We talk to Hunter & Gather’s Forbes 30 Under 30 co-founders, Amy Moring and Jeff Webster, about why they launched the brand, the challenges they have faced along the way, and their advice for others looking to start their own food business…

Introduce Hunter & Gather

Optimal Health trailblazer, Hunter & Gather (named ‘Best of British’ at Ocado’s Rising Stars Awards 2021) is fast changing the way people think about what it means to eat and live well. The real food and supplements brand, whose products are always free from refined sugar, grains, seed oils and poor quality fats, is making waves in the optimal health space and has attracted a growing ‘tribe’ of fans in the process.

What’s the story behind the business? What fuelled your passion for optimal health?

AM: I was diagnosed with Coeliac at 18 months old so I’ve always understood the link between gut and brain health; if you have issues with your gut, it can impact everything. Back then, there wasn’t even a gluten-free aisle or bold allergen labelling, it wasn’t ‘the norm’ so I learnt to challenge and question from an early age.

JW: I suffered as a teenager with eczema, asthma, and acne; something wasn’t quite right, and after a running injury in 2012 I embarked on a low carb lifestyle which marked a turning point for my health and happiness – immediately I felt better, which fostered an innate passion and pursuit for optimal health.

You left your corporate careers to start Hunter & Gather, at what point did you decide to take the plunge?

AM: We had both always fostered entrepreneurial urges; it was just a case of ‘when’ and ‘how’…Back in 2016, I was working for cutting-edge pet food distributor, ‘Lily’s Kitchen’, a brand on a mission to champion ‘proper food’ for pets, where I learnt what it takes for an innovative start-up to succeed. I was extremely supported in this role, so much so I was able to work part-time for two years whilst we started Hunter & Gather.

JW: I was four years into a quantity surveying career, feeling disillusioned, when I realised the passion I had been developing for health & wellness was where I wanted to make an impact. At first, I didn’t know if this would be to retrain as a Doctor, Nutritional Therapist, or Health Coach. Then I became interested in how you could use business and as a force for good. The final push was seeing Amy thrive in an entrepreneurial FMCG start-up, and that was the lightbulb moment… Amy knew about the food industry and routes to market. I understood supply chains. Launching our own food business made sense.

Launching the UK’s first 100% Avocado Oil Mayonnaise is a pretty cool accolade, why people should have this in their fridge?

AM: Mayonnaise by its very nature supports a healthy lifestyle (people eat it with salads and meats) but all too often shop-bought mayonnaise contains inflammatory seed oils or sunflower oil blends – poor fats with negative health impacts – plus powdered egg, chemical preservatives and added sugar. Our Avocado Oil Mayonnaise is different as it contains just four real food ingredients – heart-healthy Avocado Oil, British Free range egg yolk, Apple Cider Vinegar, and a touch of Pink Himalayan Salt, so you can enjoy mayonnaise in a healthy way.

JW: Not only is Avocado Oil delicious, but it’s naturally high in monounsaturated heart-healthy fats, it’s non-inflammatory, and is packed with antioxidants. There is compelling growing evidence to suggest that the ultra-processed seed oils found in other shop-bought mayos (think rapeseed, sunflower, soybean, and vegetable oils) are inflammatory, detrimental to our health, and linked to chronic disease. People have remarkable positive health outcomes when removing these oils and replacing them with fruit oils such as avocado, olive and coconut oil, and even traditional animal fats such as tallow, butter, and ghee.

What challenges did you face on your journey into supermarkets and how has the experience been for you so far?

AM: Retailers sometimes see price as an issue, but we make real food, and question why other brands are so cheap! Educating buyers and showcasing that there are customers who want better options and better ingredients is key. Pip & Nut have done this from a nut butter perspective, Lily’s Kitchen have done it for pet food. Now we’re doing it for condiments.

JW: When people start feeling better, the world is a better place to be. It’s not about winning at all costs. When we first set up, people asked. ‘How can we sell a jar of mayonnaise for £6?’ Now, our family jar of Avocado Mayo sells for almost £15 at Ocado. It’s not because we earn lots of profits from it, it’s because of the costs and the integrity of the ingredients.

What advice would you give to someone looking to set up a business in the food industry?

AM: Choose something you’re passionate about, as you’ll need that drive and passion to push the business forwards. Running your own business is challenging, so you need to believe 100% in what you’re doing. If you don’t, how will customers or buyers believe too?

JW: Don’t let perfectionism get in the way of progress! Things do go wrong, so learn to fail fast, and try not to consume too much advice on social media as this can lead to procrastination.

What’s next for Hunter & Gather?

AM: We have lots of NPD on the cards, so we’ll be challenging new food & supplement categories so we can continue to bring out healthy options for customers. We’ll also be growing our UK retail presence by supporting Independents & health stores and by increasing our grocery presence, so we are even more accessible for customers.

JW: And we’ll be continuing to give customers the ‘tools to thrive’ with the very best food and supplements possible, with our promise to always be free from refined sugar, grains and inflammatory seed oils.

Visit the Hunter & Gather website here…