MADLAB

6 FTE

Cyril Beneche has a background and experience in pastries and baking. He's responsible for the production of the company. At his side, David Moriamé has a degree in communication. He was business unit manager and sales manager of other companies before launching MAD LAB together with Cyril. Once launched, they hired 4 people: Sami, Paulo, Santiago and Abdellah. They work on the production line on a daily basis.

David Moriamé

Co-founder

Cyril Beneche

Co-founder

The conventional food industry generates a negative environmental impact: distances travelled from the ressource to the finished product, transportation of the product, soil and water pollution... Biodiversity suffers and the quality of our food deteriorates. While the food industry often pays little attention to the health of consumers and adds additives, sugar and allergens to its products, there's also a lack of transparency in terms of traceability of the used ingredients. The sector -like others- often decides to relocate labour to reduce costs, to the detriment of professional sectors in Belgium. Finally, cookies and crackers are particularly seen as unhealthy products made with ingredients that are harmful to health.

MAD LAB offers 100% organic savory crackers and sweet cookies (without chemical additives, GMOs, palm oil, or artificial flavors). Some of the crackers are rich in fiber and protein and the cookies contain only 15% sugar. In short: a healthier alternative to regular cookies and crackers.
MAD LAB offers the entire range in bulk to reduce food waste and packaging.

MAD LAB sources its products from local organic producers for a better quality, a reduced environmental impact and to compensate farmers fairly. In this way local economy is being stimulated.

MAD LAB works in a circular economy approach and was the first cookie factory in Belgium to offer crackers made from brewers' grains (the residual product in brewing beer).

MAD LAB creates the recipes and makes the crackers and cookies in its workshop in Brussels. The products are available in 400 different points of sale throughout Belgium, France, the Netherlands, Germany and Luxembourg and via its website. These are organic stores and grocery stores that sell in bags or in bulk. The retail price is €3.8 for crackers and €4.25 for cookies per 110g bag. The bulk price is €22 to €26 per kilo. The company also makes dips whose production is outsourced. MAD LAB's strategy is to focus more on savory products, which provide a better margin than sweet ones and are made with more local ingredients.

MAD LAB offers products with ingredients that are locally sourced. The crackers are rich in fiber and protein and the cookies contain less sugar. The company sells its products in short circuit chains as much as possible and makes sure that it buys its raw materials at a fair price.

The company is actively working to reduce packaging (consigned containers for deliveries, bulk sales,...) and is currently working with a number of players to develop compostable packaging.

The co-founders chose to hire employees in social reintegration and are setting up professional training for them.

MAD LAB intends to expand with respect for its main mission: local sourcing and production coupled with distribution in short supply chains.