Explore every episode of the podcast How To Grow A Food Business with Relish Marketing

Cooking sauces have a reputation problem. For years the fixture's been written off as the bland, play-it-safe aisle that skimps on real flavour. Shoppers walk past on their way to a ready meal, because a jar just doesn't feel like it can deliver a proper katsu, a proper puttanesca, or a proper anything. So how do you change expectations and stand out?

Owen Potts, co-founder of cooking sauce and stock brand Potts Partnership, has spent nearly twenty years building the brand and range. Working from the belief that convenient shouldn’t mean flavourless, Owen and his wife Michelle brought two very different food upbringings to the business. They turned that shared obsession about flavour into a brand built to compete with what you'd make from scratch, and it's also what pushed them to one of the boldest packaging bets in the category.

Listen to this episode to find out:

• Why cooking sauces got written off as bland, and what it takes to break that myth
• How Owen convinced a supermarket buyer to back an idea using nothing but two beer cans and some sticky labels
• The uplift that Potts’ novel packaging delivered to the business
• What independents and supermarkets each offer Potts – and its customers
• How they’re slowly returning to export markets post-Brexit
• What "doing an Owen" means, and how and where he gets inspired

Check out range and recipes, and buy online at: https://www.pottspartnership.co.uk/

Also available in farm shops, delis, fishmongers and most major UK supermarkets.

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.

Helen Johnston spent decades leading British magazine publishing before a health diagnosis transformed her career. Learn how autoimmune illness, nutrition retraining, and two years of R&D led to SUCSEED - a functional food business built on organic, regenerative sourcing and real nutritional science. Discover what food founders can learn from her precision approach to product development, branding and positioning.

Built through nutrition training, expert collaboration, and careful sourcing from organic and regenerative farmers, SUCSEED combines seeds and herbs such as nettle, dandelion, ginkgo, and moringa into four versatile blends. Helen has grown the brand through trade shows, local retail sampling and strategic listings, aiming to make a daily boost to nutrition simple, accessible and delicious. 96% of us don't get the recommended level of fibre in our diet - Helen is on a mission to make it easy to change that. 

Listen to this episode if you want to find out:

• How to get the confidence to launch the idea you've been nurturing
• Why seeds are the nutritionally underrated food most of us aren't eating enough of
• The neighbourhood model is and why it's the right retail strategy for year one
• How to get a trade show presence when you can't afford a stand
• Why in-store sampling is non-negotiable
• What to do when every opportunity looks equally urgent

Find and buy SUCSEED: Website: https://sucseed.life/

Plus Selfridges, Fortnum & Mason, Panzers (St John's Wood) and a range of farm shops and delis across Norfolk, Suffolk, North London and nationwide

Events and communities mentioned:

• Bread & Jam: https://www.breadandjamfest.com/
• Buy Women Built: https://www.buywomenbuilt.com/
• IFE: https://www.ife.co.uk/
• Speciality & Fine Food Fair: https://www.specialityandfinefoodfairs.co.uk/
• Farm Shop & Deli Show: https://www.farmshopanddelishow.co.uk/

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.

What if food, rather than supplements, was the first place to go when your energy is low, your body is struggling, and your immune system needs support? That's the founding philosophy of Oshomo's Mimi and Camilla, two friends who've created an amazing food business and scaled through farmers' markets.

Their food-as-medicine approach grew from cooking for Tibetan lamas and Ayurvedic doctors. After lockdown cancelled their restaurant plans, they pivoted to run at seven to eight London farmers’ markets each weekend, building loyal customers - including a top-secret list of high-profile, A-List celebrity clients.

They selling vibrant, nourishing dishes made without additives or preservatives, and this episode explores their menu, market strategy, challenges, and plans to scale while keeping quality at the centre. Their philosophy is straightforward: nature has given us everything we need to keep our bodies healthy - and many of us have forgotten that.

In this episode you will learn:

• Why losing their restaurant dream turned out to be a blessing
• The ideas, ingredients and philosophy behind food as medicine
• What 7–8 farmers markets every weekend does for their business
• What Oshomo needs from an investor — and why the right fit matters more than the size of the cheque
• How to scale a food business deliberately and sustainably when quality is non-negotiable

Find out more about Oshomo, check out their weekly boxes and which farmers' markets they'll be attending at www.oshomo.co.uk

Chapters

0:01:09 — The food is medicine philosophy

0:03:25 — Backstory: how they got here

0:05:49 — Why the pivot to markets was an unexpected blessing

0:06:54 — Oshomo's customers

0:08:40 — The weekly menu: dishes, names and the seasonal approach

0:14:10 — Beyond the markets: how else Oshomo sells

0:17:59 — Scaling up: kitchen ready, investor search beginning

0:18:56 — The hardest parts of the journey

0:22:28 — Goals, support and inspiration

0:26:12 — Where to find Oshomo

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.

What does it really take to bring a genuinely new food category to market? Alex Epstein is the founder of Messy Face, a delicious, clean-label spread made from grape molasses and sesame tahini. His route to founding it took in business school, two software exits, a stint on The Apprentice with Lord Sugar, a failed hair care company, a decade building a business from a broom cupboard to a £300m sale, and one transformative moment in the unlikely setting of Utrecht.

In this episode, Alex talks candidly about what it actually feels like to launch a genuinely new food category from scratch: the manufacturing nightmare of working with an allergen, the 50/50 polarising early reactions, the loneliness of the solo founder, and why deliberately staying small is a competitive advantage.

Listen to this episode to find out:

• How a Turkish grocery shop in the Netherlands became the unlikely origin of a new food brand
• What Alex learned from watching himself on the Apprentice
• How consumer research helped Alex validate his concept before spending serious money
• Why being made redundant from a £300m software business was one of the happiest days of Alex's life
• How Alex is getting the word out but staying agile and adapting to the UK palate 

Chapters

[0:01:15] What is Messy Face?

[0:02:20] Career background: Martin Port, Big Change, and the Apprentice

[0:05:38] The moment of inspiration

[0:10:45] Consumer validation before launch

[0:11:52] Current range and what's in the pipeline

[0:13:01] The problem with finding a manufacturer

[0:14:47] Sales strategy and early consumer feedback

[0:21:02] The life of a solo founder 

[0:22:29] The hardest parts of starting a food business

[0:24:18] The Apprentice, ingredient labels, and Ultra Processed People

[0:28:14] Goals for the next 12 months

Links and References

Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexhadleyepstein/

Buy Messy Face online: https://www.messy-face.com/

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.

Anna Gorman never set out to start a food manufacturing business. After 20 years in hospitality, she opened a vegan café - two weeks before the first lockdown. However, it would lead her to create a product that Vegans simply love and many thought was impossible to get right.

With time on her hands, she decided to crack something notoriously difficult: vegan Yorkshire puddings. Seven weeks of trial and error later, she opened the oven to find they'd finally worked. What started as a menu item for her 30-seat café became a nationally distributed product when customers began asking to take them home, then emailing from around the country to request postal deliveries.

In this episode, Anna shares how she built Plantside with no business plan, no formal consumer testing, and no marketing - just experience, passion and a product people genuinely craved.

What we cover:

• Why Anna chose "plant-based" over "vegan" on the packaging
• How she established collab with THIS sausages
• The challenge of convincing non-vegan chefs to stock a product their vegan customers are desperate for
• The moment she nearly quit - and the stranger whose kindness changed everything
• Scaling a handmade product
• The ethical tension between supermarket opportunities and supporting the independents who backed her first

Key timestamps:

• 01:02 — Plant Side's mission: spreading joy and happiness through food
• 02:48 — Opening a café two weeks before lockdown
• 03:23 — Seven weeks of failed Yorkshire pudding recipes
• 04:43 — "We accidentally created a whole business with no business plan"
• 05:39 — The THIS sausages collaboration for Toad in the Hole
• 09:25 — Why "vegan" makes people shut down but "plant-based" doesn't
• 10:47 — "You can't take the word of a six-year-old" — on consumer testing
• 17:51 — The hardest part: getting non-vegans to understand vegan demand
• 20:05 — The eureka moment opening the oven
• 21:28 — Feeling out of her depth at a packaging trade show
• 22:42 — "I would have quit" — the stranger who changed everything
• 24:02 — The supermarket dilemma: growth vs ethics

Where to find Plant Side:

Website: https://plantside.co/

Online stockists:

• Mighty Plants: https://mightyplants.com/collections/vendors?q=Plantside
• Jennings Pantry: https://jenningsplantry.co.uk/collections/vendors?q=Plantside
• Kiuki (formerly TheVeganKind): https://kiuki.com/o/plantside

In-store: Find Plantside products in independent vegan shops and health food stores nationwide

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.

What happens when a doctor, an engineer, a financial controller and a farmer start a drinks business? How do you start a vodka brand when you don't know how to make it? How did their creamy, smooth potato-based vodka win a raft of awards before they'd even sold a single bottle?

In this episode, Jo Densley dives into the journey of Nine Tines, the premium spirit that's putting Yorkshire on the vodka map. Founders Gwen Bromley and Richard Smith (the doctor and the engineer) explain how their passion for Yorkshire's landscape and produce inspired them to craft a premium potato-based vodka using locally grown ingredients, all within a nine-mile radius. They share insights and experiences from starting the business, actually learning to make vodka, designing and honing the process, and putting authenticity and sustainability at the heart of their business. 

Listen to this episode to find out:

• The secret most other vodkas don't want you to know 
• What's different about Nine Times and how did it win gold over products from the likes of Pernod Ricard and Diageo
• The diverse skills the four founders bring to the team
• What went into creating their meaningful and elegant branding
• What they've learned about taking their product to market
• The partnerships that have been key to growing the business

This episode is essential listening for anyone building a premium food or drink brand who wants to understand how provenance, craft, and patient brand-building can create genuine competitive advantage - even in a crowded market.

Find out more about Nine Tines and buy online: https://ninetines.co.uk/

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.

The Marshmallowist was the UK’s first producer of gourmet marshmallows. Marrying innovation and indulgence, they’re like nothing you’ve ever tasted. Led by sisters Oonagh and Jenny Simms, their first stockist was Harvey Nichols, and they were soon featured in Vogue. They’ve joined The Hairy Bikers on TV, published a book, and this year were stocked nationwide as part of Marks & Spencer’s Mother’s Day activity. How have they done it?

Join Jo Densley as she explores the journey of The Marshmallowist, how they’ve built a team, and kept focused on inventive flavours and artisanal craftsmanship. Discover how they went from Portobello Road market stall to nationwide recognition, collaborating with retailers like Fortnum & Mason and Marks & Spencer. They share insights on managing seasonality, sustaining creativity, and nurturing a dedicated team, all while navigating the complexities of the food industry.

Listen to How to Grow a Food Business with The Marshmallowist to learn:

• How Oonagh found out whether she had a good idea for a food business
• How they approach product development and new flavours
• The importance of partnerships and relationships in growing
• How they won a nationwide listing with M&S for Mother’s Day 2025 – and how long it took
• All about getting featured on TV and what it does for sales
• The factors and moments that have been most important in the growth of the business

Try their amazing marshmallows and teacakes for yourself at www.themarshmallowist.com.

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.