Tximista Lizarazu - Founder of Fraîche and Director of Business Development B2B Cook Unity - An entrepreneurship journey

Episode to watch by the fireplace on this Christmas Eve, we had the pleasure of welcoming Tximista Lizarazu, founder of Fraîche and Director of B2B Business Development at CookUnity.

👉 Entrepreneurship is about survival
Covid, banking crises, cash constraints… but also major wins and a unique market positioning have paved the way of Fraîche and his founders. The key? Resilience, strong product conviction, and the ability to operate under uncertainty.

👉 The return to the office is a game changer
Hybrid work has deeply reshaped the food at work market. Companies are now looking for solutions that are flexible, scalable, and attractive enough to bring employees back to the office. We navigate with Tximista how Fraîche by Cook Unity is now closing this gap.

👉 From local to national scale – Acquisition of Fraîche by Cook Unity
The strategic partnership with Cook Unity enabled Fraîche to change scale: nationwide coverage, industrial strength, logistics capabilities, and a broader offering — all while preserving its entrepreneurial DNA.

👉 M&A and integration: people come first
Beyond synergies, we discuss this critical journey with Tximista and what makes the success of an acquisition. Tximista elaborates on the importance of culture, transparency, and the ability to integrate teams without breaking momentum.

👉 The founder’s role evolves
As per our traditional thread, we end this interview exploring Txim’s career and his perception of entrepreneurship, while sharing some of the most memorable anecdotes.

🎧 A candid conversation about entrepreneurship, growth, mistakes… and the real-world impact of building products people use every day.

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