# A climate-resilient ancient grain with Pierre Thiam of Yolélé (2022)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-09-21
- Length: 42m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-21-a-climate-resilient-ancient-grain-with-pierre-thiam-of-yolele-2022

## Summary

Pierre Thiam, co-founder of Yolélé, explains how he transitioned from a physics student to a chef and eventually launched a company to commercialize fonio, a drought-resistant ancient West African grain. He details the supply chain challenges of processing fonio, partnering with Woodlands and developing new mechanized equipment to eliminate waste and meet GFSI standards. Thiam also discusses Yolélé’s go-to-market strategy, including securing shelf space at Whole Foods through demos and leveraging social media influencers to build brand awareness for the grain in the US market.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-21-a-climate-resilient-ancient-grain-with-pierre-thiam-of-yolele-2022#t=0) Introduction: Pierre Thiam and Yolélé
- [2:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-21-a-climate-resilient-ancient-grain-with-pierre-thiam-of-yolele-2022#t=145) Pierre Thiam's Journey from Senegal to Chef
- [19:39](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-21-a-climate-resilient-ancient-grain-with-pierre-thiam-of-yolele-2022#t=1179) Rediscovering Fonio and the Mission to Brand It
- [31:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-21-a-climate-resilient-ancient-grain-with-pierre-thiam-of-yolele-2022#t=1888) Forming Yolélé and Partnering with Woodlands
- [36:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-21-a-climate-resilient-ancient-grain-with-pierre-thiam-of-yolele-2022#t=2164) Solving the Fonio Processing Bottleneck
- [40:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-09-21-a-climate-resilient-ancient-grain-with-pierre-thiam-of-yolele-2022#t=2400) Go-to-Market Strategy and Growth

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

early-stage companies

## Mentioned

- Yolélé (company)
- Fonio (product)
- Woodlands (company)
- Whole Foods (company)
- Quinoa (product)
- Taranga (company)
- DeLuca (company)
- Philip Deveraux (other)

## 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)
- [Ep. 2: Bissy Energy Drink - The Real Kola with Zach En'wezoh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-05-04-ep-2-bissy-energy-drink-the-real-kola-with-zach-enwezoh) (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)
- [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)
- [#250 - Jacob Trumbull of Roaring Fork Mill: Heritage Grains, Regenerative Organic Certification, and How Startup CPG Opportunities Unlocked 700 Stores](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-26-250-jacob-trumbull-of-roaring-fork-mill-heritage-grains-regenerative-organic-cer) (The Startup CPG Podcast)

## Citing this page

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