Just because Catherine and her The New Luncher are winners of this year’s Best New Business Award, it doesn’t mean that she is new to entrepreneurship – either to its successes or failures.
“When I started The New Luncher about one year ago, I actually closed down my previous company – it was in fashion,” says Catherine, who hails from France, and moved to SG seven years ago with her husband, Tanguy, and their two sons, now 12 and 8 years old. “I just wanted to focus more on my children – feeding them, going to grocery, cooking again.”
Unfortunately, she was disappointed by the quality of the ingredients she found in Singapore and concerned about the food her children were served at school. “So, I was making their lunchboxes every morning,” she shares. “After talking to moms around me, I was not the only one unsatisfied with the food,” she says. “I decided to provide the right food that our kids deserve to eat everyday: homemade food from trusted sources.”
And that’s exactly what The New Luncher, which Catherine started here plus a Hong Kong branch in 2017, aims to do. “My vision is to avoid, forever, any processed food,” explains owner Catherine, who also says she’d like to see “every single kid in Singapore eating our lunchboxes, because we put so much care into the food we cook.”
Specifically, her team sources only fresh, sustainable ingredients; cooks well-balanced meals from scratch each morning; and then delivers them directly to children at their schools. Catherine, who approves every recipe served, prides herself on eliminating food waste, too. “Parents order online for their child’s meal plan, based on their preferences, so we know exactly how many quantities of ingredients to buy and cook.”
Catherine builds customers’ trust by inviting families to The New Luncher’s kitchen in Sentosa to taste the food. In fact, the children rate the dishes, which helps determine upcoming menus. “We cook for kids – their opinions matter,” says Catherine. “In the future, we’ll hold more workshops, food tastings and food education courses for families to join us.”
See more from Catherine at the video, below.
About The Finder Expatpreneur Awards
In 2017, The Finder debuted its first-ever Expatpreneur Awards to honour foreign-born entrepreneurs running successful expat-owned businesses in or from Singapore. This 2018, a new batch of 23 Expatpreneur Awardees have been unveiled! All of them have one thing in common: Their brands help people “live well in Singapore” – The Finder’s core mission. (Find out more about the Expatpreneur Awards judge who coined the term “expat-preneur” in 2015 while you’re here!)
By Sara Lyle Bow, The Finder Issue 292
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