Launching a startup is hard. Launching one in the middle of COVID, war in Ukraine, inflation, energy spikes, staff and ingredient shortages? That’s survival. The world is in a constant chaos, our new reality.
That’s the world Be Better My Friend was born into. And it taught us fast: being first is overrated. The food world doesn’t care who launched “plant-based butter” first. They care who can deliver, consistently, through crisis after crisis.
Supply chain is survival
There’s a saying: first-time entrepreneurs focus on product, seasoned ones focus on supply chain. It’s true. You can build the best butter block, but if you can’t get shea, coconut, or sunflower when war hits, you’re finished.
At BBMF we fight supply battles every day. Whether this being production capacity, matching forecasting, production planning and stocks. We can’t let our customers run out of stock and disappoint their customers and risk their business. So if that means driving from Barcelona to Paris in the weekend to bring some cases as a delivery did not happen and our customer is out of stock, we do it.
We play the long game as there is plenty potential. Did you know that the world consumes 12 million tons of butter every year? Can you imagine the amount of cows, land, carbon and water that is needed for that? Today climate change got snowed under due to global political stress. But it will hit us. High costs, EU climate law, allergens and younger generation’s changing needs, will shift demand to alternatives. Palm oil is next in line with deforestation rules and EUDR. Both will lose their shine. Winners will be those who build resilient supply, consistent quality and compliance. And we will be amongst them.
Build only what you can support
Being lasting means discipline. Every move has to build on the last. Sell more? Only if service and technical support can hold. Add more products? Only if we can follow up. Expand markets? Only if we can back it with people and supply. We made mistakes there. Went too fast or too soon. Growth that outruns support kills trust. Constraints set the pace and protect the business from collapse.
Continuous improvement, not constant novelty
Startups love novelty. But lasting businesses are built on repetition. At BBMF we grind. One butter block, tested, improved, tested again. That’s how we removed preservatives. That’s how we stretched shelf life to 12 months. That’s how we sharpened packaging. Step by step. Improvement stacked on improvement. Never perfect, always better. It is better to solve constraints than to focus on opportunities. The first moves you forward, the latter adds complexity and this mistakes.
Better, not first
Original doesn’t mean first. It means better. Facebook wasn’t first. Apple wasn’t first. Microsoft copied. As did Walmart. And all perfected. That’s our strategy. Not industrial margarine. Not supermarket hype. We focus on B2B, gourmet, workability, taste. Everything we launch is made by and for chefs. Service, speed, reliability. A better version of what the category should be. That’s lasting.
Humans at the core
Lasting also means staying human. Of course wele use automation and AI, but only to serve people, to do more and better. We will be very selective in who to hire. We don’t aim to replace. For chefs and ourselves, imperfections, creativity, and irrationality are our core. Our role together is to delight people across the world with pure, inclusive, guilt-free pastry. We want to keep our world human.
Because lasting success is not only profit. It is meaningful connections and meaningful work. That’s real wealth.
The point
A lasting business is one where every part builds on the same principle: A supply chain that holds. Growth that can be supported. Products that improve step by step. A culture of discipline, not distraction. Humans at the core.
Be Better My Friend is not about being first. It’s about being here tomorrow, stronger than today. No shortcuts. No hype. Just work that endures.
BETTER BRAND 
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