People Doing Things

Meet Martin, founder of Grubby. If you haven't heard of them, Grubby is the UK's first plant-based recipe kit, on a mission to make plant-based cooking so delicious and accessible, you'll never even think about missing meat. Martin's journey is a wild one. From a B2B office delivery service pre-COVID to landing back at his parents' place in 2020 with every penny spent, wondering what was next. The answer? A direct-to-consumer recipe kit for plant-curious eaters. They kicked off with a with £100k angel investment from a chance encounter at a supper club followed by a £100k grant from Innovate UK's Sustainability Fund. They then raised a whopping £6 million through new angels, a VC and a massive crowdfunding campaign, bringing in over 1000 individual investors. But don't let those numbers fool you; it was far from easy. Martin faced a near-trademark defeat in the early days and almost went bust not once, but twice! Yet, they've successfully navigated the peaks and troughs of the plant-based movement, even acquiring the recipe IP from All Plants after their administration earlier this year. Today, Grubby boasts over £5 million in revenue, with 2.4 million meals sold. In this episode, we're talking about the incredible power of persistence, the current state of plant-based eating in 2025, and what the future holds for this truly resilient plant-based pioneer. Tuck in!

Introducing Sarah Vachon, the brainchild behind Citizens of Soil - the regenerative olive oil brand championing the farmers' who deserve a seat at the table - cold pressed extra virgin olive oil from small batch producers in Greece and Spain as well as rarer varieties from the likes of Italy, Portugal and Croatia. Full of polyphenols and powerful antioxidants, there’s a reason why people in the Mediterranean live for so long.  As one of the most faked products in the world, Citizens of Soil is an advocate for a more sustainable, transparent and ethical model of farming. And for Sarah, it was a chance to put principle into practice having worked at Provenance, the supply chain software company based on blockchain. Founded in 2021, her and her husband Michael made light work of their growth - having started in DTC they are now stocked in prestigious retailers like Waitrose, Selfridges and Ocado. But their story goes far beyond the bottle. At their heart lies a deep commitment to investing in the land, fostering a culture that values soil health and the future of food. In a time of rising prices, Citizens of Soil offers a beacon of hope, demonstrating that a dedication to quality and ethical practices can flourish.  Fresh from a significant £1.8 million investment, they're cultivating not just olives, but a powerful vision inspired by the rich mythology of the land. Tune in to be inspired by their journey and the stories that shape their exceptional brand.

Say hello to Imogen Royall. She’s one half of Northern Pasta Co - the spelt pasta brand championing regenerative British farming, on a mission to craft unbeatably delicious pasta without compromise. Based in Kendal up in Cumbria, the brand was set up in 2022 by Imogen Royall, an interior designer, and her builder husband Matt after falling in love with pasta, turning a seedling of an idea into a life changing obsession. The couple even got married "over a bowl of pasta in Italy". And the problem here in the UK is that most of our pasta is from a supermarket. It’s dull, processed and quite heavy, leaving you feeling tired and bloated. Northern Pasta Co, by comparison is made of spelt which is light, nutty and full of flavour. It’s also easier to digest because it’s got less gluten in it. Perfect for those who want to fall back in love with pasta themselves with a joyful, restaurant inspired brand and range of sauce loving shapes and pasta styles.  Fresh from a rebrand and having secured £200,000 for their next growth phase, Northern Pasta Co. is gaining momentum, with new stockists like Booths and Whole Foods, and more exciting partnerships on the horizon. In this episode, we delve into the incredible life changes Imogen and Matt have experienced over the past three years, the remarkable growth of their brand, and what exciting developments lie ahead. So, let's tuck in.

Introducing Rachel Kettlewell. She’s the founder of Fearne & Rosie, the jam challenger on a mission to spread goodness up and down the country, packing as much fruit into as many mouths, hearts and minds as possible. Having launched a little over 5 years ago she’s now stocked in over 5000 stocking points including the likes of Asda, Co-op and Tesco.  Hailing from Withington,  Manchester, the brand itself is named after her two first-borns, Fearne & Rosie. Before she became a real fruit queen, she worked as a teacher and in the charity sector. Two areas that are still massively important to her today working with both FareShare and schools to provide kids with better for you options.  But it hasn’t been all bread, butter and jam for Rachel. The food industry can at times feel fairly gate-kept, requiring a lot of start-up capital just to get off the ground. And when it comes to distribution there are a number of unwritten retail rules that you are expected to follow. Lucky for her, a combination of straight talk and common sense has seen her though. In this episode we talk about the hidden power of naivety, why more competition in jam is a good thing, and what the future has in-store for Fearne & Rosie (the jam not the kids).

Say hi to Ella. She’s the founder of Fatso, the chocolate challenger, on a mission to prove that dark chocolate can be just as fun, delicious and chunky as milk. Founded in 2022, Fatso is stocked in over 350 stores with taste-makers and independents like Liberty, Harvey Nichols as well as hotels and offices, counted amongst its many stockists. Driven by an all female team, they’re proof that you can have your chocolate and eat it. That dark chocolate can be bold, premium and playful, and that life’s more fun when it isn’t full of modesty. Her guiding philosophy: ‘more matters’, is not only threaded into the fibres of her maximalist brand but it’s an idea that reflects what modern consumers expect from brands of today. More. And with flavour names like Morning Glory, Sweet Tart and Home Run she’s definitely providing the whole package.  In this episode we’ll unwrap the secrets behind Fatso’s success diving into the tired stereotypes of dark chocolate she’s fighting against and what her mantra of ‘more matters’ means in the context of both work and play. Tuck in, guilt free.