What does it really take to turn a homemade recipe into a nationally stocked food brand?In this episode of Getting to Grow, Zoe Fox sits down with Giulia Berretti, founder of Sunny & Luna, to explore the realities of building a challenger food brand from scratch and the lessons she learned scaling from a kitchen experiment to supermarket shelves.Growing up in Italy, Giulia was surrounded by a culture that celebrated food. But after working in the fashion industry in New York and London, she experienced first-hand the negative attitudes towards carbs and traditional foods. During COVID, she combined her love of pasta and vegetables to create a product that could deliver real nutrition without sacrificing taste.Giulia shares how she went from making cauliflower gnocchi in her kitchen to pitching manufacturers across Italy, overcoming rejection, securing retail listings, and building a profitable food business in one of the UK's most competitive categories.The conversation dives into product development, manufacturing, retail expansion, startup funding, founder mindset, and the realities of scaling a physical product business.Giulia opens up about:• Why the fashion industry's relationship with food inspired Sunny & Luna• Creating a vegetable-packed pasta product during COVID• The challenges of turning a homemade recipe into a scalable product• Finding manufacturers and pitching an unproven idea• Why most founders spend too much time perfecting products• The importance of protecting margins from day one• Building partnerships with manufacturers and retailers• Launching in Whole Foods, Planet Organic, Selfridges, Ocado, and Sainsbury's• Why focus is one of the most important skills for founders• Managing rejection and uncertainty while growing a business• The differences between startup culture in Italy and the UK• Raising investment through friends, family, and angel investors• Becoming profitable while continuing to grow the brand• The challenges of hiring and building a small team• Why sampling remains one of the most effective marketing tools• The emotional highs and lows of entrepreneurship• Learning when to say no to opportunities• Scaling a food brand without compromising product quality• What the future holds for Sunny & LunaIf you're a founder, entrepreneur, food brand operator, marketer, investor, or someone interested in FMCG, retail, consumer products, startup growth, or building a business from scratch, this episode offers a practical look at what it takes to create a successful brand in a competitive market.Zoe Fox:Instagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Sunny & Luna:Instagram: https://www.instagram.com/sunnyandlunaeats/LinkedIn: https://www.linkedin.com/company/sunnyandluna/?originalSubdomain=uk

What happens when one of the world’s healthiest foods is trapped inside a broken system that’s pushing farmers out of business?For thousands of years, extra virgin olive oil has been a cornerstone of the Mediterranean diet, celebrated for its flavour, health benefits, and cultural significance. Yet behind every bottle sits a farming industry facing climate pressure, shrinking margins, labour shortages, and a generation of farmers being told to leave the profession entirely.In this episode of Getting to Grow, Zoe Fox sits down with Sarah Vachon, founder of Citizens of Soil, to explore the realities of the modern olive oil industry and how she's building a premium food brand designed to reward quality, sustainability, and the farmers behind it.Sarah shares how a career in sustainability led her to uncover major issues within agricultural supply chains, why she started paying olive growers significantly more than commodity prices, and how Citizens of Soil grew from supporting close family friends in Greece to becoming a premium olive oil brand stocked by Waitrose and loved by customers across the UK.The conversation dives into the economics of food production, the future of farming, climate challenges, startup growth, consumer education, and what really separates premium extra virgin olive oil from the products most people buy at the supermarket.Sarah opens up about:• Why farmers across the Mediterranean are leaving farming• The hidden problems inside the olive oil supply chain• Paying growers more than commodity market prices• What makes extra virgin olive oil different from regular olive oil• The health benefits of high-quality olive oil• Why the Mediterranean diet continues to outperform food trends• Climate change and its impact on farming communities• Building a premium brand in a commodity market• How Waitrose became a turning point for the business• The cash flow realities of scaling a physical product company• Why pricing too low can destroy a startup• The challenge of balancing sustainability and profitability• The emotional reality of working directly with small farmers• The business mistake that forced Citizens of Soil to fundraise• Losing an entire year's olive oil harvest due to a bottling error• The future of regenerative farming and food production• Expanding a purpose-driven brand into international marketsIf you're a founder, entrepreneur, marketer, food lover, investor, or someone interested in sustainability, consumer brands, agriculture, health, or the future of food systems, this episode offers a fascinating look into the challenges and opportunities behind one of the world's oldest industries.Zoe Fox:Instagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Citizens of Soil:Instagram: https://www.instagram.com/citizensofsoil/Sarah Fulton Vachon: https://www.linkedin.com/in/sarahfulton/

What happens when an entire generation starts drinking less alcohol—but still wants the ritual, taste, and social experience of wine? For decades, the drinks industry has operated in extremes: full-strength alcohol on one side, alcohol-free alternatives on the other. But what if the real opportunity sits in the middle?In this episode of Getting to Grow, Zoe Fox sits down with Gabriella Lamb, co-founder of 6% Wine, to unpack the rise of mid-strength alcohol and why she believes the future of drinking isn’t “all or nothing.” From risking their savings on 10,000 bottles to building a completely new category inside one of the world’s oldest industries, this conversation breaks down the reality of launching a consumer product in a market dominated by legacy wine brands and changing consumer habits.Gabriella shares how a simple date-night realization with her husband turned into a fast-growing startup, why most alcohol-free wines failed to hit the spot for her, and how they spent over two years experimenting across Europe to create a wine that still tastes premium—with half the alcohol.The conversation dives into the psychology behind moderation culture, the business mechanics of building a physical product brand, and why consumer behaviour around alcohol is changing faster than most companies realise.Gabriella opens up about:• Why 76% of consumers are moderating alcohol intake• The massive gap between full-strength wine and alcohol-free wine• Creating a completely new “mid-strength” wine category• Spending over two years developing the perfect flavour profile• Why wine producers initially thought the idea was crazy• Risking personal savings and ordering 10,000 bottles upfront• The reality of fundraising in today’s startup market• Why distribution matters more than having a great product• The future of moderation culture and “zebra striping”• Why younger consumers are changing the alcohol industry• The challenge of educating customers on mid-strength wine• Why perception is the biggest barrier in the wine industry• Building a premium consumer brand from scratch• The emotional reality of being a founder every single day• Why mid-strength alcohol could become the next major drinks movementIf you’re a founder, entrepreneur, marketer, creative, or someone interested in consumer psychology, startup growth, branding, or the future of modern drinking culture, this episode gives a raw look into what it really takes to build a disruptive product inside a traditional industry.Zoe Fox:Instagram: [https://www.instagram.com/gettingtogrow/](https://www.instagram.com/gettingtogrow/)LinkedIn: [https://www.linkedin.com/in/zoe-fox-377033b0/](https://www.linkedin.com/in/zoe-fox-377033b0/)6% Wine:Website: [https://6percent.wine/](https://6percent.wine/)Instagram: [https://www.instagram.com/6percent.wine/](https://www.instagram.com/6percent.wine/)

What does it really take to build a premium consumer brand in one of the most crowded and competitive industries in the world? In a category dominated by legacy players, aggressive pricing, and massive distribution networks, most new brands never survive long enough to matter. But what happens when two brothers decide to challenge the drinks industry anyway—with no experience, no roadmap, and no understanding of how difficult distribution really is?In this episode of Getting to Grow, Zoe Fox sits down with Louise and Bruce, founders of Sly Dog Rum, to unpack the brutal reality of building a premium drinks brand from scratch. From launching during lockdown while everything was shut, to spending over a year fighting for their first wholesaler listing, this conversation dives deep into the gap between creating a great product and actually getting people to buy it.The founders break down why product quality alone means nothing without sales, distribution, and relentless persistence—and why so many founders underestimate what it really takes to scale a physical consumer brand.Louise and Bruce open up about:• Why “great products” still fail in crowded markets• Launching Sly Dog Rum during lockdown with 10,000 bottles• The harsh reality of getting listed with wholesalers• Why distribution matters more than product• Building a premium brand in a category where “cheap sells”• The biggest mistakes they made early on• How naivety became their biggest startup advantage• Why cold outreach and in-person sales still work• Creating a premium spiced rum for normal consumers—not connoisseurs• The truth about startup stress, scaling, and cash flow• Why real-world activations beat traditional advertising• How they won World’s Best Spiced Rum• The challenge of competing against giant alcohol brands• Why branding needs to be simple, bold, and impossible to ignoreIf you’re a founder, creative entrepreneur, marketer, or anyone trying to build a brand in a saturated market, this episode breaks down the real mechanics behind selling physical products, building distribution, and surviving in an industry where most startups disappear.Zoe Fox:/ gettingtogrow/ zoe-fox-377033b0Sly Dog Rum:Website: [https://slydogrum.com/](https://slydogrum.com/)Instagram: [https://www.instagram.com/slydogrum/](https://www.instagram.com/slydogrum/)

What does it really take to challenge a billion-dollar industry dominated by habit, branding, and deeply ingrained consumer behavior? In a market where energy drinks are often packed with artificial ingredients, high sugar, and aggressive marketing, most consumers know the downsides—yet still keep buying. But what if the problem isn’t demand for energy, but the way it’s being delivered?In this episode of Getting to Grow, Zoe Fox sits down with Hub van Bockel, founder of Tenzing and former Head of Marketing at Red Bull, to explore how he’s rethinking the energy drink category from the ground up. After spending years building one of the world’s most iconic brands, Hub walked away to create a product that challenges the very foundations of the industry—focusing on natural ingredients, sustainable practices, and a fundamentally different approach to energy.This conversation dives into the gap between what consumers know and how they behave—unpacking why people continue to choose products they don’t fully trust, and how breaking habits is far harder than building something better.Hub van Bockel opens up about:• Why 80% of energy drink consumers are concerned about what they’re drinking• The real reason “better products” don’t automatically win• Leaving Red Bull after 8 years to build something different• How habit—not logic—drives most consumer decisions• Building Tenzing from scratch using natural ingredients and a new philosophy• Why naivety can be a founder’s biggest advantage• The importance of product clarity before brand storytelling• How community-driven marketing creates long-term loyalty• The harsh reality of competing against billion-dollar brands• Why distribution—not just product—is the real battleground• Turning a strong product into a repeat-purchase machineIf you’re a founder, creator, or entrepreneur looking to disrupt established markets, build a product people actually believe in, or understand the real mechanics behind consumer behavior, this episode breaks down what it truly takes to compete—and survive—in a category built on habit.Zoe Fox:/ gettingtogrow/ zoe-fox-377033b0Tenzing:Website: https://tenzingnaturalenergy.com/Instagram: https://www.instagram.com/tenzingnaturalenergy/

What does it really take to fix a category that’s fundamentally broken? In an industry where cocktails are often slow, inconsistent, overpriced, and confusing, most consumers have simply accepted the experience as it is. But what if the problem isn’t the drink itself—but the way it’s delivered?In this episode of Getting to Grow, Zoe Fox sits down with Kuleen Khimasia, co-founder of Black Lines, to explore how he’s rebuilding the cocktail industry from the ground up. From launching one of the UK’s first draft cocktail businesses to creating a premium bottled range during COVID, Kuleen shares how Black Lines is challenging outdated perceptions and making high-quality cocktails more accessible, consistent, and scalable.This conversation dives into the gap between what consumers want and what the industry delivers—unpacking why cocktails have remained complicated and inconsistent for so long, and how a new approach to production, branding, and distribution is changing that.Kuleen Khimasia opens up about:• Why cocktails are “notoriously slow and confusing” for most consumers• The real problem with pre-batch drinks—and why most of them fail• Building Black Lines without external funding and staying profitable• Turning a COVID crisis into a major growth opportunity• The importance of brand, design, and perception in a “stuffy” category• Why consistency beats theatre in most hospitality environments• The operational reality of running a physical product business• How they scaled from draft kegs to bottles while controlling quality• Why they’ve avoided supermarkets—and what that means for growth• The future of cocktails and why pre-batch is only getting startedIf you’re a founder, creator, or entrepreneur interested in disrupting traditional industries, building a premium brand, or creating products that challenge consumer perception, this episode breaks down exactly how a clear insight—executed properly—can reshape an entire category.Zoe Fox:/ gettingtogrow/ zoe-fox-377033b0Black Lines: Website: https://blacklinesdrinks.com/instagram: https://www.instagram.com/blacklinesdrinks/Kuleen Khimasia:Linkedin: https://uk.linkedin.com/in/kuleen-khimasia-315ba893

What does it really take to build a premium brand in a category that people don’t even take seriously? In a space where taste has historically been poor, perception is weak, and consumer habits are deeply ingrained, creating a successful alcohol-free product requires far more than just removing alcohol.In this episode of Getting to Grow, Zoe Fox sits down with Luke Hemsley, founder of Wednesday’s Domaine, to explore how he’s building a modern alcohol-free wine brand designed for people who still love drinking—but want to do it differently. From identifying a gap in the market during COVID to developing a product that challenges both taste and perception, Luke shares the thinking behind creating a brand in a misunderstood category.This conversation goes beyond the idea of “non-alcoholic alternatives” and dives into the psychology of drinking, social dynamics, and how consumer behavior is shifting toward moderation rather than elimination. From the stigma of not drinking to the importance of branding and experience, this episode explores what it really takes to change how people think—and feel—about what’s in their glass.Luke opens up about:• Why alcohol-free wine has historically failed—and what’s changing now• The psychology behind drinking and the desire to “fit in” socially• Building a brand that doesn’t feel like a compromise• Why most consumers don’t want to quit alcohol—they want better options• The challenges of creating a product in a category rooted in tradition• How branding can completely shift perception in a “low-quality” space• The reality of building a physical product business from scratch• Why moderation—not restriction—is shaping the future of drinkingIf you’re a founder, creator, or entrepreneur interested in consumer behavior, brand building, or launching products in emerging categories, this episode offers a deep dive into how a simple insight can evolve into a category-defining business when executed with clarity and intent.Zoe Fox: https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Wednesday's Domaine:Instagram: https://www.instagram.com/wednesdaysdomaine/Linkedin: https://www.linkedin.com/company/wednesday-s-domaine/?originalSubdomain=ukWebsite: https://wednesdaysdomaine.com/Luke Hemsley:Linkedin: https://www.linkedin.com/in/lukehemsley/

What does it really take to turn something as simple as a salad into a multi-million pound food brand? In an industry where restaurants fail fast, margins are tight, and scaling operations can quickly become chaos, building a successful food business requires far more than just good recipes.In this episode of Getting to Grow, Zoe Fox sits down with Clem Haxby, the culinary director behind The Salad Project, to explore how a single London salad bar evolved into one of the city’s most recognisable healthy food brands. From launching their first location in Spitalfields to scaling to 12 stores in just a few years, Clem shares the operational, creative, and strategic thinking behind building a fast-growing hospitality brand.This conversation goes beyond the idea of “healthy food trends” and into the real mechanics of scaling a restaurant concept. From designing menus based on intuition rather than market research, to building systems that allow stores to open smoothly, this episode explores how product obsession, operational discipline, and adaptability combine to create sustainable growth.Clem opens up about:• Designing the entire Salad Project menu from the ground up• Scaling from 2 stores to 12 locations in just three years• Why intuition often beats traditional market research• The operational systems that make restaurant expansion possible• Lessons learned from hiring mistakes and early operational chaos• The reality of opening restaurants that cost over £500K per site• Building a menu that keeps customers full, energised, and coming back• How balancing creativity and operations drives long-term brand successIf you’re a founder, operator, or entrepreneur interested in hospitality, consumer brands, or product-driven businesses, this episode offers a behind-the-scenes look at how a simple idea can evolve into a thriving brand when execution meets vision.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/The Salad Project:https://www.instagram.com/the.salad.project/https://www.saladproject.co.uk/Clem Hexby:https://www.instagram.com/clementines_kitchen/

What does it really take to scale an FMCG brand in today’s landscape, where retail is crowded, attention is fragmented, and growth can disappear as quickly as it arrives?In this episode of Getting to Grow, Zoe Fox sits down with Charlie Knight, founder of Plugin Brands and co-founder of Diving Agency, to explore what modern brand building actually looks like behind the scenes. From helping take startup brands from inception to retail in under 18 months, to generating £1M in three months through TikTok Shop, Charlie shares the commercial realities of scaling in 2026.This conversation goes beyond surface-level growth stories and into the strategic decisions that determine whether a brand sustains momentum or gets delisted. From omnichannel thinking and TikTok Shop as the “new QVC,” to why so many founders scale too fast, this episode unpacks the tension between speed and sustainability.Charlie opens up about:• Building brands from zero to £1M+ and what that really requires• Why TikTok Shop is reshaping retail and direct-to-consumer growth• The dangers of entering major supermarkets too early• What sustainable rate of sale really means• Turning down clients when ROI doesn’t make sense• Giving founders tough feedback on product, pricing, and positioning• Why clarity of brand identity matters more than ever• The importance of going slow in order to scale properlyIf you’re a founder, brand builder, or commercial leader navigating FMCG in 2026, this episode offers a grounded, strategic look at how to grow with intention — and why lasting success isn’t built on hype, but on foundations that can withstand scale.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Charlie Knight:https://www.linkedin.com/in/fmcgexpert/

What does it really take to build a brewery from scratch when you have no industry experience, no roadmap, and no safety net?In this episode of Getting to Grow, Zoe Fox sits down with Louise Avery, founder of LA Brewery, to explore the deeply human story behind one of the UK’s most distinctive non-alcoholic drinks brands. From fermenting drinks at home and delivering bottles by bike to building a full-scale brewery and landing major retail partnerships, Louise shares what it truly means to follow intuition and build something before you feel ready.This conversation traces the journey from leaving a conventional career and returning to her roots, through years of experimentation, financial uncertainty, and self-doubt, to creating a brand grounded in craft, creativity, and purpose. It is an honest look at what happens when passion, persistence, and curiosity lead the way, even when the path is unclear.Louise opens up about:• Starting with no brewing experience and learning everything by doing• Building LA Brewery through experimentation, fermentation, and instinct• Delivering early products herself and growing without external validation• Overcoming impostor syndrome while pitching, scaling, and raising investment• Why naivety can be a hidden strength in the early stages of building a brand• Balancing creativity with commercial reality as the business grows• Staying true to values in an increasingly competitive and saturated market• Redefining success beyond speed, scale, and perfectionIf you are curious about how brands are really built behind the scenes, what resilience looks like when things are uncertain, or how trusting your instincts can shape a business with depth and integrity, this episode offers a powerful reminder that meaningful brands are rarely built by following a perfect plan, but by showing up, learning fast, and staying committed to the journey.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/LA Brewery:https://www.instagram.com/labrewery/https://labrewery.co.uk/