A happy alliance with a celebrity chef

It’s not bad going when a Michelin-starred celebrity chef endorses your first range from your first start-up company.

That’s what James Le Bouedec has achieved with a range of cooking sauces, launched last month by his marketing and distributing company LB Foods. 

The range resulted out of a chance meeting with French chef Jean-Christophe Novelli at the Vive La France show in Olympia in January. 

“I said to him: ‘You’ve got the cooking skills and I’ve got the manufacturing capabilities. Let’s do something together’.” 

Le Bouedec developed a range of three premium cooking sauces using Novelli’s recipes and his face on the jar. 

Le Bouedec is in talks with the multiples about listings and is working with a distributor to target the independent sector. He’s got a programme in place to develop three more sauces by April. 

Le Bouedec began his career with The Cheese Company after graduating with a BSc in International Food Marketing. 

He then moved to G Costa where he was brand manager for Blue Dragon before the company relocated him to Thailand to develop markets in Australia, Japan and the Middle East. He then took control of Blue Dragon’s development in the US and Canada before setting up LB Foods with his brother Ian. 

LB Foods has also been importing and distributing foie gras into London’s premium delis and after visiting Sial, Le Bouedec has new products in mind. “I think we need more entrepreneurs. My advice: be brave, stick to your guns. But don’t forget to listen to others.”