Guide for growth - Food, glorious food

Food glorious food
Food glorious food
  • What was your background before establishing the business?
    • I am a former marketing director from the Banking & IT sector turned food entrepreneur, I decided to take time out of my corporate job, and took the leap of faith combining two of my greatest loves - food and business
    • I like to think of myself as a modern woman from a modern country (New Zealand) – I have one goal – to create exceptional modern ‘gourmet nosh’. From receiving various industry accolades for ‘Women in business’ and ‘Start Up’ awards, to coaching and mentoring young food start-ups across the country, my primary passion lies in leading innovation: disrupting supermarket shelves with exceptional product quality and strong business awareness
  • Describe your business and its main selling points?
    • G’NOSH, or Gourmet Nosh, is all about celebrating bold, global flavours and simple, honest ingredients that sing out in each product. Leading the trend in modern eating, G’NOSH allows time-poor consumers to create joyful home dishes, catering conveniently for modern lifestyles: from non-elitist noshing to special occasion entertaining.
    • G’NOSH is a gourmet food brand that has excited the snacking sector with creative sharing deli & tapas products, which taste as fresh as if you made them at home. G’NOSH has had incredible success since it first launched in February 2012, securing its first listing in Selfridges.
    • G’NOSH is currently expanding its range with the launch of ingredient-led, world food inspired Meals in Minutes and tapas-style Pinchos, available at Waitrose, Sainsbury’s and Ocado. The brand’s existing range of four award-winning fresh Dips have also launched onto Waitrose’s shelves.
    • The existing range of globally inspired, fresh G’NOSH Dips celebrate world flavours with the enticing Roasted Red Pepper, Sweet Black Bean, Smoky Roasted Aubergine Babaghanoush and Beetroot & Mint varieties, all of which are brilliant for sharing and even for blending through favourite recipes. These award-winning products (G’NOSH scooped New Star Product of the Year for its innovation by the Grocer in 2013) have built a cult following - they’re the biggest branded dip sold on Ocado and have also been recognised by the buyers at Waitrose, who are now taking the range to its shelves nationwide.
    • G’NOSH delivers delicious, healthy and nutritious food, inspired by world cuisine, with clear and sustainable provenance. Gourmet: made easy!
  • What’s the biggest breakthrough the business has made to date?
    • The biggest breakthrough G’NOSH has made to date is probably getting our first major multiple supermarket listing, when Sainsbury’s decided to stock our range of dips back in 2012. Success in the food industry is about distribution and the route to profitability is all about volume, I’m thrilled that my new Meals in Minutes and Tapas lines have led to listings across Waitrose, Sainsbury’s and Ocado.
  • What’s the biggest mistake you made in business and how did you come back from it?
    • The biggest mistake or challenge I’ve encountered has to be when it comes to outsourcing manufacturing - it is by far the most challenging beast in the food production business. There have been many learnings and mistakes on my journey of working with manufacturing partners in the UK. I have come back from it with a lot of grit, trying and testing many things and finally finding the right manufacturing partner that is the right strategic fit for the business and our growth plans.
  • What’s your long-term vision for the business?
    • My future plans for the business involve growing G’NOSH into new categories that fit with the brand’s current raison d'etre – which is all about Modern Eating. The ultimate plan is to push G’NOSH to become a household name and a ‘must-have’ on shopping lists throughout the country.

In tomorrow’s instalment of our Guide for Growth series, we find out Charlotte’s top tips for your business…