The JADE Brand Story

JADE – Born to be black

In the middle of the COVID year 2020, we founded the brand JADE as kitchen enthusiasts with many years of experience in the field of “cutting boards.” The products were meant to be cool and sophisticated – what could be better than a clean black look? The JADE team had already successfully established similar cutting boards and tools made from wood fiber laminate on the market over several years when the idea of creating our own brand became increasingly concrete. After all, during the pandemic people were busy at home chopping, cooking, and baking. Non-porous, hygienic, dishwasher-safe, available in classic sizes with and without juice grooves, plus a few helpful kitchen tools – and that’s how the basics really took off in spring 2021!

Just one year later, the range expanded to include our great bread cutting board, the popular pizza set, the long-running bestseller “dough cutter” (handy & practical – a favorite tool!), and several cutting boards with beautiful laser designs. Everything is easy to care for, dishwasher-safe even with decoration, and great for gifting!

In spring 2024, design lovers were treated to the clean, very straight-lined “Edge” series, which is not only great for food prep but also perfect for serving or even as décor (e.g., with candles). And of course, kids weren’t forgotten either! With the series of the same name, breakfast, snacks, and dinner can be served on fun animal-themed boards – or children can enjoy even more fun while helping in the kitchen!

Later in autumn of the same year, the “Gourmet Chef” series launched as the first cutting board line for professional chefs. Color-coded anti-slip feet according to international hygiene standards ensure reliable grip and help prevent cross-contamination. Also ideal for households with allergy concerns! In addition, the motif series expanded: alongside the popular cow, pig and deer were added – perfect for anyone who loves a natural aesthetic without sacrificing functionality.

How did it continue? With a real heavyweight! The “Gourmet Giant,” weighing 6.5 kg, is the ultimate eye-catcher on any kitchen counter. Thanks to its weight and anti-slip studs, it is virtually immovable and ready for any task!

On the lighter side are our “Flex” tools: available in three practical sizes and six different color worlds, these mini spatulas, dough scrapers, and spoons with highly flexible silicone heads are ideal for baking, cooking, and for completely emptying jars of honey, jam, or nut nougat cream. And yes: the entire tool is dishwasher-safe, because the handle is made from our popular cellulose laminate and does not need to be hand-washed like conventional wooden tools!

Brand new in the JADE family: a great long salmon board (of course suitable for all kinds of fish) and “heart-shaped” cooking spoons and breakfast boards.

By the way: in 2023, JADE switched its material from wood fiber laminate to cellulose laminate, becoming the first brand on the market to meet the latest EU legal requirements. As a result, all JADE cutting boards and tools are fully food-safe and safe for use in all small and large kitchen tasks.

And who knows – maybe soon the JADE brand story will continue with:born to be …? We’ll see.