Yeuf, the 100% Frenchy sheet brand - Interview

Content originally appeared on Légalisation Douce.

Yeuf, we're talking about a time that anyone under 25 will know. The first sheets to incorporate pre-cut toncar, which saved the lives of many a packet of cigarettes. The brand recently celebrated its 10th anniversary and has no intention of stopping there.

Pierre and Seb, the two founders of Yeuf, opened their doors to us for an exclusive interview!

Interview with Yeuf

Who is Yeuf?

YEUF is the brainchild of 2 buddies, Seb and Pierre, born in 1980 and friends since 1991, who decided to launch their own business in 2006, betting on the marketing and success of their brand without ever doubting it. However, getting to where we are today has not been easy - quite the contrary. Even more than ten years after our beginnings, there's no question of slacking off or taking things for granted - far from it. For us, the challenge is a daily one.

You launched your brand over 10 years ago. Where does Yeuf stand today?

Today, we are one of the top three most widely distributed brands in France, with a presence in various networks (some tobacconists, petrol stations, local grocery stores, the Internet...).

The conquest of new export markets, in particular the United States, is a new objective we have set ourselves.

We're all familiar with the classic Yeuf, but what are your other models?

Our range has grown over the years in line with demand. Our paper range comprises 8 products:

• Les Regular: Small anise-green format
  Slim Original: The red and white classics
  Slim Supreme: narrower slim sheets for those used to rolling Dutch style (36mm VS 44mm width for classic sheets).
  Les Slim Kay One: Limited graffiti series in 5 collector's books
  Slim Pure: The unbleached paper of this model
  Slim Original 2 in 1: Red and white classics with pre-cut cardboard for a perfect W!
  Slim Rolls: 5-meter roll.
  Les Slim A Foglia: leaves exclusively for Corsica

How is your paper made?

Our paper is made from wood. The wood chips are first shaved, then ground and compressed to a uniform pulp. This pulp is then filtered and passed into large silos. This is followed by bleaching, gumming, cutting and interleaving.

As for our PURE paper, there is no bleaching process during manufacture, hence its brown color, which is in fact the original color of the pulp.

It's very important to indicate that our papers are certified free of allergens, GMOs and endocrine disruptors. We will be specifying this on our product packaging in the coming weeks, as it seems only logical that consumers should be aware of this ....

Our paper is responsibly sourced from sustainable forests.

Which of you had the brilliant idea of pre-cut cardboard boxes?

We're a real pair, and that means we're constantly exchanging ideas about our products, with the aim of always improving them. Our ideas and decisions are truly «collegial», but when it comes to cartons, it's me, Seb. In fact, we have patented this concept of pre-cut cardboard filters.

On the other hand, it was Pierre who had the idea of writing YEUF on these Tips so that it would show through when rolling, and RAW copied us a few weeks later...

You're showing your penchant for street art with a limited-edition Kay One. Do you plan to work with other artists?

Indeed, we have a general love of street art. Our meeting with graffiti artist KAY ONE (ex-member of 93MC, later 93 NTM) gave us the opportunity to work in partnership on a collection of 5 limited edition notebooks. It's also a way for us to stand out from the competition, with our search for original, well-crafted visuals. We obviously plan to work with other artists in the future.

If we were to do «YEUF Vs OCB», what arguments would tip the scales in Yeuf's favor?

Well, we'll grant you, OCB is and will remain the historical reference in France in terms of paper, and next year it'll be a century since they've been in the game after all! A small advance, we might add (laughs)...

With quality worthy of the best, we remind you that our papers are disrupter-free, GMO-free and allergen-free, with natural gum arabic for the tights.

Just as the Green Box concept strives to satisfy its customers in terms of innovation, rarity and originality, we have only one answer to your question:

YEUF is a brand created by smokers, for smokers so we looked for the best paper with the best marketing!

We're close to our customers, and we answer all their e-mails, whatever they may be.... Our story could be the story of millions of people, which is why we're «nobody». We're not «daddy's boys», we're not graduates of the grandes écoles, nor are we financiers at the top of their office buildings. We know the terrain well, because we started out by going door-to-door to shopkeepers.

Are you planning any new Yeuf models or ranges this year?

Yes, there will be a «10th anniversary» limited edition later this year, again from Kay One.

Yeuf sounds very French. Are you present elsewhere in the world?

We are present in Switzerland, the French overseas territories and the United States.

And in France, you're already everywhere?

Unfortunately not, because of our history, our brand didn't have the chance to be distributed on the national tobacco network, because it was well helped at the time by the French market leader, who was able to put pressure on the two main suppliers to tobacconists. Finding other distribution networks was therefore imperative to YEUF's survival.

Your most memorable moment with Yeuf?

In fact, there are so many, it's hard to pick just one. They range from’Howard Marks aka Mr Nice (whom we visited for a book signing) who takes out a pack of YEUF to roll a cigarette on a stand at the Paris book fair.

Methodman got us on the Wu-Tang tour bus to discuss YEUF at the Big Festival in Biarritz... We were also invited backstage at the Action Bronson and Alchemist concert and after-party at Le Trianon. Over the years, we've made a few acquaintances, like Cut Killer, who came as a surprise mixer at YEUF's 10th birthday party, with Busta Flex freestyling. Or being invited to Oxmo Pucchino's house for lunch and a concert...

At Légalisation Douce, we couldn't agree more: as they said, this brand was created by smokers for smokers, and it shows. The team's Top 3 would be: Supreme, Pure and Kay One. Why not imagine a Pure leaf in Supreme format... The call goes out! Thanks to Pierre and Sébastien, two entrepreneurs like we'd like to see more of! Long live Yeuf!

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Yeuf caterpillar