Lin Jiang, 29, wanted to incorporate the flavors she grew up eating into a breakfast category that lacked innovation: oatmeal. Traditional supermarket offerings in this category were oversaturated with sugar, did not provide functional benefits, and came in only a few flavors, says Jiang, who grew up in China.
Inspired by ingredients her mom put into a traditional Chinese porridge that she would eat for breakfast, Jiang felt that superfood ingredients would pack flavor without requiring too much sugar.
Upon arriving in the U.S., Jiang shared with her American friends the unique oatmeal creations developed from her mom’s cooking. Her friends loved the flavors and encouraged her to do more with the recipes. This initial interest inspired her to investigate the oatmeal market and find her footing.
“[Yishi Foods] is my baby—one of the most precious things for me, and a result of a lot of hard work, tears, sweat, and also the best memories,” says Jiang. “It is also a platform for me to grow—it has broadened my horizon as a young professional, it has connected me with amazing people that I would never have met if I weren’t an entrepreneur, and it made me realize how much impact I can create, and how fulfilling my life can be.”
The name, Yishi, is based on the Chinese word meaning “ritual” and is meant to illustrate that the use of functional foods that nourish the body can facilitate a routine moment of celebration. “I hope Asian-inspired food can be part of mainstream consumers’ daily ritual. Today’s society and the next generation are becoming more and more diverse. I hope Yishi can help with this movement from a consumer product perspective,” Jiang explains. “I also want everyone to trust us as a reliable, happy, inclusive brand.”
Jiang first began working on the product while in business school at the University of Chicago; armed with only income from her loans allotted for daily living, she developed her vision. On the first day of school, she met her co-founder, Zi Li, who showed great interest in the idea at the time. Jiang also received help from friends, students at the university from other programs, and even professors and alumni, all of whom played a role in enabling her to develop the company’s first business plan, compete in a startup competition, host sampling events, and launch a Kickstarter campaign.
Jiang harnessed the resources she received while in business school to get consumers interested and grow the company. In an anecdote about selling the oatmeal to classmates, she says, “I used to sell products to other students using school lockers until I got yelled at by the security staff because the lockers cannot be used for merchandising.”
Recently, Yishi Foods launched its products at Whole Foods Market across the U.S., with many stores selling out in just a week. Jiang will leverage this momentum to continue the product expansion efforts, she says. On the horizon is a new product that will launch this winter.
Related: Yishi Foods Gets Nationwide Launch Through Whole Foods; Specialty Food Makers Persevere Despite Grain, Oat Shortages
Image: Kim Yeoh