Talking To: Yumello
We all have one guilty pleasure. There are ones we keep for ourselves and the ones we all share with our fellow humans. We’ve all been too sad, hungry, drunk or hungover to reach the point that we let everything go and make the food do the healing - everyone else is just lying. Many of them are junk-food per se, but others became such because we simply can’t help eating it like peanut butter.
Good news, I’ve found one that not only is delicious, but it doesn’t make you feel bad after you empty a whole jar without even realising it.
Yumello is a Bristol-based company that strives to produce healthy and sustainable peanut butter. They bring us the ancient knowledge and tradition of Berber people, supporting a cooperative of 300 women and, therefore, helping us spread some love on our lonely toast.
Here is my interview with Omar
Tell me a bit about yourself. What’s your story, and how did you get the idea for your products?
When we moved to the UK, we were surprised to see so many North African flavours, but there was nothing on the shelves representing North Africa’s experience. The distinctive flavours, bold, vibrant colours and the authenticity of it all were missing.
All started as a hobby, recreating the traditional Berber spread made from roasted almonds and argan oil and taking it to local markets in Bristol; seeing the positive reaction from customers, we decided to make the transition into a full-time challenge.
The exciting thing is that although you make peanut butter, it’s not what we are used to. What’s different in the Berbers’ way?
The Berber people make everything taste beautiful from something so very simple – it’s the quirks, the sheer inventiveness, the authenticity… you can taste it all.
We haven’t stopped at just natural ingredients - we’re all about big, bold flavours worth talking about Like Salted Date Peanut Butter, and trust me, it tastes as good as it sounds.
You source your argan oil from female-led coops in the Atlas Mountains, and in doing so, you help those women become more independent. Is that your secret ingredient, right?
We are helping to change women’s lives by sourcing our argan oil directly from our partner coop Targanine in the Atlas Mountains of Morocco. This enables us to ensure high-quality standards, full traceability and that those producers are paid a fair price for their goods.
Targanine’s tight-knit network of cooperatives represents over 300 Berber women who process the argan kernels to make this precious oil. It allows them to earn a fair wage, improve their social status and financial independence in a rural area with limited work opportunities.
Targanine’s work in the local communities is truly inspiring, empowering women both economically and socially. Argan trees also play a crucial role in the battle against desertification in this arid region, and the success of the coops has halted deforestation.
Supporting communities is just a part of broader care for the planet, which you seem quite interested in. Is it really so difficult to do business and caring for the environment at the same time?
It’s easier to be more profitable when you don’t look after the planet and its people, but consumers are becoming more demanding of brands (as they should be). They want to know if brands consider all the different aspects of the business. We believe that brands that look after both profit and purpose will flourish.
Our aim is to create a responsible business leaving the planet better than we found it. We’re committed to a lighter footprint on the earth and making our products the right way:
Our production is carbon neutral. This has been achieved by reducing CO2 emissions - our ovens and grinders are powered by solar energy.
We never use Palm oil. It’s not for us.
Using 100% Recyclable packaging.
As Berbers know well, the future is unpredictable and with Brexit even more. How do you think that this will affect your business?
Brexit is a challenge; the effects are already noticeable. For example, deliveries to the EU are taking a very long time (up to 45 days when before it used to be 7 days), but hopefully, things will start to get better after the first 3 months of adaptation.
Lucky for us, we don’t need to travel to Morocco to taste your products, so where can anyone find them?
You can find our products nationwide, in many awesome delis across the country. They are also available via Good Sixty, Ocado, Holland and Barrett and at yumello.com.
Interviewed by Bruno Cafiso
Ciao I'm Bruno! I'm a food lover, a philosoper, a chef, a dreamer but mostly a writer. In fact, just give me a pen and a blank page and I will be at ease. I'm originally from Sicily and I try to live with less stuff and more meaning. Apart from the culinary aspect, what fascinates me about food is the social and cultural component that even the simplest dish holds inside. It's an universal tale of people and communities with different stories and origins.
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