# HIBT Lab! Yolélé: Pierre Thiam

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-08-25
- Length: 41m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-25-hibt-lab-yolele-pierre-thiam

## Summary

Pierre Thiam, co-founder of Yolélé, explains how he transformed the ancient West African grain fonio into a global commodity to support Senegalese farmers and diversify the global food supply. He details the company's journey from a chef's personal mission to a scalable business, highlighting the critical breakthrough of partnering with a milling equipment manufacturer to mechanize processing and eliminate waste. Thiam discusses the strategic decision to brand fonio as a premium, drought-resistant superfood, leveraging his culinary platform and partnerships with retailers like Whole Foods to drive consumer adoption in the U.S.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-25-hibt-lab-yolele-pierre-thiam#t=0) Introduction: Pierre Thiam and the Mission of Yolélé
- [2:16](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-25-hibt-lab-yolele-pierre-thiam#t=136) Pierre's Journey from Physics Student to Chef
- [18:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-25-hibt-lab-yolele-pierre-thiam#t=1081) Rediscovering Fonio and the Vision for Yolélé
- [34:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-25-hibt-lab-yolele-pierre-thiam#t=2067) The Processing Bottleneck and Technological Solution
- [38:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-08-25-hibt-lab-yolele-pierre-thiam#t=2304) Scaling Distribution and Building Brand Awareness

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

companies scaling up

## Mentioned

- Yolélé (company)
- Fonio (product)
- Whole Foods (company)
- Woodlands (company)
- Taranga (company)
- Dean & DeLuca (company)
- Quinoa (product)
- Target (company)

## Related episodes from other shows

- [Founder Feature: Philip Teverow of Yolélé](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-28-founder-feature-philip-teverow-of-yolele) (The Startup CPG Podcast)
- [#249 - Expo Pitch Slam Recap with ChiChi Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-19-249-expo-pitch-slam-recap-with-chichi-foods) (The Startup CPG Podcast)
- [Ep. 5: Flavor Unites with Clara Paye of UNiTE Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-06-07-ep-5-flavor-unites-with-clara-paye-of-unite-foods) (The Startup CPG Podcast)
- [R&D RADIO: Brian Chau from Chau Time](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-01-r-d-radio-brian-chau-from-chau-time) (The Startup CPG Podcast)
- [Founder Feature: Ariel Altman and Ronny Berger of Figa Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-08-01-founder-feature-ariel-altman-and-ronny-berger-of-figa-foods) (The Startup CPG Podcast)

## Citing this page

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