KEVIN TOUSSAINT and THIBAUT PROCUREUR: Flamant Rum, Founders

Flamant Rum is the first rum made from pure sugar cane juice grown in metropolitan France. Its sugar cane grows in Hyères les Palmiers, in the Provence region, just a few kilometres from the sea, in a pesticide-free permaculture environment, outdoors and on open land. Production is entirely artisanal, with a premium cuvée limited to just 450 bottles, where every stage, from harvesting to labelling, is carried out by hand. This exclusive rum is developed in collaboration with the prestigious Maison Ferroni, guaranteeing exceptional quality.

Behind this innovative project are Kevin Toussaint and Thibaut Procureur, two specialists in agricultural operations passionate about distillation and sustainable cultivation. In 2021, together with Guillaume Ferroni, they brought Flamant Rum to life with the vision of creating a unique rum that combines tradition, craftsmanship and the distinctive character of the French terroir.

TRL : What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?

The hardest challenge I had to face was finding the person who would help me to finalyze  my project, because it was a first in metropolitan France! For this I did some research and approached Guillaume Ferroni, founder of the Ferroni house. He was so excited, he came to see my sugar cane the day after my call! He looked for ways to press the cane to harvest the juice. We needed special machines not present in France… For distillation, no problem,  it’s his job… 

TRL : How do you see the rum market evolving in the next 5-10 years, and what trends do you think will shape the future of the industry?

I think that the rum market will have to evolve and adapt to more respectful production for the planet. Less crop treatments, more natural work around the ground… Consumers are starting to take an interest in this and producers are the main players…

TRL : Can you share a personal experience or moment that significantly influenced your brand’s direction?

We are in a preserved natural space in Provence, in the south of France in Hyeres les Palmiers in the heart of salt marshes. I found the name of rum while I was working in the fields, I saw flying above me pink flamingos. I found «Flamingo rum» « Flamant Rhum » thanks to them…

TRL : How do you balance tradition with innovation in your approach to rum-making or
marketing?

We innovated by creating the first rum of metropolitan France but we want to respect the distillation processes. Guillaume Ferroni and the cellar master of the Maison Ferroni uses a traditional 19th century Pot still. We create a very aromatic rum. On the palate it is very vegetal with a note of end ioded to the sea nearby. On the nose, it is an explosion of sweet herbaceous smell from fresh cane.

TRL : How do you educate consumers about your rum, and what’s the most important
lesson they should take away?

We explain as much as possible to our customers how we produce our rum, how our sugar cane grows in respect of nature, having a superb carbon impact. And then the rum does the work itself, at each tasting all customers are conquered by its particular aromas. Several star chefs have tasted it and recognize its excellent taste. I am thinking in particular of Chef Florent Pietravalle, La Mirande 5 stars Michelin in Avignon.

TRL : How do you manage quality and consistency as your brand grows and enters new
markets?

We try to grow our crops every year, but we want to respect the work in permaculture that takes more time than in conventional cultivation especially in working at ground level. This is reflected in the taste of rum. It has a unique taste that really differs from white rums.  Thanks to this, we can present the Flamant Rhum to starred chefs and they recognize it has an excellent taste. I think of Chef Florent Pietravalle, La Mirande 5 stars in Avignon (@florentpietravalle)

TRL : Can you share a collaboration or partnership that helped elevate your brand to new levels?

This year we worked with Étienne Culot a famous pastry chef from Grenoble (France). He created the 1st rum baba of metropolitan France which has been a great success in his pastry. Etienne made the rum baba travel by serving it at a special dinner of 8-handed starred chefs called «les déjeuners des copains» at the Vila Joya 2 Michelin stars, top 100/ 1000 list), in Portugal.  We are very proud that the Flamant Rhum is served at such prestigious tables and we wish it to continue! We think he has the potential…(@etienneculotpatisserie @vilajoya)

TRL : What is your long-term vision for your rum brand, and how do you see your role in the evolution of the rum industry?

We want to develop our cultures and therefore produce more bottles but we will keep the authenticity of Flamant Rhum by its intimate cuvée and its unique taste of the terroir so special (salt marsh, sea nearby). We believe that we have participated in the movement to create a more ecological rum production, more centered towards the respect of nature.

TRL : How can people learn more about you? Website? Social media page?