The Unfounders

Mitch Lee
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Closing the door on my startup opened the door to more opportunities than I could have imagined. I’m proud to be an Unfounder, helping startups grow from day one. I’ve been both founder and Unfounder and now I want to share the stories no one hears; applauding the day one drivers behind brands. You don’t have to start the brand to be the reason it made it. Forget founder fairy tales. We’re here for the Unfounders. Real talk from the people who took the leap (and what they ’d tell you before you do).

  1. #83 - Louis Bedwell - FMCG Industry Advisor

    5D AGO

    #83 - Louis Bedwell - FMCG Industry Advisor

    Today's guest is my good friend Louis Bedwell. Louis has spent 10+ years on the inside of the food industry - running innovation programmes with major retailers, backing early-stage brands through an investment fund, and leading a senior membership community focused on climate and health strategy. His job is all about helping brands, retailers, and investors make better decisions about food, and he regularly posts great hot takes on LinkedIn. It's a slightly different one today - but super insightful, you're gonna love it! If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Introduction to Louis Bedwell and His Work 02:54 The Responsibility of the Food Industry 07:14 Building Relationships in the Food Sector 07:35 Early Influences and Career Path 09:53 The Power of Challenger Brands 11:51 Success Stories from Challenger Brands 14:27 Insights from Big Brands on Challenger Brands 17:11 Responsibility in the Food Industry 17:36 Collaborative Solutions in the Food Industry 18:57 Retailers and Challenger Brands: A Supportive Ecosystem 22:08 Emerging Trends in Food: Protein and Authenticity 26:25 Maximizing Brand Impact: Focus on What Matters 29:37 Resilience in the Food Sector: Navigating Challenges 33:08 Advice for Aspiring Food Entrepreneurs 36:07 Future Goals: Funding and Innovation in Food

    37 min
  2. #82 - Ellen Whysall - Pukpip [Business Development Manager]

    MAR 29

    #82 - Ellen Whysall - Pukpip [Business Development Manager]

    This weeks guest is Ellen Whysall, Business Development Manager at Pukpip. A brand revolutionising frozen banana desserts. Discover insights on brand growth, product innovation, and navigating the food industry, perfect for aspiring food entrepreneurs and FMCG enthusiasts. If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Introduction to Ellen Whysall and Pukpip 02:39 The Origin Story of Pukpip and Zara Godfrey 03:34 Saving Bananas: Sustainability and Food Waste Reduction 04:46 Ellen's Journey into Food and Drink Industry 06:20 Team Structure and Remote Work at Pukpip 07:58 Industry Events and Networking in Food Sector 08:46 Growing Up Around Family Business and Entrepreneurial Inspiration 10:02 Early Career and Passion for Food and Events 11:47 Transition from Events to Food and Drink Entrepreneurship 12:42 Starting at Pukpip and Early Achievements 14:14 Lessons from Family and Entrepreneurial Role Models 15:24 Skills from Event Management Applied to Food Business 16:57 Market Trends in Frozen Snacking and Product Range 18:01 Favorite Pukpip Products and Flavours 19:32 Impact of Frozen Products on Dietary Inclusion 20:51 A Typical Week at Pukpip and Summer Plans 22:23 Upcoming Events, Sampling, and Trade Shows 23:47 Where to Find Pukpip products 24:18 Highlights and Proud Moments at Pukpip 26:55 Challenges Faced and Lessons Learned 28:32 Advice for Aspiring Food and Drink Entrepreneurs 30:15 The Power of Personal Branding and Industry Engagement 32:11 Future Plans and Exciting Developments for Pukpip 33:42 Recommended Brands and Innovations in Food Sector 34:54 Music as a Reflection of Career and Personality 35:09 Connecting with Ellen and Final Thoughts

    36 min
  3. #81 - Jess Wright - Caravan Coffee Roasters [Sales & Marketing Director]

    MAR 22

    #81 - Jess Wright - Caravan Coffee Roasters [Sales & Marketing Director]

    This weeks guest is Jess Wright - Sales and Marketing Director at Carvan Coffee Roasters. Jess has a fantastic career history, working for brands inlcuding Coca Cola, Emily Crisps, Camden Town Brewery, &Soda and many more! She now leads a team looking after the coffee side of the brilliant Caravan hospitality business. There's so much in this, Jess is full of energy and personality - I know you're gonna love it. Enjoy! If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Meet Jess Wright: Career Journey and Role at Caravan Coffee Roasters 05:07 The Unique Culture at Caravan 11:36 Discovering Caravan and the Coffee Industry 13:37 A Day in the Life of a Sales and Marketing Director 16:14 Implementing Deep Work and Productivity Strategies 19:35 Early Aspirations and Career Beginnings 21:04 Educational Background and Initial Career Steps 22:42 Sales Experience at Coca-Cola 24:38 Transitioning to Startups and Unique Experiences 27:07 Working with Innovative Brands 30:51 Navigating Corporate Structures 32:42 Building Connections in the FMCG Community 36:30 Key Lessons from Career Experiences 38:25 Memorable Challenges and Resilience 41:05 Career Reflections and Future Outlook

    44 min
  4. #80 - Aidan Conry - Fearne & Rosie [Head of Sales]

    MAR 15

    #80 - Aidan Conry - Fearne & Rosie [Head of Sales]

    This week's guest is the brilliant Aidan Conry, Head of Sales at Fearne & Rosie - A jam brand proud to produce a range using double the fruit (70%) and half the sugar compared to most jam's in the market! Aidan shares insights into building a successful food brand, navigating retail partnerships, and the importance of authenticity and persistence in FMCG. From early days of being a buyer, to working for brands ever since - there's plenty of words of wisdom in this episode, enjoy! If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Introduction to Aidan Conry and Fearn & Rosie 03:07 The Story Behind Fearn & Rosie 04:25 Aidan's Journey to Fearn & Rosie 06:47 The Team and Work Culture at Fearn & Rosie 09:41 Aidan's Early Aspirations and Career Path 12:20 Training and Development at ASDA 14:42 Transitioning to the Plant-Based Sector 17:20 The Disruption of Oato and Mighty 20:09 Key Highlights and Success Stories 22:38 Challenges and Setbacks in the Industry 25:29 Future Plans for Fearn & Rosie 28:01 Advice for Aspiring Food Entrepreneurs 30:29 Reflections on Career Progression 33:18 Aidan's Musical Anthem and Closing Thoughts

    41 min
  5. #79 - Mike Hemming - Love Sum [Commercial Director]

    MAR 8

    #79 - Mike Hemming - Love Sum [Commercial Director]

    This week I speak to industry titan - Mike Hemming, The Commercial Director of LoveSum Dumplings We discuss Mike's extensive background in the food industry, including his time at Cadbury, Green & Black's, Mars Pet Care and Peter's Yard. Mike shares the founding story of LoveSum Dumplings, their vision for fresh dumplings in the UK, and the challenges they face in the retail market. There's insights on working in both corporate and SME environments, and advice for aspiring food entrepreneurs. There's SO much to dig into - ENJOY! If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Introduction to LoveSum Dumplings 01:15 The Founding Story of LoveSum Dumplings 03:25 Mike's Journey to LoveSum Dumplings 05:56 Retail Success and Brand Growth 07:55 Lunar New Year and Sales Insights 11:29 Building a Factory and Overcoming Challenges 15:17 Career Path and Early Influences 18:27 Lessons from Cadbury's Experience 19:57 Lessons from Cadbury: Leadership and Culture 21:13 Transitioning to Green and Blacks: Authenticity and Innovation 23:44 The Unique Environment at Mars: People Management and Leadership 25:14 Scaling Peter's Yard: From Niche to Mainstream 29:52 Navigating Premium Markets: Strategies for Success 32:59 Focus on Core Products: Building a Strong Brand 37:02 Advice for Aspiring Food Entrepreneurs: Passion and Experience

    44 min
  6. #78 - Hayley Costanzo - PÄRLA [Managing Director]

    MAR 1

    #78 - Hayley Costanzo - PÄRLA [Managing Director]

    Today's guest is the fantastic Hayley Costanzo - Managing Director at PÄRLA. Now PÄRLA are revolutionising oral care and the toothpaste space with their range of innovative tabs and more recently their fully recyclable aluminium tube pastes. Hayley is a TRUE unfounder, being there pretty much from day one - I loved unpicking the last 5+ years building the brand, and her lessons and learnings from brilliant brands like Innocent and Strong Roots too. This is a corker, enjoy! If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Introduction to PÄRLA and the Mission 03:26 Innovative Products: Tablets vs. Tubes 06:16 The Importance of Ingredients in Oral Care 09:01 Building a Brand Experience 11:58 Hayley's Journey to PÄRLA 14:34 Growth and Expansion at PÄRLA 17:24 Field Sales Experience and Its Impact 20:05 Challenges and Insights in Retail 21:00 Scrappy Beginnings and Creative Solutions 23:36 The Journey at PÄRLA: Growth and Responsibilities 26:50 Work-Life Balance in a Challenger Brand 30:24 Navigating Tough Times and Operational Challenges 34:51 Advice for Aspiring FMCG Professionals 38:22 The PÄRLA Anthem: Music and Team Spirit

    40 min
  7. #77 - Bryan Serwatka - Minor Figures [Coffee Community Manager]

    FEB 22

    #77 - Bryan Serwatka - Minor Figures [Coffee Community Manager]

    This weeks guest is Bryan Serwatka, the Coffee Community Manager at Minor Figures, about the evolution of oat milk in coffee, the unique culture at Minor Figures, and Brian's personal journey into the coffee world. (Give him a follow on Instagram at @mf.bryan.mf) We explore the importance of authenticity in business, the challenges faced in the coffee industry, and the trends shaping the future of coffee. Brian shares insights on the attitudes towards oat milk in different countries and highlights the innovative products Minor Figures is developing to lead the market with their 'future liquids lab' I'm a huge fan of Minor Figures - and now Bryan.. And no doubt you will be too - Enjoy! If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Meet Bryan Serwatka: Coffee Community Manager 02:23 The Story of Minor Figures 04:29 A Day in the Life at Minor Figures 06:15 The Unique Brand Identity of Minor Figures 08:44 Company Culture and Authenticity 10:45 Bryan's Journey into Coffee 14:02 The Importance of Coffee Origin Stories 17:04 Trends in Coffee and Automation 19:40 The Role of Relationships in Coffee 20:54 Music and Creativity in Business 22:11 Finding Contentment in Daily Work 22:38 Navigating Challenges in Events 24:13 Exciting Future Events and Milestones 26:41 Innovation in Oat Milk Products 30:39 Cultural Attitudes Towards Oat Milk in Europe 33:16 Music as a Metaphor for Persistence 34:48 Where to Find Minor Figures Products

    36 min
  8. #76 - Thea Mathias - Our Place [VP International]

    FEB 15

    #76 - Thea Mathias - Our Place [VP International]

    This weeks guest is Thea Mathias, VP International at Our Place - A brand known for their gorgeous non-toxic cookware. We dig into the brand's rapid growth in just 6 years, the importance of team dynamics, and the strategies behind their successful international expansion. Thea was a joy to talk to, I loved it, and you will too! If you want to build a brand consumers love, you NEED to speak with my incredible sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous brand. They have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today! Don't forget to check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD. Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠. Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠ Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/hey-pluto/nod-your-head Chapters 00:00 Introduction to Thea and Ourplace 06:46 Team Dynamics and Company Culture 13:00 Strategic Marketing and Consumer Engagement 16:26 The Joy of Cooking with Quality Cookware 27:14 Navigating the Startup World 33:33 Key Takeaways for Business Growth 37:52 Looking Ahead: Future of Our Place

    40 min
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Trailer

About

Closing the door on my startup opened the door to more opportunities than I could have imagined. I’m proud to be an Unfounder, helping startups grow from day one. I’ve been both founder and Unfounder and now I want to share the stories no one hears; applauding the day one drivers behind brands. You don’t have to start the brand to be the reason it made it. Forget founder fairy tales. We’re here for the Unfounders. Real talk from the people who took the leap (and what they ’d tell you before you do).

Information

  • Creator
    Mitch Lee
  • Years Active
    2024 - 2026
  • Episodes
    84
  • Rating
    Clean
  • Copyright
    © All rights reserved.
  • Show Website
    The Unfounders

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