What do you love most about the brand you’ve created?
The Rude Health packaging. The food inside is the most important thing, but it’s the packaging that needs to entice people to want to try the food inside and I love that ours looks so delicious and so beautiful. We were the first to make healthy food look enticing, before it was all brown and sensible.
Have you always wanted to work in this industry?
I’ve always loved food, always wanted to do my own thing, but it didn’t occur to me to have a food business, until I did.
What are you most proud of?
Sticking to the principles we started with. Making healthy food with natural kitchen cupboard ingredients that is delicious. 18 years after we first mixed the Ultimate Muesli at our kitchen table, our approach to our foods and drinks remains the same. Quality ingredients. Nothing refined.
What advice would you give to someone keen to start a business but unsure where to begin?
Try not to overthink it. Just start with what you have and get it out there. All the research in the world isn’t a patch on getting your food into people’s hands and mouths and getting their feedback. The idea for our now best-selling dairy-free drinks came from people wanting to try our cereals with a milk alternative.
Who is one of your biggest inspirations – either professionally or personally?
Personally, a friend of mine, Damion. Without his influence in my life more than 20 years ago, I wouldn’t have been able to believe in myself enough to get through all the trials and tribulations of building a brand and business, and still be here today.
If you could attribute your success to anyone who gave you your big break?
I’ve had lots of mini breaks, rather than a big one. Finding our current designers was a huge breakthrough because they were able to turn all my thoughts and ideas into a stunning pack.
What’s the hardest thing about your job?
Nowadays as Brand Director I have a very easy job. The hardest thing I’ve done is make people redundant.
Which part of your job do you most enjoy?
Anything to do with packaging or words. I love words. And pictures.
Do you find it easy to balance work and play?
I didn’t for many years. Now that Rude Health is a good size team lead by Tim our CEO, it’s a whole lot easier, and I’m all over the play.
I’m on catch-up and will be for the rest of my life. You’re in rude health when…..your balance of work and play is all play.