![]() ![]() The overall goal of the brand is to expose more people to these flavors and what they can do by becoming a household name – like Heinz. With the help of the New York private equity firm Prelude Growth Partners, Jing has since been able to expand her team and manufacturing capabilities, taking Fly By Jing from a small online shop into major physical retail stores. It was around this time that Gao also reclaimed her birth name. Her first major product, the Sichuan Chili Crisp hot sauce, exploded in popularity on Amazon, and in 2020 Fly By Jing saw a 1,000% increase in growth. From there, she moved to LA and got funding from Kickstarter to begin selling her premium products as a direct-to-consumer online business. And she planned to do this through the medium she knew best.Īfter some initial R&D, Gao began producing her first line of condiments by herself, delivering orders to local customers around where she was based in China at the time. Gao wanted to help expose people to its traditions and diversity by using her own experiences of rediscovering its flavors. She decided that the next step in her career path was to help break down the Western misconceptions and stereotypes that have devalued Chinese cooking. Yet Jing “ saw just how little exposure people had to these flavors and ingredients, but how much these flavors still resonated with everyone kind of on a universal level.” In an interview with Forbes, Gao says it was through these experiences that she learned how “ US media dictate a lot of global culture and the way that we see things,” and how this lense has given some people unfamiliar with Chinese culture and its food the, “ perception that it dirty, cheap, and unhealthy.”Įven when Jing visited Expo West, the biggest natural food expo in the world, she found the US industry had very little, and sometimes inaccurate, representation of Chinese cuisine. ![]()
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