BUDDY BUDDY: friendship you can spread
At its origin are two friends and a simple idea: to offer nut butters exactly the way they like them. Organic, natural and homemade, and produced with love, without compromise. From their Brussels-based workshop, Julien Gaucherot and Matt Samra developed BUDDY BUDDY, a project that combines flavour with a clear commitment. From Brussels to New York, via Paris, BUDDY BUDDY contributes to the international visibility of “made in Brussels” in several major cities, driven by a clear vision, a refined approach to taste and strong regional support.
If you want something done right, do it yourself. As there was no satisfactory range of nut butters available in Brussels, Julien Gaucherot and Matt Samra decided to create their own. They combined roasted French hazelnuts with coarsely chopped Valencian almonds – and BUDDY BUDDY was born.
As the growing success in jars began to weigh heavily on their shelves, the two partners set out to find a workshop and a retail space where they could produce and sell their delicious creations.
“At the time, I was running Hinterland, a venue I had opened in Saint-Gilles in 2015,” explains Julien Gaucherot. “Matt was living in London and working at a communication agency. The entrepreneurial mindset was already there on my side – the next step was to bring Matt along for the ride!.”
A strong start despite COVID
Through hub.brussels, the Brussels-Capital Region supported Julien with the preparation of the OpenSoon grant application, the review of the lease contract and the process of obtaining a planning permit. The project also received support from Finance.brussels.
The company officially launched at the beginning of 2020, with the opening of a café on Rue des Drapiers in Brussels, close to the Apple Store, and the release of the first four BUDDY BUDDY nut butters, produced in the brand’s artisanal Brussels workshop.
“Everything started off very well, but COVID-19 hit just two months after we opened. At that point, we decided to focus on nut butters and to prioritise takeaway sales and the webshop.”
During lockdown periods, many people turned to cooking at home and showed a growing interest in local, organic and high-quality products. BUDDY BUDDY naturally found its place in that context.
Customer experience first
Launching and developing a new business in such an uncertain context inevitably raised questions about how the concept should evolve and how to remain true to its long-term vision.
“At the beginning, we invested both in nut butters and in the café, without knowing which activity would grow fastest or be the most fulfilling,” says Julien Gaucherot. “Over time, we realised that running the café, welcoming customers and developing drinks and pastries based on our nut butters was more appealing to us than large-scale production, logistics, sales or retail distribution. Today, we focus primarily on our own outlets, our cafés. As for our nut butters, we limit distribution to a small number of carefully selected retailers, particularly outside Belgium.”
Taking “made in Brussels” international
BUDDY BUDDY began expanding internationally at an early stage. “From the outset, we had a global perspective, largely influenced by Matt, who has lived in Japan, London, Australia and New Zealand,” notes Julien Gaucherot. “Our ambition has always been to represent ‘made in Brussels’ beyond Belgium’s borders.”
In 2023, the two partners opened a permanent café in Paris, followed by a pop-up. At the start of the summer, their nut butters also became available at the iconic London department store Harrods.
“For us, Paris and London are geographically and culturally close to Brussels,” he explains. “Paris is within the EU, just one hour away by train, with the same currency. London is also nearby, although it involves crossing the Channel.” He also points out the challenges involved: “Exporting to the UK is complex, costly and relatively slow. That was to be expected after Brexit, and we have adapted accordingly.”
New York, New York
After expanding across the Channel, BUDDY BUDDY took the next step by looking beyond Europe. “Since opening in Paris, we have been swamped by American tourists encouraging us to open in New York.” In 2024, the duo sent samples to the high-end US grocery chain Erewhon. “The feedback was very positive.”
This step eventually led them to New York, where they were supported by hub.brussels’ local representative. “Kathlijn put us in contact with KBC’s local office, which proved extremely helpful.”
An organic project built around nut butters
BUDDY BUDDY’s menu illustrates the wide range of uses for nut butters, well beyond their traditional role as a spread. It includes options such as almond butter chai lattes, hot chocolate with hazelnut butter and dark chocolate, and cinnamon rolls with almond butter.
Alongside the café offering, a broad selection of creamy nut butters is available for retail, highlighting different varieties and flavour profiles.
“hub.brussels operates as a highly effective one-stop shop,” concludes Julien Gaucherot. “Whatever the question or challenge, there is always an expert available to provide clear and timely guidance.”
Julien Gaucherot and Matt Samra