In this episode of the Curious Business podcast, we meet Ella McKay, founder of Fatso. The provocatively named chocolate brand is bringing unapologetic indulgence to dark chocolate and putting ethical sourcing at its core. Ella shares the story of her journey from corporate marketeer to entrepreneurial risk-taker, and provides invaluable insights into effective business strategy and how to use consumer research.

If you’re building a brand in a crowded market, you’ll learn how being provocative and staying true to your values helps you cut through the noise. Sometimes you need to break the rules to make an impact. Hear how Ella established partnerships with cacao farmers in Colombia and why she believes gut instinct, learning by doing, and calculated risk-taking trumps analytics, especially for small businesses trying to innovate and challenge.

Tune in to hear all about:

This episode is perfect for founders, brand builders, food entrepreneurs, and anyone who believes business should be built on passion, ethics, and a healthy disregard for doing things the conventional way.

Buy online from Delli Market:

Buy online from Holly & Co:

Buy online and read more about Fatso ‘from farm to face’:

Find your nearest retailer :

To buy the book ‘Thanks For The Feedback’ (recommended in the podcast):

And visit the Curious Business bookshop:

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Curious Business is here to bring you insights, experiences and ideas to help you think differently about your business and marketing. My name is Stephen Morris and I help start-ups and scale-ups gain clarity, take action and ignite momentum in their marketing and pipeline.