Yesterday in Waitrose, I watched a 10-month old toddler in a pushchair lean over to the supermarket basket his father had placed by his pushchair, while his parents chatted, waiting in the queue to pay. He chose this product and some bananas from the other products in the basket. He recognised "his" product by the colours, shape and texture of the packaging. I could see him enjoying the colour and feel of the Ella's Kitchen pouch.
His young, new, mother looked at me and said: "I know I should be making him home-cooked food, and I do but sometimes it's so easy to buy these..."
Daylesford Organic's rather beautiful farm shop on Ocado. Here is Jamie Mitchell, CEO of Daylesford Organic, to tell you what being on Ocado has meant for Daylesford's sales:
"For the past 7 years, I have had a bit of a crush on Ocado. Why? Well, let’s start with the service. As an internet only grocer, they have proved themselves time and again with their world class innovation in web-ordering and delivery. Their shop is the most intuitive of all online offers, and who hasn’t felt the warm glow of customer loyalty when that text arrives to confirm the imminent arrival of a food order, informing you the name of the driver, the name of the van and, in rare circumstances, any items they haven’t been able to fulfill?
I am currently addicted to Fru's blackcurrant and raspberry mini pot, a delicious tiny fruity mousse-y confection, with the same calories as a yogurt. It cheers up my lunchtimes no end.
My thanks to James Averdieck, the founder of Gu and Fru. Here are the five things he says he wished he'd known when he started the business:
1. The importance of equity when considering funding/incentivisation. Equity is precious - don't give it away easily just because your business is worth nothing at the start. One day, if your business is successful, 1% of the business could be worth £300,000 - which puts a lot into perspective.