'We want to take Chinese food out of the so-called ethnic aisle and make it part of everyday cooking everywhere.' — Jing Gao, founder of Fly By Jing
heated up in the last two years, Gao bet that people would be willing to pay more for higher-quality ingredients and better taste, and she was spot-on. Gao launched a campaign on Kickstarter to raise capital for production and gauge if there was interest in the U.S. market; there wasof interest. Nearly 1,700 backers pledged $120,000 in funds. The success of the Kickstarter led Gao to expand the brand with products like zhong sauce, frozen dumplings, and finishing oils.
In the following interview, Gao discusses the challenges of moving Fly By Jing to Los Angeles, relying on customer support during rough patches, and taking Chinese food out of the “ethnic aisle.”I always knew I wanted to be an entrepreneur, but didn’t know what kind of business it was going to be. I thought I would try a lot of things and would eventually find what was right for me.
That led to writing about food for international publications, learning to cook with Chinese masters, opening a restaurant called Baoism in Shanghai, and launching a traveling pop-up restaurant that I named Fly By Jing. This winding road eventually led me to the realization that Fly By Jing could be a modern Asian food brand that helps introduce incredible Sichuan flavors to kitchens around the globe.
I couldn’t find any investors who believed in the concept, so I had to bootstrap the company by myself, unable to hire help or even pay myself. But those early constraints helped me to work creatively to find solutions and [learn] never to take no for an answer, which in turn [helped me] build a more resilient business.Every breakthrough has been [paired] with challenges. The first was our Kickstarter back in 2018.
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