We caught up with the brilliant and insightful Yamina Merzoug a few weeks ago and have shared our conversation below.
Yamina, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Eight years ago, I decided to level up my pastry skills and enrolled in culinary school. The real turning point was my internship at Craftsman and Wolves, a boutique bakery in San Francisco, where I later became in charge of the confectionery station. From whipping up caramels, jams and marshmallows to my absolute favorite—Pâte de Fruit, a French vegan-friendly fruit jelly—I found my passion.
Post-Craftsman and Wolves, I explored different culinary gigs, but my love for Pâte de Fruit stuck around as a personal hobby. The idea for Yami Yami blossomed during the pandemic. Instead of the usual frozen purees from France used by most bakeries, I envisioned something different—celebrating California’s harvest. Opting for locally grown fruit meant adapting recipes through the season (as acidity, amount of sugar and pectin changes), but it felt like a challenge worth taking. The decision to support local farmers, use organic California fruit, and reduce environmental impact seemed not just logical but necessary.
At the heart of this venture lies my Sunday ritual—a trip to the farmers market. It’s where I draw inspiration for Yami Yami’s ever-changing, seasonal menu, infusing each confection with the essence of California’s diverse and delicious offerings.
Yamina, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’ve crafted a vegan fruit “gummy” that takes the term “natural” to a whole new level. These treats are more than “natural” – they’re made with real fruit, no flavorings (natural or artificial), colorants, corn syrup, or conservatives. The only conservative in the mix is organic cane sugar.
My commitment to being environmentally friendly goes beyond just sourcing local ingredients. From pouches to shipping boxes and even the tape, I’ve embraced compostable packaging. It’s my way of ensuring that the goodness of these gummies extends beyond the treat itself, leaving a minimal environmental footprint. Because enjoying a delicious snack shouldn’t come at the cost of the planet.
What’s a lesson you had to unlearn and what’s the backstory?
In the initial stages of planning for Yami Yami, wholesale seemed like a logical component. However, after a year and a half, I came to the realization that for a micro-business like mine—where I am the sole operator—traditional wholesale doesn’t quite fit the mold. This is a niche product, made in small batches to maintain its unique quality. Unlike larger-scale operations, scaling up doesn’t lead to cost reduction per batch due to the nature of the production process.
Given the constraints, I found that pursuing wholesale didn’t align with the essence of Yami Yami. Instead, I shifted my focus. Currently, my product is available in just two carefully chosen shops, a decision I appreciate. Recognizing the limitations, I opted to invest my energy in pop-up events. These allow me to engage directly with customers, explaining the nuances of Pâte de Fruit, which remains unfamiliar to many. It’s a conscious choice to connect authentically with my audience and ensure that each pouch is a crafted experience rather than just a product on a shelf.
Can you share a story from your journey that illustrates your resilience?
In August and September of this year, my pop-ups left me feeling disappointed and questioning my choices. I’ve never been one for a “fake it until you make it” approach. The limited engagement triggered doubts—did I choose a product too niche? Why isn’t anyone solely specializing in Pâte de Fruit? Did using fresh fruit complicate production unnecessarily?
As a solo entrepreneur, it’s tough not to take it personally. I felt down for a couple of days, but then I decided to shake it off. I took proactive steps, emailed my customers about new flavors, and the positive response lifted my spirits, reminding me why I embarked on this journey.
Contact Info:
- Website: www.ohyamiyami.com
- Instagram: ohyamiyami
- Facebook: ohyamiyami