Deck, No Problem: How Fermenti Won A Planet Organic Listing

Fermenti Founder Marie-Laure Prevost secured a Planet Organic listing at the 2024 Bread & Jam Festival with nothing more than a 10-minute, conversation-style pitch—no deck, just product in hand and proof it that there was customer demand. After a few setbacks on the pitching circuit, what finally made the difference?

Were you totally retail-ready when you applied to pitch to Planet Organic?

Yes — I was retail-ready when I applied. I’d already been selling in Whole Foods for about a year, which I think helped reduce the risk for Planet Organic since the customer base is similar.

Had you reached out to the buyer before?

Yes, I had applied for the Bread & Jam Planet Organic pitch the year before, but I was unsuccessful.

How did you prepare for your 10-minute pitch?

I brought in my retail cases and packs and spoke about the product and how well it was performing in Whole Foods. I didn’t use a pitch deck — I prefer to keep things conversational and natural. The many pitches I delivered at Bread & Jam the year before also helped me prepare and refine my approach.

Did you have a launch strategy planned to present to the buyer? A commercial plan?

I had a launch strategy in mind, but we didn’t talk about it at the pitch. We talked about this later when we had our first video call. It’s usual to start with a 20-25% promo to get the client to taste the new product and to agree to a number of sampling sessions in the different stores. We did talk about pricing, though, but it was ballpark.

Did the buyer have loads of questions?

No, the buyer didn’t ask many questions. I think the product and packaging do most of the talking. The buyer tends to look at everything from a customer’s point of view—assessing whether the packaging stands out and whether the price feels right for the shelf - and then decides if it will sell.

What was the first thing you did post-meeting?

The next day, I sent a quick thank-you email to follow up, saying thanks for the time and briefly reminding them about our product and mission to keep it fresh.

How long did it take from pitch to listing to get on shelves?

Three months.

How has Bread & Jam helped you on your entrepreneurial journey?

It’s given me a direct way to get in front of buyers that would otherwise take a lot of time and cold outreach. I’ve pitched at Bread & Jam many times now, and it’s been really valuable. I can now read what lands and what doesn’t, and adjust as I go. These days I actually find it quite enjoyable. It’s also a much more cost-effective way to connect with buyers compared to a trade show booth.

A couple of years ago, I was invited to a roundtable at Bread & Jam to share my experience with Campden BRI (scientific research) and how to obtain research grants. I really enjoyed that discussion as well, and it helped to position Fermenti as a science-backed business.

Which brands do you admire, and why?

The brands I admire are purpose-driven. Nourish because they don't compromise on ingredient quality or sustainable packaging. The Cultured Collective because they are fermentation buddies, nature lovers and they managed to get into major supermarkets while staying authentic and soft spoken. Bold Bean Co because they managed to make beans attractive while simultaneously helping to reduce meat consumption and counter climate change. And, More Toddler Meals - they started at the same time as us, have been very brave and persistent, and now sell through Ocado.

Across all of them, what I admire most is the combination of clear purpose with the discipline to scale without losing their identity.

Marie proves that persistence pays off! Check out Fermenti’s gut-friendly Coco Bites and Wild Fermented Fruit Snacks.

Bread & Jam Fest - the must-attend event for challenger brands - takes place on 14th - 15th July. Now is the time to grab your tix.