[ENTREPRENEUR FOCUS] Payzan, from land to appetizer

Payzan, from land to appetizer

The concept 

We created Payzan, a brand of aperitif products from our farm's produce. We initially developed two ranges based on organic soja : soy hummus ans roasted soy beans.

Payzan's objective is then to be able to promote the products of other farms and to create a reference brand for agricultural food. We sell our products in organic stores, producer stores, bars and restaurants.

How did you come up with the idea? 

Payzan is a family story. After studying at IÉSEG, Aymeric took over the family farm located in the department of Aisne, in France, with his wife Margot in 2019. Tristan, Aymeric's little brother who's also graduated from IÉSEG, already had at that time an entrepreneur profile and joined Payzan in 2022 with the idea of creating a brand to promote the agricultural production of the farm. After having sold his first company he devoted himself 100% to this project.

Why Payzan? Because we represent generation Z and we are part of those farmers who want to do things differently. After several tests the first Payzan products are released in April 2023. We chose organic soy because it's a little consumed legume  in France but which has exceptional qualities. It's the 2nd most protein-rich vegetable and the possibilities of recipes are numerous.

Where are you today? 

We are listed in more than 80 points of sale and we have sold more than 13,000 pots in 1 year of creation. In total, we valued more than a ton and a half of soy via Payzan.

What are your objectives for the next few years?

We are releasing a new range of spreads in June 2024, the idea is to promote the production of other farmers, to extend the Payzan brand beyond our own farm. 

Our agri-partners are located within a 100km around and we mainly try to select products that are refused in traditional salepoints like the famous ugly vegetables (poorly calibrated, strange shapes, etc.). The objective is to limit waste while having a quality final product. For the launch of this new range we would like to carry out a crowdfunding campaign.

We want to continue our commercial development by testing our product ranges in local mass distribution  to be able to reach more people and continue to work with our current partners. 

Our vision in 5 years is that Payzan will be able to integrate new products throughout France with farmers who have know-how but who have difficulties with the marketing and making their products known. Farmers are an essential link in French food and we want to guarantee a fair price so that each farmer can live with dignity from their work.

Contact : Tristan FERTE

tristan@payzan.fr

www.payzan.fr