Recipe for Greatness

Matthew Jones is the founder of Bread Ahead bakery. On this episode, Matthew shares his remarkable journey from sleeping on bakery floors to building a global brand that's reshaping how people experience and understand artisan baking.

• Growing up in 1970s Britain surrounded by makers and creators despite the "dire" food scene
• Leaving school at 15 to pursue chef training through a Youth Training Scheme
• Working under Sir Terence Conran and learning from his visionary approach to restaurants
• Transitioning from chef to baker with the founding of Flower Power City Bakery in 1999
• Losing his first bakery business and hitting personal rock bottom due to alcohol addiction
• Finding sobriety and rebuilding his life through baking in 2010
• Starting Bread Ahead with just a market stall at Borough Market
• Creating a revolutionary bakery concept that combines retail with baking education
• Expanding internationally with 11 bakeries across the Middle East
• Evolving as a leader and finding joy in seeing young professionals succeed
• Maintaining focus through exercise, creative pursuits, and staying busy with varied activities

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Dominic Rice, co-founder and CEO of CANS, is on a mission to build a new category of non-sweet, no-sugar, no-sweetener soft drinks. After 16 years at Red Bull, Dom is applying his beverage industry expertise to create a genuinely healthy alternative that doesn't compromise on taste.

The idea came over a steak dinner in Prague, where three friends shared the frustration of living sugar- and sweetener-free and finding their only drink options were water, tea, or coffee.

CANS is built on radical simplicity: Alpine spring water, real fruit, and bubbles — simplicity that took 40–50 test rounds to perfect without any sugar or sweeteners.

They are carving out a “third category” in soft drinks, showing that non-sweet drinks can be satisfying, refreshing, and cool to hold.

Growth is built patiently, can by can: the first six months focused on laying foundations — distribution, awareness, and trial — before sales reached 500,000 cans in year one.

Sampling drives both trial and insight, letting people taste without risk and giving the team direct feedback on reactions and habits.

Dom applies the best of his 16 years at Red Bull, from sales and distribution playbooks to in-store execution, while unlearning corporate habits that slow a startup — prioritising speed and subtraction over complexity and addition.

The UK launch shows how ready the market is, with both retailers and consumers actively rethinking soft drink options for health and enjoyment.

Sleep underpins his productivity and resilience, supported by morning gym sessions, weekend nature breaks, kickboxing, and time with his wife and friends.

Self-doubt is met with progress over perfection, leaning on his team and personal relationships to stay grounded as the business scales.

Their approach to change is human, not preachy: they focus on making a drink people genuinely enjoy and are proud to hold, letting habits shift naturally.

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Daniel Cray, an Australian entrepreneur and CEO of Phizz, pivoted from advertising to create a revolutionary three-in-one hydration, vitamin and electrolyte tablet that's now one of the UK's fastest-growing wellness brands. He shares his journey from bootstrapping with three friends to leading a category-defining company used by Premier League teams and travellers worldwide.

• After discovering travellers lose up to six litres of water during flights, Dan identified hydration's broader impact beyond just athletic performance
• Partnered with a neuroscientist co-founder to develop a scientifically-backed formula that enhances brain performance through proper electrolyte balance
• Initially secured partnerships with Emirates Airlines, W Hotels and Premier League teams to build credibility while bootstrapping
• Made the bold decision to relocate from Australia to London despite having no UK connections or secured funding
• Transformed from a £250,000 revenue business to nearly £10 million by transitioning from brand partnerships to retail distribution
• Maintained scientific integrity by including glucose in their formula despite "sugar-free" trends, as it's essential for optimal hydration
• Successfully positioning Phizz as a category leader in "hydration enhancers" – creating an entirely new retail category in UK stores
• Recently expanded into Middle East and European markets with plans for continued international growth

Check out Phizz in major UK retailers including Boots, Tesco, Waitrose, Sainsbury's, or online with Amazon.

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Suzie Millar shares the inspiring journey of growing The Scottish Bee Company from a purpose-driven venture into a thriving business while introducing over 27 million bees to Scotland and establishing a charity to support pollinators' habitats.

• From lawyer to chiropractor to honey entrepreneur, connecting analytical skills with empathy and health interests
• Starting a bee company while pregnant and building a family alongside the business 
• Raising investment to buy beehives for Scottish beekeepers and developing apprenticeships
• The stark difference between imported, artificially-matured honey and authentic hive-matured honey
• Building a brand on transparency, including publishing pesticide and GMO testing results
• Creating the Repollinate charity to build wildflower spaces and support natural pollinators
• Diversifying from honey to vinegars and salad dressings made with bee-pollinated fruits
• Acquiring complementary food brands to create the Natural Larder Collective
• Balancing family life with business ambitions, including flexible 28-hour work weeks for staff
• The importance of establishing boundaries when running a business with your spouse

Visit our website to explore our range of authentic Scottish honey products and learn more about our environmental initiatives. Use discount code RECIPE for a special listener offer.

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Martin Holden-White takes us through his journey of founding Grubby, the UK's first 100% plant-based recipe kit company that has delivered over 2 million meals since launching in 2019.

• Starting in kitchens at 16 years old before studying hospitality
• Originally conceptualizing Grubby as a smart fridge vending machine for offices
• Pivoting the entire business model during COVID lockdown to home delivery
• Delivering free meals to NHS workers as a testing ground for their operations
• Building a distinctive brand identity with deliberate "special wrongness"
• Prioritizing sustainability through biodegradable packaging and bike couriers
• Taking a measured approach to growth compared to competitors who raised 10x more funding
• Achieving profitability in three of the last five months through operational efficiency
• Expanding into a marketplace featuring exclusive plant-based products
• Opening up into ready meals as their next business development

Check out our cookbook published with Penguin, available on Amazon and in bookstores across the UK. The recipes have been refined through five years of customer feedback, making them simple, accessible weeknight dinners using easy-to-find ingredients.

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Felix James, co-founder and head brewer at Small Beer, takes us through his brewing journey from childhood experiments to pioneering the world's first brewery dedicated to beers under 2.8%. His passion for biology and fermentation forms the foundation of a revolutionary approach to creating full-flavoured beer with less alcohol.

• Started brewing at age 4 with a home experiment using a milk bottle and bread yeast
• Biology degree led to professional brewing, beginning at Budweiser where he learned rigorous quality standards
• Met business partner James Grundy at Sipsmith, gaining crucial business experience beyond brewing operations
• Spent over 18 months developing recipes before launching Small Beer
• Designed custom brewing equipment focused on extracting maximum flavour rather than alcohol
• Created the brewing system from scratch, taking personal risk when manufacturers initially questioned the design
• Pioneered the "mid-strength" beer category in the UK market
• Developed the concept of "coasting" as an alternative to alternating between alcoholic and non-alcoholic drinks
• Small Beer sits below the diuretic limit, reducing dehydration and hangover potential
• Available in Waitrose, Ocado, Majestic Wines, and launching in M&S from June 18th

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Richard Peake shares his remarkable journey from Mars Graduate Scheme to doubling Merchant Gourmet's revenue as Managing Director and the leadership lessons he learned along the way. His approach to business combines vulnerability with high standards, creating frameworks that empower teams while staying true to brand authenticity.

• Early career at Mars provided foundation but entrepreneurial spirit led to Method, Lily's Kitchen and RX Bar UK
• Finding opportunities in "unsexy markets" by making enduring product categories culturally relevant
• Creating the perfect balance between structure and entrepreneurial freedom with his "swim lane" approach
• Leadership philosophy centred on vulnerability and servant leadership
• The importance of brand authenticity and getting comfortable in your own skin
• Winning at point of purchase through distinctive packaging and shelf presence
• Understanding personal strengths and weaknesses rather than following prescribed career paths

Check out Merchant Gourmet's ready-to-eat plant-based products and learn more about starting a food business at www.jgreenwood.com

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Charles Redfern shares his organic food journey from founding Real Foods, Organico, and Fish4ever, revealing how his French roots inspired a mission focused on reviving and expanding organic products with sustainability at the core.

• Accidentally entering finance before realising his passion for food entrepreneurship
• Starting with French cordial, facing distribution challenges and learning on the job
• Expanding into organic juices and becoming an early pioneer in the health food sector
• Developing Fish Forever brand focused on sustainability before it became mainstream
• Creating a comprehensive sustainability framework beyond just fish stocks to include social impact
• Building a unique 38-point "who, what, where, how" system for evaluating ethical sourcing
• Navigating economic disruptions through adaptability rather than rigid planning
• Establishing European presence as Brexit changed UK-EU trade relationships
• Highlighting the contrast between UK and European organic markets
• Challenging superficial sustainability claims in modern food marketing

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Valentijn van Santvoort, co-founder of Holie's cereal, shares how they've disrupted the traditional breakfast category by creating genuinely healthy, sugar-free alternatives that challenge industry giants through transparent, fearless marketing.

• Background as a brand strategist for major agencies like Nike and IKEA before getting tired of selling average products with cool stories
• Co-founded Wunderbrief, a digital nomad platform, before joining Holies in 2019
• Uncovered how 80% of supermarket food is unhealthy, with cereal brands hiding sugar through misleading marketing
• Developed the "Challenger Brand Playbook" - directly comparing their products to competitors on packaging
• Implemented a differentiated marketing approach featuring founders in bathrobes to build authentic connection
• Built an in-house creative team rather than using external agencies to maintain creative control
• Grew to become #2 cereal brand in Netherlands and #4 in Belgium
• Recently expanded to UK market via Ocado with plans for wider retail distribution
• Focuses on creative content marketing through Instagram and TikTok while enabling product sampling
• Emphasizes the importance of focus and fearless creativity in building successful challenger brands

Check out Holies' Protein Crunch Granola on Ocado for a genuinely healthy, delicious breakfast option that proves you don't need added sugar for great taste.

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Discover how Tess Reed transformed her homemade tahini dressing into All Dressed Up, a standout brand now stocked in Whole Foods and Ocado within just one year of launching. Tess shares her winding career path from university graduate to food entrepreneur and the pivotal moments that led to her business success. 

• Growing up on a farm with a food-loving family shaped Tess's passion for quality ingredients
• Early career at The Coconut Collaborative provided valuable food industry experience
• Brief detour into tech revealed that food was where her true passion lay
• COVID redundancy led to formal culinary training at Leiths School of Food and Wine
• All Dressed Up began with a simple tahini dressing and her boyfriend's business suggestion
• Initial production involved making just 12 bottles at a time in her kitchen
• Finding a manufacturer willing to produce small batches was a crucial turning point
• Focusing on quality ingredients and authentic flavors created a point of difference
• The food industry's collaborative nature provided support and mentorship
• Balancing a full-time job while building the business required significant sacrifices
• Future plans include growing the team and expanding into more major retailers

You can find All Dressed Up dressings in farm shops, delis, independents and on Ocado. If you want to know more about starting a food business, visit www.jgreenwood.com

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