Foodpreneur with Chelsea Ford

Send us Fan Mail Recently, two founders called me. Both were facing the same market: buyers and stockist type. The first was three months into a problem, and they were angry, tearful, and completely worn down. Honestly, it was hard to hear. The second had rung with a plan to build a brand that could change how an entire category gets bought and sold. They'd been pitching their idea to buyers, brokers, and distributors already. What struck me wasn't that one had problems and the other didn't, because they both did, and both will again. It was where each of them had pointed their attention once the problems showed up. That contrast was all in the mindset. I've seen the brands that made it and the brands that quietly didn't, and I've come to believe the thing that separates them has less to do with talent or product than we'd like to think. In episode 173 of the Foodpreneur podcast, the final for Season 18, I tell the story of both and what you can learn from them. Here's what you'll hear: ❤️ The piece of advice I gave for the heart 🪟The window I ask them to give themselves when the bad news lands 📊 The piece of advice I gave for the mind and the antidote to their fears 💡 The thing I'd invest in if I were starting my business again, having done most of it the hard and slow way myself for eleven years If you've ever had a door closed in your face and wondered whether everyone else has this figured out except you, you'll recognise yourself in this episode. But it's much more than that: you'll hear hope. It has never been just you facing the tough times, and perhaps you'd like to be reminded of that. Season 18 is brought to you by NFTC, a mid-tier ingredient supplier specialising in natural wholefoods like nuts, dried fruits, herbs, spices, seeds and more for emerging food and beverage brands. LINKS & RESOURCES: NFTC website NFTC LinkedIn page BlueRock website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail If you want a genuine look ahead at where food and drink is heading, not just what's hot this month, this episode is essential listening. I talk to THE most learned person in the business. Lulu Gibbons is a research and insight specialist at Langdon, sister company to NFTC. Up until recently, Lulu was based in London, UK, and she's now in Australia. Lulu's job is to sit five to ten years ahead of the curve, spotting the small, quiet consumer signals from around the world long before they become a trend on shelf. She's also an expert in telling the difference between something with real staying power and something that's just noise. Lulu’s knowledge is next level. It blew my mind, and she knows how to share it. In our conversation, Lulu unpacks what's actually happening with: 🌾 GLP-1 globally 🌾 why formulating for the GLP-1 consumer takes a lot more than a high protein, high fibre call-out on pack 🌾 the fibre nuance most brands are getting wrong 🌾 why getting it wrong can work against the very consumer you're targeting We talk about gut health, hormone health and the vagus nerve, why personalisation is only going to get more specific, and what the UK's grab-and-go grocery category can teach brand owners everywhere. It's an informative episode told by an expert. If functional claims are on your pack, do yourself a favour and take the time to listen today. Season 18 is brought to you by NFTC, a mid-tier ingredient supplier specialising in natural wholefoods like nuts, dried fruits, herbs, spices, seeds and more for emerging food and beverage brands. LINKS & RESOURCES: On the Cycle website Episode #167 How Nicky Jackson got her functional snack brand, Lioness, listed in 1900 Target US stores NFTC website NFTC LinkedIn page BlueRock website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Would landing on the shelves of Woolworths be a dream come true for you? For Sarah Leung, it was - and it still wasn't enough to keep her in the business. Sarah is the founder of Umei Foods, a modern Asian condiment brand known for its plant-based mayo range in flavours like yuzu and gochugaru. Before Umei, she spent six years building Alg Seaweed, a dietitian-led seaweed brand that scaled fast - including 200+ new Woolworths stores in eight weeks. By any outside measure, it was working. But growth and rightness aren't the same thing. Sarah still hasn't fully let go of Alg Seaweed. She still owns the domain, still uses the email, still has product sitting in her warehouse. As she puts it, "I'm the seaweed girl - if I'm not the seaweed girl, who am I?" Then came Umei. Working a part-time job to fund it, markets and tastings most weekends, two young kids at home - by the end of last year she'd hit a wall. Her words: "I'm done." In episode 171 of Foodpreneur with Chelsea Ford, you’ll hear the part of building a brand that rarely makes the highlight reel: the exhaustion, the self-doubt, and the question every founder eventually has to sit with — at what cost? You'll hear: 🌊 Why Sarah still hasn't fully let go of her first brand 😮‍💨 Hitting a wall in Umei's first six months, and what she did next 🧠 Why she started seeing a therapist 🥢 Why she's keeping Umei deliberately small this time round Season 18 is brought to you by NFTC, a mid-tier ingredient supplier specialising in natural wholefoods like nuts, dried fruits, herbs, spices, seeds and more for emerging food and beverage brands. LINKS & RESOURCES: Umei website U mei Instagram Umei TikTok Sarah Leung LinkedIn R&D episode with Anthony from BlueRock NFTC website NFTC LinkedIn page BlueRock website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail There are four things you cannot get wrong if you want to scale and exit a beverage or wider CPG business. Get one wrong, and it doesn't matter how good the rest of your business looks; you're leaking value somewhere you probably can't see yet. In episode 170 of Foodpreneur with Chelsea Ford, I talk to James "JP" Purcell, founder of Drinks 101, a commercial advisory for beverage founders. James breaks down exactly what those four things are, where they usually go missing, and the one part of the puzzle most founders neglect without realising it. Listen and learn: 🚗 the 4 things you cannot afford to get wrong if you want to scale and exit, and why most founders only find out the hard way 🛞 an analogy that will change how you think about where value quietly leaks out of a growing business 💰 what actually changes on either side of the $2 million revenue mark, and why the metrics that matter shift 🏪 how knowing exactly where your product belongs on shelf, grocery, specialty, liquor, even a florist, shapes who you choose as a sales and distribution partner 🔍 the one part of the framework founders neglect more than any other 📖 a live, unnamed client example, and the disagreement at the centre of it If you've ever wondered whether you're building a brand or building a business, this one's for you. Season 18 is brought to you by NFTC, a mid-tier ingredient supplier specialising in natural wholefoods like nuts, dried fruits, herbs, spices, seeds and more for emerging food and beverage brands. LINKS & RESOURCES: James "JP" Purcell LinkedIn Drinks 101 Method Listen to Scott Mendelsohn on What It’s Taken to Get to $100 Million Listen to Ollie Puddick of Innerbloom on Sales Is the Lifeblood: Bootstrapping a Beverage Brand NFTC website NFTC LinkedIn page BlueRock website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail How do you build a consumer packaged goods business that's breaking through $100 million in gross sales, entirely bootstrapped, with no outside investment? My guest today is Scott Mendelsohn, founder of Raw C, Australia's leading coconut brand. I first interviewed Scott back in October 2023 (link in show notes), and this is the follow up so many of you have been asking for, what does the business actually look like now, a few years on. The numbers are staggering. Coconut water as a category is up 99 per cent in supermarkets in two years. Household penetration has gone from around 13 per cent to 34 per cent. Raw C has doubled in that time. But Scott doesn't just talk top line, he gets real about what that kind of growth actually costs behind the scenes, and the moments he's wanted to throw it all in. You'll hear: 😬 What Scott admits he still feels, even at this level of success 🤝 How Scott decides which brand collabs to say yes to, and which to walk away from 🥥 The story behind the Woolworths pistachio collab launch, the biggest first week of any coconut product in Australian retail history 🛒 What's really happening with private label in the coconut category, and whether it's a genuine threat or a distraction 📺 The cost of Natural Raw C's first ever TVC campaign 🇺🇸 What's next for Natural Raw C, including a US Target launch If you want a real look at what it takes to build a category leading, independently owned brand in a genuinely tough market, this episode is for you. Season 18 is brought to you by NFTC, a mid-tier ingredient supplier specialising in natural wholefoods like nuts, dried fruits, herbs, spices, seeds and more for emerging food and beverage brands. LINKS & RESOURCES: Natural Raw C website Natural Raw C Instagram Scott Mendelsohn LinkedIn #84 Natural Raw C: Behind the Scenes of What it Really Takes to Scale NFTC website NFTC LinkedIn page BlueRock website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail If you treat distributors like a sales opportunity to be won - like a grocery store, cafe, pharmacy, or speciality retailer - you'll go far. Unfortunately, most brand owners think landing a distributor is the finish line, a "set and forget." That's not how they work, no matter what level of distributor you're working with. Bronwyn Manolas runs Devine Food Wholesalers, a distribution business built around beautiful, high-quality products kept out of the major supermarkets, and a door-to-door, relationship-first sales model most brand owners never see from the inside - the door-knocking, the tastings, the relationship-building that happens long before an order shows up in your inbox. In episode 168 of the Foodpreneur with Chelsea Ford podcast, Bronwyn opens the door and invites you in on what a distribution business actually looks like day-to-day - so you know how you need to fit in. If you have a distributor and the relationship isn't working, or you don't have one but want one, do not miss this episode - you'll learn: 💰 What margin you need, and how to think about pricing before you approach one 🎯 What Bronwyn looks for before she'll even consider sampling a new product 🤝 What's more important - tastings or discounts, and why 📅 When you need to take action for Christmas listings 💳 Payment terms to plan your cash flow around If you've ever wondered what a distributor is really thinking when your product lands on their desk, this episode answers it. Season 18 is brought to you by NFTC, a mid-tier ingredient supplier specialising in natural wholefoods like nuts, dried fruits, herbs, spices, seeds and more for emerging food and beverage brands. LINKS & RESOURCES: Devine Food Wholesalers website Devine Food Wholesalers Instagram NFTC website BlueRock website Loco Love website Enriche Foods website Sorry Nonna website Tummy Gummies website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Nicky Jackson has been a CPG brand owner before, so she knew the ropes. When she first talked to Target US, she didn't ask for a trial, she asked for 700 doors. What came next was a surprise even to Nicky. Target came back with an offer of over 1,900. Nicky is the founder of Lioness, a daily functional snack range built around what women actually want throughout their day. Before Lioness, Nicky spent years at Kellogg Company and Pepsi Co, then built RangeMe, the platform that changed how brands and retailers find each other. In episode 167 of the Foodpreneur with Chelsea Ford podcast, Nicky and I get into why she built a product the category didn't have, and what it actually cost her to get there. Don't miss this episode, you'll learn: 🎯 How Nicky decided what type of product to create 💰 The funding required just to cover a first Target order 🛡️ Why you need insurance, and how far in advance 🤝 What most founders don't realise about broker relationships 🍬 The thinking behind three products for three moments If you're chasing your first major retail listing, wanting to get into Target US, or you just want a grounded, numbers-informed look at what that journey really costs, this episode is essential listening. Season 18 is brought to you by NFTC, a mid-tier ingredient supplier specialising in natural wholefoods like nuts, dried fruits, herbs, spices, seeds and more for emerging food and beverage brands. LINKS & RESOURCES: Lioness website Lioness Instagram Lioness TikTok Nicky Jackson LinkedIn NFTC website BlueRock website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Food and drink brands that stand for nothing fall for everything. And that doesn't work. In episode 166 of the Foodpreneur with Chelsea Ford podcast, my guest is Janice Williams from Universal Media Co, a digital marketing and publishing company working with food and wellbeing brands. Janice makes the case for finding the right audience, not just a bigger one. We get into why behavioural data beats demographics every time, and why borrowing trust from a brand that already has it can do more for a new product than any ad spend. The opportunity you now have is finding which brand is best for you to borrow from. Listen to learn how and: 💬 How to distil years of product development into one or two lines that land; 🤝 Why media should be treated as an influencer, not just a channel; and 🛒 What retailers actually want to see before they'll back you. If you've ever felt like you're shouting into the void on social media, wondering why sales still aren't moving, this episode will change how you think about where your marketing effort goes. Season 18 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase — scaling up, landing your first major retailer, or figuring out procurement — NFTC is worth knowing about. LINKS & RESOURCES: Universal Media Co. website NFTC website NFTC LinkedIn page BlueRock website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail In the eighth and final episode of Season 17 of Foodpreneur with Chelsea Ford podcast, I am joined by Helen Johnston, co-founder and creative director of Honey and Fox, and Henry Nevile from the Natural Foods Trading Company - two industry insiders who were on the ground at both the BiteBack Awards and Foodpreneurs Festival on 21 and 22 May. Both were there last year, too. Together, the three of us unpack what actually happened. What stood out at Stickybeak Station, our product showcase. What Brand Story Studio revealed about where emerging brands are right now. And what Helen and Henry observed about the sophistication of this year's attendees' businesses. More than 15 brands are named throughout the conversation - not as a roll call, but as real examples of what's working, what's standing out on shelf, and what the market is telling us right now to help you grow. And after four years of bringing the event to life, and ten years working directly with emerging brands, I share what I’m seeing across the market and give you practical advice to help you grow your sales and brand faster. If you were at the Foodpreneurs Festival, this is your recap. If you weren't, prepare to take notes - this is your free advisory session. Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about. LINKS & RESOURCES: Collide Drinks Intentional Tea Mulled Beverages Uproar Snacks Spicetub Oaty Butter Seedy Foods Coast N Smoke Fabio Soda Umei Foods Made4Change Urban Forager Raffi Cookies Get Dressed Sweet Pea & Poppy Download your FREE Brand Story Starter Kit Honey & Fox website Honey & Fox Instagram Food Marketing Academy Jayne Gallagher LinkedIn Helen Johnston LinkedIn NFTC website NFTC LinkedIn page Henry Nevile LinkedIn Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Most people only think about fibre when something goes wrong. It's been sitting in the health aisle, powdered and medicinal, for decades. Nobody had moved it - until now. Priscilla Mellado saw something everyone else missed. Twenty years ago, pregnant and struggling with gut issues, she looked at the fibre category and thought: somebody has to do this better. That child is now 24. And Liquify Drinks is finally here. In episode 164 of the Foodpreneur with Chelsea Ford podcast, Priscilla pulls back the curtain on what it actually takes to build a CPG brand from scratch. The 6,000 bottles she couldn't sell. The 6am fitness classes she shows up to pour tastings. Packing orders - even on the morning of this interview. Priscilla describes it best herself: sometimes it literally feels like hanging upside down, spinning. And yet - she's built something with real substance, and this week she walks into a room of investors and pitches for the future of her business. You're hearing her story right before that moment. This is episode one of two. Priscilla pitches at Foodpreneurs Festival this week. We follow up after. You're coming on the journey with us. Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase - scaling up, landing your first major retailer, or figuring out procurement - NFTC is worth knowing about. LINKS & RESOURCES: Liquify Drinks website Liquify Drinks Instagram NFTC website NFTC LinkedIn page Your Free Pitch Plan Become A Foodpreneurs Festival Insider Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Many founders sense something is getting in the way of their growth. They just can’t put their finger on what it is. My guest today is Janessa Rutter, founder of Bask & Co., a Coeliac Australia-endorsed breakfast and snack company. Three years ago, Janessa was on the show with 40 stockists and baking her own product. Today she has 650 stockists nationally, including 300 Woolworths supermarkets and a co-manufacturer. In this episode, Janessa and I talk about what actually changed and what had to change, inside and out, before the business could scale. We get into her ADHD diagnosis, what it explained about the imposter syndrome and rejection sensitivity she'd been carrying for years, and why that single realisation was the moment everything shifted. We also talk about the decision to step out of production, how niching into the coeliac community changed her ranging conversations with buyers, and why systems aren't boring; they're the business. If you face personal challenges that get in the way of building a scaling business, this episode is for you. Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about. LINKS & RESOURCES: Bask & Co website Episode #75 Overcoming Imposter Syndrome to Land More Accounts NFTC website NFTC LinkedIn page Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Finding the right manufacturer is usually the key to scale. And getting it wrong doesn’t just slow you down. It costs you time and money. My guest today is Naishad Dalal, founder of Food Entrepreneurship Academy, also known as FEA Food Innovation. They take brands from product concept all the way to shelf. In this episode, Naishad and I talk about the red flags you should watch out for when you're talking to co-manufacturers — and the three questions every founder should ask before committing to a co-packer. We also talk about why the wrong fit doesn't just cost you money. Of course it does. But something far more valuable in small business. And that's time. We also break down minimum order quantities and what happens when your packaging format blows your numbers out. If you've ever looked at a shot bottle or a sauce jar and wondered how the math works at scale — listen closely. If you're developing a product, about to go into commercial production, or dealing with issues with your current manufacturer — this episode is for you. Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about. LINKS & RESOURCES: FEA website Naishad Dalal LinkedIn Stickybeak Station & People’s Choice Award at Foodpreneurs Festival NFTC website NFTC LinkedIn page Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Don't treat your label as the last thing you sort before going to print. Retail buyers assess your label before they'll taste your product. They have to. Competitors can scan your claims looking for grounds to report you. A formulation change — even a small one - or a new product launch means you need a compliant label. Every time. Bring compliance into your NPD from the start - not as a checklist, but as a strategic tool. Nutrient content claims, general level health claims, health star ratings — used together, they let you build a marketing story that's genuinely substantiated. One that holds up to a buyer, a competitor, and an enforcer. That's differentiation. And it comes from your regulatory work, not despite it. In episode 161 of the Foodpreneur with Chelsea Ford podcast, Roslyn Anderson — founder of Tastebuddies, a regulatory compliance consultancy — breaks down why your food label is a legal document, not a design asset, and what's actually at stake if you get it wrong. Don't miss this episode - you'll learn: 🛒 Why retail buyers assess label compliance before they'll taste your product ⚗️ The ingredients tripping founders up right now 🔄 What a formulation change means for your entire regulatory position 🚨 Allergen recalls: what they look like for a small brand, and why your recall plan needs to exist before you need it 📈 Claims stacking: how to use compliance to build brand differentiation and a substantiated marketing story This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase - scaling up, maybe landing your first major retailer, figuring out how to buy smarter - NFTC is worth knowing about. LINKS & RESOURCES: Tastebuddies website Tastebuddies Instagram NFTC website NFTC LinkedIn page Your Free Pitch Plan Become A Foodpreneurs Festival Insider Grab Your Foodpreneurs Festival Ticket Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail What does it take to build a brand that lives in the hearts and minds of consumers without a big budget, a big team, or a big agency behind you? In episode 160 of the Foodpreneur with Chelsea Ford podcast, I sit down with Mirko Bonmassar, founder of Social Fixation, a marketing agency with a fixation on making brands impossible to ignore. In this episode you’ll learn: 🎯 What a brand campaign actually is and why it doesn't have to cost what you think it might 🏗️ The difference between building a product, a brand, and a business and why it matters 👀 Who you're really competing with for attention (it's not who you think) 💡 The "What If" practise Social Fixation uses to unlock creative campaign ideas 🙌 A case study that proves a great campaign can cost next to nothing and how you can do it yourself 🏆 Why the BiteBack Awards Brand Campaign category is more within reach than you think The BiteBack Awards Brand Campaign category is sponsored by Social Fixation. If this episode has you thinking you've got a campaign worth entering, head to https://foodpreneursfestival.com/biteback-awards/ to find out more. This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. LINKS & RESOURCES: Social Fixation website Mirko Bonmassar LinkedIn BiteBack Awards webpage Hyro website NFTC website NFTC LinkedIn page Your Free Pitch Plan Become A Foodpreneurs Festival Insider Grab Your Foodpreneurs Festival Ticket Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail She was hyperventilating backstage. Her cards went everywhere. She ran over time. She was ready to congratulate someone else when they announced the winner. That winner was Theresa Dang from SUP Foods. Theresa won the inaugural CPG Investor Hub pitch competition at Foodpreneurs Festival 2025. SUP Foods is Asian freeze-dried soup cubes inspired by Theresa’s family's greenhouses in Vietnam. Before SUP Foods, Theresa had no food industry background, had never pitched to investors, and was up against founders with major retailer listings and corporate pedigree. In episode 159 of the Foodpreneur with Chelsea Ford podcast, Theresa gets into what it really takes to build a food brand from the ground up while working full-time and what happens when you back yourself publicly, even when every nerve in your body is telling you not to. Don't miss this episode — you'll learn: 💡 What the CPG Investor Hub investors told Theresa about business structure, trademarks, and getting investor-ready 🤝 What happened after she was crowned the winner and what she walked away with This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. The CPG Investor Hub returns at Foodpreneurs Festival 2026. Applications are open now at foodpreneursfestival.com. LINKS & RESOURCES: SUP Foods website NFTC website NFTC LinkedIn page Your Free Pitch Plan Become A Foodpreneurs Festival Insider Grab Your Foodpreneurs Festival Ticket Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Your ingredient supply chain is the backbone of your product. Get it right from the start and everything else — ranging conversations, scaling production, landing major accounts — becomes a lot more manageable. The challenge is, most brand owners are laser-focused on their finished product — the packaging and the branding — and the supply chain gets built around it as an afterthought. But what happens when you can't get your product on shelf in the first place? Or when your single-origin ingredient is suddenly unavailable? Or when you finally scale and your supplier can't move with you? In episode 158 of the Foodpreneur with Chelsea Ford podcast, Shaun Borg — sales lead for Langdon, the go-to purveyor of the finest ingredients, and the man overseeing the Natural Foods Trading Company (NFTC) — shares everything you need to know about sourcing ingredients, straight from someone who has been doing it for over 25 years, with origin trips across India, Vietnam, Indonesia, Sri Lanka and Cambodia under his belt. Don't miss this episode — you'll learn: 🌶️ Why unique ingredients are not your point of difference — and what to do instead 📦 How to source by the bag, not the pallet, and set yourself up to scale 🏪 Why starting with Independent retailers before major retailers is still the smartest move 🤝 How to set yourself up as a customer worth investing in, even when your volumes are small This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. LINKS & RESOURCES: NFTC website NFTC LinkedIn page Your Free Pitch Plan Become A Foodpreneurs Festival Insider Grab Your Foodpreneurs Festival Ticket Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Pitching your story does not mean telling people everything about your product. Yet many do. When you're close to what you've built — every detail, every decision, every reason it's better — it can all come out at once when given half a chance to talk about it. The problem is, customers, buyers and distributors won't listen for more than a few seconds. And buyers have heard it all before. #sorrynotsorry The consequence is real. Inconsistent, overloaded messaging erodes trust before a customer even picks up your product, makes ranging conversations harder, and means every new stockist, channel, or distributor feels like starting from scratch. In episode 157 of the Foodpreneur with Chelsea Ford podcast, Jayne Gallagher and Helen Johnston from Honey & Fox, a specialist branding and marketing agency working with premium food and drink businesses, walk through how to fix it, including their framework for building the soundbites that become the foundation of everything your brand says and does. Don't miss this episode — you'll learn: 🎬 How to create a movie trailer, not an essay, for your brand story 🗣️ The "and, but, therefore" structure for building soundbites that stop people in the aisle 🚫 The language trap that makes good brands invisible 👁️ How inconsistency across your touchpoints kills consumer trust 💡 Why you can't build your brand story alone and what to do instead This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Jayne and Helen are also bringing their Brand Story Studio to Foodpreneurs Festival in May. Details are on the Foodpreneurs Festival website. LINKS & RESOURCES: Honey & Fox website Episode 148 Marketing System for Food Brands: Clear, Consistent, Low Maintenance Your Free Pitch Plan Grab Your Foodpreneurs Festival Ticket Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Your product is good. Your packaging was too — once. But something's shifted. Maybe your range has grown and the system hasn't kept up. Maybe you're pitching to bigger retailers but your pack still has a farmer's market feel. Maybe sales have plateaued and you can't put your finger on why. In episode 156 of the Foodpreneur with Chelsea Ford podcast, I chat with Natalie Townsend, founder and creative director of Griffin Grace, a brand and packaging studio that works with founder-led CPG brands across food, beverage, beauty, and wellness. You may remember Natalie from episode 71 where we covered building a brand from scratch. Today we go deeper into the refresh: what to do when your packaging is holding your brand back. Tune in to hear Natalie share: 🚨 The warning signs your packaging is creating friction — and costing you ranging opportunities 🔍 The strategic work that happens before a single design decision is made 📋 Why compliance changes are actually a gift — and how to use them to your advantage 💸 How to approach a refresh without throwing everything out and blowing your budget 🗓️ Why your packaging is never truly finished — and how to plan for that without it freaking you out 🏆 How a Byron Bay muesli brand listened to a David Jones buyer and got listed Natalie also walks through real client examples — including how a staged refresh approach helped brands stay consistent while evolving, and why the cost of doing nothing is higher than most founders realise. This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Natalie will be there speaking on the Dream Lab stage and exhibiting in the Festival Fairground. Make sure you drop by to hear her talk and say hi to her in the Festival Fairground! LINKS & RESOURCES: Griffin Grace website Episode 71 Branding & Packaging to Get Your Product Off the Shelf Your Free Pitch Plan Grab Your Foodpreneurs Festival Ticket Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail Two creatives, a side startup, and a pasta sauce that's turning heads across Australia. In Episode 155 of the Foodpreneur with Chelsea Ford podcast - Season 16, Planning Season - I sit down with Lachlan and Grga, the Melbourne co-founders behind Sorry Nonna. One's a graphic designer. The other's an advertising creative director who's worked with Netflix and Gatorade. Together, they're doing things in the pasta sauce category that Nonna absolutely did not approve. Gochujang Arrabbiata. Limoncello Marinara. A limited-edition Carolina Reaper collab with Doom Juice wine. Oh, and a coffee bolognese that consumer testing quietly killed before it saw the light of day. But underneath the cheeky branding and flavour obsession, there's a real business story, about what happens when creatives lean hard into their strengths, start planning (loosely), and build a cult following before chasing the majors. Tune in to hear: 🍝 How Grga and Lachlan built a brand world first, and why they believe everything else follows from that 🍝 What winning a BiteBack Award actually unlocked for them - including the consumer testing that saved them from a very bad idea 🍝 Why they're in 100+ stockists in stores they genuinely love, and what that's done for their growth 🍝 How planning doesn't have to kill your creativity - it just needs to suit you This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. LINKS & RESOURCES: Sorry Nonna website Sorry Nonna Instagram BiteBack Awards Entry Kit Your Free Pitch Plan Grab Your Foodpreneurs Festival Ticket Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au

Send us Fan Mail You’re putting out content, but is anyone really noticing? Or are your posts getting lost in the feed? I sat down with Sarah Kiryshin and Mandy Humphreys, co-founders of Content Bites, to uncover how food and beverage brands can make content that doesn’t just exist—it connects, excites, and sells. These two know why “beautiful food” is often your golden ticket and how to produce it fast without burning out. In this episode, we break down exactly what works in 2026: 📱How consumers are actually watching content - and how to grab them before they scroll past ⏱️ The video length sweet spot that keeps eyes on your brand 🍓Why showing your food in its best light isn’t optional - it’s critical ⚡Quick content production hacks that actually generate excitement ❤️ The secret to creating posts that build real connection and loyalty This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked, and supported. Sarah and Mandy will be there, make sure to say hi to them in the Festival Fairground! LINKS & RESOURCES: Content Bites Instagram Content Bites website Your Free Pitch Plan Become A Foodpreneurs Festival Insider Chelsea Ford Co. Industry Newsletter Season 18 with NFTC Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about. They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out. Think of them as the ingredient partner that grows with you—not one you'll outgrow. Check them out at nftc.com.au