Serge Bueno, the Good Samaritan of Business

The businessman who made his fortune in Tech is revolutionizing the powdered drinks market by launching a “generosity label” boosted by sales from his prestigious partners. His company, called ‘Smart Good Things’, is committed to donating 25% of its profits to solidarity and ecological works. Serge Bueno can already be proud that he has started this virtuous circle of actors from the cultural world such as The voice and the sports world such as PSG, AS Saint-Etienne or the rugby elite with the TOP 14. Meeting between two signatures.


May your flesh be your only medicine † “, Hippocrates taught four centuries BC. An adage that is still so relevant to the 21e century in these times of epidemics and pursuit of well-being. In France and elsewhere, consumers have become aware of the link between their diet and their health, so much so that there is a trend in behavior where there is a tendency to question the product in order to measure its impact on health. Purpose: to reduce the risk of disease, increase immunity and/or improve physical and intellectual performance. Today the housewife over 50, the millennial, the sportsman, the bobo or the ecologist want to “understand” the nutrition label. Barcodes that they search with amazing reinforcements of technology through applications that scan every ingredient. The expectations are also ethical and environmentally friendly in the name of a certain militancy, of an increasingly shared consciousness.

A “context” of the most favorable to awaken the world of non-alcoholic drinks has long remained the playground of behemoths like the Atlanta firm… Coca Cola for the uninformed. The serial entrepreneur, Serge Bueno, has invested in the industry with a disruptive approach that consists of creating a “label of generosity”. Convinced that each of us can revolutionize our consumption model by making our choice a truly virtuous citizenship for health, the planet and society, the businessman assures us: ” We can perfectly reconcile achievement and philanthropy Behind this noble idea is an innovative business model that capitalizes on the name: Smart Good Things. Rather than become yet another player in this crowded market, the 50-year-old who made his fortune in Tech has chosen to drink his drinks under to market a white label: “ The principle of Smart Good Things is to rely on partners – also known as ‘beneficiaries’ – who their mark on our innovative compositions. A quarter of the net turnover generated by the sale is donated to community solidarity actions† ‘ says the instigator.

Serge Bueno“For starters, the sports world very quickly understood the merits of this win-win partnership.

12 years of research and development and 12 million euros in investment later lead to a wide range of natural and sugar-free blends that are ready to satisfy all taste buds. Caffeinated drinks such as iced Americano or hazelnut coffee; iced tea with white peach, green tea with lemon; Mojito-flavoured mocktails, beer, ginger ale or pina colado… or even energy drinks, others developed as immune system boosters: there are almost 28 products in the catalog and a hundred more will follow, all developed by a team of nutritionists and doctors. Presented in the form of a stick to pour into cold water (or milk), these nectars are the trojan horse of this great marketer who watches the highly sought after sports club market. A sector where fans love all kinds of derivative products.

This fine communicator – on edge – when it comes to defending his impact business project, undertakes a real tour of France to embark these interlocutors. Last but not least, Serge Bueno is going to meet the leaders of the Ligue 1 to spread the word. AS Saint-Etienne becomes the first big partner, enough to comfort the man who has the holy of holies in his sights: PSG. He knows the importance of making a deal with the capital’s club whose influence is international…

…And he had Ronaldo.

Last June, in the middle of a press conference, Madrid star Cristiano Ronaldo asked to replace his Coca-Cola with water, declining the soft drink offered. An innocent gesture commented at will to open a debate about the place of soft drinks in our lifestyle. This “Coca-Colagate” reinforced by social networks will support the entrepreneur’s argument. Perfect timing: PSG follows suit by adhering to its “generosity label” indexed on the sale of drinks bearing the Paris logo. From there, the media machine is dragged along. This major coup attracts other prestigious partners such as SACEM (Association of Authors, Composers and Music Publishers) and The Voice, the famous telecrochet that aired on TF1. † Everyone understood the benefits of this win-win partnership. The more people know about my product, the more likely I will buy it and increase the premium fund. This virtuous system has an impact on the revenue of rightholders and that of Smart Good Things. At the same time, it consolidates the CSR image. “, welcomes Serge Bueno.

He plans to spread his winning recipe also in the world of culture, in that of mass distribution, in the public sector… Ambitious objectives that will soon be financed by a fund-raising of 10 million euros in preparation. † If we’re able to donate 25% of our revenue, it’s due to the agility of our business model. In detail, we don’t have bottles to produce, nor raw materials to buy like water or sugar, which means more transportation. So we make economies of scale. This innovative approach also enables us to drastically reduce waste and environmental footprint. Thanks to this distinctive positioning, it is therefore possible to generate 25% of the net turnover. ‘ explains the latter.

Serge Bueno @ Smart Good Things

It is clear that his speech arouses a certain enthusiasm among the actors of the sporting and cultural world. But not only the institutional are also in this charismatic personality. Serge Bueno is a committed business angel who appreciates spending time with others through interventions in social shelters. In his eyes it is essential to listen, to inspire, to pass on to young people who have been mistreated by life. † If I can change the life of a child who has been abandoned, resigned, or is about to take a wrong turn, I will be blessed to have been lucky enough to have done so. Money should never be an end in itself, as an entrepreneur you have to ask yourself what the social role of your actions is. Bringing together, reconciling, reinvigorating, this is my personal matrix. “, he confides.

This sensitive soul does not forget the seniors for whom he hopes to facilitate everyday life through a concierge platform project at democratic prices. Old age, or how to age well at home, is a topic that concerns him with the president of the departmental council of the Loire, Georges Ziegler. This area was chosen as the cradle of the launch of this pilot project, designed on the model of a subscription. The principle ? Let seniors rely on concierges for day-to-day assistance (digital formalities, grocery delivery, household problem solving, doctor’s appointments, chatting with their grandchildren, etc.). Janitors recruited and trained young school leavers and other people far from work.

If his gaze Serge Bueno plans to give of his person to move the lines in this universe as well.

Also to read : Should we expect an increase in the tax on inheritances and gifts? †

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