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flightess.com Q&A with Founder of Le Must- Moshe Cohen

flightess.com Q&A with Founder of Le Must- Moshe Cohen

Le Must Condiments for in-room dining

As you all may have seen me post prior about Le Must Condiments, then you know I am pretty excited about this product. I, for one, was so frustrated and “over” keeping Heinz mini room service bottles on my plane for two main reasons.

  1. Heinz bottles are so narrow and impossible to put a spoon or knife into to reach it’s contents, therefore the only solution to get it out is to shake it violently. NOT CUTE!
  2. They don’t have expirations dates listed on the bottle so you never know if they are safe to serve! SUPER FRUSTRATING

… and like an answer to my prayers, I found Le Must. Not only are they USDA Certified Organic, they are packaged in stunning bottles (<em>hand blown in France actually</em>), with legible expiration dates AND artisanal recipes !!!.

I reached out to the CEO and Founder Moshe Cohen to learn a little bit more about his story and where the inspiration for Le Must came from and why he endeavored to create such a unique product. Read along below!

MOSHE COHEN, CEO/FOUNDER

Q: Le Must: Where does the name come from?

Moshe Cohen: Le Must means The Ultimate.

Q: Where were you born and where do reside now?

Moshe Cohen: I was born in Jerusalem, Israel and now reside in Miami, Florida.

Q: How did you come up with the idea for this product? What were your inspirations?

Moshe Cohen: My father produced wine in France for many years. As a child I remember traveling with him to Bordeaux, Bourgogne and all those amazing regions where food and wine are so much part of a culture and lifestyle. After graduation from business school, Luxury food & beverage became my industry of focus and passion for over 20 years. I have traveled the world for business extensively to promote some of the finest brands in gourmet foods (Tea, Caviar,  and other specialties). My latest position was as Vice President at Tea Forte. Throughout this exciting journey, I realized that an important category in food service was void of any serious luxury alternative: condiments. whether at The Ritz Carlton, Mandarin Oriental or McDonald’s, a guest will be typically be served Heinz or Hellman’s.  I always felt there had to be a better solution for luxury hospitality. I could not find one… so I created it.

“I could not find one, … so I created it.”

Q: What is something most people don’t know about your journey with Le Must?

Moshe Cohen: The journey to launching the brand was a long, complicated as I realized that creating a truly innovative product in a saturated category takes a lot of work and dedication. But I loved doing it. As the sole founder of the brand, everything needed to be invented, from the design of our signature glass jars, to identifying artisan makers, to creating delicious recipes, to our logo and labels. What people may not know is the countless, hundred of nights I spend working on all of that … until the final “Erureka” moments when I felt I knew EXACTLY what to do.

Q: What is your background? What led you to wanting to become an entrepreneur?

Moshe Cohen: I was born in Israel, and my parents moved to Paris when I was a young child. I was therefore raised in France and eventually when to business school. In 1999, I fulfilled a dream that had consumed my teenage and early adulthood years: coming to America.

I always believe in the American Dream, one where hard work pays. A land of possibilities where hope is founded and a place where people from all background and ethnicity can still identify as part of one nation. That idea inspired me and I came to the US as soon as I graduated.

As for Entrepreneurship … I may have been born into it. My father is a serial entrepreneur and one of the things I remember and respect most about him is the culture of hard work, passion and dedication to your craft. In my work experiences, I have an opportunity to work with great entrepreneurs, and inventors. They all inspired me.

Q: What are some of your biggest successes with the product line? Do you have any new products in the works?

Moshe Cohen: I launched the brand in February 2018. Within months, our products were being featured at some of the finest hotels and resorts in the US and The Caribbean. Le Must condiments are being served at select properties of Waldorf Astoria, Ritz-Carlton, JW Marriott, Loews, Rosewood, Montage, Auberge, Nobu, Kimpton, Belmond. We also serve luxury cruise ships, yachts and the Private Aviation community.

We are working on new condiments, and on expanding the line to  organic, artisanal honeys and preserves.

Q: Why do you think Le Must has been so successful as a start up breaking into a niche market?

Moshe Cohen: I believe the answer is that every “niche” market precisely needs it own products and brand that are tailored to its specific clientele. Quality, sophistication, glamour … these are all essential traits and demands of luxury hospitality. When creating Le Must, I sought the guidance and feedback from some of the finest chefs and culinary veterans in the industry and, in a sense, I feel I simply offered a alternative, luxury option to mass-market condiment brands where there were none.

Q: What is the mission of Le Must and what inspired that mission?

Moshe Cohen: Many companies have a mission statement. I have more of a vision statement: to become the world’s premium luxury condiment brand, served at the finest hotel, resorts and upscale venues around the globe.

Interested in ordering your own bottles of Le Must? Contact sales@lemust.com OR find them linked in the Flightess Toolbox here.

By Flightess flightess.com

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