Industry Insider: Mark Dodds, Roythornes

We first met Mark back in July when we attended the NPD Food conference that Roythornes organised and hosted. It’s great to have Mark as an industry insider - we caught up with him to hear a little bit more about the work that Roythornes do and to get an interesting insight into the food industry through a legal lense.

Tell us a bit about yourself! Who are you and what do you do?

Roythornes is a top 200 law firm with a strong presence in the agri-food sector.  In a nutshell we help food businesses face the challenges and opportunities which are all part of running  a business.

How do you help small businesses?

For small businesses this involves giving a great deal of advice on how to establish a business, how to make sure the all-important paperwork is in place and how to ensure that any innovative ideas are protected as much as they can be.  Companies (and not just small ones!) sometimes ignore paperwork and just get on with running the business, but sadly when something goes wrong – a supplier goes bust, and employee lodges a tribunal claim or a customer doesn’t pay, they realise how important it is.

What does your typical day look like?

Our daily routine is as varied as the food sector.  On a day to day basis we could be advising a large fresh produce supplier on their dealings with one of the ‘big five’ supermarkets, helping a small whisky producer defend a claim from an American law firm, or drafting a non-disclosure agreement for an entrepreneur with an idea that could revolutionise the way his sector trades millions of pounds worth of product a year.

At the end of the day, much of the advice we give is ‘business advice’ rather than pure legal advice, and I think clients appreciate this. Because we know so many people in the chain, we can put people in touch on packaging design, transportation, recipe development and specialist food public relations.

What does ‘artisan’ mean to you?

To us ‘Artisan’ is typified by the product rather than the scale of the business.  It means a product where extra care and attention is given to the ingredients, their supply chain and the production, resulting in a quality product.  Artisan producers often have a massive stake in their own business and a passion which is great to see.  Big corporates don’t always have the same belief in their product as they have many more stakeholders and their efforts and focus can be diverted elsewhere.

How can small artisan producers stand out?

Artisan producers can stand out by ‘sticking to their guns’.  It’s very tempting to keep driving costs down to make more profit but when this comes at the cost of using cheaper ingredients, or sub-contracting the product quality can drop.  It’s much better to increase profits by looking for more outlets and broadening product ranges.   Their passion also helps – when you have someone at the top that believes in their product and knows it inside out it makes such a difference.

How do you think small artisan food businesses should be supported?

Artisan producers need to know where to go for advice.  They should look for specialists in the sector who know for example, how retail contacts work, how to handle product recalls and who have contacts that may be able to help.  There needs to be opportunities for them to get together and share ideas – it’s very easy to become isolated as a small producer and any opportunity to exchange ideas, successes and failures(!) with similar businesses should always be grabbed.

What do you think is the toughest part of starting a small food business?

Apart from the isolation,  I guess the toughest part of starting a small food business is scaling a ‘kitchen concept’ up into production and sales.  For someone who does not know about the logistics of doing this it can be quite daunting, and this is where good advice pays dividends.

What do you think is the next big opportunity for small artisans?

I think there are a number of opportunities for artisan producers.  The first is in the growth in ‘free from’ foods.  There’s a real opportunity for producers of quality food products to provide food for those who have allergies which isn’t mass produced.  Just because someone has an allergy does not mean they don’t appreciate fine food!

The other opportunity is of course in maintain the principles of quality food.  The recent scandals over horse meat [and] unlabelled halal chicken in the food chain make consumers question where their food is coming from and what it contains.  There is more questioning about ingredients and some sections of consumers are coming round to the fact that if they can buy 8 burgers for 80p they may want to question the source.  People will pay for quality and it’s up to the artisan producers to shout about the provenance of their food!

What are your words of wisdom for someone starting out?

At our recent conference on new product development the head of our food team, Peter Bennett said “If you take one thing away from this event, it’s speak to no one without a Non-Disclosure Agreement in place.”  This is a document which protects your ideas and products if, for example you are talking to a retailer, and yes, it’s good advice to get one drawn up.

From my point of view I would say really think about what makes your product stand out – is it the flavours, the health benefits, the producer or even the clever packaging?  Once you have identified that you can build your business – making sure you have the right documentation in place from your lawyer of course!

What do you think of our big ideas and what we’re trying to achieve?

It’s so difficult for small producers to get a route to market these days as there are often costs involved which make some of the routes prohibitive.  Projects such as Kitchen Table Projects are so valuable to the sector in giving exposure to some amazing producers.

How can people find out more about you and get in touch?

We’re very happy to talk to artisan food producers about any situation they find themselves in.  We realise that sometimes people are scared off lawyers by the costs, but we’re not that sort of firm and you’re not going to get a bill from us for a quick chat, so please do give us a call.

Roythornes can be contacted on 01775 842500, or e-mail markdodds@roythornes.co.uk

Industry Insiders: Robert Gunn, Tastes of Anglia

It’s always great to meet other like-minded businesses who love independent artisans and great tasting food as much as we do. Kitchen Table Projects first met Robert from Tastes of Anglia at the NPD Conference that we attended in July. We really enjoyed swapping stories, as well as finding out a little more about the fab things Tastes of Anglia are getting up to.

Tell us a bit about yourself! Who are you and what do you do?

Tastes of Anglia is a not for profit, membership owned cooperative formed over 20 years ago to support and promote the food and drink industry of East Anglia.  ToA has members that include some of the largest businesses in the region to one person operations producing food and drink in domestic kitchens, selling their products at local farmers markets then going home and doing it all again. ToA now provides a reference point for anyone interested in the food and drink industry across the region. We support food education and the use of locally grown and created products; we facilitate introductions where members will benefit from working together; we assist in sourcing regional and national grant funding to aid business growth and routes to export and we provide CCA Landskills part funded business courses across England and Wales. We are [also] currently planning partnerships with tourist organisations to promote food tourism to the region and with other regional and national food related organisations to assist in spreading the word about the excellent food and drink producers of East Anglia.

How do you help small businesses?

The four words that sum up our activities are: Communicating, Supporting Advising and Facilitating. Many members come to us seeking assistance in taking their products to market. Having sold our own distribution business last year we are now creating excellent connections with major retailers and distributors across the region and beyond. Our members produce ambient, chilled and frozen products for retail and foodservice. We seek to facilitate partnerships with the right specialists in all areas.

How important is a good business plan?

A properly designed business plan is a requirement for any successful business.

What do you think are the three key things that make a successful food brand?

The three key things for a successful food brand are: brand and market analysis, quality of the product and the presentation, an effective marketing plan.

Do you have any predictions on what will be trending in the foodie world in the next six months?

South African and South American cuisine is starting to make a breakthrough in the UK. Anything that has a USP that appeals to the general public.

How do you think small artisan producers can be supported?

Startup and fledgling artisan producers can be supported in a wide variety of ways through membership of Tastes of Anglia. We welcome members from other parts of the country, not just from East Anglia.

What do you think is the toughest part of starting up your own food business?

The toughest part of starting a food business is letting your business head direct your activities and not just your passion for a product you, your family and friends think is great.

What are your words of wisdom for anyone thinking of starting a new business?

Research, research, research! Analyse, develop and market.

What do you think about our big ideas and what we’re trying to achieve?

Every new small producer will benefit from a chance to test prototype products, new launches etc in a well located venue with a high footfall of foodie lovers. If that is what KTP can provide ToA will support you all the way.​

If you’re interested in finding out more about what Tastes of Anglia do, then head over to their website, www.tastesofanglia.org.uk. You can find them on Twitter, too, @TastesofAnglia.

Main Picture by Flickr User Caroline

Industry Insiders: Fran, The Graphic Foodie

A few years ago, food writing was reserved for a small selection of critics, reviewers and journalists; if you weren't in the know, you generally didn't get a say. Today, with just about everyone sharing their supper on Twitter and instagram-ming their latest tasty treat (c'mon, we've all done it), pretty much anyone and everyone can be a food critic. Talking and writing about food has never been so popular, causing a huge surge in the number of bloggers that now make discussing food their day job. This week we joined the conversation and got chatting to Fran, aka The Graphic Foodie. Whilst Fran writes her blog alongside her work as a graphic designer, she's witnessed first-hand how popular and influential food blogging has become. She told us why she thinks blogging has changed the face of the food industry, her predictions on the next food trends, and why she thinks we should be helping and supporting independent British producers.

Tell us your story. What made you get into Food writing and start blogging?

Being from an Italian background, eating for pleasure is pretty much a priority in life. I’ve grown up with the most incredible food, some of which we’ve reared or grown ourselves. Even from a really young age you’re taught to respect the craft and origins of food; their seasons, their quality...it’s almost impossible not to be passionate about it coming from that! 

I started the blog back in 2008. At the time I don’t think there were any other Brighton food bloggers and I was tired of people complaining about the poor quality of food here, only to be lured into the tourist traps. Brighton is full of little nooks and crannies, with independent restaurants, produce stores and cafes tucked away on streets and lanes off the beaten path. These were [the places that] I wanted to celebrate as they are often family businesses that put a lot of passion, effort and quality into what they offer - people after my own heart. Today the Brighton food scene is so diverse and exciting with people doing incredible things, and we are finally getting national recognition for it.

What does your typical day look like?

By day I’m a graphic designer, so I’ll be creating brands or designing packaging, adverts, websites – anything really! If I’m then not racing out to a food event or restaurant review, I’ll get home and have dinner with my husband (who normally does the cooking in the week - lucky me!) Then I’ll be back behind the laptop blogging.

What are your three desert island dishes?

Probably freshly made tagliatelle with shaved truffle and lashings of Pecorino cheese, succulent Porchetta and a heap of Sicilian Cannoli.

What does ‘artisan’ mean to you?

I think this term is bandied about a lot these days, often more as a marketing term rather than the true meaning of artisan. To be a true artisan is to know the craft and have the knowledge of what you are producing, something which takes a long time to hone and learn. Going on weekend course then setting up a business with some flash branding does not make you an artisan.

Do you think it’s important to understand the origins of your food?

Absolutely! As I’ve said, knowledge [of food] should be ingrained into you from a young age. I still feel it should be a compulsory subject at school from early years through to teens. Surely knowing about and respecting food, being healthy and able to create a decent plate of food is a vital life skill. Can’t say I’ve used much algebra since I left school!

Do you think it’s important to champion small businesses and British artisan producers?

It’s great that we are now so interested in food. These wonderful people producing incredible products are vital to our food culture and should be supported as much as possible. Almost every producer I speak to is sparky and passionate, they’re awesome and almost always have a good story as to how they’ve landed in the food industry.

How do you think small emerging artisans can stand out in a competitive market? What do you think makes a great food brand?

It’s really hard to stand out. I’ve worked at the back end of launching products into the market and the competition is fierce but not impossible. Obviously a great product to start with is a must but these days it needs to be supported with a pretty solid marketing plan, promotion via social media and strong branding and packaging to even gain attention.  Most people forget about that bit or label it as the “fluffy” element. Needless to say the majority of them don’t last a year - you need to get your story out there.

What do you think are going to be the next foodie trends in the uk?

Hopefully a move back to quality products as well as quality eating and dining experience. I think we’re reaching saturation point with gourmet fast food, especially burgers and burritos. I’ve loved that street food has brought a huge range of food cultures to a wider audience with a lot of fun thrown in too, but I think we need to get china plates and cutlery back on the radar.

How do you think blogging has changed the food industry?

It certainly has changed it. Most people crave an online voice, which can be good and bad! It’s encouraged almost everyone to take pictures of their food and share it with the world. In some ways it has made restaurants better as there is less to hide behind and given great food products an easy platform for promotion. That said, you could argue that writing quality has lowered and the authority to judge food [is] questionable, but that’s for readers to decide.

What do you think about our ideas and what we’re trying to achieve?

Anything that can get great food products out to a wider audience can only be a good thing. Being a point of support for producers to share experiences and advice will be so beneficial in launching these new foods, hopefully encouraging even more innovation in the sector.

You can read Fran’s blog, The Graphic Foodie, here. To keep up with all her going’s-on and foodie musings, find her tweeting @graphic_foodie.

Industry Insiders: Yasmin, Maida Hill Place

After attending the Maida Hill Foodies event a little earlier this month, it was great to catch up with Yasmin from Maida Hill Place, the hosts of the event. In our Industry Insider feature this week, Yasmin gets chatting about why it’s so important to help small emerging food businesses.

Tell us a bit about yourself! Who are you and what do you do?

Maida Hill is a food hub connecting like-minded entrepreneurs within the industry. We're a small team [who] help budding food entrepreneurs by renting out both our fully equipped kitchen and upstairs event space for pop-ups, talks, product development and whatever else they may need!

What does artisan mean to you?

Either a person with a very specific skill in making or a product made in a specialised way, not mass produced, using high quality ingredients...and just that bit more love than a big machine could ever give!

How can small artisan's stand out?

It definitely helps to have a good story, something that social media and press can grip onto which in turn raises your profile. Talk to as many people as possible but more importantly make lasting connections and even friendships with them. You never know when and who can help to push your business further.

How do you think small artisan food producers should be supported?

There is so much competition out there, particularly in a city like London. Some businesses are in the lucky position where the people involved have enough knowledge to cover all of the most important areas of creating and selling their product: cooking, brand design, sales, marketing, PR, finances etc. Unfortunately, the reality is that most businesses don't have all of this. There need to be more workshops and classes where small producers can learn or simply improve on [their entrepreneurial skills].

What do you think is the next big opportunity for small artisans?

People's mindsets are changing and more of us want to know exactly where our food is coming from; we want to know what all of the ingredients are when we read the labels. There are already great initiatives such as hisbe.co.uk in Brighton that put good food and customer happiness at the forefront of the business [and] profitability comes as a result of this.

What are your words of wisdom for someone starting out?

Connect, connect, connect. Talk to everyone, be friendly. Don't just take, give back where you can, even if it's just by giving words of advice. Make the most of social media and have a good hook to your story.

What do you think of our big ideas and what we’re trying to achieve?

Everyone should have the chance to get on the high street and where there's a will there's a way. We [need to] help businesses start or make their next steps to showcasing their offering and actually start turning a profit. It would be nice for everyone to have a permanent space on the high street, but starting slow and steady isn't always a bad thing. You can learn with less of a distance to fall if things do go wrong.

If you're interested in finding out more about Maida Hill Place and they kind of space they offer, have a look at their website here, or find them tweeting @MaidaHillPlace.

Industry Insiders: Jo Lynn, Director at Jo Lynn Consultancy

After meeting Jo at a recent Joined Up Food event, we were immediately keen to get in touch and pick her brains about her wide and varied experience in the food industry. Having worked for a whole host of different companies across a range of sectors, Jo is now director of her own PR consultancy business dealing mostly with food businesses. It was so great to speak to her and learn more about her fascinating career. Read on for her industry insights, as well as her hints and tips for small startup food businesses.

Tell us a bit about yourself! Who are you and what do you do?

My name is Jo Lynn and I am a public relations consultant with (gasp!) over 35 years of experience working in the media.  I started work on two news desks, so was trained in the hard-hitting end of journalism.  I then worked on a features desk [as well as] for several magazines.  I have a degree in what is called Biological Life Sciences (yup, Home Economics), so I know a lot about Food Science, Cooking and ergonomics in home design.

I was headhunted into PR and as a result my career direction changed. My Fleet Street experience means I have been involved on a lot of Crisis Issues work as well as food and ingredient work.  I obviously have a good grasp of media, traditional and social.  As I progressed through my career, I worked as an Account Director at Ruth Felber (fashion and Tesco’s home and wear), [at] Good Relations, [where] my teams worked on Canderel, WeightWatchers and more; [I became] head of Food and Drink at Lynne Franks, set up a PR division for an ad agency, Director of RPPR running AIR MILES, Columbus Travel, the crisis division, Brandon Bayes, Tony Robinson and more. I then set up Splash Press Agency (with the help of EMR radio) and ran that for 12 years before morphing into Jo Lynn Consultancy.  With my seniority and experience I realised I had actually become more of a consultant and wise person and re-branded to reflect that.

What do you do to help small businesses?

I have represented hundreds of restaurants and food companies from the very small to the very large.  As a result, I help small companies and startups, giving them my knowledge, helping them with copywriting, mentoring them and just providing general encouragement.  For instance: what is the main reason why restaurants fail? How do you increase a customer’s spend? Has your product got legs? Does your packaging work? Who, actually are you? What do you say about yourself? What are your messages?

What does your typical day look like?

I don’t have a typical day.  Clients are varied. I am a Corporate Relations manager for a large Business School Group – so I meet a range of companies every week, from banks to FinTec entrepreneurs; I have consumer clients such as a stylish Marylebone hairdresser; I write copy; I write and give lectures; I train board directors of PR companies and am about to e-tail my training text books, and I [also] act as a consultant for J.U.F (joined up food) providing consultancy to entrepreneurs setting up food businesses and also creating the J.U.F book club.  Phew! This all sounds very busy but it’s not really.  I am wise enough to pace myself, take breaks, walk my dog Tilly.  Frankly, when you have the experience that I have, a lot can be done in an hour! An example of this recently was a one hour consultation with Zest, which included my drafting a press release and instructions. The result? This.

Why do you like working with small food businesses?

I am very keen on Artisan producers.  My first client when I set up Splash Press Agency was a pioneering delicatessen, Mortimer and Bennet in Turnham Green who were very good at sourcing interesting and original suppliers.  I feel very strongly that multiples should pay for these people’s expertise rather than just stealing their idea and suppliers, meanly cutting the cost of Artisan producers products on shelf so that the original sourcers are forced to stop stocking them.  Recently I have acted for a chocolate shop which sources the very best chocolates from around the world.

What do you think is the toughest part of starting a small food business?

There are so many hard parts to starting a small food business.  Companies must understand how important PR is.  I am not just saying that because of what I do but the number of companies who call me in when they are failing makes me cry.  It is so much easier to get coverage when you are new.  The e-tailing side is vital.  Rent and rates are stupidly high.  You have to maximise your returns.  Branding is vital – do it before you launch.  Who are you? What is your culture? What is your emotional selling point? What is your USP? Who is your target market? Which are your six most important media? How much social media do you need to do to have an impact? What are you going to do once you are no longer new?  Who can steal from you and copy your ideas? How do you reach journalists? It’s all so important.

What do you think is the next big opportunity for emerging artisans?

There is so much opportunity for Artisans.  Yes, cheap food is a huge market, but class still counts - the best has a niche.  Chickens that taste the way that they did as a child, chocolates that say to the receiver ‘you are really really special’, Christmas, Easter, special occasions, there is a market for something special, different, unique, the best. On a personal level, as a cook, I spend a lot of my spare time visiting and shopping at Farmers markets and specialist stores.  I love it! Quality food and produce is so important and I get furious if people say it is too expensive (it’s not, if you don’t throw half of it away).

I see so many major mistakes made.  Restaurants that open late and are in debt by the time they open (having missed the Christmas season) because of a bad contract with builders; businesses who foolishly think signing up early with a multiple is a good idea (before they can deal with all the demands a multiple makes and the 90 day payment terms), failure to spend time and money on brand and PR development, the list goes on.

The opportunities are that on line e-tailing provides world-wide custom.  The street food scene is inspiring – what one thing would you offer, if that is all you could do.  Multi-culturalism is shown at its best with food and Britain is brilliant at absorbing new ideas – we think Tandoori is English Food, or even Fish and Chips; we try and buy anything.  What a great place to set up a food business. Plus, the after-hours socialising scene is a huge market.  My French friends are astonished at what happens here.  In France, after work, they go home.  Here, we eat, play, drink. It is such an opportunity.

What are your words of wisdom for someone starting out?

It is very important to network, to share ideas, to give back.  I am a great believer that ‘givers gain’.  Understand the business you are in, read relevant media, visit events, see what others are doing, go to exhibitions, get ideas. Food these days is fashion. Have strong opinions and don’t date!

What do you think about our big ideas and what we are trying to achieve?

I think Kitchen Table Projects is a brilliant idea.  It gives Artisans a focus and consumers a central place to find a collective of artisans.  Our finest producers need all the help and encouragement that we can get.  Cheap food, supermarkets and the policies of food rationing that remained in our system for over half a century had almost killed off our food producers.  Over the past twenty years our cultural heritage is re-emerging and we must do everything we can to nurture it.

You can find out more about Jo and the services she offers on her website, or catch her on Twitter, @pryogi.

Industry Insiders: Sal, Founder of Sal's Kitchen and Blogger

This week's industry insider is food blogger and creative content creator Sal of Sal's Kitchen. Sal thinks that food is an awesome adventure which everyone should have a part in. She dedicates her time to writing about all things food and cooking, as well as running her business creating creative content for small food businesses. We caught up with her to find out what she thought about our big ideas.

Tell us a bit about yourself! Who are you and what do you do?

My company, Sal’s Kitchen, provides creative content for foodie companies. A lot of people don’t realise that even if you have a really great website, it can be surprisingly ineffective if you never update it – so I help foodie companies set up blogs and then provide content on a regular basis, including recipes developed to showcase their products. Recipe development is my favourite bit of the job, but I also write posts on news, events and offers, as well as helping out with newsletters, press releases and social media, especially Pinterest.

How do you help small businesses?

My company is a small one, so I think I’m ideally placed to help other companies the same size. I provide a really personal service and as far as I’m concerned, this isn't just a job – it’s what I’m genuinely passionate about.

What does your typical day look like?

One of the things I love about my work is that it’s really varied! No two days are quite the same as I’m working with fascinating companies who have a wide range of different requirements. However, I tend to work in my office during the morning and then head to the kitchen in the afternoon, notebook in hand, to work on new recipes. If I started out in the kitchen then I’d probably end up spending the whole day there!

What does ‘artisan’ mean to you?

For me, it’s all about the skill that an artisan producer brings to their food. That’s where the great taste comes from – not from a mechanized process or bulk ingredients, but from a small number of people who have worked incredibly hard to create a great product.

How can small artisans stand out?

I think one of the reasons that artisan food companies are increasing in popularity at the moment is that people want to feel more of a connection with where their food comes from – particularly in the wake of certain food scandals. If small artisans make that initial connection, they can build a strong, lasting relationship that will not only make sure the customer keeps coming back, but that they recommend the products to all their friends! There are lots of ways to do this – social media, blogs, and face-to-face events like markets and tastings can all play a part. A big company just can’t compete on this level.

How do you think small artisan food producers should be supported?

When you start your own food business, there’s a lot to do! Artisan producers need to be able to concentrate on the most important bit – making delicious high-quality food – so that’s where companies like mine come in, to help out with the fiddly extra stuff.

What do you think is the toughest part of starting a small business?

When I started, one of the things I found most difficult was that so many people expected me to blog for them for free. When you’re new to the business, you’re flattered just to be asked to contribute some of your hard work, but I soon realised that the person asking me to do it was getting paid plenty just for asking me! You have to be a bit tough and make sure you value yourself, or no one else will. I think that goes for all entrepreneurs.

What do you think is the next big opportunity for small artisans?

The food business moves so quickly that it’s difficult to predict what’s going to be next! Keeping an eye on the global food & drink board on Pinterest is a great way to see what people are enjoying. Street food is huge at the moment, which I love because it pushes chefs to switch it up and get creative with ingredients, method and serving. I’d like to see it combined with another fun foodie trend – updates of traditional comfort food.

What are your words of wisdom for someone starting out?

If you’ve got a great idea, get stuck in. Too many people keep waiting for the circumstances to be ideal and end up never realising their dream. You don’t have to remortgage the house and leave your job straightaway – find a way to start testing it out and learning about the business. The hardest bit is taking that first step.

What do you think about our big ideas and what Kitchen Table Projects is trying to achieve?

I love the sound of a hub for emerging artisan companies. Not only is it great to have some support and encouragement when you’re starting out, but it’s also invaluable to connect with other people who are doing the same – you never know where you’re going to find the next big idea, a new way to promote yourself, or a new partnership.

You can find more about Sal and her creative content services on her blog, Sal's Kitchen, and she also tweets @Sal_Godfrey. Keep your eyes peeled for her new recipe ebook, Cheaper Than Chips, due for release in September - full up with all of Sal's best budgeting tips and delicious recipes.