Interview with MINJUMS

What made you start a business in the food industry (what problem are you solving or niche are you filling)?

Since I was at University, I dreamed of developing a unique product and having my own food company one day.  After working in the Food Industry for more than 15 years, it strengthened the passion that I have of mixing ingredients and coming up with something unique and delicious. It was time to start my own food business. 

While searching at the supermarket for healthy snacks for my young daughter, I found that most snacks were high in sugars and/or salt, made with artificial ingredients and contained preservatives. Also, my daughter has a milk and soy allergy, so I found it very complicated to find snacks that I considered good for her that she could eat.

“The healthy snack options that met all my expectations, my daughter didn’t like, so I realised I needed to create a healthy snacks without milk or soy in it”. After a lot of experimenting, MINJUMS sweet spreadable dips was born.

Are you a solo business owner, family run business or partnership?

I am a solo business owner, but I have all the support of my husband. He believed in my dream since it was just an idea and he is helping me as much as he can.

What kind of food do you make?

We create sweet spreadable dips, that are plant based made with wholesome ingredients such as lentils, fruits, vegetables and some spices. I am proud that we don’t add any refined sugar, preservatives or artificial ingredients. They are a healthy option compared to jam or any other high sugar spread or dip.  

We currently have three flavours Raspberry, Cocoa and Chia and we are trialling new ones. The three flavours are good to spread on toast for a breakfast, or a healthy snack to dip fruit or your nuts into, or as dessert on a spoon or to top a cake.

Who is your target market?

Our target market are mums with kids aged between 2 and 9 years old, but also people that want to eat healthy sweets with lots of flavour.

How do you sell your product?

I launched Minjums at Farmers Markets in June 2019 to prove our concept with actual customers and to conduct more market research. By 2020 I want the current flavour range to be available in health food shops across Melbourne.

What was the trigger for you to contact The Business of Food?

Even though I had experience in the Food Industry from overseas and in Australia, I didn’t know how to start a food business in Australia. Someone give me The Business of Food contact details, I read their information and went to their Business of Food Expo in March 2018. From what I saw at the Expo I realised I had found the experts I needed to establish my food business. Since then, I have worked with them to develop my product idea; and I have expanded my network connections by attending some of their professional events.

 Where can we buy your product?

At the moment, you can buy direct through us at Farmers Market across Melbourne. I post about upcoming markets via our facebook page and instagram; and we have information on our website www.minjums.com.au

Have you got any tip(s) for someone launching their own food business?

If you have a dream to launch a food business, don’t think too much about making it happen. Instead, find the people that know all that  you need to be able to sell your product. Then prove your concept with some customers with samples and make some changes or pivot if necessary, but don’t wait too long to make it happen or try to be a perfectionist. 

Time is a treasure. Attend networking events as much as possible. I personally prefer the networks and business communities that relate to the food industry.

Find buddies that are on the same journey and mentors or people that can guide you in the process. It has been very helpful for me to talk with people that are taking a similar journey. Sometimes you will find those angels, that are amazingly helpful and kind that give you their time to share their journey.  Also explore all the options available to build brand awareness and select the ones that are good for you and your business.

Finally have a friend or a family member that supports you and your business; and boosts your confidence when things go wrong.

Minerva Jimenez - MINJUMS