Advertise on podcast: Recipe for Greatness

We sit down with Ineke Nugteren, a nurse turned founder, to unpack how frontline healthcare experience sparked a mission to change what everyday snacking looks like. We talk through the messy realities of building Nourish from a kitchen table into major UK retail, while staying focused on real ingredients, gut health and balanced blood sugar. seeing conventional low-fat guidance fail patients in real lifea turning-point patient story that triggered deeper nutrition researchvolunteering in Africa and learning what “enough” can look likelaunching Nourish by testing demand quickly rather than overplanningwhy coconut becomes the base ingredient and how fat is reframed as fuelthe formulation trade-offs behind fresh ingredients and shorter shelf lifenavigating HFSS rules and educating customers about saturated fatlanding Selfridges through the right buyer relationship and timingscaling operations through supply shocks, organic constraints and co-manufacturingsimplifying brand messaging to focus on gut health and blood sugar balancebuilding cautiously without big raises and keeping education centralpractical first steps for a better relationship with food, plus magnesium and vitamin Dplease like and subscribe. And write a review, we’d really appreciate it. if you want to know more about starting food business, head to www.jgreenwood.com. Support the show

Baby food should not feel like a trade-off between “quick” and “good”. We sit down with Ed van der Lande, founder of More Toddler Meals, to unpack a deceptively simple question: how do you feed toddlers wholesome meals with real texture and visible ingredients when you are exhausted, out of the house, or racing between nursery pick-ups and work? Ed traces the idea back to a moment on deployment in Somalia, watching his wife carry the full load at home and feeling the friction every parent knows. That frustration turned into an unusual solution: freeze drying. We break down, in plain English, how freeze drying differs from retort and pasteurised pouch foods, why heat can change flavour and texture, and why chewing and oral development matter when little ones are learning to eat. If you care about healthy toddler meals in the UK, convenient baby food, and what “shelf-stable” can look like without turning into puree, this will spark ideas. We also get practical about building a product-based business. Ed shares the leap from British Army major to Amazon, the leadership principles he carried over (high standards, curiosity, customer obsession), and the systems he uses now to keep focus. From home recipe trials and brutally honest feedback to selling at markets, walking into independent retailers, and rethinking online growth, this is a candid look at what it really takes to launch and scale a food brand. If you enjoy the conversation, subscribe, share it with a parent or founder, and leave a review so more people can find the show. Support the show

We talk with Wild Things founder Fliss Newland about going from Mondelez to building an organic, plant-based gummy brand that targets families without losing the fun of sweets. She breaks down the practical steps behind the leap, from finding the right opportunity to nailing brand positioning, packaging, and early retail wins.  Childhood hustle stories and the influence of self-employed parents Learning FMCG fundamentals at Mondelez, from perfect store to pricing and promotions Moving to Asia to stretch skills and seek less mature markets Taking on an existing vegan sweets business and spotting the product advantage “manifesting” as networking, asking for help, and saying ambitions out loud Qualitative consumer research with parents, including panels and real-world routines Positioning sweets as balance and permissibility rather than guilt and restriction Investing in distinctive branding to win at the shelf Getting first sales via Lunch! trade show, distributors, independents, and sampling Winning Ocado by pitching a tight proposition and staying focused on the target shopper Founder highs and lows, sleep, decision-making speed, and building a team culture please like and subscribe and write a review would really appreciate it.  if you want to know more about building a food business head to wwwjgreenwood.co.uk Support the show

We talk with Owen Potts about building The Potts Partnership from a home kitchen into a premium ambient food manufacturer stocked by major UK supermarkets. We dig into hands-on learning, bold packaging choices like aluminium cans, and the unglamorous cash flow and operations work that makes growth possible.  Turning a gap year job in a jam factory into a career in food manufacturing and product development Learning factories end to end by jumping onto every machine and process Why partnerships break under pressure and how money triggers misalignment Spotting a market gap for premium stocks and gravies in independents during the financial crisis Using simple branding to stand out on shelf in butchers and farm shops Scaling production through borrowed facilities, consultancy swaps, and early contract manufacturing Getting supermarket buyers to engage by persevering until they taste the product The origin story of stock in aluminium cans and using other categories as inspiration Balancing brand identity with bold design across a range Operational realities of new packaging and iterating the process to make it work Why fast growth can crush cash flow and how pipeline fill changes the maths Adapting from hands-on maker to team builder with engineers and product developers Running a family business with clear role boundaries and aligned goals Founder advice on passion, gut feel, and protecting equity  Please like and subscribe and write a review, would really appreciate it.  If you want to know more about starting a food business, head to www.jgreenwood.com.  Support the show

We talk with Craig about how he leaves university, learns the fundamentals of margin and negotiation in meat trading, and turns a steam-cooked chicken discovery into GSN. We break down the scrappy freezer-in-gyms launch, the Covid pivot to e-commerce, and the principles that keep the brand focused on profitable growth.  leaving university to gain real-world experience in a family commodity trading business Learning negotiation, margin, factory operations and spotting value in overlooked stock the steam-cooked chicken moment and why convenience solves a real problem choosing gyms as the first channel and placing branded freezers to create demand handling rejection through cold outreach, common ground and a money-back guarantee learning practical skills fast through trial, error, YouTube and asking for help buying a decommissioned Tesco truck to solve frozen logistics and scale deliveries building an efficient delivery route before hiring help moving from credit-led growth to upfront payments to protect cash flow pivoting during Covid by building paid ads and a stronger direct-to-consumer website developing new high-protein ready meals by tracking food trends and relentless testing expanding into under-served channels while avoiding over-reliance on one big retailer GSN Wesbite Support the show

A teenage trader learns to move stock on Romford Market, then builds a clean‑label snack factory that challenges ultra‑processed bars and keeps going through COVID with a private‑label engine. Matt Hunt, co‑founder of The Protein Ball Co, joins us for a candid, high‑energy tour through graft, grit, and the choices that change a business. We dig into margins, manufacturing, pet treats you could eat, and a bold rebrand made to win shelves. • early market lessons shaping sales craft and urgency • olives to protein balls and the Expo West insight • outsourcing pain points versus owning production • factory build on a tight budget and fast scale to export • airline margins, cancellations, and cash discipline • educating customers on protein types and absorption • clean labels versus ultra‑processed ingredients • COVID impact and the private label pivot • launching human‑grade dog treats with low carbs • rebrand to Ballsy By Nature and paper packaging • returning to proactive sales with a stronger story • partnership roles, stress, and family balance Please like and subscribe. And prior review, would really appreciate it. If you want to know more about starting a food business, head to www.jgreenwood.com Support the show

We trace Yusuf’s path from schoolyard hustles to building a functional cold brew that swaps jitters for calm focus. The story spans painful caffeine experiments, tough retail lessons, and the mindset shift from making a product to selling one at a profit. Listen to the story of building Unconform • early ventures and the itch to build  • caffeine overload as the spark for a solution  • cold brew, adaptogens, and nootropics for a smoother hit  • scrappy R&D, 31 iterations, and crowdfunding proof  • timing, outreach, and landing Holland and Barrett  • taking feedback, rebranding for shelf visibility  • packaging that signals benefit at a glance  • avoiding ego traps and focusing on sales  • the real maths of margins and target numbers  • recommended resources for learning to sell Please like and subscribe, and write a review, would really appreciate it  If you want to know more about starting a food business, head to www.jgreenwood.com Support the show

We explore how poker shaped Andrew Macleod's thinking and how those mental models helped him build Emilia’s Crafted Pasta into a debt-free, multi-site brand. From scouting Italy to opening under budget and growing slow, we show how to balance soul with margins. • Poker as a mirror of risk and behaviour • Bootstrapping events and earning trust without capital • Finding the pasta gap and validating with travel and craft • Raising seed from relationships built on delivery and discipline • Securing a first site through persistence and landlord alignment • Opening lean, surviving the quiet months, building word of mouth • Frameworks for skill acquisition and early career risk-taking • Balancing hospitality warmth with unit economics • Cross-functional accountability and consequence visibility • Choosing independence, optionality, and long-term brand depth Please like and subscribe And post a review, we'd really appreciate it If you want to know more about starting a food business, head to www.jaygreenwood.co.uk Support the show

Will Howard shares his journey from hospitality worker to Managing Director of GrowUp Farms, revealing how purpose-driven leadership and vulnerability create stronger businesses and teams. • Started career with a passion for food, working in hospitality before transitioning to FMCG roles at L'Oreal and PepsiCo • Found his authentic leadership style at purpose-driven companies like Red Bull, Innocent and Ella's Kitchen • Practices vulnerability by openly discussing mental health challenges with his team • Maintains mental wellbeing through consistent morning exercise routines • Joined GrowUp Farms after being impressed by both the team and product quality • Explains how vertical farming creates perfect growing conditions without pesticides in the space of "three double-decker buses" • Balances aggressive commercial growth targets with sustainable business practices • Uses technology including AI and machine learning to optimise crop production • Emphasises communication with context as essential for effective leadership • Advocates normalising mental health support: "If you cut your finger, you put a plaster on it. It's normal the other way" If you want to know more about starting a food business, head to www.jgreenwood.com. Support the show

What does it take to build a thriving food brand that refuses to compromise on values? Karen and Patrick O'Flaherty, founders of Pip Organic, reveal the remarkable journey that transformed their humble market stall selling fresh juices into one of the UK's most trusted organic food and drink brands. The husband-and-wife team share how their backgrounds in marketing and finance, combined with Patrick's family history in organic farming, created the perfect foundation for their business. Their adventure began at Borough Market in London, where queues quickly formed for their fresh organic juices. When customers started bringing bottles to fill for home consumption, they recognized a retail opportunity that would define their future. The conversation takes a fascinating turn as they discuss a pivotal moment in their business journey – purchasing a bottling line at auction without fully consulting each other, a decision that nearly caused "a divorce in the car" but ultimately proved transformative for their production capabilities. This candid glimpse into their partnership reveals how entrepreneurial impulses sometimes clash with practical considerations. Perhaps most compelling is how parenthood reshaped their business direction. When Karen and Patrick couldn't find clean-label products for their own children, they identified a crucial market gap: while the baby food category was predominantly organic, options disappeared once children outgrew the toddler stage. This insight led to their mission of creating products that pass a simple but powerful test: "Would we give this to our kids with a smile?" Their commitment to quality comes with constraints – developing products takes longer, costs more, and sometimes means saying no to certain categories. Yet this unwavering approach has built extraordinary consumer trust. As they've scaled to over 10,000 distribution points across the UK without external investment, the O'Flahertys prove that patience in business can yield remarkable results. What lessons might your business gain from their "you only get out what you put in" philosophy? Listen now to discover how authentic values and consumer-first thinking can create sustainable competitive advantage in even the most challenging markets. Support the show

Matthew Jones is the founder of Bread Ahead bakery. On this episode, Matthew shares his remarkable journey from sleeping on bakery floors to building a global brand that's reshaping how people experience and understand artisan baking. • Growing up in 1970s Britain surrounded by makers and creators despite the "dire" food scene • Leaving school at 15 to pursue chef training through a Youth Training Scheme • Working under Sir Terence Conran and learning from his visionary approach to restaurants • Transitioning from chef to baker with the founding of Flower Power City Bakery in 1999 • Losing his first bakery business and hitting personal rock bottom due to alcohol addiction • Finding sobriety and rebuilding his life through baking in 2010 • Starting Bread Ahead with just a market stall at Borough Market • Creating a revolutionary bakery concept that combines retail with baking education • Expanding internationally with 11 bakeries across the Middle East • Evolving as a leader and finding joy in seeing young professionals succeed • Maintaining focus through exercise, creative pursuits, and staying busy with varied activities Support the show

Dominic Rice, co-founder and CEO of CANS, is on a mission to build a new category of non-sweet, no-sugar, no-sweetener soft drinks. After 16 years at Red Bull, Dom is applying his beverage industry expertise to create a genuinely healthy alternative that doesn't compromise on taste. The idea came over a steak dinner in Prague, where three friends shared the frustration of living sugar- and sweetener-free and finding their only drink options were water, tea, or coffee. CANS is built on radical simplicity: Alpine spring water, real fruit, and bubbles — simplicity that took 40–50 test rounds to perfect without any sugar or sweeteners. They are carving out a “third category” in soft drinks, showing that non-sweet drinks can be satisfying, refreshing, and cool to hold. Growth is built patiently, can by can: the first six months focused on laying foundations — distribution, awareness, and trial — before sales reached 500,000 cans in year one. Sampling drives both trial and insight, letting people taste without risk and giving the team direct feedback on reactions and habits. Dom applies the best of his 16 years at Red Bull, from sales and distribution playbooks to in-store execution, while unlearning corporate habits that slow a startup — prioritising speed and subtraction over complexity and addition. The UK launch shows how ready the market is, with both retailers and consumers actively rethinking soft drink options for health and enjoyment. Sleep underpins his productivity and resilience, supported by morning gym sessions, weekend nature breaks, kickboxing, and time with his wife and friends. Self-doubt is met with progress over perfection, leaning on his team and personal relationships to stay grounded as the business scales. Their approach to change is human, not preachy: they focus on making a drink people genuinely enjoy and are proud to hold, letting habits shift naturally. Support the show

Daniel Cray, an Australian entrepreneur and CEO of Phizz, pivoted from advertising to create a revolutionary three-in-one hydration, vitamin and electrolyte tablet that's now one of the UK's fastest-growing wellness brands. He shares his journey from bootstrapping with three friends to leading a category-defining company used by Premier League teams and travellers worldwide. • After discovering travellers lose up to six litres of water during flights, Dan identified hydration's broader impact beyond just athletic performance • Partnered with a neuroscientist co-founder to develop a scientifically-backed formula that enhances brain performance through proper electrolyte balance • Initially secured partnerships with Emirates Airlines, W Hotels and Premier League teams to build credibility while bootstrapping • Made the bold decision to relocate from Australia to London despite having no UK connections or secured funding • Transformed from a £250,000 revenue business to nearly £10 million by transitioning from brand partnerships to retail distribution • Maintained scientific integrity by including glucose in their formula despite "sugar-free" trends, as it's essential for optimal hydration • Successfully positioning Phizz as a category leader in "hydration enhancers" – creating an entirely new retail category in UK stores • Recently expanded into Middle East and European markets with plans for continued international growth Check out Phizz in major UK retailers including Boots, Tesco, Waitrose, Sainsbury's, or online with Amazon. Support the show

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 spouse Visit 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 development Check 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