Interview with Firegreen Foods

How long have you been planning a food business?
Continuing from experience of catering in the UK.

What made you want to start a business in the food industry (what problem are you solving or niche are you filling)?
Food is what I love - had previously done traditional catering. A series of connections and networking in the early days of us being in Australia and the abundance of fresh and natural ingredients over here, led to the interest in gluten-free and sugar-free. I always like a challenge and creating food with all natural ingredients and gf and sugar-free while maintain a great taste profile definitely appealed to me.

Are you a solo business owner, family run business or partnership?
Solo.

What kind of food do you make?
Gluten-free and sugar-free healthy products - sauces, granolas, natural energy bombs and snacks.

Who is your target market?
Varied demographic - from old to young, from athletes to people just trying to put good things in their body. Basically anyone who cares about what they consume.

How do you sell your product?
Mainly markets at the moment with some cafes and wholesale.

At what point did you start using a commercial kitchen?
From the beginning.

What was the trigger for contacting My Other Kitchen?
I live in a rental house with a small terrible kitchen so was idly googling kitchens to rent when I came across MOK and couldn`t believe my eyes that something this good existed.

What benefits have you discovered to using a Kitchen Incubator?
The benefits are immeasurable -from the obvious advantage of having a commercial kitchen at your fingertips without all the stress of set up and the ongoing issues and bills. One payment covers it all. But it’s all the extras that make it so special. Meeting people who have been at the stage you are at - people who are starting at the same time. The variety of people and businesses that come through the kitchen - I find I learn something every time I am in the kitchen!  And the networking side of the incubator is tremendous from suppliers, to distributors, to photographers, to graphic designer, website designers, business management…. The list is endless.  There is a very supportive atmosphere within the incubator which, as a solo producer, is very comforting!

How do you plan to grow your business in the next 12 months?
I would like to grow the wholesale, retail and online side of the business.  And maybe add a couple more products to the range!

Meirav Dulberg