Interview with Antoine: Co-Founder of Nutu
Perpetual student, Entrepreneur and Permaculture enthusiast
What was the thought process behind starting nutu?
Nutu started as part of a reforestation project. Back in 2011 our goal was to plant trees with the Forest & Life movement. We were working with a broad constellation of actors (NGOs, firms, scientists, institutions, schools, experts, local entrepreneurs...) to make the most out of every tree planted.
We became very familiar with the Moringa tree and realized how great of an ally it can be. This little tree amazed us with its incredible versatility, it was at once helping us regenerate the land, fight malnutrition, improve farmers livelihood, foster local entrepreneurship, prevent soil erosion and protect biodiversity.
Nutu as a business was born to build an ethical value chain around Moringa Oleifera. It was founded to fulfill a vision of business as a virtuous cycle -one that fosters health and respects earth.
We are all vicarious beings, we are nothing without the efforts, support, mentorship, love and encouragement of others. So is there a person, group, organization, book, etc that deserves a shoutout here?
Yes, big shoutout to Nicolas Métro, founder and CEO of Kinomé, whom I consider a mentor. He inspired me to learn from & work with the vegetal world to answer human fundamental needs.
Also a huge thank you to my co-founders Deeva Greene, Lee Reitelman and Adeline Desjonqueres who breathed life into this beautiful project.
Much love and respect to all the farmers, scientists and local entrepreneurs who are Nutu's roots and sap.
Massive thank you to all our clients who understand and support our vision and help us multiply our impact.
Special mention to my partner Isabella Montoya, founder and CEO of Paz Lifestyle, for her unconditional love and support at every step.
What sets nutu apart from other businesses, what you are most proud of or excited about?
Nutu (no͞otou/) is a phoneticization of the French phrase nous tous, meaning “all of us”. We are working with women-led cooperatives in West Africa to bring the world's best moringa to everyone. Our mission is to share the bounty of this wondrous tree. We have at heart the regenerative principles of permaculture, fair trade and sustainable agro-ecology.
What sets us apart is that we envision our business as a little tree that grows steadily, with deep roots and plenty fruits to share. Nutu was built on the principle of interdependence—of peoples, ecologies, and economies.
We are most proud of our commitment to quality and ethics, our will to learn and improve, and our pledge to foster health and respect earth.
We are most excited about the potential of this incredibly versatile little tree who never ceases to amaze us.
How did you get to where you are today business-wise. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
Business-wise we got where we are by focusing on incremental steps, moving one foot at a time, and most importantly by trying to use obstacles as springboards.
It wasn't and isn't easy, but nothing worth your time ever is.
One big challenge we have is that both the tree we are working with and the problems we are trying to answer are so complex and multifaceted by nature that they tend to confuse our audience. So we keep learning, we stay open to feedback and we do our best to distill information in order to make it digestible and to keep moving forward.
One important thing I learned along the way is that plants have a lot to give us, and even more to teach us. They inhabit time differently, they make food and medicine from light and water and they never waste anything.
One thing I want everyone to consider is that we are all pupils of the cosmos and stewards of the world.