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Packed – The Food Entrepreneur’s Guide: How to Get Noticed and How to be Loved
£11.90
Are you a food producer entrepreneur?Then this book is for you!How did the founders of innocent drinks, G’NOSH and MOMA! beat thousands of other fabulous food entrepreneurs to win a space on supermarket shelves? And once they were there, how did they win the battle to convince sceptical, time-strapped shoppers to try them over more established brands?Tessa Stuart knows how, because she helped them do it. In this practical, inspirational book, she draws on her 15 years in the food industry to reveal a tried and tested set of principles for getting you from idea, to a product on the shelf, and to being THE next household name.“Got a great food or drink product that no one knows about? Need to grow sales?This book will show you how to ROCK your pack’s on-shelf impact, to give your business the very best chance of being seen, heard, noticed and bought.”Charlotte Knight, founder and owner of G’NOSH Dips
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Additional information
| Publisher | Stamford Brook Press (8 April 2013) |
|---|---|
| Language | English |
| Paperback | 114 pages |
| ISBN-10 | 0957602804 |
| ISBN-13 | 978-0957602809 |
| Dimensions | 12.7 x 0.74 x 20.32 cm |
by Thomas Conroy
Contains invaluable information and advice on testing the market, branding, packaging and finding a manufacturer
by Mr Timothy Peter Griffith Davies
Both this and its sister book “Flying Off the Shelves – The Food Entrepreneur’s Guide to Selling” really should be read together; they complement one another wholeheartedly.
Tessa Stuart’s love for the food industry and her unique experience of getting to the nub of what makes consumers buy one brand versus another shines through in both books and is absolute gold dust for the fledgling food entrepreneur. Both books are also a reality-check for anyone venturing into this industry as the author sets out the steps that need to be taken and the lengths that sometimes need to be gone to to make your brand sell.
As an ambitious and new foodie, currently at concept and pre-revenue stage, reading both books has saved me precious time and money and helped me avoid a number of bear-traps in planning the launch of my brands.
Highly recommended.
by Alastair I
If 37 Signals or the Beermat Entrepreneur were to write a book about how to launch a food brand, Packed is the sort of book I’d expect them to create.
Packed is a quick read, not because of a shortage of content but because all its points – and there are a lot – are presented in such a clear, down to earth way that the reader can whizz through the book. Tessa Stuart manages to take topics that others obfuscate about (branding, packaging design, commercial prioritisation) and distil them to their essence in such a way that, whilst reading, I found myself nodding in agreement with every point. In fact, she manages to make almost every suggestion seem like common sense (believe me, they aren’t common sense – it is the trick of the writer to take smart ideas and present them so unambiguously and clearly that makes them seem so!).
Packed isn’t a step-by-step manual for launching a food business (there’s no “how to write your first business plan” here, for example) so don’t buy it if you expect a microscopic guide with all the answers. What it DOES offer is two supremely valuable types of information that will give you a lot of food for thought (*boom boom*):
1) A broad-brush introduction to the big ideas which can be critical to the success of the new food business – things like ensuring the product is great, getting priorities right when developing the product or maintaining good relations with suppliers or vendors and many more. These are the sorts of big picture concept that the aspiring food entrepreneur should aim to master if they are to be successful.
2) An enormous number of much more granular suggestions which contribute to getting those big key areas of the business right. Packed consists of actionable strategy after actionable strategy for nurturing and growing an early stage food business – from economical ways to conduct effective market research to common pitfalls to avoid. And this is where the reader can benefit from the author’s obviously considerable experience.
As much as those two groups of concrete suggestions, the value of the book is also in the attitude it encourages: can-do enthusiasm; a balanced, logical and rational approach; a sense that received wisdom is often not the best wisdom; and a mindset that a successful business can be built with hard work rather than necessary reliance on lots of money. Packed encourages the reader to believe that getting their product into production, into small independent shops and eventually possibly into supermarkets is not only possible, it is realistic too.
Is there anything to criticise about Packed? Well, really only very minor things. The main small criticism is that the book uses a few pieces of retail business lingo without necessarily explaining them. Anyone who has experience in food retail will know what a “multiple” is, for example, but the total novice might appreciate explanation of half a dozen or so words that feature.
This is small criticisms though. In case I haven’t been clear: for the new or aspiring food entrepreneur, the suggestions and approaches contained in Packed are pure gold dust. It is the book I wish had been available when I started working in food business.
by Lucy
Being seven months into the process of setting up my dream food brand, I only wish I had found this book sooner. It is short (in a good way), simple and straight to the point laying everything out clearly and concisely for any one new entering the industry to understand. There is no waffle, and Tessa clearly knows her stuff.
I have read most of the books out there claiming to be ‘the guide for food entrepreneur’s’ and while some are good,there are so many reasons why Tessa’s book is just so much better. The most important for me being the following; the other guides are mainly written by one person telling their story of how they set up their brand. However Tessa gathers information, tips and advice from roughly twenty fantastic food brands who all started out with a great idea; they have been through it themselves and build their brand from nothing. I love the way she gives information on a topic, then a real example from a spokesman from a specific brand.
She brings to ones attention things I certainly would not have thought about before I began my journey, drawing on her years of experience.
If you are setting up a food brand like me, I have three words for you: BUY THIS BOOK!
Fantastic, I await the next one!
by Amazon Customer
This book lives on my desk (as does its sister, Flying off the Shelves) because I go back to it so regularly.
Tessa has a wealth of experience and it’s because of this that Packed is full of delicious nuggets of wisdom to help foodie challenger startups.
by Stephen J Jones
When we a pre-start up, wanna-be artisan food business we came across this book. OMG! What a gold mine of tips on what to do and what not to do to help you get going and keep going.
Seven years later we still whip out our copy to refresh our thinking as the book has remained relevant all these years later. Actually we are on our 2nd copy as we lost the 1st and couldn’t live without it – hence the 2nd purchase.
Having had first hand advice from Tessa in the most unusual of settings (Nottingham University) I can vouch that she offers much, much more than what’s covered in her books (unless she brings out a 42 volume encyclopedia version of the book). Anyway we will alway be grateful for her advice as she spontaneously came up with a great name for our business – and we have never looked back!
Thank you Tessa,
Steve
RussianPies.com