Jenny Yue and her husband spent about $5,000 (£3,740) on a freeze-dryer, commercial kitchen rent, and a first run of ingredients in 2023. Their freeze-dried fruit brand cleared more than $100,000 (£74,800) in first-year sales at farmers' markets and is on course to close its current financial year at roughly $1M (£748,000).
'Stop protecting the idea and start testing it,' Yue said, directing the advice at founders yet to put a product in front of a paying customer.
