Q&A: Bridging the Gap for Honest, Natural Foods

This week we talk to Kate and David Worth, the entrepreneurs behind health food brand Worth Foods. Kate and David are no strangers to the grocery market and entrepreneurship as they built the Go Natural brand prior to this company before reselling it. Now they want to take natural foods to the next level with Worth Foods.

ISB: What led to the formation of Worth Foods?

KW: After building and successfully selling the Go Natural brand, I had time to help transition the company to the new owners while maintaining my passion for the food industry, creating products and finding ways to bring them to consumers . Some conversations with great suppliers and access to information about food and other consumer trends, as well as innovations in manufacturing techniques, led us to found Worth Foods. We realized that there was a gap in the market for honest, premium foods with quality ingredients, and that is our brand’s positioning. The key ingredient we focused on when launching it is delicious Australian macadamias.

IS B: Given your many years of experience in the health food space, what makes your journey with Worth Foods unique?

K&DW: Our observation over the years is that so many brands are forced to compromise their values ​​after going to market with enthusiasm, good ideas and/or a vision of how they want their brand to be. The Better for You food space has seen many of these moves and remains a major risk for the uninitiated. Worth Foods’ brand position is that of a premium food product with a particularly “clean” ingredient list, rather than claiming that it is explicitly “natural” or “healthy” food.

IS B: How do you ensure your products stand out in such a competitive market?

K&DW: Firstly, we know what our products should look like, who will consume them, where they will be sold and who our competitors are. Our approach was to be aware of these factors when developing the products and designing the packaging. If we can’t stand out, we won’t bring the products to life even if we’re personally excited about them. Second, we tested our ideas by showing retailers and seeking answers, mainly to the specific questions or whether our products will actually stand out. To be honest, we found that we changed our approach after receiving feedback that contradicted the original idea.

ISB: What has been a highlight for your company so far that you are proud of?

K&DW: We understand and expect that we will not have ‘wins’ all the time, but in the short time we have been in the market the response and support for Worth from retail partners in Australia and the international markets has been overwhelming for the most part positively and most importantly, consumers have purchased Worth products. A real success is the nationwide distribution of seven snack lines, including four macadamia bars and three oat slices, in the first six months of operation.

ISB: What does Worth Foods have in store for the next few years?

K&DW: We have exciting NPD plans that will allow us to expand the Worth brand into different categories and places to eat.

ISB: What is the most important lesson you learned on this business trip that those who want to start their own business should take to heart?

K&DW: As difficult as it may seem, people should start with a business plan that gives them a clear idea of ​​what they want to market and how the numbers will develop. They need to understand their cost of goods and what they are getting net after the cost of doing business. If this doesn’t look right, revise the plan. Also, make sure they have good people around them who complement the founder’s skills and contribute to the success of the business. These include consultants and financiers or bankers.