Every six seconds, in the world, a person is carried away by diabetes. Also consumed by this disease, Eugénie Girardeau’s grandfather had to give up sweets. What to remove a share of conviviality at family meals “, says the young woman, at a time when” we consume four times more sugar than the recommendations of the World Health Organization “.
Raised in the middle of mills, the daughter, grandson and great-granddaughter of millers, “born to undertake”, slips, then launched Genius Max, a brand of low glycemic index organic pastry doughs. His recipe: more nutritious flour … and 50% less sugar! This “without sacrificing the throat”, insists the 27-year-old entrepreneur, slender voice but XXL determination.
Sodexo and organic shops
Created in 2018 with his partner Maxime Soulier, his start-up has since positioned itself on the BtoC, BtoB and BtoBtoC markets. Therefore, his kits of cookies, pancakes and other chocolate fudges are sold to individuals from the house’s website. But also with catering professionals, including the Sodexo branch, FoodChéri, and in more than 500 organic shops such as Naturalia, La Vie Claire, Biocoop or Bio c’Bon.
Its new brand of pastry preparations, Make the houseis about to be launched in 70 Auchan hypermarkets and supermarkets, alongside giants such as Dr Oetker (who owns Alsa and Ancel) and Nestlé.
At the galettes of St Michel
To be rolled in flour, literally, Eugénie Girardeau likes it. Born in Nantes, the eldest of two children has practically learned to walk in the family mill. “There was always good bread in the house,” he recalls. The appetite for the food industry was confirmed when she, during a gap year in New York, was the sales representative for the St Michel galettes.
When she left the London School of Economics, where she met Maxime Soulier and earned a masters degree in management, the one who also has a baker CAP passed as a free candidate, wears the entrepreneurial apron. At the end of eight months of research and development, Max de Génie comes out of the oven, and swallows certifications and awards: organic label, first on the podium in the contest “Launch yourself and create your thing” organized by Carrefour, first in the Boomer Challenge of Mondelez, winner of the ID Food Nutrition award …
“Eugénie has a competitive spirit, she is committed to excelling, not to finish second”, evaluates Maxime Soulier, adding that she is the creative duo, while he is “the needy one”. Confirming “to have won”, Eugénie Girardeau said to feed “on the adrenaline of entrepreneurship”. “I don’t see myself leaving this position, where we do manufacturing, marketing, trading or human resources, to limit myself to just one profession,” confides this athlete.
If, as a young man, she participated in equestrian obstacle competitions and in the French rugby championships, Eugénie Girardeau has recently converted to triathlon. She enough to train up to ten hours a week, ahead of completing Chtriman de Gravelines, a Half Ironman, next summer.
Feed the planet
Until then, the one who defines herself as “well organized for long-term management, even if a little messy in appearance” has to carry out several projects at the same time. And impose Max de Génie, which employs nine people and already exports to Europe and the United States. Because, according to Eugénie Girardeau, the oily or legume flours that make up her recipes are “nutritional nuggets” and perhaps constitute “a solution, at a time when it is necessary to find vegetable alternatives to proteins to feed the planet responsibly” .