Elliot Moss
Good morning and welcome to Jazz Shapers with me Elliot Moss, bringing the shapers of the business world together with the musicians as you well know, shaping jazz, soul and blues. My guest today is none other than Mr Ed Foy, Co-Founder and CEO of PRESS Health Foods, the plant based health food brand. With a background in consumer goods and hospitality, working at L’Oréal and then as Head of Global Marketing for Jack Wills, Ed met future Co-Founder, Georgie Reames – what a great name – in Los Angeles of course it would only have to be LA. Drawn to the US trend of investing in wellness and the popularity of high quality freshly pressed juice, Ed Supported Georgie to explore her idea and dream of building the same demand in Britain. Having tested the waters with a pop-up shop in London, their first store in Soho threatened to derail them with 18 hour days, no pay and not enough passing custom. Just a few issues to deal with. Fortune and success arrived when a passing Selfridges’ buyer invited them to pitch to sell their juices in the store’s famous food hall and when a solution came to the limiting 3 day shelf life of the fresh juice, PRESS could reach out more feasibly to restaurants, hotels and online. They have since sold, wait for it, drum roll, over a million bottles of their signature green cold press juice and tasty it is too, launched both a meal bundle range and the Green Club, a motivational initiative and PRESS is now available in over 1,200 retailers, that sounds like quite a lot to me. It’s great to have you here.
Ed Foy
Thank you.
Elliot Moss
You, you’re the juice man?
Ed Foy
Yeah, actually my nickname in my last relationship for all her friends was Juice.
Elliot Moss
Just Juice?
Ed Foy
Just Juice which is I think was OJ Simpson’s nickname so…
Elliot Moss
Not so good.
Ed Foy
Not great no.
Elliot Moss
No.
Ed Foy
Yeah.
Elliot Moss
No. How important is being a well person to you?
Ed Foy
For me?
Elliot Moss
For you?
Ed Foy
Yeah, um, massive I mean mentally and physically just it’s been a journey for sure and I definitely swing back and forth. The pendulum swings in both directions and course corrects need to happen every now and again. We’re in a positive course correction after a very, very tough end of last year and probably over indulging as a result of that stress that’s in the more going out but you know, a bit of abandonment to sort of like stifle the anxiety so.
Elliot Moss
And, and I want to talk a lot about the and you’re immediately honest about, about stuff going on because it’s stressful, creating these businesses. I meet lots of really successful people and they all have battle scars, some are more open about them than others but the truth is when you’re on the high wire you are on the high wire and there is a reason why it feels like that because it’s true.
Ed Foy
Yeah.
Elliot Moss
There’s actually real things going on but is it coincidence that the business that you’re in is a, is a business which makes people feel better?
Ed Foy
No I think that’s definitely, I play a lot of sport and back then sport and like exercise were the big things that were about how to keep yourself well and the world has evolved so far and when I was in the States and met Georgie, co-founder Georgie, like diet, nutrition and clean eating was, particularly in LA and on the West Coast, was becoming the new version that exercise was a given and nutrition was becoming the forefront of that phase or essentially the zeitgeist was all about food. It’s taken us a long time in the UK to sort of start moving into that.
Elliot Moss
It’s definitely happened.
Ed Foy
And then mental health has been the next layer to come on to that and the more holistic wellness like component so um, no it gives you great joy. At one point I was speaking to Ben’s Cookies about taking their concept to the States after I finished business school. I think I would have felt not as positive about taking a very, very sweet, delicious product…
Elliot Moss
Yeah.
Ed Foy
…to a country that probably doesn’t need more of those.
Elliot Moss
No.
Ed Foy
Whether it would have been lucrative or not, less exciting and feel good factor.
Elliot Moss
So someone’s reading your CV, they go, ‘oh there’s this bloke Ed Foy, he was educated at Oxford, he did biology, he went to Harvard, he did something else really clever, an MBA’ I imagine ‘and then he went into the big corporate world, L’Oréal, he worked for Jack Wills’ - Peter Williams was on the show many, many years ago and he’s incredibly successful – ‘and then he decided to go and do his own thing’. What pushed you to go from that very academic place to the traditional route into, and I said this to someone who did a similar thing, to the traditional route into the big corporate, big institution to something a bit less institutional but still big, into literally day one, nothing. What, where, where did that, how did that happen?
Ed Foy
Naïve optimism probably was the greatest and actually honestly the self-belief that an over education can actually give you in a dangerous way I think like, I think back now and wish that I’d done you know, an MBA having already failed the business because I would have got so much more out of it and learnt more from that result and probably had more to apply it to but I think it had been, I had done stuff when I was younger, little bits and pieces and I think my dad was always, whilst had been briefly an entrepreneur and sort of had burnt his fingers on it, went back to the safe harbour of McKinsey which is you know, much more stable. I think he’d always been in the background pushing, emotionally sort of giving positive reinforcement to the idea of building things is great and so I think this specific thing was not necessarily a plan like great things, they sort of happen in hindsight or retrospective fatalism and this sort of came along because I met Georgie who we co-founded the business together so.
Elliot Moss
And you’d never met before at this, I think it was a 24 hour party?
Ed Foy
Yes, I don’t know, where did you get that information from, you’ve got some… this is good research.
Elliot Moss
I, I, I have my sources.
Ed Foy
It’s Stu.
Elliot Moss
Generally Stu.
Ed Foy
Yeah.
Elliot Moss
Stu, he is called not just a producer and a writer but a researcher extraordinaire.
Ed Foy
He’s very good.
Elliot Moss
Yes.
Ed Foy
Um, yes she was in business in her other company which she still has which is an events company with an old friend of mine so.
Elliot Moss
Georgie Reames, I just want to say it again.
Ed Foy
Yeah, you like that name.
Elliot Moss
It’s just a great name, I feel like it should be an anagram, I don’t know what for, we’ll have to, we, we, if you think you’ve got an idea you can let me know.
Ed Foy
Yeah.
Elliot Moss
But no Georgia Reames is a really, is a really good name but you met and was there chemistry? Were you introduced by friends because these things are…
Ed Foy
Yeah we were.
Elliot Moss
…it’s a big deal to go into business with someone.
Ed Foy
Totally and actually at the beginning I was looking for the next thing I wanted to do um, I’d been in Nashville, Tennessee working for this hospitality group and she was looking at this business and I could see the merit in it and then I was between things and then basically we started talking about it and really actually in the first instance I just had time and was like do you want me to help think through the sort of more business model, how do you do the numbers side of this versus the is it a good idea. So we did like a tasting with lots of friends in the basement of a pub and it was very much her thing to start with and then um, ended up saying well let’s do this after selling some juices in a bathtub in Old Street Tube Station.
Elliot Moss
Beyond the bath in Old Street you then actually opened a shop and it was a monumental failure, it almost probably sent you over the edge?
Ed Foy
Yeah it’s one of the lessons that we’d sort of, I half identified and I hate for myself for it and Georgie probably had another view into or at least identified it which is we didn’t have the money to open on a, on a good site where there’s a lot of you know, thoroughfare and therefore we opened in another spot because we could afford it but actually the irony, you know the self-fulfilling prophesy bit there is that you’ll probably go bust because you just didn’t open the right site not because you weren’t good or the product wasn’t good and so yeah, the retrospective part of it is like don’t open in the wrong spot either.
Elliot Moss
I just remembered day one in, in, in this big corporate world, I admit we were doomed too, one of our biggest clients was McDonalds and said, ‘Is McDonald’s a food business or is it a property business’ and of course it was like the kid at 21 went ‘It’s a food business’, ‘Wrong’.
Ed Foy
Right.
Elliot Moss
I mean it was one of those first things I ever remember and of course if it’s there you are going to use, if it’s not, if it’s on the wrong street…
Ed Foy
Right.
Elliot Moss
…you ain’t going to see it.
Ed Foy
Totally.
Elliot Moss
But you learnt that the hard way?
Ed Foy
We, yeah and when we, when we finally finished our lease on that I remember thinking I don’t know who could make money or what concept could make money on such a small, tiny little site on such a side street. Bake Shop, which I did say I thought that’s what could make money so I don’t know whether it now makes money but that’s what went in after us.
Elliot Moss
It probably does.
Ed Foy
Yeah..
Elliot Moss
And, and why did it not break you? Why are you still here 10-11 years later. How did it turnaround from that moment of, of genuinely going, ‘this is just going to kill us’?
Ed Foy
Yeah well because we were making our, everything ourselves in a Railway Arch in Battersea too which was like its own super un-fun journey but um, Nicola Waller who was the then Head of Food for Selfridges walked past the front door which I think you mentioned in the, in the intro – again good research – and literally said, ‘tomorrow we have a meeting in the afternoon, can you get something to us for tomorrow’.
Elliot Moss
I assume she drank one as well?
Ed Foy
She’d had them and she’d walked past before and she popped in and I actually wasn’t even there, she’d asked one of the people behind the counter because the shop was really nicely fitted out.
Elliot Moss
Where were you, which, which street was it on?
Ed Foy
Is it Sherwood Street where the Devonshire is now?
Elliot Moss
Oh yeah.
Ed Foy
But it would have been a lot better now with the Devonshire fame on that street.
Elliot Moss
The Devonshire is a fabulous restaurant pub where they sell the best Guinness in London according to the, I mean I have had dinner there it was incredible, the chips are ridiculous like triple cooked and I came out 18 kilos more. Go and then you’ll need to go on a detox…
Ed Foy
Yeah.
Elliot Moss
…for about a year but it was really amazing. It’s just in the, it’s quite near, in the heart of Soho…
Ed Foy
Exactly.
Elliot Moss
…basically.
Ed Foy
So yes we were there and it was just literally a cut, it’s really a cut through for taxis and like, there’s a loading bay for Boots in front of us which again was not as sexy as it could have been. Anyway, Nicola Waller walked past, saw it and then we sort of did a Harvard MBA sort of piece of work on it using all the skills to sell things that maybe shouldn’t be sold in terms of a like 75 page presentation from scratch overnight. Got it to her and she was like you know, they were sort of like blown away just because of the volume and the detail and then that was a good starting point and then we had the product and they thought we were unique so we got a counter in Selfridges and that really put volume through, a bit like so much more volume through the business, credibility and then on the back of that we raised money from the Clark Group who’s like an angel investor essentially and that was the giving us more time to figure our stuff out.
Elliot Moss
And you mentioned that phrase which I very much like which is this sort of over education which leads you to believe that you can do stuff because you can think it and you can see the answer and you can do a 75 page 11.06. In a way though quite quickly that served you well.
Ed Foy
Yes, yes totally yeah exactly.
Elliot Moss
Because at that point without that you wouldn’t have actually got into Selfridges because you just tipped up and said, ,here’s a couple of these things you saw yesterday’, they would have said, ‘that’s nice but is it scalable, what kind of margin are we looking at?’ and all the questions…
Ed Foy
Yeah, yeah.
Elliot Moss
…you probably answered there. Have you found though that the, the practical has totally surpassed the importance of the academic in your life now?
Ed Foy
It’s the, now the academic comes back in. The journey from that like very first up to the middle, especially when we were trying to manufacture our own juice and do distribution, I mean I was vespa’ing juice boxes all over London like all the, totally, it was totally about the practicalities of it and I think today the things I know that I didn’t then of just how to get stuff done you know, like do it once, do it right, hands on fix… just fixing stuff like I can now do stuff around the house because I had to fix pipes in you know, in a juice kitchen so just all those things. It honestly makes me question so much of the education that was so highly prized and paid for by my parents like and have so little of actually life’s key skills as a result. Yes academia obviously is, is great and I feel very lucky but yeah, there’s a lot of gaps there for sure.
Elliot Moss
Find out much more about those gaps with my guest, Ed Foy today, he’s the Co-Founder of Press and they are in the business of serving up healthy food and not just healthy juices which we will also hear more about shortly. Right now though we are going to hear a taster from the Mishcon Innovation Series which can be found on all the major podcast platforms. Lydia Kellett invites business founders to share their industry insights and practical advice, practical is very important Ed as you know, for those of you thinking about getting into an industry and starting your very own thing. In this clip focussed on the wellness industry we hear from Richard Chambers, Founder and CEO of Get A Drip – the first UK high street vitamin drip and booster shot provider.
You can enjoy all our former Business Shapers, luck you, on the Jazz Shapers podcast and you can hear this very programme again if you pop the words ‘Jazz Shapers’ into your favourite podcast platform. My guest today is Ed Foy if you’ve been listening earlier, I hope you have, Co-Founder and CEO of PRESS Health Foods. I’ve missed out the CEO, Ed. The plant based health food brand. Is it nice being a CEO? Do you, do you like being the boss?
Ed Foy
Oh I definitely yeah like that.
Elliot Moss
Are you… is that natural?
Ed Foy
It is natural, I think I’m yeah.
Elliot Moss
You always thought you were the boss anyway.
Ed Foy
I think I just need the attention honestly.
Elliot Moss
Middle child?
Ed Foy
Big time.
Elliot Moss
Yeah.
Ed Foy
Mm.
Elliot Moss
And, and that attention though, never unwelcome for you? Are there moments when you go actually I don’t want to be the CEO?
Ed Foy
Err when it’s going badly um.
Elliot Moss
And where do you go when it’s going badly in your head? Where do you go for support within yourself or within you know, a community of people or family or whoever it might be?
Ed Foy
I mean definitely family like I’ve been very lucky with the family who are both like understand business enough that you can have meaningful conversations with them.
Elliot Moss
And honest ones?
Ed Foy
Oh for sure.
Elliot Moss
Can you be totally honest?
Ed Foy
Yeah. Yeah, yeah. They are very sort of, they’re, I’m very lucky.
Elliot Moss
This is parents is it?
Ed Foy
Correct.
Elliot Moss
Yeah.
Ed Foy
And brother as well, who is very successful and sister to be honest. Well kind of, I think you know and friends the same, you sort of use them for different moments, you like call one person when you want them to tell you you’re just awesome and it’s all going to be find and you call someone else…
Elliot Moss
Can you give me their number?
Ed Foy
Yeah.
Elliot Moss
Will they just tell me they don’t know me but can we just do that?
Ed Foy
Yeah.
Elliot Moss
Yeah.
Ed Foy
And then you call the other, exactly and then you call the other one when you’re like I need a bit of straight talking and a bit of call me out on my, on the stuff I you know but actually the biggest thing has been the network of founders that I had coming up at the same time.
Elliot Moss
Okay.
Ed Foy
Of which there are, David who founded Grind Coffee, Harry Jameson who’s at Pillar, just guys that we’re a similar age coming up at the same time and all facing the horror so actually they’re the people that you really call when you just need to…
Elliot Moss
Really?
Ed Foy
Yeah honestly, it’s and what is it, entrepreneurs anonymous is what we wanted to, to create because we just thought because it is so unique and if you’re not, if you haven’t done the journey you’re not on the journey, people can just empathise and say, ‘hey that sounds awful’ but actually these guys will talk about the solutions or at least the detail and they’ll understand. So that’s like been huge to me.
Elliot Moss
When, when you get a breakthrough and there’s a kind of, it’s no longer just going to be in date for three days but it’s one month. What happens? What does Ed Foy do when there is genuinely a celebration to be had?
Ed Foy
Family first probably.
Elliot Moss
You won’t believe it.
Ed Foy
Yeah that will just be because my brother…
Elliot Moss
I suppose they know you’ve been on it, working at it.
Ed Foy
Correct and then my brother always has this thing where he’s like, ‘Is it going to change the whole business Ed’ because at the beginning every time we hired someone new or we had something happen like we changed the bottle shape, I was like I think this is the moment where it all changes and that obviously is just not the way most of the time.
Elliot Moss
But you are obviously an eternal optimist, that, that must be just the way you’re built?
Ed Foy
Yes but I think with a background of like constant, constant worry you know. It’s hard to wor… it’s hard to be optimistic beyond real truths that you know, otherwise you sort of like, and there I think there are founders who, who do that and have done it successfully and um but yeah, there’s definitely optimistic. I don’t really know what, where that comes from other than survival because you’re sort of in it where else, you’ve got to paddle towards the shore, you can’t sort of turnaround.
Elliot Moss
But the worry thing, obviously you need to worry things to the ground. How do you balance it, how do you keep away from the big, big long term worries and focus on the today?
Ed Foy
Um.
Elliot Moss
How do you do it?
Ed Foy
For me the getting up early thing has been a revelation actually. I used to sort of try and get enough sleep because you work late and then I try and sleep and then you sort of roll straight from bed back into the fray and actually what I’ve now done is got up much, much earlier so that I have this space between getting up and having to go into, into battle and that…
Elliot Moss
That 5.00am.
Ed Foy
5.00am yeah exactly. Which is, which I think lots of people get up at 5.00am, it feels, feels like everyone does or lots of people do in lots professions in lots of lifestyles so that has been huge. 5.00am, it’s like four hours’ time that I can just do and most of it ends up being work stuff, a bit of gym, a bit of meditation. I cook myself breakfast which is like honestly has been a revelation, just cooking eggs on toast every day is just such a self-love moment, it’s so weird but it’s, like makes a lot of difference or has done for me.
Elliot Moss
You discovered apparently a bat?
Ed Foy
Oh my God that is deep research.
Elliot Moss
Is that right?
Ed Foy
That is true.
Elliot Moss
A new, a new type of bat?
Ed Foy
Yeah in Indonesia.
Elliot Moss
How?
Ed Foy
I was on a trip, a wildlife conservation trip and we were mist netting in the dark and you use this scanner to, you can hear the bats through the echo location the bats using this scanner and then you sort of throw up this bit mist net which doesn’t hurt them and anyway while we were there we found a new bat. Slightly chubbier Pipistrelle or whatever it was which is a Ricky Gervais line.
Elliot Moss
Have you um, has that fascination, obviously you studied biology which I think I mentioned, has that been there forever, that interest in stuff in the world around you and does that give you solace when you’re there facing a really difficult business problem? Or does it, is it there like it’s an indulgence at the weekend rather than you can go to somewhere in the middle of a problem?
Ed Foy
No I mean, I definitely the science of it, the human biology side of it and the way… and then us integrative like style of living with the world, all of those things. I mean wildlife is just like a passion from a boy, I just love talking about it and watching it on whatever channel but in terms of the human biology and the wellness side of this, it’s like weirdly my family just like have always directionally been there. My brother is a medicine guy, invested in medicines and in a kind of passionate about the science way. He is much more of a nerd than me and I’m medium nerd but he’s full nerd and, he’s the best but um but yeah but like weirdly just, just like…
Elliot Moss
Is it weird though, if you think about it why you, is there anyone else, is there anyone else who’s…
Ed Foy
No neither parents particularly.
Elliot Moss
Okay.
Ed Foy
So dad was languages and mum, mum was in advertising but just somehow some moment must have aggregated us all, maybe it was a holiday or something I don’t know.
Elliot Moss
Mm.
Ed Foy
Yeah.
Elliot Moss
Strange.
Ed Foy
Strange indeed.
Elliot Moss
Strange indeed but actually that, that interest in, in the natural world it isn’t coincidence that you like to make natural things and the extension beyond the juice is into not going to call them ‘ready to eat’ things but they are now you know, oats, soups, meals. How long has that been going for? Is it relatively recent?
Ed Foy
One, yeah a year.
Elliot Moss
And so far so good?
Ed Foy
So, really good. It’s been so enlivening for the business for our relationship with customers as in our Ecom customers so the ones that you know, we really have a one-to-one relationship with albeit digitally just that we can take you know, we have, it’s a much deeper more emotive part of life is food.
Elliot Moss
Yeah.
Ed Foy
And mealtime and the relationship people have with food. Juice is great but it is sort of an add-on to your life on a day-to-day basis and a healthy one and that’s great but actually it is awesome to be able to, to make someone’s life easy say four days a week where we just you know, take you from breakfast to bed with all your food, your snacks, your lunch, the whole thing and it’s all clean label and so that’s been, it just has deepened honestly just I think everyone inside the business is excitement about what we do just because it’s more emotive somehow food.
Elliot Moss
And what, having more stuff does that inevitably make your life more complex?
Ed Foy
It does but we have worked, we are using some technologies for like the manufacturing on the food side of things which has meant that we have a really, we found a way to make it as least impactful in terms of operational complication as it could be with like a longer shelf life at nothing added, natural, tastes incredible which no one in the UK is using so that’s been a cool, that’s a discovery. That was a breakthrough…
Elliot Moss
Yeah.
Ed Foy
…moment for sure.
Elliot Moss
And just very briefly, obviously I read something or I watched you talking about you know, if I could go back and tell my younger self, I think it was your own produced you know, conversation you were in with your Grind Founder, David.
Ed Foy
Yeah.
Elliot Moss
If I could go back and tell my younger self something that they ought to do is chose a category you have some experience of or that you know.
Ed Foy
Yeah.
Elliot Moss
Here you are now 10 years later. You understand how to make food. What, what’s that journey been like? Has it been relatively straight forward now that you look back or would that be a lie?
Ed Foy
I think the juice part was the worst part because we, no-one really in the UK was making cold press juice at the time so we had to bring… I brought machines from Buffalo. New York, went up State to Niagara Falls, bought these big machines, had them shipped over. Then built a kitchen which I’d never done before you know, why would we have done that. Yeah so it’s got better and better as we have learnt but also you know, we did everything ourselves at the beginning and today we work with a lot of manufacturing partners who are just experts at that bit and that’s, that’s when you realise that you should be good at the bit you’re good at which for us is product development, brand and sales which is what most, the most people have that journey.
Elliot Moss
But if we needed any plumbing and you wanted your pipes fixed, Ed Foy is your man. Final chat with him coming up, he also makes juices and nice healthy food too. He’s coming up shortly and we’ve got some music from The Sons of Kemet, that’s in just a moment.
Ed Foy is my Business Shaper, where does it go from here? What’s happening in Ed Foy’s world? What sort of trends are you spotting that you want to develop and jump on?
Ed Foy
Um it feels like it’s now happening where the world is really turned on to the idea of functional health and food and natural as being the right way to invest in your body and your wellness like right at the sort of baseline. I think you go sleep and then its nutrition and…
Elliot Moss
And are your numbers showing that? If I took a graph of the last 12, 24 months…
Ed Foy
Yeah.
Elliot Moss
…is it going from the bottom left to the top right?
Ed Foy
It is.
Elliot Moss
It’s moving?
Ed Foy
Yeah which is good for lots of reasons but also we currently have some really cool conversations with, we’ve never had a supermarket listing so we’ve had to be scrappy and build out this huge portfolio of companies which has been cool because it’s de-risked one of them take you on and…
Elliot Moss
Yeah one goes and a big deal.
Ed Foy
…exactly but we are now in conversation with three big ones kind of all at once which is really cool and the products we’re talking about are right at the leading edge in terms of functional health ingredients, I mean for all of it, protein, mushrooms, probiotics.
Elliot Moss
Yeah.
Ed Foy
All of that stuff is, is now becoming mainstream. I think Marks, M&S has just done their huge, huge piece of like PR around this new range of products which is epic to see because it’s been a long time trying to make the world…
Elliot Moss
Yeah.
Ed Foy
…to engage.
Elliot Moss
When you’re having those conversations are you doing it or do you have senior sales people that go and do that or is it still Ed?
Ed Foy
No it’s still, so it’s the outreach process and the bit comes from our commercial director but I, yeah there is still a thing I think of founder power but I don’t know for what reason but it is, you should be there. First of all you should be there and second of all it has actually got an outcome that is better because…
Elliot Moss
Do, do you look at those sorts of processes and go, what’s all the bureaucracy about, what’s the fuss, can I just go and talk to them? Is there a bit of that or do you, do you appreciate the, the sophistication and the convention of that thing?
Ed Foy
I think I have been frustrated for sure, although frustration is a light term for it, I am sure there have been expletives like rendered constantly across the…
Elliot Moss
The eyes were quite sharp just then you should know.
Ed Foy
Yeah. So we felt like we’ve been owed a turn at least in one of them and what would happen is, again it’s not by, by anything vindictive it’s just the way but buyers are there and sometimes you’re right at the end of that conversation that’s taken six months to get and then the buyer moves to another category or leaves and suddenly it really does go back to zero often. There is the other side of it which is I’ve been told by wiser people than me who have been in the industry which is they’ll call you which I kind of think is probably also true to some extent um, so that’s been a cool moment to get to where I suppose we’ve hit critical mass. We’re sort of, because there’s the sort of the very early bit where you’re really small and they want to give you a little shot in there, one of their interesting founder programmes. We’ve kind of been in the middle bit for quite a long time which is you’re in a lot of places but you haven’t proved yourself in another supermarket so they won’t take the risk of putting you in theirs.
Elliot Moss
Catch 22.
Ed Foy
A little bit so but…
Elliot Moss
But if there’s one trend now if you could mention it without revealing anything too, too big. What is it? Beyond the things you are doing, is there a specific ingredient that we are going to be seeing soon on the high street?
Ed Foy
I mean probiotic, probiotics and gut health right is just going across everything. It’s going to be the case where you can’t move for any product, there will be probiotic crisps coming, the whole you know, everyone will be going into this and some things will work and…
Elliot Moss
Should we make this programme probiotic and if we were to do that, how would we do that? I need some answers.
Ed Foy
Okay, fair.
Elliot Moss
I want to be on trend.
Ed Foy
You want to be probiotic that’s an interesting…
Elliot Moss
So probiotic mass.
Ed Foy
Start with the logo.
Elliot Moss
Yeah.
Ed Foy
Head start there.
Elliot Moss
So we change the chameleon to something edible.
Ed Foy
Or just an intestine outline.
Elliot Moss
Oh maybe, that’s good I like that.
Ed Foy
Yeah.
Elliot Moss
We should do that.
Ed Foy
Yeah.
Elliot Moss
So probiotic are going to be massive.
Ed Foy
Yeah and continuing and mushrooms is then following behind that which is this idea of… and that is cool because as much as you can sort of say the mushroom thing, the non psychedelic side of mushrooms which is also its own medical area that’s super exciting but the, it’s more going back to the idea that natural ingredients really can have meaningful effects on the way we feel and are and our bodies operate, they are adaptogenic and that’s one of the categories but that is basically what medicine started from and so we’re moving that back into putting that in mainstream foods albeit that you can’t claim the outcomes so.
Elliot Moss
Keep healthy, both mentally and physically, keep doing the 5.00am thing, it sounds like it’s working really well.
Ed Foy
Thank you.
Elliot Moss
Thank you for being honest and so open and sharing, it is not a straight line, it is not all whoop whoop and you know fireworks, it’s real, it’s real and it’s hard but you are here Ed, you’re here to tell the story and I hope it continues to grow because it, it’s good stuff.
Ed Foy
Thank you.
Elliot Moss
Just before I let you disappear, what’s your song choice and why have you chosen?
Ed Foy
Oscar Peterson, My One And Only Love, I’ve chosen it because I was talking to my dad who was a pianist in his younger years and still plays piano and we were talking about what would be a great song, I listen to jazz but not with an eclectic huge inventory of knowledge so he brought him up and we listened to a whole bunch of music and, and this was the song that I thought was awesome.
Elliot Moss
Oscar Peterson with My One And Only Love, the song choice of my Business Shaper today, Ed Foy. Building things is great he said, I think at the heart he is an entrepreneur and he loves doing it even though it has been a tough journey. Entrepreneurs anonymous, the next thing he needs to set up, that sense of actually in reality entrepreneurs talk to each other, give each other support because it’s hard and there’s no denying that and they are very honest about it. And finally, when you think about where you can spend your time and what you should be focussed on, he said be good at the bits you’re good at. In other words, try to find other people to help you with the bits that you are not good at. All great stuff. That’s it from me and Jazz Shapers, have a great weekend.
We hope you enjoyed that edition of Jazz Shapers. You’ll find hundreds more guests available for you to listen to in our archive, to find out more just search Jazz Shapers in iTunes or your favourite podcast platform or head over to mishcon.com/jazzshapers.