BusinessEntrepreneurship

Getting to Grow

Zoe Fox

Getting To Grow is a business, brand and growth podcast for founders, startups and FMCG brands, hosted by Zoe Fox. Each episode features founders, entrepreneurs, brand builders, sales leaders and industry experts from household-name brands and fast-growing challenger startups across consumer goods. Whether you’re a startup founder, entrepreneur, brand marketer, sales professional or operator in the FMCG and consumer brand space, Getting To Grow delivers practical insights, actionable lessons and real-world stories from people actively building some of today’s most exciting brands.

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Wednesday · 1 hr 6 min
How SURI built a £50M Brand by Just Giving People What They Asked For
Can a simple electric toothbrush really become a £50 million business? What does it actually take to build a consumer brand from scratch, survive major setbacks, get rejected by 98–99% of investors and create a product that customers genuinely want?In this episode of Getting to Grow, Zoe Fox sits down with Mark Rushmore, founder of SURI, to discuss what it really takes to build, scale and grow a modern consumer brand.After working at P&G and managing Pringles UK, Mark went on to build and sell an experiential marketing agency before turning his attention to the oral care industry. After seeing the problems with existing electric toothbrushes and the amount of waste created by the category, Mark and his co-founder Geeve set out to build something different.Launched in May 2022, SURI quickly found traction, selling out its first 5,000 units within days and continuing to grow through consumer feedback, word of mouth, reviews, influencers and a growing marketing flywheel. Mark explains how the company went from launch to targeting more than £50 million in revenue just four years later.In this conversation, Mark shares the realities of building SURI, from developing a more sustainable electric toothbrush and listening closely to consumers to dealing with supply chain problems, products stuck in customs and the fear that the company could go bankrupt before it had even properly started.He also discusses the challenge of raising investment, why 98–99% of investors rejected SURI, how he approached fundraising like dating, and why the right investors can bring much more to a business than just money.Mark explains why he believes the secret to SURI's growth was hiding in plain sight: listening to customers and building what they actually wanted. He also breaks down how the company's marketing flywheel developed through small improvements across advertising, influencers, reviews, referrals, SEO and word of mouth.The conversation also explores entrepreneurship, dealing with constant problems, building a large addressable market, competing in a huge category, the importance of scientific credibility and why problems can actually be a sign of life.Mark also reflects on the bigger picture, including why time is the most precious commodity, what he would be proud of if SURI disappeared tomorrow, and why he would still take the chance and do it all again.In this episode:How Mark Rushmore built SURIHow SURI went from launch to a £50M revenue businessWhy the electric toothbrush market was ripe for disruptionHow SURI sold out its first 5,000 unitsWhy listening to consumers was key to SURI's growthHow SURI built its marketing flywheelThe importance of word of mouth and customer reviewsHow SURI dealt with products getting stuck in customsWhy Mark thought the company could go bankrupt before it startedWhat it takes to build a sustainable consumer productHow SURI raised external investmentWhy 98–99% of investors rejected SURIHow Mark approached fundraising and investor relationshipsWhy the right investors can bring more than just moneyHow to deal with constant problems as an entrepreneurWhy problems can be a sign of lifeHow SURI built credibility through scientists and dental expertsWhy making something slightly better can create a huge opportunityMark's approach to risk, failure and entrepreneurshipWhy time is the most precious commodity If you're interested in entrepreneurship, startups, consumer brands, FMCG, oral care, sustainability, product development, marketing, fundraising, branding, customer acquisition, leadership or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/SURI:https://www.trysuri.com/https://www.instagram.com/discoversuri/
September 9 · 50 min
How The Modern Milkman Built a £60M Business w/Simon Mellin || Getting to Grow
Can an old-fashioned milk round really become a modern £60 million business? What does it actually take to revive a forgotten business model, scale to 130,000 customers, survive major setbacks and expand into America?In this episode of Getting to Grow, Zoe Fox sits down with Simon Mellon, founder of The Modern Milkman, to discuss what it really takes to build, scale and evolve a modern consumer business.Growing up in the food industry, Simon spent his early career working as a mechanic and in motorsport before returning to food. He became interested in the disconnect between consumers, farmers and food producers, as well as the waste created by increasingly long supply chains. While looking for a way to solve those problems, he discovered the traditional milk round and saw an opportunity to bring it back with technology.What started with buying a local milk round for £2,500 and around 100 customers eventually grew into a business serving around 130,000 UK customers and generating around £60 million in UK revenue. Simon explains how technology transformed the traditional milk round, how the business built density through local routes, and how COVID caused the company to quadruple in just two weeks.In this conversation, Simon shares the realities of scaling Modern Milkman, from building the technology and logistics infrastructure behind the business to navigating rapid growth, raising more than £60 million, managing major economic shocks and expanding into the United States. He also discusses one of the company's biggest product failures, when a customer described their own oat milk as tasting like "piss soaked cardboard", and the lessons that came from it.Simon explains why operations and logistics are at the heart of Modern Milkman's business model, why America is a completely different challenge to the UK, why founders should surround themselves with people willing to challenge their ideas, and how he had to evolve from doing everything himself to enabling other people to succeed.He also discusses the company's long-term vision of becoming a service that sits on the household doorstep, why milk is just the entry point, how sustainability and convenience drive the business, and why being one percent better every day can create a much bigger impact over time.In this episode:How Simon Mellon built Modern MilkmanWhy the traditional milk round was ahead of its timeHow he bought his first milk round for £2,500How Modern Milkman grew to 130,000 customersHow COVID caused the business to quadruple in two weeksWhy technology and logistics are at the heart of the businessThe biggest mistakes and failures, including the oat milk disasterHow Modern Milkman raised more than £60 millionWhy scaling a business gets harder as it gets biggerWhy founders need people who challenge their thinkingHow Simon learned to stop doing everything himselfHow Modern Milkman expanded into AmericaWhy America is not one marketWhy not knowing everything can be a superpowerSimon’s advice to aspiring founders: just crack on and have a goIf you're interested in entrepreneurship, startups, FMCG, consumer brands, grocery, sustainability, logistics, technology, marketing, operations, fundraising, leadership or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/Modern Milkmanhttps://themodernmilkman.co.uk/https://www.instagram.com/modernmilkman_uk/
August 26 · 1 hr 1 min
How Hoxton Gin Became a Global Drinks Brand w/ Gerry Calabrese || Hoxton Gin || Getting to Grow
Can a challenger brand really reinvent a category? What does it actually take to build a drinks brand, survive near-bankruptcy, and turn an unconventional product into an international business?In this episode of Getting to Grow, Zoe Fox sits down with Gerry Calabrese, founder of Hoxton Gin, to discuss what it really takes to build, fund and scale a successful drinks brand.Growing up around hospitality and bartending, Gerry went from working behind the bar to opening his own venues before creating Hoxton Gin. What started as a product designed for his own customers eventually became an international drinks brand, with Hoxton expanding beyond gin into a portfolio of flavoured spirits.In this conversation, Gerry shares the realities of building a drinks brand, from creating disruptive products and understanding changing consumer behaviour to navigating distribution, raising investment and learning from costly mistakes. He also discusses nearly going bankrupt, dealing with an investor who let him down, overordering stock, the importance of perseverance, and why hiring the right people can completely change the trajectory of a business.Gerry explains why younger consumers are increasingly driven by flavour rather than traditional spirit categories, how real ingredients can create premium flavoured spirits, why founders need to understand routes to market, and why brands should focus on creating experiences rather than simply selling products.He also discusses his journey from bar operator to founder, the importance of knowing what you're good at, why founders shouldn't try to do everything themselves, and what success means when you've spent years building something from scratch.In this episode:How Gerry Calabrese went from bartender to Hoxton Gin founderHow Hoxton Gin was createdWhy Gerry decided to put coconut in ginHow to build a disruptive drinks brandWhy understanding your customer mattersHow changing consumer behaviour is reshaping the spirits industryWhy younger consumers are becoming category agnosticThe opportunity in flavoured spiritsHow Hoxton develops products using real ingredientsThe realities of product development and testingThe biggest challenges of building a drinks brandWhy cash flow and distribution can make or break a businessThe investor mistake that nearly sunk Hoxton GinWhy founders need to be careful when choosing investorsThe biggest mistakes Gerry made while building HoxtonWhy overordering stock can become a major problemThe importance of perseverance in entrepreneurshipWhy failure can be more valuable than successHow Gerry learned to stop doing everything himselfWhy hiring the right people is critical to scalingHow to build an international drinks companyWhy routes to market matterHow brands can create advocacy without aggressively sellingWhy people hate being sold toHow to build products with the end consumer in mindWhat Gerry would be most proud of if Hoxton Gin disappeared tomorrowWhat the future of the spirits industry could look likeWhat success means to Gerry todayIf you're interested in entrepreneurship, startups, FMCG, consumer brands, branding, marketing, hospitality, drinks, product development, sales, fundraising or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/Hoxton Ginhttps://www.instagram.com/drinkhoxton/http://drinkhoxton.com/
August 12 · 1 hr 25 min
I’ve Invested in Lick, SURI & Mother Root… Here’s What I Know About Building a £100M Brand
Can an angel investor really know which startups will succeed? What does it actually take to raise money, build a great founder-investor relationship, and turn an early-stage business into something huge?In this episode of Getting to Grow, Zoe Fox sits down with Nick Green, FMCG angel investor and former operator at companies including Deliveroo and Weezy, to discuss what it really takes to build, fund and scale a successful business.After starting out as an operator, Nick gradually began investing in early-stage startups, eventually backing over 100 companies and helping raise money for more than 120 businesses. His portfolio includes brands across FMCG, technology and consumer, giving him a unique perspective from both sides of the investment table.In this conversation, Nick shares the realities of angel investing, what investors actually look for in founders, how to create a pitch that stands out, why fundraising is ultimately a sales process, and the red flags that can make an investor walk away from a deal.He also discusses startup valuations, choosing the right investors, why a smaller investor can sometimes bring more value than a larger cheque, how founders should approach fundraising, and why overly confident financial forecasts can be a massive turnoff for investors.Whether you're a founder, entrepreneur, marketer, investor or simply fascinated by startups and consumer brands, this episode is packed with practical lessons on fundraising, pitching, investing and building businesses that can scale.In this episode:How Nick Green went from startup operator to angel investorWhat it's like to back over 100 startupsHow Nick evaluates founders and investment opportunitiesWhat makes a founder genuinely investableThe three things investors look at in a pitch deckHow to build a deck that actually gets attentionWhy fundraising is ultimately a sales processHow founders should approach their fundraising strategyWhy the wrong investor can be dangerous for your businessHow to identify investor and founder red flagsWhy a smaller investor can sometimes be more valuable than a larger chequeHow early-stage startups should think about valuationWhy overvaluing your business can make you uninvestableThe importance of founder-investor relationshipsHow to leverage your investors' networksWhy eight-year financial forecasts can be a massive turnoffWhat founders should prepare before starting a funding roundHow to create momentum during a fundraiseLessons from investing in successful consumer brandsWhat makes a startup worth betting onIf you're interested in entrepreneurship, startups, angel investing, FMCG, consumer brands, branding, marketing, sales, fundraising, venture capital, investment or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: Getting to Grow on InstagramLinkedIn: Zoe Fox on LinkedIn
July 29 · 1 hr 7 min
How The Duppy Share Is Reinventing Rum w/ George Frost | The Duppy Share
Can a challenger brand reinvent rum? What does it really take to build a premium consumer brand in one of the world's biggest but most overlooked spirit categories?In this episode of Getting to Grow, Zoe Fox sits down with George Frost, founder of The Duppy Share, to discuss how he built one of the UK's fastest-growing independent rum brands by combining Caribbean heritage, exceptional product quality and world-class branding.After discovering the legendary story of "The Duppy Share" while travelling in Jamaica, George realised the rum category lacked a modern, exciting brand that reflected the vibrant culture behind the spirit. What began as an unexpected opportunity became The Duppy Share—a premium rum brand challenging industry giants through storytelling, design and relentless execution.In this conversation, George shares the realities of building a challenger drinks brand, raising investment, growing internationally, creating a distinctive brand identity, winning retail and hospitality partnerships, and why consistency is one of the most underrated advantages in business.Whether you're a founder, entrepreneur, marketer, investor or simply fascinated by consumer brands, this episode is packed with practical lessons on branding, sales and building a business that lasts.**In this episode:*** How George Frost founded The Duppy Share* Building one of the UK's fastest-growing independent rum brands* Turning Caribbean folklore into a global brand* Why branding matters more than ever* Finding product-market fit in a mature industry* Building a premium consumer brand from scratch* The importance of storytelling in brand building* Raising investment and scaling a challenger business* Winning retail, hospitality and global distribution* Lessons from launching too early and learning the hard way* Why consistency beats constant change* Hunters vs farmers: mastering sales and partnerships* Building a business with the right people* Why saying "no" is often the biggest growth strategy* The future of premium rum and challenger consumer brandsIf you're interested in entrepreneurship, startups, branding, consumer products, FMCG, food & beverage, spirits, marketing, sales, fundraising, retail, DTC, hospitality or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: [https://www.instagram.com/gettingtogrow/](https://www.instagram.com/gettingtogrow/)LinkedIn: [https://www.linkedin.com/in/zoe-fox-377033b0/](https://www.linkedin.com/in/zoe-fox-377033b0/)The Duppy Share:https://www.instagram.com/theduppyshare/https://www.theduppyshare.com/
July 15 · 1 hr 18 min
How Underdays Is Reinventing Women's Underwear w/ Oria & Amelie || Underdays
Can underwear impact women's health? How do you build a disruptive DTC brand in one of the world's most overlooked product categories?In this episode of Getting to Grow, Zoe Fox sits down with Oria & Amelie, co-founders of Underdays, to discuss how they built one of the UK's fastest-growing women's wellness brands by reinventing women's underwear.After meeting while working in the fashion industry, Oria & Amelie realised there was a huge gap in the market. While consumers were becoming increasingly conscious about clean beauty, wellness, skincare and activewear, almost nobody was talking about women's underwear or its role in women's health.What started as an idea shared over coffee became Underdays—a health-first underwear brand focused on comfort, intimate health, sustainable materials and building an authentic community.In this conversation, they share the reality of launching a startup during COVID-19, building a consumer brand from scratch, scaling an eCommerce business, creating a loyal customer base through influencer marketing, and growing a purpose-driven company in the competitive fashion and wellness industry.Whether you're a founder, entrepreneur, marketer, startup operator, investor or simply interested in women's health and consumer brands, this episode is packed with practical lessons on building a modern business.In this episode:How Oria & Amelie founded UnderdaysBuilding one of the UK's fastest-growing women's wellness brandsWhy women's underwear deserves more attention in women's healthThe gap between fashion, wellness and intimate healthLaunching a startup during the COVID-19 pandemicBuilding a DTC (Direct-to-Consumer) brand from scratchProduct development and creating health-first underwearWhy authenticity beats traditional influencer marketingHow micro-influencers outperform celebrity influencersGrowing through community, UGC and social mediaRaising investment and managing startup cash flowScaling a consumer product business profitablyRetail expansion and growing beyond eCommerceWhy purpose-driven brands win long termEntrepreneurship, resilience and lessons from building a startupThe future of women's wellness and health-first fashionIf you're interested in entrepreneurship, startups, consumer brands, DTC, eCommerce, influencer marketing, women founders, FMCG, fashion, wellness, women's health, branding, marketing, fundraising or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Underdays:https://www.instagram.com/theunderdays/https://theunderdays.com/
July 1 · 52 min
How Made in Chelsea Stars Built Primetime Beer w/ Harvey Armstrong & Sam Holmes || Prime Time
How do two reality TV stars build one of the UK's fastest-growing beer brands?In this episode of Getting to Grow, Zoe Fox sits down with Harvey Armstrong and Sam Holmes, co-founders of Primetime Beer, to explore the realities of building a challenger drinks brand and the lessons they've learned scaling from an idea shared between friends to national supermarket shelves.Most people know Harvey and Sam from Made in Chelsea, but behind the TV appearances is a business that has secured listings in Tesco, Waitrose, M&S, Whole Foods and is now preparing to expand into the United States.Harvey and Sam share how a chance friendship turned into a business partnership, why they decided to reinvent beer for a more health-conscious generation, and what it really takes to build a consumer brand in one of the most competitive industries in the world.The conversation dives into product development, fundraising, retail expansion, brand building, founder relationships, startup resilience, and the realities of scaling a physical product business.Harvey and Sam open up about:• How a chance meeting led to the creation of Primetime Beer• Transitioning from Made in Chelsea into entrepreneurship• Why they wanted to build a healthier beer without compromising on taste• Spending over two years perfecting their first product• The realities of raising investment for a consumer brand• Why building a drinks business requires millions before becoming profitable• Securing retail listings in Waitrose, Tesco, M&S and Whole Foods• Expanding Primetime across pubs, festivals and major sporting venues• The importance of choosing strategic investors over simply raising capital• How complementary founder skill sets helped them scale the business• The terrifying moment their brewery went into administration before a major festival• Dealing with rejection, pressure and public perception as reality TV personalities• Building a founder-led brand through community and authenticity• Why saying no became one of the most valuable lessons in growing the business• The emotional highs and lows of entrepreneurship• Preparing to launch Primetime into the US market• The long-term vision for becoming the UK's leading better-for-you beer brandIf you're a founder, entrepreneur, consumer brand operator, marketer, investor, or someone interested in FMCG, retail, food & beverage, startup growth, fundraising, or building a business from scratch, this episode offers an honest look at what it takes to create and scale a modern challenger brand.Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Prime Timehttps://www.instagram.com/primetimesessions/https://primetimebeers.com/
June 17 · 55 min
From Fashion Model to Supermarket Shelves || The Sunny & Luna Story w/Giulia Berretti
What does it really take to turn a homemade recipe into a nationally stocked food brand?In this episode of Getting to Grow, Zoe Fox sits down with Giulia Berretti, founder of Sunny & Luna, to explore the realities of building a challenger food brand from scratch and the lessons she learned scaling from a kitchen experiment to supermarket shelves.Growing up in Italy, Giulia was surrounded by a culture that celebrated food. But after working in the fashion industry in New York and London, she experienced first-hand the negative attitudes towards carbs and traditional foods. During COVID, she combined her love of pasta and vegetables to create a product that could deliver real nutrition without sacrificing taste.Giulia shares how she went from making cauliflower gnocchi in her kitchen to pitching manufacturers across Italy, overcoming rejection, securing retail listings, and building a profitable food business in one of the UK's most competitive categories.The conversation dives into product development, manufacturing, retail expansion, startup funding, founder mindset, and the realities of scaling a physical product business.Giulia opens up about:• Why the fashion industry's relationship with food inspired Sunny & Luna• Creating a vegetable-packed pasta product during COVID• The challenges of turning a homemade recipe into a scalable product• Finding manufacturers and pitching an unproven idea• Why most founders spend too much time perfecting products• The importance of protecting margins from day one• Building partnerships with manufacturers and retailers• Launching in Whole Foods, Planet Organic, Selfridges, Ocado, and Sainsbury's• Why focus is one of the most important skills for founders• Managing rejection and uncertainty while growing a business• The differences between startup culture in Italy and the UK• Raising investment through friends, family, and angel investors• Becoming profitable while continuing to grow the brand• The challenges of hiring and building a small team• Why sampling remains one of the most effective marketing tools• The emotional highs and lows of entrepreneurship• Learning when to say no to opportunities• Scaling a food brand without compromising product quality• What the future holds for Sunny & LunaIf you're a founder, entrepreneur, food brand operator, marketer, investor, or someone interested in FMCG, retail, consumer products, startup growth, or building a business from scratch, this episode offers a practical look at what it takes to create a successful brand in a competitive market.Zoe Fox:Instagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Sunny & Luna:Instagram: https://www.instagram.com/sunnyandlunaeats/LinkedIn: https://www.linkedin.com/company/sunnyandluna/?originalSubdomain=uk
June 3 · 1 hr 6 min
The Truth about Extra Virgin Olive Oil with Sarah Vachon, founder of Citizens of Soil
What happens when one of the world’s healthiest foods is trapped inside a broken system that’s pushing farmers out of business?For thousands of years, extra virgin olive oil has been a cornerstone of the Mediterranean diet, celebrated for its flavour, health benefits, and cultural significance. Yet behind every bottle sits a farming industry facing climate pressure, shrinking margins, labour shortages, and a generation of farmers being told to leave the profession entirely.In this episode of Getting to Grow, Zoe Fox sits down with Sarah Vachon, founder of Citizens of Soil, to explore the realities of the modern olive oil industry and how she's building a premium food brand designed to reward quality, sustainability, and the farmers behind it.Sarah shares how a career in sustainability led her to uncover major issues within agricultural supply chains, why she started paying olive growers significantly more than commodity prices, and how Citizens of Soil grew from supporting close family friends in Greece to becoming a premium olive oil brand stocked by Waitrose and loved by customers across the UK.The conversation dives into the economics of food production, the future of farming, climate challenges, startup growth, consumer education, and what really separates premium extra virgin olive oil from the products most people buy at the supermarket.Sarah opens up about:• Why farmers across the Mediterranean are leaving farming• The hidden problems inside the olive oil supply chain• Paying growers more than commodity market prices• What makes extra virgin olive oil different from regular olive oil• The health benefits of high-quality olive oil• Why the Mediterranean diet continues to outperform food trends• Climate change and its impact on farming communities• Building a premium brand in a commodity market• How Waitrose became a turning point for the business• The cash flow realities of scaling a physical product company• Why pricing too low can destroy a startup• The challenge of balancing sustainability and profitability• The emotional reality of working directly with small farmers• The business mistake that forced Citizens of Soil to fundraise• Losing an entire year's olive oil harvest due to a bottling error• The future of regenerative farming and food production• Expanding a purpose-driven brand into international marketsIf you're a founder, entrepreneur, marketer, food lover, investor, or someone interested in sustainability, consumer brands, agriculture, health, or the future of food systems, this episode offers a fascinating look into the challenges and opportunities behind one of the world's oldest industries.Zoe Fox:Instagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Citizens of Soil:Instagram: https://www.instagram.com/citizensofsoil/Sarah Fulton Vachon: https://www.linkedin.com/in/sarahfulton/
May 20 · 49 min
The Future of Wine Isn’t Alcohol-Free w/Gabriella Lamb || 6 Percent
What happens when an entire generation starts drinking less alcohol—but still wants the ritual, taste, and social experience of wine? For decades, the drinks industry has operated in extremes: full-strength alcohol on one side, alcohol-free alternatives on the other. But what if the real opportunity sits in the middle?In this episode of Getting to Grow, Zoe Fox sits down with Gabriella Lamb, co-founder of 6% Wine, to unpack the rise of mid-strength alcohol and why she believes the future of drinking isn’t “all or nothing.” From risking their savings on 10,000 bottles to building a completely new category inside one of the world’s oldest industries, this conversation breaks down the reality of launching a consumer product in a market dominated by legacy wine brands and changing consumer habits.Gabriella shares how a simple date-night realization with her husband turned into a fast-growing startup, why most alcohol-free wines failed to hit the spot for her, and how they spent over two years experimenting across Europe to create a wine that still tastes premium—with half the alcohol.The conversation dives into the psychology behind moderation culture, the business mechanics of building a physical product brand, and why consumer behaviour around alcohol is changing faster than most companies realise.Gabriella opens up about:• Why 76% of consumers are moderating alcohol intake• The massive gap between full-strength wine and alcohol-free wine• Creating a completely new “mid-strength” wine category• Spending over two years developing the perfect flavour profile• Why wine producers initially thought the idea was crazy• Risking personal savings and ordering 10,000 bottles upfront• The reality of fundraising in today’s startup market• Why distribution matters more than having a great product• The future of moderation culture and “zebra striping”• Why younger consumers are changing the alcohol industry• The challenge of educating customers on mid-strength wine• Why perception is the biggest barrier in the wine industry• Building a premium consumer brand from scratch• The emotional reality of being a founder every single day• Why mid-strength alcohol could become the next major drinks movementIf you’re a founder, entrepreneur, marketer, creative, or someone interested in consumer psychology, startup growth, branding, or the future of modern drinking culture, this episode gives a raw look into what it really takes to build a disruptive product inside a traditional industry.Zoe Fox:Instagram: [https://www.instagram.com/gettingtogrow/](https://www.instagram.com/gettingtogrow/)LinkedIn: [https://www.linkedin.com/in/zoe-fox-377033b0/](https://www.linkedin.com/in/zoe-fox-377033b0/)6% Wine:Website: [https://6percent.wine/](https://6percent.wine/)Instagram: [https://www.instagram.com/6percent.wine/](https://www.instagram.com/6percent.wine/)
May 6 · 58 min
From Bedroom Idea To Award-Winning Rum w/ Louis & Bruce || Sly Dog Rum
What does it really take to build a premium consumer brand in one of the most crowded and competitive industries in the world? In a category dominated by legacy players, aggressive pricing, and massive distribution networks, most new brands never survive long enough to matter. But what happens when two brothers decide to challenge the drinks industry anyway—with no experience, no roadmap, and no understanding of how difficult distribution really is?In this episode of Getting to Grow, Zoe Fox sits down with Louise and Bruce, founders of Sly Dog Rum, to unpack the brutal reality of building a premium drinks brand from scratch. From launching during lockdown while everything was shut, to spending over a year fighting for their first wholesaler listing, this conversation dives deep into the gap between creating a great product and actually getting people to buy it.The founders break down why product quality alone means nothing without sales, distribution, and relentless persistence—and why so many founders underestimate what it really takes to scale a physical consumer brand.Louise and Bruce open up about:• Why “great products” still fail in crowded markets• Launching Sly Dog Rum during lockdown with 10,000 bottles• The harsh reality of getting listed with wholesalers• Why distribution matters more than product• Building a premium brand in a category where “cheap sells”• The biggest mistakes they made early on• How naivety became their biggest startup advantage• Why cold outreach and in-person sales still work• Creating a premium spiced rum for normal consumers—not connoisseurs• The truth about startup stress, scaling, and cash flow• Why real-world activations beat traditional advertising• How they won World’s Best Spiced Rum• The challenge of competing against giant alcohol brands• Why branding needs to be simple, bold, and impossible to ignoreIf you’re a founder, creative entrepreneur, marketer, or anyone trying to build a brand in a saturated market, this episode breaks down the real mechanics behind selling physical products, building distribution, and surviving in an industry where most startups disappear.Zoe Fox:/ gettingtogrow/ zoe-fox-377033b0Sly Dog Rum:Website: [https://slydogrum.com/](https://slydogrum.com/)Instagram: [https://www.instagram.com/slydogrum/](https://www.instagram.com/slydogrum/)
April 22 · 56 min
From Red Bull to Building a Better Drink w/ Huib Van Bockel || Tenzing
What does it really take to challenge a billion-dollar industry dominated by habit, branding, and deeply ingrained consumer behavior? In a market where energy drinks are often packed with artificial ingredients, high sugar, and aggressive marketing, most consumers know the downsides—yet still keep buying. But what if the problem isn’t demand for energy, but the way it’s being delivered?In this episode of Getting to Grow, Zoe Fox sits down with Hub van Bockel, founder of Tenzing and former Head of Marketing at Red Bull, to explore how he’s rethinking the energy drink category from the ground up. After spending years building one of the world’s most iconic brands, Hub walked away to create a product that challenges the very foundations of the industry—focusing on natural ingredients, sustainable practices, and a fundamentally different approach to energy.This conversation dives into the gap between what consumers know and how they behave—unpacking why people continue to choose products they don’t fully trust, and how breaking habits is far harder than building something better.Hub van Bockel opens up about:• Why 80% of energy drink consumers are concerned about what they’re drinking• The real reason “better products” don’t automatically win• Leaving Red Bull after 8 years to build something different• How habit—not logic—drives most consumer decisions• Building Tenzing from scratch using natural ingredients and a new philosophy• Why naivety can be a founder’s biggest advantage• The importance of product clarity before brand storytelling• How community-driven marketing creates long-term loyalty• The harsh reality of competing against billion-dollar brands• Why distribution—not just product—is the real battleground• Turning a strong product into a repeat-purchase machineIf you’re a founder, creator, or entrepreneur looking to disrupt established markets, build a product people actually believe in, or understand the real mechanics behind consumer behavior, this episode breaks down what it truly takes to compete—and survive—in a category built on habit.Zoe Fox:/ gettingtogrow/ zoe-fox-377033b0Tenzing:Website: https://tenzingnaturalenergy.com/Instagram: https://www.instagram.com/tenzingnaturalenergy/
S7 · E7
April 6 · 52 min
Why Everyone’s Drinking Ready-to-Drink Cocktails | Black Lines
What does it really take to fix a category that’s fundamentally broken? In an industry where cocktails are often slow, inconsistent, overpriced, and confusing, most consumers have simply accepted the experience as it is. But what if the problem isn’t the drink itself—but the way it’s delivered?In this episode of Getting to Grow, Zoe Fox sits down with Kuleen Khimasia, co-founder of Black Lines, to explore how he’s rebuilding the cocktail industry from the ground up. From launching one of the UK’s first draft cocktail businesses to creating a premium bottled range during COVID, Kuleen shares how Black Lines is challenging outdated perceptions and making high-quality cocktails more accessible, consistent, and scalable.This conversation dives into the gap between what consumers want and what the industry delivers—unpacking why cocktails have remained complicated and inconsistent for so long, and how a new approach to production, branding, and distribution is changing that.Kuleen Khimasia opens up about:• Why cocktails are “notoriously slow and confusing” for most consumers• The real problem with pre-batch drinks—and why most of them fail• Building Black Lines without external funding and staying profitable• Turning a COVID crisis into a major growth opportunity• The importance of brand, design, and perception in a “stuffy” category• Why consistency beats theatre in most hospitality environments• The operational reality of running a physical product business• How they scaled from draft kegs to bottles while controlling quality• Why they’ve avoided supermarkets—and what that means for growth• The future of cocktails and why pre-batch is only getting startedIf you’re a founder, creator, or entrepreneur interested in disrupting traditional industries, building a premium brand, or creating products that challenge consumer perception, this episode breaks down exactly how a clear insight—executed properly—can reshape an entire category.Zoe Fox:/ gettingtogrow/ zoe-fox-377033b0Black Lines: Website: https://blacklinesdrinks.com/instagram: https://www.instagram.com/blacklinesdrinks/Kuleen Khimasia:Linkedin: https://uk.linkedin.com/in/kuleen-khimasia-315ba893
S7 · E6
March 20 · 1 hr 2 min
This Brand Is Changing How People Drink | Wednesday’s Domaine | GTG S07 E06
What does it really take to build a premium brand in a category that people don’t even take seriously? In a space where taste has historically been poor, perception is weak, and consumer habits are deeply ingrained, creating a successful alcohol-free product requires far more than just removing alcohol.In this episode of Getting to Grow, Zoe Fox sits down with Luke Hemsley, founder of Wednesday’s Domaine, to explore how he’s building a modern alcohol-free wine brand designed for people who still love drinking—but want to do it differently. From identifying a gap in the market during COVID to developing a product that challenges both taste and perception, Luke shares the thinking behind creating a brand in a misunderstood category.This conversation goes beyond the idea of “non-alcoholic alternatives” and dives into the psychology of drinking, social dynamics, and how consumer behavior is shifting toward moderation rather than elimination. From the stigma of not drinking to the importance of branding and experience, this episode explores what it really takes to change how people think—and feel—about what’s in their glass.Luke opens up about:• Why alcohol-free wine has historically failed—and what’s changing now• The psychology behind drinking and the desire to “fit in” socially• Building a brand that doesn’t feel like a compromise• Why most consumers don’t want to quit alcohol—they want better options• The challenges of creating a product in a category rooted in tradition• How branding can completely shift perception in a “low-quality” space• The reality of building a physical product business from scratch• Why moderation—not restriction—is shaping the future of drinkingIf you’re a founder, creator, or entrepreneur interested in consumer behavior, brand building, or launching products in emerging categories, this episode offers a deep dive into how a simple insight can evolve into a category-defining business when executed with clarity and intent.Zoe Fox: https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Wednesday's Domaine:Instagram: https://www.instagram.com/wednesdaysdomaine/Linkedin: https://www.linkedin.com/company/wednesday-s-domaine/?originalSubdomain=ukWebsite: https://wednesdaysdomaine.com/Luke Hemsley:Linkedin: https://www.linkedin.com/in/lukehemsley/
S7 · E5
March 5 · 57 min
How The Salad Project Built a £10M Healthy Food Brand w/ Clem Hexby || GTG S07 E05
What does it really take to turn something as simple as a salad into a multi-million pound food brand? In an industry where restaurants fail fast, margins are tight, and scaling operations can quickly become chaos, building a successful food business requires far more than just good recipes.In this episode of Getting to Grow, Zoe Fox sits down with Clem Haxby, the culinary director behind The Salad Project, to explore how a single London salad bar evolved into one of the city’s most recognisable healthy food brands. From launching their first location in Spitalfields to scaling to 12 stores in just a few years, Clem shares the operational, creative, and strategic thinking behind building a fast-growing hospitality brand.This conversation goes beyond the idea of “healthy food trends” and into the real mechanics of scaling a restaurant concept. From designing menus based on intuition rather than market research, to building systems that allow stores to open smoothly, this episode explores how product obsession, operational discipline, and adaptability combine to create sustainable growth.Clem opens up about:• Designing the entire Salad Project menu from the ground up• Scaling from 2 stores to 12 locations in just three years• Why intuition often beats traditional market research• The operational systems that make restaurant expansion possible• Lessons learned from hiring mistakes and early operational chaos• The reality of opening restaurants that cost over £500K per site• Building a menu that keeps customers full, energised, and coming back• How balancing creativity and operations drives long-term brand successIf you’re a founder, operator, or entrepreneur interested in hospitality, consumer brands, or product-driven businesses, this episode offers a behind-the-scenes look at how a simple idea can evolve into a thriving brand when execution meets vision.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/The Salad Project:https://www.instagram.com/the.salad.project/https://www.saladproject.co.uk/Clem Hexby:https://www.instagram.com/clementines_kitchen/
February 23 · 27 min
How Plugin Brands Is Using TikTok to Explode Sales w/ Charlie Knight || GTG S07 E04
What does it really take to scale an FMCG brand in today’s landscape, where retail is crowded, attention is fragmented, and growth can disappear as quickly as it arrives?In this episode of Getting to Grow, Zoe Fox sits down with Charlie Knight, founder of Plugin Brands and co-founder of Diving Agency, to explore what modern brand building actually looks like behind the scenes. From helping take startup brands from inception to retail in under 18 months, to generating £1M in three months through TikTok Shop, Charlie shares the commercial realities of scaling in 2026.This conversation goes beyond surface-level growth stories and into the strategic decisions that determine whether a brand sustains momentum or gets delisted. From omnichannel thinking and TikTok Shop as the “new QVC,” to why so many founders scale too fast, this episode unpacks the tension between speed and sustainability.Charlie opens up about:• Building brands from zero to £1M+ and what that really requires• Why TikTok Shop is reshaping retail and direct-to-consumer growth• The dangers of entering major supermarkets too early• What sustainable rate of sale really means• Turning down clients when ROI doesn’t make sense• Giving founders tough feedback on product, pricing, and positioning• Why clarity of brand identity matters more than ever• The importance of going slow in order to scale properlyIf you’re a founder, brand builder, or commercial leader navigating FMCG in 2026, this episode offers a grounded, strategic look at how to grow with intention — and why lasting success isn’t built on hype, but on foundations that can withstand scale.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Charlie Knight:https://www.linkedin.com/in/fmcgexpert/
S7 · E3
February 9 · 58 min
How Louise Avery Built LA Brewery From Scratch || GTG S07 E03
What does it really take to build a brewery from scratch when you have no industry experience, no roadmap, and no safety net?In this episode of Getting to Grow, Zoe Fox sits down with Louise Avery, founder of LA Brewery, to explore the deeply human story behind one of the UK’s most distinctive non-alcoholic drinks brands. From fermenting drinks at home and delivering bottles by bike to building a full-scale brewery and landing major retail partnerships, Louise shares what it truly means to follow intuition and build something before you feel ready.This conversation traces the journey from leaving a conventional career and returning to her roots, through years of experimentation, financial uncertainty, and self-doubt, to creating a brand grounded in craft, creativity, and purpose. It is an honest look at what happens when passion, persistence, and curiosity lead the way, even when the path is unclear.Louise opens up about:• Starting with no brewing experience and learning everything by doing• Building LA Brewery through experimentation, fermentation, and instinct• Delivering early products herself and growing without external validation• Overcoming impostor syndrome while pitching, scaling, and raising investment• Why naivety can be a hidden strength in the early stages of building a brand• Balancing creativity with commercial reality as the business grows• Staying true to values in an increasingly competitive and saturated market• Redefining success beyond speed, scale, and perfectionIf you are curious about how brands are really built behind the scenes, what resilience looks like when things are uncertain, or how trusting your instincts can shape a business with depth and integrity, this episode offers a powerful reminder that meaningful brands are rarely built by following a perfect plan, but by showing up, learning fast, and staying committed to the journey.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/LA Brewery:https://www.instagram.com/labrewery/https://labrewery.co.uk/
S7 · E2
January 22 · 1 hr 3 min
How £100 Built Lumberjacks into a Cult Food Brand w/ Brendon Manders || GTG S07 E02
What does it really take to build a brand from nothing — without shortcuts, safety nets or a perfect plan?In this episode of Getting to Grow, Zoe Fox sits down with Brendon Manders, co-founder of Lumberjaxe, to unpack the raw, unfiltered journey from mobile barber to Dragon’s Den — and how a £100 idea turned into a nationally stocked food brand powered by family, grit and obsession.From sleeping in vans and making products in his mum’s kitchen to pitching in front of the Dragons and securing investment, this conversation reveals what brand-building actually looks like when you don’t come from money, marketing or manufacturing — and why community, belief and relentless execution mattered more than polish.Brendon opens up about:→ Starting before feeling “ready” — and why imperfection beats waiting→ The hidden grind behind Lumberjaxe: vans, festivals, kitchens and family labour→ Building a loyal community before even having a website→ Why obsession and hands-on work can’t be outsourced→ Learning business, marketing and manufacturing by doing — not planning→ What really happened behind the scenes on Dragon’s Den→ Earning opportunity through consistency, not luck→ Balancing ambition, family life and five kids while building a brand→ Why long-term belief matters more than overnight successIf you’ve ever wondered how brands are built without a playbook, what resilience really looks like behind the highlight reels, or why the hardest route often builds the strongest foundations, this episode pulls back the curtain on the reality of entrepreneurship — and what it truly takes to build something meaningful from the ground up.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Brendon Manders (Guest):https://www.instagram.com/brendonmanders/Lumberjaxe:https://www.instagram.com/lumberjaxefood/
January 8 · 53 min
How Pimentae Built a Cult Brand Without Ads w/ Wynter Karo || GTG S07E01
What does it take to build a cult brand in a world obsessed with ads, awareness and shortcuts?In this episode of *Getting to Grow*, Zoe Fox sits down with **Wynter Karo**, founder of **Pimentæ**, to unpack how one of the UK’s fastest-growing tequila cocktail brands scaled without relying on traditional advertising — and why experience, focus and conviction mattered more than media spend.From a corporate career at IBM and Sky to building a tequila-first brand in one of the most competitive categories in food and drink, this conversation reveals how Wynter set out to change how people think about tequila — and how brands are actually built.Wynter opens up about:→ Why Pimentæ rejected “marketing awareness” in favour of revenue-led experiences→ Building a cult-like community through festivals, events and moments people remember→ The operational challenges of scaling across multiple formats and retail channels→ Why being famous for *one thing* beats trying to be everything→ Growing without big ad budgets — and what really convinces retailers and investors→ Navigating fundraising as a female founder in a tough VC climate→ Leaving corporate comfort behind to build something purpose-led→ Why modern brands win by making people *feel* something, not just selling a productIf you’ve ever wondered how brands grow without paid ads, how experience can outperform exposure, or why focus and long-term thinking still matter in a shortcuts-first world, this episode pulls back the curtain on the mindset, discipline and belief behind Pimentæ — and what it really takes to build a cult brand from the ground up.Zoe Fox: https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Wynter Karo Co-founder: Pimentae-Instagram: https://www.instagram.com/pimentaedrinks/Linkedin: https://www.linkedin.com/company/pimentae/?originalSubdomain=ukWebsite: https://www.pimentaedrinks.com/
Dec 17, 2025 · 58 min
From Poker Player to Pasta Founder || Emilias Pasta || GTG S06E06
What does it take to reinvent a dish the world loves, but has completely misunderstood?In this episode of Getting to Grow, Zoe Fox sits down with Andrew McLeod, founder of Emilia’s Crafted Pasta, to unpack the obsessive, values-driven journey behind one of the UK’s most respected fresh pasta brands.From a maths graduate and former poker player with no restaurant experience, to building a cult following around slow-made, honest pasta, this conversation reveals how Andrew set out to fix what most people don’t even realise is broken — how pasta is made, served, and understood.Andrew opens up about:→ Why pasta became labelled “unhealthy” — and how modern shortcuts stripped it of quality and nutrition→ The hidden differences between mass-produced pasta and slow-dried, freshly made pasta→ Opening a first restaurant in London with no industry background and just £150k→ Serving two customers a night… and what those early failures taught him about resilience→ Why Emilia’s makes everything fresh, on-site, every day — even when it’s harder and more expensive→ Building a brand by educating customers, not copying competitors→ Expanding carefully without compromising quality, culture or values→ Why pasta isn’t the problem — how it’s made isIf you’ve ever questioned why pasta doesn’t make you feel the way it should, wondered how truly great food brands are built, or believed that doing things the hard way can still win in a shortcuts-first world, this episode pulls back the curtain on the craft, conviction and long-term thinking behind Emilia’s — and why pasta is more misunderstood than we think.Zoe Fox: https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Emilias Pasta:Instagram: https://www.instagram.com/emiliaspasta/Linkedin: https://www.linkedin.com/in/andrew-macleod-pasta/

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