Name: Elin Roberts
Job title: Co-founder & CEO
Company: Better Nature
What was your first job? I worked in a clothes shop at a designer outlet from the age of 16. Beyond spending far too much of my earnings on the clothes, I spent half my time negotiating with people trying to get another discount on already-discounted items. Exhausting but helpful preparation for running an fmcg business.
What’s been your worst job interview? At a very well-known London advertising agency. I was living in Cardiff at the time, took the day off work, paid for the train to London and back, and prepared a thorough presentation they’d asked for.
I actually thought it went pretty well… and then never heard from them again. Despite chasing. It was a big knock to my confidence, and one of many reasons why managing recruitment well at Better Nature is so important to me.
“I’d love to see a protein aisle one day, with animal and plant-based options sitting side by side, to help the masses give chicken the night off”
What was the first music single you bought? Tragedy by Steps. My cousins and I had the dance routine nailed and forced our whole family to watch us perform it on loop, convinced we were pop stars.
How do you describe your job to your friends? I try to get people to eat better protein.
What is the most rewarding part of your job? People. The brilliant team I work with, our amazing customers, all the incredible founders and advisors I’ve learnt from along the way and the wonderful people we support through our charity partner. Human connection is my biggest energy source – and through Better Nature, I get that in bucketloads.
What is the least rewarding part? Also people! I’m a recovering people-pleaser who always wants to find a win-win solution. When that’s proving difficult, or when people are being unpleasant, I find it incredibly draining.
What is your motto in life? Never take yourself too seriously: choose joy and gratitude wherever you can.
If you were allowed one dream perk, what would it be? An in-office spa. Sauna, steam room, cold plunge, masseuse… the works. I don’t think I’d ever be stressed again.
Do you have any phobias? I’m pretty claustrophobic. I’ve had the bizarre misfortune of being stuck in three bathrooms and one lift, and it’s left its mark. You’ll never see me go to the bathroom without my phone, which I know looks odd, but I’ve learnt its importance the hard way!
If you could change one thing in grocery, what would it be? Plant-based proteins being hidden away in an aisle most people don’t go to. Proteins like tempeh are for anyone looking to make a healthier choice – not just vegetarians or vegans.
So many people tell me Better Nature is exactly what they’re looking for, they just don’t see it in the supermarket. I’d love to see a protein aisle one day, with animal and plant-based options sitting side by side, to help the masses give chicken the night off and supercharge their protein!
What luxury would you have on a desert island? A speaker and a way to play music. Singing and dancing would be the only things getting me through!
What animal most reflects your personality? A friendly cat. I oscillate between loving being around people and needing time alone. I’m mostly calm but can get worked up at times. I love my independence and autonomy. I love to play, explore, and have fun.
What’s your favourite film and why? I have so many favourites, but I especially love musicals. I’d probably choose The Greatest Showman – the singing and dancing always uplift me.
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What has been the most embarrassing moment in your life? When I was about seven, I picked up the phone and was convinced it was my dad on the other end, putting on an American accent. He had never done that before, so I’m not sure where I got the idea from!
After a lot of back-and-forth insisting it was him, I looked out the window and saw him in the garden… without a phone. I realised I was in fact speaking to our American family friend. The next time I saw him, I burst into tears from embarrassment.
Which celebrity would you most like to work with and why? Bukayo Saka. I’m a big Arsenal fan (men’s and women’s). So many people look up to athletes for how to optimise their health and performance, so getting him to supercharge his protein with Better Nature would be game-changing. And I’d love to meet him!
What would your death row meal be? An aubergine curry from Oli’s Thai in Oxford, with coconut rice and Better Nature tempeh crumbled on top in a kecap manis glaze. Served with a spicy margarita and Meera Sodha’s miso brownies for dessert. Heaven.
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