How did you get started in this business?
I have always been in the food industry and have a great passion for great food. I started my career in field sales at Nestle Confectionery, selling kitkats and polos out of the back of my Vauxhall Vectra. I then moved into Nestle Beverages into Customer Marketing. In 2008 I left Nestle to move to innocent drinks, 6 months later I was made redundant at innocent and use the redundancy money to retrain in nutrition. Whilst working at Little Dish (a kid’s food brand) I built up my nutrition practice part time in the evenings and weekends. It was working my clients and encouraging them to follow a primal/paleo approach to their diets and lifestyles that I developed the Primal bars in 2013.
What is your background? Education, Work Experience
See above. – Marketing degree, Nestle, Innocent, Little Dish, Nutrition Qualified.
Why are you involved in this type of business?
I love food, love brands and I am on a mission to encourage people to make better food choices, I want to in still more real food into the packaged food industry and start a real food revolution.
Can you provide me with a description of your business?
The Primal Pantry is on a mission to encourage others to make better choices. Our product ranges consist of our award winning, incredibly tasty snacks bars and our new high protein fully plant based protein bars. All products are proudly made with carefully selected untamed ingredients. We are Real Food, Untamed.
How long have you been in business? In this business? In other businesses?
I founded The Primal Pantry in 2014 and have been in the food industry for 15 years.
How did you get the background and skills necessary to run this type of business?
Working for the brands I did and the people that were part of those brands gave me significant exposure and experience to play a key part in how I run The Primal Pantry, other than that it is an incredible learning journey one which you have to learn yourself along the way, either via my network of other foodpreneurs, non exec directors and colleagues.
How do you market your business? How are people aware of your business?
Distribution and store listings are currently are biggest marketing channel, many people hear of us when they see the product for the first time on shelf. Outside of this we put a lot of effort into Social media/digital, PR, Sampling and events. Last week we did a guerrilla sampling activity where we placed a primal bar on 12k Boris bikes across London.
Where do you see your business in the next year? In the next five years? The next ten years?
Next year is all about growth; we have had a challenging year and have just raised £3m to take the business to the next level. Over the next 5 years we would love to have launched into new categories and continue to excite through innovation. 10 years, who knows? The market is changing so rapidly. I hope in 10 years we will be the most trusted food brand in the world (a big vision).
Do you plan to compete in the global market place? If yes, how? If no, why not?
Yes we do, currently we sell in Germany, Benelux and Scandinavia, and we also have some distribution as far as South Africa, USA and Middle East. Our focus area is Northern Europe.
How has technology, such as the Internet & social media impacted on how you conduct business?
We are building the brand on social and last year we made our website user experience more consumer friendly and mobile friendly. We love social media in the Primal Den.
Whom do you seek advice from for your business?
Loads of people, our team, our board, previous work colleagues, my husband, other business owners. I am never shy of asking for advice and help.
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