THE LOLLIPOP ENTREPRENEUR: INTERVIEW WITH XAVIER DE LAME

“I never expected to write a review about lollipops, and I certainly thought all the glowing reviews that were already posted were just exaggerations. I mean, how different could these lollipops be from any other? Well, they are different. They actually taste like fruit. Not the artificial fruit flavors we all grew up with, but actual fruit.” That’s what is said about YumEarth on Amazon, the first organic candy company in the US with a distribution network covering over 40 countries around the world.

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In 2015, Xavier de Lame brought this yummy and healthy lollipop to Europe with his team at Gurux Entertainment. Xavier originally founded Gurux as a marketing consultancy specialized in all-in-one consumer promotion and CRM programs. The mission of Gurux completely changed when Xavier met Rob and Sergio, the founders of YumEarth. Charmed by the tasty organic confectionary, he transformed Gurux into its exclusive importer in Europe and EMEA.

Xavier’s relationship with lollipops is dated back to the 90’s when he was actively involved in the exciting brand adventure of “Chupa Chups”. “Crazy days, great people and good vibes. It was a great international experience inspired by the invention of Enric Bernat”, Xavier recalled. He was one of the brains behind memorable Chupa Chups’ campaign: Love Parade in Berlin, Moto GP Racing Team, Banzai soundtrack, Feel the Pain TV ad, Chupa Chicks in Toronto, Venice Film Festival & Carnival, Tokyo Night Scene, Chupa Chups Funwear at Galeries Lafayette and many more.  All over the world, Chupa Chups is an iconic brand.

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15 years later, Xavier took on a new challenge with YumEarth. Back then, the main task was to find very specific entrepreneurs and/or organizations willing to challenge the status quo of the candy distribution in Europe.

“Call it luck, coincidence or good vibes but in 2016, we have almost covered the EEC and half of our partners are new born companies in countries like Germany, France or the UK. But more than anything, the energy around YumEarth is extremely positive which allows sharing best practices and sometimes avoiding failures. We are lucky to have lots of exchanges, social media support and follow-up between partners: this is the magic of the European YumEarth family.”

Originally, YumEarth products has been sold in the US as bags/multipacks of goods which belong to different candy categories. But Gurux decided to focus on the first product created by the 2 founders: #besteverlollipop.

Item 1024 Fruit Pops 14u EMEA -61027.png“We wanted to sell lollipop in single unit with a distinctive in-store display to differentiate from competitors. However, in the first quarter of 2015, we still had to launch various bags instead of single lollipops. By now, we eventually reach the point of selling in single unit because our partners have clearly understood the advantage of volume distribution over value distribution. This is an important part of our strategy and it defines how the brand will grow.”

 

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