Building the Brands of Tomorrow

"When we were bootstrapping and I was comparing myself to founders who'd raised a million before they'd put a product on shelf - there's no comparison. It's not like for like. Make your own path and enjoy it."Sarah Vachon, founder of Citizens of Soil, joins us for a conversation that covers a lot of ground - from commodity supply chains and regenerative agriculture to physical brand activations, D2C challenges, and building a business without compromising on values. What we cover:How a Greek family, a love of Spain, and a background in sustainability led Sarah to found Citizens of SoilWhy most olive oil on supermarket shelves is a shadow of what it should be - and what the commodity system has to do with itThe Olive Oil Club: how a simple subscription evolved into a discovery-led community modelThe Olive Oil Clubhouse pop-up - what worked, what didn't, and why she'd do it againWhy harvest date matters more than best before dateThe realities of D2C in 2026 How climate events are directly hitting her producers, and the importance of resilienceTaking impact investment seriouslyIf you've ever picked up a bottle of olive oil in a supermarket without thinking twice, this episode will change that.

“You’ve got to be comfortable being uncomfortable.”What does it take to build chocolate differently?In this episode, Ruth speaks to Wilf Marriott, Founder & CEO of Islands Chocolate - a vertically integrated cocoa and chocolate brand working directly at source in St. Vincent and beyond.From aspiring professional cricketer to cocoa farmer and founder, Will shares the mindset shift that took him from chasing leather balls to challenging the global chocolate supply chain.They explore:Why discipline from sport translates into business resilienceWhy owning your supply chain changes everythingThe tension between ethics and price on the retail shelfTrade vs retail as growth leversWhy margin equals risk in FMCGThe power, and complexity, of building a family businessSlow, sustainable growth vs chasing rapid scaleWhether ethical supply chains can ever become the defaultIslands Chocolate’s mission is simple but ambitious: bold taste, bold character - rooted in sustainable agriculture.This is a conversation about doing things properly, even when it’s harder.

"The most successful founders i’ve worked with automatically get that they have to transform all day every day rather than just be, rather than just read, rather than just think’Fiona Fitz is the powerhouse behind Brand Growth Heroes - a platform and program that’s quietly transforming how founders build CPG brands that scale.In this episode, Fiona shares her journey from Nestlé’s corporate corridors to launching Gu in France, and the pivotal experiences that shaped her obsession with brand strategy, executional precision, and founder development.We talk about:What made her leap from corporate to startup lifeWhy brand strategy without execution is a dead endHow her mini-MBA program helps founders avoid repeating the same mistakesThe three traits that set top founders apartThe underestimated power of great questionsIt’s a rich, honest conversation about founder mindset, brand-building, and what it really takes to scale without losing your soul - or your sanity.

“People always ask when we’re going into supermarkets. But that’s not our measure of success.”Today I’m speaking with Nicola founder of Single Variety Co, a multi-award-winning jam brand that’s rewriting the rules of category-building. From a passionfruit jam on holiday to running her own jam factory, Nicola has built Single Variety Co with no outside investment, no listings in the Big Four, and no salespeople for nearly a decade. In this episode, she shares how she grew her brand one market, one jar, and one loyal customer at a time.We cover:Why she turned down the supermarkets (even when they came knocking)Bringing manufacturing back in-house — and what people misunderstand about itDTC growth without agencies or hypeHow becoming a mum made her better at businessAnd what winning “Best Marmalade in the World” did for the brandThis one’s for anyone building a thoughtful, resilient brand - and wondering if slow and steady really does win.

“Sometimes you hit a wall. Our job is to figure out do we need a ladder, or do we need a hammer?”What happens when a global brand exec swaps the boardroom at Belvedere for the startup chaos of a non-alcoholic challenger? Billy Paretti, Global CEO of Clean Co, joins us to talk about building movements (not trends), ditching the “more for more” mindset, and leading with taste, purpose, and a plan- even when the plan keeps changing.We talk about:Why non-alc is not just for non-drinkersWhat big brands get wrong about scalingWhen structure helps - and when it holds you backBuilding desire without legacyBritish brand cues in the USTaking instinct seriously when you can’t afford a research agencyThis one’s for: Founders, marketers, and commercial leads figuring out how to scale something new and make it stick.

“If you try to make something everyone likes, you end up with something nobody loves.”In this episode, I’m joined by lifelong friends and co-founders Dom and Jamie, the team behind Allora, the lemon-based aperitivo rewriting the rules of the spritz category. We dive into how decades of FMCG, creative, and brand strategy experience shaped their approach; why friendship has become their greatest strength (not their downfall); and how challenging category norms- from serves to pricing- has given them an unfair advantage.We also explore:DTC done right in alcohol, and why the big players have missed itBuilding a “modern legacy brand” in a category dominated by 100-year-old giantsWhat they’ve learned about patience, originality, and pressure as foundersThe realities of working with your best friendWhether you’re building a brand, scaling a business, or obsessed with innovation in FMCG- this is a masterclass.

"Don’t be afraid to go weird and niche. That’s where the magic is."What will matter to consumers in 2026 - and how should brands respond?In this future-facing episode, Anna Ward returns to share her latest thinking from Trend Bible’s just-released 2026 report. From redefining wellness and micro-celebrations to the rise of messy premium and fandom-led rituals, we explore what’s shaping the cultural and behavioural shifts ahead - and how FMCG brands can stay both relevant and resonant.We get into:Why mindsets are more powerful than demographicsThe rise of inchstones and why we’re done with perfect milestonesPremiumisation’s next chapter (spoiler: it’s chaotic)Why the kitchen is the new living roomThe mainstreaming of spiritual wellness — and turmeric shots on The TraitorsWhy brands need to stop targeting “Gen Z” and start understanding fandomsIt’s packed with real-world examples, cultural shifts, and actionable prompts for any brand thinking about where to play, and how to show up, in 2026.

“The more we grow, the harder it is to stay focused. But focus is everything.”What happens when you build a business not on hustle - but on heart, balance, and radical operational clarity? In this conversation, Ruth sits down with Bold Bean Co COO Ed Whelpton to explore how a fast-growing team can still feel calm, mission-driven, and genuinely joyful.We cover:Why remote-first doesn’t mean culture-secondWhat operational beauty looks like behind the scenesThe case for early hires in finance + peopleHow to avoid being the bottleneck as a founderWhy “focus” is the hardest thing to hold onto at 25 peopleBuilding an alumni network, not just a teamAbout Bold Bean Co Bold Bean Co is on a mission to make people obsessed with beans by bringing them the best of beans - starting with jars of beans so good they’ve converted chefs, home cooks, and bean skeptics alike.

"The idea that got you excited is probably what will excite everyone else. Don’t lose that."In this episode Ruth chats with Olly Dixon, co-founder of premium soda brand Something & Nothing, about building a brand that’s both creatively uncompromising and commercially smart.Olly shares how a background in culture, music, and branding led to a category-defying drinks brand, why they ignored the rules of soft drink development, and how an obsession with quality, flavour, and design helped them stand out in one of the world’s most competitive categories.Expect honest takes on scaling in the US, resisting trend-chasing, and why doing less (but better) can be your best growth strategy.We cover:What sparked the idea for a grown-up soft drinkThe accidental (but intentional) US launchWhy community beats performance marketingFlavor over function - and why it worksStarting with culture, not categoryHow to grow by staying weird

“The startup will be a rollercoaster - the founder doesn’t have to be on it.”On paper everything’s winning; inside you’re burning out. Sound familiar? Thea unpacks the founder rollercoaster - from comparison traps and dopamine highs to the quiet power of staying level. We get practical on using mindset as a growth lever, building “anti-fragile” resilience, and why slower often equals faster.We cover:The startup rollercoaster and staying steady (joy vs dopamine)Mindset work that actually moves the needle (neural pathways + self-talk)“Slower is faster” - the counterintuitive growth tacticCustomer obsession as a company-wide pillar (beyond sales/marketing)Founder as the most important asset (maintenance > martyrdom)Burnout signals: presence, constant thinking, delayed recoveryDefining success on your terms - and aligning capital/partnersListen if: you’re a founder, operator, or investor who wants sustainable pace, clearer decisions, and growth without the crash.

“Time is the only finite resource you have as a founder.”Ariana’s career arc runs from Juice Press to angel investing, with a deep love for food, wellness and the founders behind them. In this episode, she shares what she looks for in early-stage investments, how to spot a great founder, and why trusting your gut is sometimes better than over-analysing a spreadsheet.We talk about:What separates a “nice-to-have” from a “need-to-have” productHow great founders manage ego, feedback and growthAngel investing realities - why most projections are meaninglessProtecting your time (and your health) as a founderThe “better-for-you” shift from optimisation to enjoymentWhy sometimes the best advice is simple: eat the cake.Listen if: You’re a founder, investor, or operator trying to balance ambition, wellness and com

“If you’ve got a really progressive, innovative brand, you're not going to hit average rate of sale out the gate - and yet that’s exactly what the system demands. We’re burning through founders and cash chasing short-term wins that kill long-term potential.”What if the biggest problem facing food startups isn’t the buyer - it’s the system they work in?This week, we talk to Andrew Allen, an ex-founder turned entrepreneur in residence, about the structural blockers that keep great ideas from scaling.We dig into why the innovation funnel is broken, how corporates and startups talk past each other, and why accelerators aren’t always the answer. Andrew also shares what buyers really want in a pitch (and what to stop doing), why founders should be more willing to walk away, and what a better system might look like - from venture studios to shared-risk retailer models.Key themes:The mismatch between startup pace and corporate systemsWhy zombie businesses persist - and what to do about themThe risk of founder burnout in a broken validation loopHow accelerators can help (and where they fall short)Why we need a new venture-builder model for food & drinkIf you liked this episode make sure you check out our chat with Rhys Harvey on Scaling, Exits and Staying true to the core.