Experienced agribusiness leader now working at the intersection of food systems and climate action.
It takes courage to start a business, and it takes quite some courage to stop it. That's what a friend of mine said when I told her that we had decided to discontinue Moqqi, and it is absolutely true. Frédérique and I are very passionate about child nutrition and helping kids enjoy healthy eating, so it was a very difficult decision for us. We had to put our emotions aside, challenge ourselves, and assess what makes sense by looking purely at the business and its potential. Unfortunately, despite all indications that parents are seeking healthier alternatives for their kids, we have learned that the market in Belgium and the Netherlands is not yet ready for frozen healthy snacks for kids. It's frustrating to have a great product and yet struggle to bring it to market on a large scale. We tried different channels, different countries, and different products, but we did not believe we could make the impact we wanted without compromising our values of bringing to market innovative, natural, healthy snacks to kids. Despite this decision, Moqqi has been an amazing journey. I moved from a successful corporate job to starting a challenger brand without any previous product development or marketing knowledge. And I did it in a country to which I had recently moved, where I didn't speak the language or have a network. It did take courage, and I am so glad I took the chance. I learned more than I could have ever imagined, and I am very proud of what we accomplished over these years. We developed an innovative product (in hindsight, perhaps too innovative), a cool brand, and we built a large network of startups, suppliers, retailers, food manufacturers, and parents. A super thanks to my co-founder Frédérique Versteegh for having embraced the mission and joined me in this adventure, it would not have been so fun and rich without you! And thanks to everyone who was part of our journey, too many to mention here, you made this experience much more valuable! And a massive plus from this experience? My son is a perfect eater! He not only loves our Moqqies but also tries everything that is put in front of him, from any seafood to different vegetables. So yes, kids can enjoy healthy eating and I’ll do my best to help him to continue building healthy eating habits as he grows older.
I don’t have a startup of my own but I have been looking at the challenges of startups and some of the statistics in recent times. It is definitely not for the faint hearted. I see that recurring theme of courage in every founder and innovators that I’ve studied. “Success is not final, failure is not fatal: it is the courage to continue that counts”. I believe you have the courage to use what seems like a setback now to build another bigger and impactful venture.
It was really nice to get to know you. I wish you all the best on your future dreams and projects, professionally and personal. It is a pity, despite of the market not being ready, you can be proud of having created this beautiful product!
Lívia Paiva
4mo
Barbara, aprendi muito com você e com a Moqqi, é muito doloroso pra mim como uma entusiasta da marca e da missão que ela tinha saber que neste momento infelizmente não sera mais viavel. Mas mais uma vez quero agradecer por ter me permitido fazer parte dessa historia! Mas certamente isso é um ate logo, pois a Moqqi é muito maior e vai haver um momento adequado para ela brilhar.
You guys did great, overcame huge hurdles, worked out a full concept, branding and product design. Be proud & happy with being innovators in this insanely difficult field ❤️🔥 good luck with the next things you're going to focus on and wish u guys all the best xo
I can imagine! It also took me back to an entrepreneur back in Insead who said there is no learning experienced comparable to a full entrepreneurship journey! Excited to see all these learnings converting in amazing new experiences for you soon! Best of luck😘
Dear Barbara Oliveira and Frédérique Versteegh, it was wonderful to work with you and to collaborate in developing the Moqqi brand. I do not see this as a stop, but as a phase in your journey to making impact in one way or the other! I’m very curious to see where your learnings will bring you now and what will be your next steps! Good luck and I’ll follow you closely 😊😊😊🫶
Evelien Coppens
4mo
So sad to read this. Still a way to go to get healthy habits and products for children as a standard on the shelf. It takes so much courage to take this path and you both did it. Be PROUD of your achievements and I wish you ALL the best for the future!
Yami Trequesser
4mo
Embarking on a business journey demands courage, but knowing when to step back requires an even greater kind. A touching narrative of entrepreneurship, growth and the resilience required in the face of tough decisions 🚀🌱 #EntrepreneurshipJourney #CourageInBusiness #MoqqiLegacy
👩🏽🍳🧑🍳 Entrepreneur I Consultant I Mentor I Sustainable food I Cofounder @Foodup.brussels @Cookwork @Foodcomm
4moWhat a journey ! Congratulations on your courage to start and stop it ! I’m sure you will have a lot to share to future Foodpreneur and I would be delighted to record a podcast with you on this ! Let me know when we can talk