We help companies in a very broad way, such as with branding, marketing and labelling.

There is a movement toward a greater understanding of food, which is I why we started the company. People are becoming interested in food from a provenance and sourcing perspective and companies can work with this.

However, we are focused on speciality food that is much more mainstream to try to ensure that the movement isn't just a fashion that will later fall off the radar for a large section of the public.

One of the issues is that there is too much repetition in the industry. Consumers ask why do I need to buy this particular product, and when they do, that's when speciality foods will fall to pieces. There is also the danger of exclusivity arrangements with retailers that makes producers very vulnerable.

My concern is people falling into it when they haven't properly thought about it.