What was the inspiration for starting TrooGranola?
We started making granola at home to try and get some good stuff into my fussy 8 year old son. We had a eureka moment when a packet of freshly roasted coffee arrived through the post as I was making granola. I thought why don’t we send our freshly made granola through the post in a similar way to the coffee guys and so the business began.
Describe a typical day at TrooGranola HQ?
TrooGranola HQ is currently in our home in Folkestone Kent, overlooking the sea; on a clear day we can see the white cliffs of the French Coast. We start our day with a brisk walk along prom by the sea before grabbing a quick coffee in the local café. Then it’s back to the desk and on with the daily tasks.I crack on with answering emails and doing our daily social media messaging. It’s important we keep up the conversation on Twitter and Facebook. I then spend an hour on admin – ordering fresh ingredients, looking at new packaging ideas, checking new potential sales channels. After lunch we make our TrooGranola – aiming to toast it, pack it and get in the post on the same day so that it gets to our customers as fresh as we can. Freshness is what makes TrooGranola special; you can really tell the difference in terms of the texture and the smell and taste – we make no compromises on this.We take a break in the late afternoon to be around for our children before they go to bed. Then it’s a final email and social media check before we go to bed.
Where do you see TrooGranola in 5 years time?
We are currently working on a grocery proposition as well as our online direct sales.
We will launch our fresh granola grocery pack in farm shops and foodie garden centres this year, though we are aiming for this to be in every supermarket in the longer term. In 5 years’ time we would hope that TrooGranola is synonymous with fresh granola and will be recognised as the brand that created the fresh granola category.
What do you think will be the 3 biggest food trends of 2016?
We think the 3 big food trends will be:Move away from refined sugar – this is a huge change to how we eat and is vital for the health of the nation. We’ll see all kinds of innovation in this area in terms of ingredient innovation and also products with refined sugars removed.
Seeds will become more mainstream – flaxseeds, chia seeds, pumpkin seeds, sunflower seeds are all in our SuperSeed TrooGranola, but we expect to see them everywhere. Seeds are so nutritious and are an excellent snack at any time of the day.Continued rise of fresh – in almost every category we see the importance of ‘fresh’; consumers don’t want to be eating lots of additives and preservatives they want to be eating food as close to the source as possible in terms of time and provenance.
What do you like to eat?
We are big foodies at TrooGranola and love to try anything new, exciting and flavoursome. We love interesting flavour combinations that pack a punch.
We are lucky coming from Kent; our county is the larder of the UK with fantastic meat, fish and tonnes of fruit and veg produced locally. We’re almost in the asparagus season now – you can’t beat local asparagus just cooked through with freshly made lemon mayo; just delicious!
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