Disrupting the Cereal Industry: How Holie's are Building a Low-Sugar Revolution

Suzie Millar shares the inspiring journey of growing The Scottish Bee Company from a purpose-driven venture into a thriving business while introducing over 27 million bees to Scotland and establishing a charity to support pollinators' habitats.• From lawyer to chiropractor to honey entrepreneur, connecting analytical skills with empathy and health interests• Starting a bee company while pregnant and building a family alongside the business • Raising investment to buy beehives for Scottish beekeepers and developing apprenticeships• The stark difference between imported, artificially-matured honey and authentic hive-matured honey• Building a brand on transparency, including publishing pesticide and GMO testing results• Creating the Repollinate charity to build wildflower spaces and support natural pollinators• Diversifying from honey to vinegars and salad dressings made with bee-pollinated fruits• Acquiring complementary food brands to create the Natural Larder Collective• Balancing family life with business ambitions, including flexible 28-hour work weeks for staff• The importance of establishing boundaries when running a business with your spouseVisit our website to explore our range of authentic Scottish honey products and learn more about our environmental initiatives. Use discount code RECIPE for a special listener offer.Support the show

Martin Holden-White takes us through his journey of founding Grubby, the UK's first 100% plant-based recipe kit company that has delivered over 2 million meals since launching in 2019.• Starting in kitchens at 16 years old before studying hospitality• Originally conceptualizing Grubby as a smart fridge vending machine for offices• Pivoting the entire business model during COVID lockdown to home delivery• Delivering free meals to NHS workers as a testing ground for their operations• Building a distinctive brand identity with deliberate "special wrongness"• Prioritizing sustainability through biodegradable packaging and bike couriers• Taking a measured approach to growth compared to competitors who raised 10x more funding• Achieving profitability in three of the last five months through operational efficiency• Expanding into a marketplace featuring exclusive plant-based products• Opening up into ready meals as their next business developmentCheck out our cookbook published with Penguin, available on Amazon and in bookstores across the UK. The recipes have been refined through five years of customer feedback, making them simple, accessible weeknight dinners using easy-to-find ingredients.Support the show

Felix James, co-founder and head brewer at Small Beer, takes us through his brewing journey from childhood experiments to pioneering the world's first brewery dedicated to beers under 2.8%. His passion for biology and fermentation forms the foundation of a revolutionary approach to creating full-flavoured beer with less alcohol.• Started brewing at age 4 with a home experiment using a milk bottle and bread yeast• Biology degree led to professional brewing, beginning at Budweiser where he learned rigorous quality standards• Met business partner James Grundy at Sipsmith, gaining crucial business experience beyond brewing operations• Spent over 18 months developing recipes before launching Small Beer• Designed custom brewing equipment focused on extracting maximum flavour rather than alcohol• Created the brewing system from scratch, taking personal risk when manufacturers initially questioned the design• Pioneered the "mid-strength" beer category in the UK market• Developed the concept of "coasting" as an alternative to alternating between alcoholic and non-alcoholic drinks• Small Beer sits below the diuretic limit, reducing dehydration and hangover potential• Available in Waitrose, Ocado, Majestic Wines, and launching in M&S from June 18thSupport the show

Richard Peake shares his remarkable journey from Mars Graduate Scheme to doubling Merchant Gourmet's revenue as Managing Director and the leadership lessons he learned along the way. His approach to business combines vulnerability with high standards, creating frameworks that empower teams while staying true to brand authenticity.• Early career at Mars provided foundation but entrepreneurial spirit led to Method, Lily's Kitchen and RX Bar UK• Finding opportunities in "unsexy markets" by making enduring product categories culturally relevant• Creating the perfect balance between structure and entrepreneurial freedom with his "swim lane" approach• Leadership philosophy centred on vulnerability and servant leadership• The importance of brand authenticity and getting comfortable in your own skin• Winning at point of purchase through distinctive packaging and shelf presence• Understanding personal strengths and weaknesses rather than following prescribed career pathsCheck out Merchant Gourmet's ready-to-eat plant-based products and learn more about starting a food business at www.jgreenwood.comSupport the show

Charles Redfern shares his organic food journey from founding Real Foods, Organico, and Fish4ever, revealing how his French roots inspired a mission focused on reviving and expanding organic products with sustainability at the core.• Accidentally entering finance before realising his passion for food entrepreneurship• Starting with French cordial, facing distribution challenges and learning on the job• Expanding into organic juices and becoming an early pioneer in the health food sector• Developing Fish Forever brand focused on sustainability before it became mainstream• Creating a comprehensive sustainability framework beyond just fish stocks to include social impact• Building a unique 38-point "who, what, where, how" system for evaluating ethical sourcing• Navigating economic disruptions through adaptability rather than rigid planning• Establishing European presence as Brexit changed UK-EU trade relationships• Highlighting the contrast between UK and European organic markets• Challenging superficial sustainability claims in modern food marketingSupport the show

Valentijn van Santvoort, co-founder of Holie's cereal, shares how they've disrupted the traditional breakfast category by creating genuinely healthy, sugar-free alternatives that challenge industry giants through transparent, fearless marketing.• Background as a brand strategist for major agencies like Nike and IKEA before getting tired of selling average products with cool stories• Co-founded Wunderbrief, a digital nomad platform, before joining Holies in 2019• Uncovered how 80% of supermarket food is unhealthy, with cereal brands hiding sugar through misleading marketing• Developed the "Challenger Brand Playbook" - directly comparing their products to competitors on packaging• Implemented a differentiated marketing approach featuring founders in bathrobes to build authentic connection• Built an in-house creative team rather than using external agencies to maintain creative control• Grew to become #2 cereal brand in Netherlands and #4 in Belgium• Recently expanded to UK market via Ocado with plans for wider retail distribution• Focuses on creative content marketing through Instagram and TikTok while enabling product sampling• Emphasizes the importance of focus and fearless creativity in building successful challenger brandsCheck out Holies' Protein Crunch Granola on Ocado for a genuinely healthy, delicious breakfast option that proves you don't need added sugar for great taste.Support the show

Discover how Tess Reed transformed her homemade tahini dressing into All Dressed Up, a standout brand now stocked in Whole Foods and Ocado within just one year of launching. Tess shares her winding career path from university graduate to food entrepreneur and the pivotal moments that led to her business success. • Growing up on a farm with a food-loving family shaped Tess's passion for quality ingredients• Early career at The Coconut Collaborative provided valuable food industry experience• Brief detour into tech revealed that food was where her true passion lay• COVID redundancy led to formal culinary training at Leiths School of Food and Wine• All Dressed Up began with a simple tahini dressing and her boyfriend's business suggestion• Initial production involved making just 12 bottles at a time in her kitchen• Finding a manufacturer willing to produce small batches was a crucial turning point• Focusing on quality ingredients and authentic flavors created a point of difference• The food industry's collaborative nature provided support and mentorship• Balancing a full-time job while building the business required significant sacrifices• Future plans include growing the team and expanding into more major retailersYou can find All Dressed Up dressings in farm shops, delis, independents and on Ocado. If you want to know more about starting a food business, visit www.jgreenwood.comSupport the show

Chris Kong's journey from child actor in Hong Kong to co-founder and co-CEO of Better Nature is nothing short of remarkable. Chris shares how his early experiences in biochemistry at the University of Oxford and his passion for sustainability led him to create a leading tempeh brand in the UK. Growing up with an entrepreneurial spirit, from selling snacks to classmates to experimenting with a hot dog stand, Chris's story is one of relentless pursuit to develop impactful, planet-friendly products.The episode takes you through the transformative journey of Better Nature's inception, sparked by a chance encounter at a biotech conference. A conversation with his future co-founder, Ellen, challenged Chris's dietary habits and planted the seeds for a revolutionary plant-based protein business. Through this serendipitous meeting, Chris discovered tempeh and its untapped potential in the UK market, leading to a bold mission to make this protein-rich product a supermarket staple and win over health-conscious consumers.Chris also opens up about the trials and triumphs of the sustainable food business. He details the strategic moves, such as rebranding, to highlight tempeh's health benefits, and the role of strong partnerships in scaling production. His background in sports instilled a dedication to persistence and discipline, essential traits in bringing Better Nature's vision to life. This episode promises not just an entrepreneurial story but an insightful reflection on aligning business with a meaningful impact on the world.Support the show

Florian de Chezelles, co-founder of The Salad Project, joins us for a conversation about his remarkable journey in the hospitality industry. From growing up in a lively family of five siblings to his transformative education at the prestigious Ecole Hôtelière de Lausanne in Switzerland, Florian shares how these experiences shaped his communication skills and passion for hospitality. We delve into his early career with luxury giants LVMH and the Waldorf Hilton, where he honed his meticulous attention to detail and discovered his love for creating memorable experiences.Fueled by passion and a desire for fulfillment, Florian embarked on an entrepreneurial journey with co-founder James, leading to the creation of The Salad Project. Despite initial challenges like limited savings and the unforeseen COVID-19 pandemic, they crafted a menu that resonated with a wide range of dietary preferences. Listen as we recount the amusing process of naming the business and the innovative strategies behind their menu development, which relied on personal preferences and customer archetypes rather than traditional market research.Discover how The Salad Project has thrived with seven locations across London, thanks in part to savvy investors and the power of word-of-mouth marketing. Florian also emphasises the game-changing role of digital technology in their business model, which positioned them ahead of the curve during the pandemic. Throughout this journey, the complementary partnership between Florian and James has been key, blending their skills and mutual respect to build a successful and enduring brand. Join us for a blend of inspiring stories, practical advice, and a celebration of entrepreneurial spirit in the hospitality industry.Support the show

Ever wondered how a simple bean can transform the food industry? Join us as Amelia Christie-Miller, the innovative force behind Bold Bean Co, shares her extraordinary journey from a food-loving childhood to becoming a notable entrepreneur in the UK. Gain insights into how Amelia's experiences in Spain ignited her passion for beans, leading to her entrepreneurial success and the presence of her products on the shelves of major retailers like Waitrose, Sainsbury's, and M&S. Amelia's story is an inspiring testament to how dedication to sustainability and flavour can redefine a market, and how she leveraged community engagement and data-driven insights to forge genuine connections with consumers.Explore Amelia's strategic shift from a direct-to-consumer model to entering the retail space during the COVID-19 pandemic. Understand her proactive engagement strategies with supermarket buyers and how she navigated the complexities of the grocery marketplace. Amelia highlights the significance of "brand servicing" over "brand selling," emphasising the importance of authentic interactions with consumers. Through her story, you'll discover the intricacies and excitement of the supermarket landscape, offering valuable lessons for anyone enthusiastic about food and entrepreneurship.Amelia also delves into the entrepreneurial mindset, the importance of having a co-founder, and the rewarding challenges of building a brand with integrity. Learn about her growth-oriented approach, how past experiences shaped her business acumen, and why focusing on quality ingredients is crucial. Uncover the behind-the-scenes efforts that brought Bold Bean Co to life and the power of a growth mindset. Whether you're an aspiring entrepreneur or a food enthusiast, this episode offers a delicious blend of inspiration and practical advice for crafting a successful food business.Support the show