take because you’re on fire and you’re not excited about what you’re doing.”

His biggest mistake?

“Our mistake was to wait too long before hiring professionals. In a start-up, you can’t give a good salary from the beginning. You hire juniors and you raise them with you. We waited too long before hiring seniors, for fear of not having budgets.It cost us almost a year of growth.

A company or entrepreneur that inspires him

“Mid-Day Squares, for their amazing storytelling!”

His favorite app

“Th3rdwave, to find third wave cafes!”

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