Talking to Mihai Simiuc, CEO of Good People, operator of the Frufru brand

How would you describe Frufru?

Frufru is a brand that helps and encourages young people in Bucharest with a dynamic lifestyle to eat fresh, healthy, no‑nonsense food and enjoy life. How? We’ve developed super tasty, no‑nonsense products, created frufru fresh corners as close as possible to consumers, and opened frufru stores—where Frufru fans and those who haven’t discovered us yet can try all our products and get a feel for the brand’s world. We also work to educate people to pay more attention to what they eat and to read the label.

We source fresh ingredients daily, produce every day and deliver every morning to the 200 frufru fresh corners. In short, we’re an integrated business that exists to help Bucharesters eat healthy and live more joyfully: “eat healthy, be happy”.

What motivated you to start this kind of business? Why this industry?  

I first became an entrepreneur by setting up a consulting firm with a Dutch friend, but after a while I felt the need to do something that truly added value. The choice was fairly straightforward, because in consulting my lifestyle was very chaotic; most of the time I ate junk, as I was always on the run. That’s how the idea came about to make fresh, healthy food—an alternative to fast food and to “mummified food”—for people like us: active young people caught up in work, but who appreciate good food and a healthy diet. There weren’t too many of them 10 years ago. But we grew with them, and they with us.

How did Frufru manage to stand out from similar businesses? What marketing and promotion strategies did you use? 

When we launched Frufru, there were no similar businesses and there wasn’t really a market. Our first customers (early adopters) were more alternative. That’s why we focused on guerrilla marketing, seeding, retail experience, product & packaging—everything 100% in line with the frufru brand: “no nonsense”, fresh, fun, playful, full of life. And if you want to know the biggest secret in Frufru’s marketing strategy … the carrot rounds in little bags (Frufru’s trademark) … Now there are more companies offering healthy food or drinks; in the end we see them as co‑players who help change the market for the better. Sometimes, of course, it bothers me that instead of bringing something new, they copy us down to the details, but I think that in turn forces us to innovate and be better.

What business challenges do you face and how do you see Frufru evolving over the next few years? 

I think the main challenge is how to grow as a business while staying “small in attitude” and keeping the brand’s values intact (both internally—meaning our people—and externally, in our communications, products, etc.). In practice, how to serve healthy, fresh, no‑nonsense food to a broader group of consumers while staying connected to the segment that embraces Frufru’s values 100%. Another challenge is finding partners with the same profile—ambitious, visionary and “no‑nonsense”.

How did you come to work with Banca Transilvania?

We didn’t put too much effort into choosing the bank. We steered clear of the big banks, which we perceived as stiff. This was in 2006, when banks were riding high and it felt like they were doing us a big favor by giving us the chance to become their clients. We’ve worked with Banca Transilvania from the start because it was recommended as friendly—and you really are friendly. That’s why we’ve stayed with you.

What advice do you have for people who want to start a business? 

•  Don’t think it’s a walk in the park or a way to have more time to go to the beach and see the world.
•  Be prepared for both success and setbacks along the way and, even if you start with full confidence in the opportunity and vision, be operationally, financially and mentally ready for tough times (there will always be an overly optimistic estimate, a market shift, a crisis).
•  Don’t wait for the perfect idea or the perfect timing, and certainly not for a business plan down to the tiniest detail.
•  Set out with trusted partners who share your values and aspirations and believe in the same vision.
•  And, most importantly, do something that creates real value.