According to the UN, International Women’s Day is “a day when women are recognised for their achievements without regard to divisions, whether national, ethnic, linguistic, cultural, economic or political. It is an occasion for looking back on past struggles and accomplishments, and more importantly, for looking ahead to the untapped potential and opportunities that await future generations of women.”
The Food Marketing Expert is a collection of women who are passionate about food and the industry that surrounds it. For International Women’s Day 2017, we have brought together a selection of female entrepreneurs from the industry who share the same passion to find out what it means to them. On the day that we celebrate achievements without division, we ask our entrepreneurs if their path to success was somewhat shaped differently because they were female and we ask them what advise they would give the next generation of women entering the food industry.
Caroline Kenyon
www.pinkladyfoodphotographeroftheyear.com
Former magazine editor, writer and qualified barrister, set up her food PR company in Lincolnshire by chance. Over the years she commissioned a great deal of food photography and periodically would wonder why there were no awards for the finest food photographers, unlike travel or wildlife photography. A phone conversation with a particularly unpleasant client made her determined to be in control of her own destiny and that of her fantastic team. Five years on, the awards are described as “one of the world’s most respected niche photo contests”. Sponsors now include Champagne Taittinger, Marks & Spencer and Partridges, grocer to HM the Queen. Judges have included Yotam Ottolenghi, Antonio Carluccio, Michel Roux Jr and a host of food and photographic stars from around the world. Projects launched since then include the Tiptree World Bread Awards, Britain’s most prestigious bread baking competition, and Investec Food & Drink Entrepreneur of the Year held at the House of Commons. Charity is also at the heart of each award and they all have their own partner charity including Action Against Hunger and Marie Curie.
Have you found it hard to succeed as a woman in the food business?
I think the food industry is extraordinarily open, certainly that’s been my experience. If you have something to offer of quality, delivered well and with integrity, gender seems to me to be irrelevant.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
Initially, being treated as respectfully as a man similarly qualified might have been. I feel I’ve had to fight harder to be taken seriously and for my experience to be acknowledged. Women are expected to be modest about achievements, and it’s also not an English characteristic to shout about what you’ve done. So an English woman is doubly handicapped in that respect! I’ve had to learn to be open about what I’ve achieved and not bashful.
What qualities to do think it is important to have as a woman in the food business?
Tenacity, flexibility, creativity, open mindedness.
Have you struggled to maintain a work life balance?
At times, yes. In 2008, when the Banking Crisis happened, my elderly parents were both seriously ill in London, so I was making a 400-mile round trip weekly from Lincolnshire for hospital visits, with two children doing major exams and a business that could have gone under. I have an amazingly supportive husband and I’m also pretty bloody minded about not giving in.
What advice would you give young women hoping to succeed in the food industry?
Persist in your venture, refine your product, learn from failure, always be open to change.
Frankie Fox
When Frankie left her career in the City to spend more time with her children, she wanted to pass on her knowledge of where food came from. They started by finding and growing things to eat in their own garden and, in the process, exploring ways to preserve their produce. The Foraging Fox Beetroot Ketchup started out as a kitchen project with her kids to find a way to use their bumper crops of apples and beetroot! At the launch of The Foraging Fox at the Speciality & Fine Food Fair 2014 Frankie asked her friend and old colleague Desiree Parker to be a Co-Founder. Having previously worked together more than 10 years ago, Frankie & Desiree realised that, even now, they both still share the same passions and both recognised the potential to build a business that was dedicated to new ingredients and fresh thinking.
Have you found it hard to succeed as a woman in the food business?
Starting up any business requires a lot of hard work, self belief and determination whatever your gender. I’m not sure the food business is any harder than any other industry to succeed. We have met a high proportion of fellow female food entrepreneurs, many of which have left successful corporate careers in other industries to raise a young family, which raises an interesting question of why. Running your own business allows you more control and flexibility which many corporate roles lack which is why so many women choose to start up their own businesses with all the associated risks and sacrifices rather than return to those roles.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
Juggling the responsibilities of raising a young family with running a business comes with it’s challenges. Having the full support of family and friends has allowed us to do both. Being organised is absolutely essential.
What qualities to do think it is important to have as a woman in the food business?
These are not exclusively female qualities – but having an enormous amount of passion and energy are key, pride in whatever you do and respect for all those you work with.
Have you struggled to maintain a work-life balance?
Of course, with technology – everybody is now expected to be 24/7! It’s really hard to switch off, especially when it’s your own business and even more so as we are now exporting to more and more countries so the working day never seems to end. When your work is something you feel so passionate about it’s sometimes hard to distinguish between the two but spending time with family and friends is important. They’ll soon tell you if you’re getting too boring!
What advice would you give young women hoping to succeed in the food industry?
“Be yourself. Everyone else is already taken.” — Oscar Wilde
Hari Ghotra
I learned to cook by following my mum round the kitchen… her joy, her laughter, her generosity taught me creating and sharing great food is one of life’s true pleasures. I’ve always loved Indian food, cooking and creating spicy dishes. So I started running my own cookery classes, which grew and grew to the point where I started organising supper clubs and even pop-up restaurants. I started to work at The Tamarind Collection of Restaurants which includes Tamarind of Mayfair – one of the first Indian restaurants (ever) to be awarded a Michelin star! But I needed to share my learnings and dishes with you in a bigger, faster, more flexible and interactive way and that’s when my website was born. Now instead of you coming to me to learn, I come to you through every digital platform from YouTube to Facebook to Google Hangouts.
Have you found it hard to succeed as a woman in the food business?
Not really I don’t see myself as a women in business more someone who loves what she does and wants to build a business that is successful.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
Having the courage to make the leap from a corporate career to a small start up was a challenge. I knew it was what I wanted to do but actually taking that step was hard.
What qualities to do think it is important to have as a woman in the food business?
I think you have to have focus and a real belief in yourself that you can do it. When times are tough that is the only thing that helps you get through. A strong sense in belief will get you up and motivated in the mornings and help to get you through the long days.
Have you struggled to maintain a work-life balance?
Sometime yes – work can be all consuming because there is always something that needs your attention. Even when you should be doing homework with the kids your mind is drifting and you end up thinking about an email that needs to be sent or social media activity that you should be doing.
Life is busy but it’s really important to do other things too. I play netball twice a week just so that I can focus on me for an hour and I find that I’m better for it.
What advice would you give young women hoping to succeed in the food industry?
I would always say that first and foremost you have to love the food business you are trying to build. Be brave, be focused and give it everything you have!
Brooke El-Khazindar
With a deep rooted passion for coffee, Brooke and husband Tarek lamented the fact that speciality coffee could not be enjoyed without paying a premium price. Now, using their many years of experience in sourcing the best quality beans from around the world, they are excited to share with you their incredible, freshly roasted coffees.
Have you found it hard to succeed as a woman in the food business?
It’s an adventure, but it helps when one loves food and good coffee as much as I do. I am extremely optimistic about the future of women in the business because my daughter and her generation really won’t accept gender bias.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
Since Laura Bates’ project, “Everyday Sexism”, I really make it a point to document and call out sexism and discrimination where and when I see it. We can all, women and men, change old stereotypes and perceptions regarding women in business and in the world by raising awareness and through activism.
What qualities do you think it is important to have as a woman in the food business?
Persistence. Things are constantly changing and what may have been a no yesterday could be a maybe, or a yes, tomorrow. And don’t give up.
Have you struggled to maintain a work-life balance?
Sometimes one has to wake up at dawn to work out or stay up late to cook a great dinner, but that keeps one open to change. And being adaptable is such a useful tool for responding to the demands of starting up a new company in the food business.
What advice would you give young women hoping to succeed in the food industry?
The same advice I give myself everyday: try to work to a high standard in the hope that excellence shines through, learn how to negotiate so you don’t have to take no for answer, try to work with open minded women and men, and find a network of women to be involved with and to support.
Emma Barnett
Since reaching the final three on BBC’s MasterChef in 2015, life has been busy to say the least. I have been fortunate enough to have experienced many sides of the food world including cooking in professional kitchens, cooking in people’s homes, working with well-known brands, teaching and demonstrating at food festivals to name but a few.
I have loved all of the above but my absolute favourite and best achievement has been to write my first cookbook “Fress” which launches on the 6th April 2017. To have a collection of my most cherished and prized recipes all bound together in a stunning vivid pink book is more than a dream come true.
Have you found it hard to succeed as a woman in the food business?
No I haven’t found it hard to succeed. I don’t know if I haven’t faced the same sort of challenges other women may have done working in bigger companies or being employed as chefs in restaurants but as someone who runs their own business, I’ve never thought that being a woman has held me back.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
I’ve developed a tougher skin being a woman in business. I’ve been running my own business for 15 years and it’s got easier as I’ve got older to be taken more seriously. I think age is just as big a factor as what sex you are.
What qualities to do think it is important to have as a woman in the food business?
I think confidence is the key to succeed in any job. There are a lot less women in the food industry than men so it’s important to stand out. People will always be inspired by confidence in a person, it helps to gain trust.
Have you struggled to maintain a work-life balance?
The biggest challenges I face is the managing the split between home and work life balance. As women, I think we carry a certain guilt if we are not home enough, and guilt if we are not working enough. Working in the food industry doesn’t come with set 9-to-5 hours which makes family time more of a juggling act. One of the hardest things I found, particularly in catering, is the evening and weekend requirements which are when I would naturally want to spend time with my family.
What advice would you give young women hoping to succeed in the food industry?
To be taken seriously in any industry not just the food industry, you need to show the courage of your convictions. I truly believe the key to success is having the confidence to believe in yourself and presenting that to others. A women who doubts herself will cause others to doubt her too.
Parveen Ashraf
Parveen’s recipes have been in the family for three generations but she is the first person to pen them down, collate them into her first cook book – Parveen The Spice Queen, step by step Indian cooking’ The book contains all the recipes she ate as a child plus a few modern takes in the old classics, like Tandoori Chicken. And with each recipe, she shares a personal anecdote that gives the reader a rare insight into the life of an Asian housewife, mother and business woman.
Have you found it hard to succeed as a woman in the food business?
At times it has been hard, probably because in the beginning, although, I had passion….I did not always have faith in myself. I have come along way in the last decade and I feel that all the years of experience of catering, demonstrating food teaching cooking has helped write my first cookbook.
But the fact that I am a Asian woman and my business was in Indian food had a natural synergy, I think this helped me, as in terms of what I was selling, i.e. Indian spice. With no formal chef training, my heritage and background gave me credibility.
I was perceived as an ‘expert’ in my cuisine and this helped me have faith and succeed what I was trying to do.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
As a women in business, I found that the biggest hurdle was time. I needed more time to devote to growing and nurturing my business at the same time as nurturing my family. I found that if it was a choice of catering a dinner party or attending one of my children’s sports day, the latter would win. However, I found one way overcoming one hurdle, I roped my children in, on helping me with my business. I gave them pocket money for packing my spice boxes. It was a win win situation, we got to spend time together and they got to earn a little pocket money.
What qualities do you think it is important to have as a woman in the food business?
I think it important to be authentic, just be yourself but a Professional version of yourself. Be personable and assertive whilst not being afraid to be ladylike. I network a lot and many of the chefs I have worked with are men. I want to be respected by them but at the same time I am aware that men and women fundamentally have a different energy and different way of doing business. It’s about finding mutual respect for one another whilst maintaining our own qualities and values.
Have you struggled to maintain a work-life balance?
Absolutely!.. Doesn’t everyone? I am not sure I know any of my female friends that have found the recipe of success in terms of work-life balance and yes, I am well aware that I cook for a living, so pun intended!.. Although my work is very important to me and I am ambitious. I uphold traditional values and choose to prioritise my husband, children, home. I am all for freedom of choice and I feel that there is nothing wrong with choosing to be a homemaker as well as a business woman. I don’t feel we need to label ourselves but if I had to, I would say that I am multi-faceted. I see myself as a wife, mother, business owner, cook, friend, sister, and much more. So, to fulfil all these roles, I am always balancing my work-life, it’s a work in Progress.
What advice would you give young women hoping to succeed in the food industry?
My advice would be to follow the 3 p’s….
P-passion
P-persistence
P-patience
Have faith in yourself, your business and your product. Don’t let the No’s put you off…. and when it feels like the doors keep closing, just keep going because you will get there in the end. Also, my advice would be to network, find locally groups that appeal to you and when you attend, makes sure you have plenty of business cards and remember to smile. People always respond well to a genuine warm smile. Remember, you are a woman in business, so don’t be afraid to a WOMAN in business.
Michelle Toft
Michelle joined Coregeo as Marketing Manager in 2011 from Horticulture Australia, to lead the strategic marketing, communications and brand development services. In January 2015 Michelle took up a new Chief Marketing Officer role to reflect her growing commercial responsibilities. In addition to masterminding ambitious marketing plans for the company’s two best-known brands, Pink Lady and Tenderstem, she will now helps to explore and develop wider commercial opportunities for Coregeo.
Have you found it hard to succeed as a woman in the food business?
It isn’t easy! The fresh produce business has been a predominantly male dominated industry for many years, and for women looking for a real career in fresh food where they are considered equals to their male colleagues, they have to be focused and determined. Interestingly I have found that sometimes women can be the least supportive which I find really sad. However it is changing – more and more men and women are taking women in business more seriously.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
Probably getting people to appreciate that you can be a woman, a mum and still make a great contribution to work.
What qualities to do think it is important to have as a woman in the food business?
Passion, determination, ability to not let criticism or sexism affect you. And a sense of humour! I also think it is important to be supportive of all women around us trying to make their way in business. This isn’t a competition, and we all need support. I have learnt so much from business women around me.
Have you struggled to maintain a work-life balance?
It is a juggling act. There are many nights away from home which can be tough, but I have a very supportive partner who takes over, and when I’m not travelling I spend as much time with my children as I can. I wouldn’t have it any other way – I think balancing work life and home life has made me far more productive and appreciative of how lucky I am. When I am working, I am focused, I don’t have time to waste. And I find I can get through so much in one day! Hopefully I am a positive female role model for my daughter.
What advice would you give young women hoping to succeed in the food industry?
Be in it because you’re passionate about it firstly, that will sustain you if it gets tough. Find positive female and male role models and if possible a mentor. Set yourself goals and push yourself as hard as you can, but enjoy your home life too, make time for your loved ones, and for you. The downtime is essential to keep your spirit and energy up!
Saira Hamilton
Taking part in MasterChef 2013 really did change my life and I have made the journey from enthusiastic amateur to professional chef. I offer private dining, cookery masterclasses, supper-clubs and chef residencies. I am also a food writer with my own blog published at www.sairahamilton.com and have a YouTube channel featuring video recipes of my signature Bengali-inspired dishes and many other recipes for the home cook.
Have you found it hard to succeed as a woman in the food business?
I haven’t really found it hard in the food business to be honest. The linear career options of the past have changed a lot, there are many more ways to enter the food industry than there used to be. It’s not only about catering college, followed by apprenticeships, followed by long ours working in restaurants. There are lots more options now – as a producer, artisan products, media-led food careers, and the list is almost endless.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
Biggest hurdles have always been about saturation of the market – so many people now entering the business – democratisation on the industry is good but there are now a lot of players in the arena, which makes it harder to make your voice heard. Uniqueness is still the key, but without being faddish.
What qualities to do think it is important to have as a woman in the food business?
Qualities – very important to have self-belief and determination. It isn;t easy to rise above the competition so you have to keep believing that your offering is good enough and marketing it in that way. I think pricing of our own work is slightly difficult for women too – we have to price ourselves appropriately for our skills and experience.
Have you struggled to maintain a work-life balance?
Work-life balance – I have found it okay. In fact that’s why I ditched my old career in law enforcement. I wanted to choose the days and hours I worked. I di still struggle sometimes with being able to switch off at night (she says emailing at 10pm!)- I think that is true of all self-employed people though.
What advice would you give young women hoping to succeed in the food industry?
What advice would I give to young women – price yourself appropriately from the start, think carefully about what defines you in your business and play on that, highlight it, and market it. Don’t try and be all things to all people, find what is unique about your offering and offer it. Don’t be constantly available, exclusivity can be just as appealing as ubiquity.
Tortie Farrand
Guild Of Fine Foods
After reading Business with Languages at Anglia Polytechnic in Cambridge, Tortie’s career began with organising fundraising events for Macmillan Cancer Relief across the UK. After eight years, she moved to advertising and marketing agency Ideas Unlimited, managing accounts for The National Trust, Royal Opera House, MS Society and Macmillan Cancer Relief.
Nowadays, Tortie is responsible for all marketing and PR activity relating to Great Taste, World Cheese Awards and other Guild activities.
Have you found it hard to succeed as a woman in the food business?
I fortunately work in a family business that has similar vision and values as I do. 15 years ago, perhaps I found it more difficult to be heard or listened to– but possibly that was more down to an age and experience thing, rather than my gender.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
Taking time out of the business to have children. Trying to balance a work/home life with young children and little or no family support has been the biggest hurdle.
What qualities to do think it is important to have as a woman in the food business?
Drive and reality. It’s not all about making millions. Being organised and able to juggle multiple tasks is important. Woman can do this better than most men.
Have you struggled to maintain a work-life balance?
Yes – enormously so and all the guilt that goes with it! For me it’s been bringing up a family whilst working. It takes real grit and determination. When my husband and I joined the family business 15 years ago, we didn’t have spare cash to pay for additional help for the children, nor did I want someone else to bring up my children. I had no family locally to rely on either, so it was a constant juggle between work and being a mum and lying awake feeling guilty that I wasn’t doing a good job at work nor at home. It has got easier though, as the children have got older.
What advice would you give young women hoping to succeed in the food industry?
Take time to occasionally stop, re-engage and recognize any work/life achievements, however large or small. Each small milestone is worth building on. Don’t rush to try and achieve it all. Set clear targets and plan the growth for your business. Build a good team around you and be happy to delegate and let go. Create a support network which allows your working life to fit in with motherhood. It is possible to do both. Be flexible and prepared to change direction from time to time. Listen and be happy to take advice.
Claire Martinsen
I’m Claire, and I’m the founder of Breckland Orchard. I used to work for a large corporate and perhaps had every girl’s dream job – working with chocolate!
Much as I loved my job, when I had my two children I knew that the three hour commute to London was unsustainable. The long travel and 5am starts forced me to re-appraise my life. So when my children were one and three, I decided it was time to follow my dream and passion, and to start up on my own.
I swapped the world of big business for something closer to home – Breckland Orchard. We make Posh Pop – fabulous flavour combinations with spring water as their base. The drinks are inspired by those my grandmother Jessie made when I was young. Granny’s lemonade was legendary, tangy, bursting with flavour, and we used to love sipping it in the garden. Over time drinks seem to have changed, and I wanted to try and recreate that delicious fresh taste of my childhood. There are no artifical colours or flavours in Breckland Orchard drinks. Our bottles are recyclable, so we try to do our bit for the environment too!
Have you found it hard to succeed as a woman in the food business?
The food business is pretty egalitarian, so there aren’t any direct hurdles to women per-se. However I do remember when I first started out suppliers found it hard to believe that there wasn’t a man lurking in the background controlling everything. Over time I hope I’ve managed to convince everyone in the industry just how passionate I am about making soft drinks – and that there really are no angel investors/silent shareholders behind the scenes.
What (if any) have been the biggest hurdles you have had to overcome as a woman in business?
I’ve had to juggle the dual demands of a start-up business and raising two children, which certainly makes for an interesting life. I started the business in 2009, when my children were 1 and 3, and Breckland Orchard effectively became the 3rd child. When I think back to those early days I don’t know how I did it!
What qualities to do think it’s important to have as a woman in the food business?
I think women require the same skills as any other entrepreneur – a dollop of passion. a sprinkle of good luck, a teaspoon of curiosity, a pinch of risk-taking, and a whole heap of persistence and determination.
Have you struggled to maintain a work-life balance?
It’s a constant battle, but the wonderful thing about being your own boss is that you get to control your own diary and the mental tussle can take place in your head. I am incredibly fortunate to have a wonderfully supportive husband and great family and friends. None of what I do would be possible without them.
What advice would you give young women hoping to succeed in the food industry?
My three pieces of advice would be:
[1] Always listen to your customers
[2] Don’t be afraid to make mistakes – learn from them
[3] If in doubt always go with your gut feel – if it feels right it probably is and vice verse.
We hope you have found our female entrepreneurs answers inspiring. I think we have all learnt that success is a combination of inner strength and a deep rooted passion for what you do.
Thank you to all the ladies that took part and Happy International Women’s Day to you all.