On the whole capitalism and business in general get a bad press. It’s viewed by many as a ruthless, Machiavellian world where it’s dog eat dog and I’ll eat your dog! Now, please don’t be alarmed, I’m not about to stand on my soap box but I do want to shine a light on some of the positivity that emanates from the Food and Drink industry and how some of the preconceived ideas are misconceptions
Firstly, let’s be frank: people are in business to make money. Unless it’s a not-for-profit organisation you need to accept that it will never be completely altruistic. However that doesn’t mean that it’s every man for himself; in fact, with the new wave of foodpreneurs, it’s far from it. Many successful new businesses will attribute some of their fortunes to the advice of other business leaders or a well-placed mentor. In my experience of the world of foodpreneurs I have been surprised at how open people are to share contacts, ideas and resources in a symbiotic bid for success. If you ever peek behind the curtain of foodpreneurship you’ll find an amicable, humble and transparent bunch willing to help, listen and advise. Some people call it karma, some people sat it’s ‘paying it forward’ whatever the term used it can be a great help.
There are thousands of examples out there but let me share one example of this positive light that I came across recently…
This example involves two businesses not selling in the same category, not geographically close and not even at the same stage of business development however they do share a passion: producing great food with a brand that people can get fanatical about.
Funky Nut Company was founded in 2014 on The Wirral by Julian Campbell and Vigor Foods in 2017 by Paul Rampal in Broxbourne. Julian is currently into his 4th year building distribution and sales of his nut butter brand empire and business is booming with plans to expand production facilities in early 2018. Paul is just beginning his journey with a range of cold-pressed protein balls that he plans to sell to gyms, coffee shops, cafes, farm shops, fine food outlets and direct to his adoring fans.
So, on the surface, two exciting young brands operating independently of each other with their own designs on being the next big disruptor in the market place right? Well, not quite; allow me to explain why…
So you know the fisherman analogy? Give a man a fish and he’ll feed his family for a day, teach a man to fish and he’ll feed them for a lifetime – that one? Well this brand of foodpreneurs takes that one step further because this man will not just feed his family, but he’ll teach you how to feed yours. Then he’ll let you borrow his rod and net. Then he’ll tell you where the best places to fish are and when he’s done all that he’ll fry up one of the fish he caught and invite you and your family round to feast. It’s kind of beautiful isn’t it?
So, with that extrapolated analogy in mind, look out for the symbiotic relationship between Funky Nut Company and Vigor Foods blossoming in 2018. Now it’s only a simple step but it’s a brilliant gesture because this year will see collaboration between the two brands with a mass sampling campaign of Vigor’s cold-pressed protein balls with orders placed of Funky Nut’s nut butters. The beauty of this is that more people get to try Paul’s beautiful balls and get a cheeky reward just for being fans of Julian’s phenomenal nuts. It’s almost poetic isn’t it? The team at funky nut have done the same in 2016 with the Magnificent Marshmallow Company and the customer feedback to the unexpected squishy treat was great.
There may be some naysayers out there questioning motive but this is how the foodpreneur world works. You start out in business and at some stage you’ll be blown away by the kindness of an apparent stranger. It’ll be someone you admire, someone that’s been there and done that. However that stranger will have had their own apparent stranger just a short while ago, when they were in your position. Fast forward a short while into the future and you find yourself in a position to be a kind apparent stranger and thus the cycle perpetuates. It’s kind of nice that.
So here’s my plea…if you’re a new business: don’t be afraid to talk to your peers, promise they’ll surprise you; and if you’re forming your opinions of corporate fat cats in the Food and Drink industry: please challenge them; there are some awesome brands and people doing some amazing things. Oh, and of course, make sure you check out the collaboration between Funky Nut Company and Vigor Foods…who doesn’t love a freebie and new food forage?
Do you have any great examples of the food industry working together? Why not give a cheeky comment below because if this has taught us nothing more…sharing is caring!