You’ve already proved that your hot cakes can sell, now it’s time to get them in front of the mass market’s nose. This intensive all-day course explores everything you need to know about breaking a food brand nationally, including the economies (and inconveniences) of scaling up your operation and the best ways to approach major retailers.
You'll receive advice and inspiration aplenty from our panel of experts including Philip Banfield, founder and MD of retail consultancy VentureField, Mark Campbell (Co-founder and director of Higgidy Pies), Kara Rosen (founder of Plenish), Jim Cregan (founder of Jimmy’s Iced Coffee) and Natasha Corrett (founder of Honestly Healthy) who between them have bagged shelf space with the likes of Waitrose, Sainsbury, Marks & Spencer, Ocado, Harvey Nichols and Selfridges.
- First steps that no one teaches you
- From the kitchen table to supermarket shelves
- How to gain stockists
- Going to market – working with retailers
- Staying positive after knock-backs
This course is for you if…
You’ve launched (or a close to launching) a food business or product, either locally or online, and want to know how to get it onto the shelves of major stores and national chains.
Jim Cregan went to Oz after getting sick and tired of UK Winters. During his time there, he found the phenomenon of ready to drink Iced Coffee. After coming home to the UK, he realised that nobody made anything close to what he had on his travels and decided to make his own. He teamed up with his sister, Sooz, to found Jimmy's Iced Coffee, and in November 2010 and sold their first products on the shelves of Selfridges in April 2011. Since the launch, they've gained listings with WHSmith Travel, Waitrose, Budgens, some lovely independents, Welcome Break and Ocado.
Natasha Corrett, a self-taught gourmet vegetarian chef,is the founder of Honestly Healthy. Her godmother and top nutritionist Vicki Edgson passed on her nutritional knowledge. After being dissatisfied with not being able to eat certain foods, Tash decided to put this information to use and started ‘playing’ in the kitchen to find ways to create fun and classic recipes with optimum health in mind. Tash & Vicki decided to write a book together combining both their passions and knowledge about alkaline living. Consequently, 'Honestly Healthy - Eat With Your Body In Mind The Alkaline Way' was born and is now a best seller in the book charts. A second book is currently in production.
Philip Banfield has worked for over 20 years in the retail arena, from running the family business as a teenager to running Marks & Spencer’s biggest food Hall, to leading multi-million pound national retail accounts for major food manufacturers. 5 years ago Philip established and now runs VentureField Ltd, a commercial consulting business that helps get new start-up food businesses establish their operations, brand positioning, marketing plans and commercial approach to retailers and distributors.
Mark Campbell didn’t start his career as a ‘pie-merchant’; in fact, after studying architecture, he spent five years managing the operations of humanitarian relief charities in Kenya, Uganda, DR Congo and Afghanistan. In 2007 he returned to the UK to join his former architecture colleague James and his wife Camilla in establishing Higgidy. As Director and Co-owner of the company, Mark heads up the commercial and marketing aspects of the business, managing the growth of the brand and its commercial direction. Higgidy has been in the Fast Track 100 as one of the fastest growing businesses in the UK twice and employs 220 people, making up to 250,000 handmade pies and quiches per week!
Kara Rosen is the founder of Plenish Cleanse. Over a decade at Condé Nast in New York working for magazines such as Condé Nast Traveler, Men’s VOGUE, and PEOPLE, left her jetlagged, overindulged and exhausted from a hectic travel and event schedule. After a yearly battle against reoccurring strep throat, and failing antibiotics, she turned to a holistic nutritionist who suggested a 5-day juice cleanse to get rid of the toxins that were attracting the strep. Skeptical, and worried about being hungry, Kara took a leap of faith. That 5-day cleanse, which began as temporary solution for an exhausted body turned into a love for a new lifestyle - Plenish is now stocked at Harvey Nichols and delivered nationwide.
Dates: Saturday 7 December, 2013
Venue: The Guardian, Kings Place, 90 York Way, London, N1 9GU
Price: £99 Early bird ticket (limited)
£129 Standard ticket (includes VAT, booking fee and refreshments)
Event capacity: 100
When & Where
Welcome to Guardian masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.
Masterclasses offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.
Harnessing the expertise and specialisms within the organisation, our courses are led by first class and award winning guardian professionals whilst also drawing on the skills and expertise of other leading figures at the forefront of the creative and digital industries.
The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.