From EFAP Lyon to Entrepreneurship: Moro, the Agency Bringing Fresh Energy to Culinary Communication

Could you introduce yourselves?

Alizée: Hello! I'm Alizée. I joined EFAP in the second year through parallel admission, and completed my entire journey there: four years in total, starting with a generalist curriculum before specializing in my final year with the MBA in Communication & Gastronomy.

Léa: And I'm Léa. I joined EFAP in my first year and, just like Alizée, I chose to finish my studies with the Master’s specialization in Communication & Gastronomy.

Introducing ourselves is always a bit tricky, but what matters is this: we both have a background deeply rooted in communication, with a shared specialization in the culinary world—an industry that has become our professional playground.

How did you meet, and when did you realize you wanted to start a business together?

We’ve known each other since we were little. Ours is a childhood friendship built over time, filled with complicity and a strong sense of complementarity. Early on, we had this intuition that one day we would create something together. At first, we didn’t know the field or the form it would take. But over time, a clear idea emerged: our shared passion for gastronomy.

We also grew up surrounded by entrepreneurial parents. Seeing that environment—its rhythm, its freedom—naturally gave us the desire to start something of our own. Brainstorming together has always been second nature. Creating a business as a duo felt almost inevitable.

Where does the name Moro come from, and what does it mean?

Moro comes from a fruit: a variety of blood orange. When we were searching for a name, we wanted something short, memorable, and instantly recognizable to chefs and industry professionals. The blood orange also represents energy, vitality, zest, and color. That symbolism speaks to us deeply—it reflects exactly what we want to convey in our work and our projects!

What is the agency’s vision, and what sets you apart from others in the sector?

Our vision is built on two essential values: closeness to our clients and passion for gastronomy. Closeness is what clients appreciate most about us: our availability, our attentive ear, and the human connection we maintain. As for gastronomy, it’s an industry that inspires us deeply, fuels our creativity, and shapes every project we take on. We like to say we pamper our clients from A to Z—and this unique blend of proximity and passion is truly the DNA of Moro.

What kinds of projects do you work on today?

We currently support a wide range of projects related to gastronomy, wine, and hospitality.

Our clients are diverse: bakeries, restaurants, bars, wine cellars, gastronomic houses, a Meilleur Ouvrier de France sommelier, and many local and regional industry players.

We offer fully integrated 360° support, from website creation and brand identity to photo and video production, social media management, sourcing, art direction, on-site event organization, and global communication strategy.

Our strength lies in handling everything in-house, without outsourcing, which ensures the fluidity, consistency, and responsiveness our clients value so much.

Could you share a standout project or major success since launching Moro?

The project that left the biggest mark on us is the creation of *La Nuit des Pros*. We designed this event from A to Z in Bourgoin-Jallieu: a professional afterwork dedicated entirely to the players of the gastronomy and hospitality sectors. We built the concept, identity, positioning, and full attendee experience.

With each edition, we spotlight regional talents (chefs, sommeliers, champagne houses, restaurateurs) with the goal of bringing professionals together around a convivial and high-quality moment centered on gastronomy.

For us, La Nuit des Pros is symbolic because it reflects both our creativity and our ability to design a full-scale event, while contributing to the vitality of our region. It’s undoubtedly one of our proudest accomplishments since founding the agency!

What challenges did you face when creating your agency during your studies?

The biggest challenge was earning credibility. Building an agency while still being students meant facing some preconceptions—people didn’t always take us seriously.

We had to prove ourselves, demonstrate professionalism, earn the trust of our first clients, and show that our agency was solid, serious, and far from a spontaneous student project.

Little by little, through our work and the results we delivered, we succeeded in establishing that credibility. Today, we work with numerous clients on long-term missions—clear proof that the challenge has been met.

What culinary trends inspire you the most right now?

Alizée:
I’m very inspired by immersive restaurants: places that offer a full, multisensory experience beyond the dish itself—spaces where you truly live something. It’s a fascinating evolution in the culinary world.

Léa:
I’m captivated by the new wave of coffeeshops: bold visual identities, short punchy names, strong aesthetics, and indulgent offerings. This trend brings a lot of freshness, creativity, and modernity to today’s food landscape.