2014 has been a big year for G’NOSH, with the launch of our world food inspired Meals in Minutes, available at Waitrose and Ocado and tapas-style Pinchos, available at Sainsbury’s. Our existing range of four award-winning fresh Dips have also launched onto Waitrose’s shelves across the country. We have also completed a Joint Venture with a large grocery player to enable our growth.
The launch of these new G’NOSH product ranges sees us upping our game from a small artisan producer with four products in one category to ten products across three categories in national multiples.
I found many people (predominantly women) who yearned to leave the city and had followed my path wanting my advice. Coaching new start-ups on their road to building their brand is an important part of my working life.
I am a big supporter of anyone taking the leap of faith and translating ideas into reality, so I was happy to give my time to help. It’s how I got started by knocking on the doors of my brand heroes. I’m proud to have helped guide the founders behind some artisan challenger growing brands get their idea onto the shelf (Cuckoo Foods, Rebel Kitchen, Plenish Cleanse, Pip & Nut). Sharing my learning and helping accelerate growth plans is very rewarding.
It keeps me at the pulse of what’s cooking in the industry, innovation, growing markets. It’s all about Dairy Free, healthy but indulgent right now.
Nothing makes me happier than seeing people trying the G’NOSH products and getting positive customer feedback. I’m immensely proud to have turned my ideas into physical products, seeing them on the shelves is very rewarding.
The job gives me fantastic opportunities to be creative, being able to develop new flavours, packaging and recipes. Working for yourself is extremely tough but it’s never boring. It’s exciting all the time and every day is a new adventure.
Stop talking, act now:
If someone wants to make a change, I would tell them to act now and not to wait. It’s a cliché but it’s true. If you keep waiting then it will never happen. Validate and get feedback all the time along your development journey. Do not be afraid to ask for people’s opinions, whether that be customers, buyers, retailers or friends.
Build a circle of people and partnerships around you (don’t dismiss those that are better or more developed than you); gather people that you can trust around you, those who will push the boat out, harness creativity and get things done. I have asked for so much support along the way as I found out the things that I couldn’t do. Finding other people that complement your skillset is the best way to get things done. It’s lonely leading from the front, so surround yourself with good people, especially those with high energy levels.
Focus on the brilliant basics:
Build a brand that will emotionally connect with customers – quality and brand personality are of huge importance. Be obsessed about both.
Have the necessary grit and stamina:
You will need to make personal sacrifices for getting your own business off the ground!
Resilience and optimism:
These qualities are a must if you want to ride the highs and lows of starting your own business, and besides, a resilient and optimistic outlook is contagious for the team around you
Keep it real, consumers love a story behind a brand and that delivers a genuine emotional connection
It is important that you tackle costs, be ruthless and understand where your revenues are”
Product, Innovation, Growth.