Brand Growth Heroes28 Touko 2025

Freja Bone Broth: The Right Investors + The Right Team + The Golden Ratio

Because your business is only as strong as your team - it really shouldn’t be this hard — but it is...So let’s make it a little easier!

Over the past few years, I’ve become increasingly frustrated at just how HARD it is for founders to find the right people for their business.

There are fewer applicants than there used to be for roles in sales and marketing in CPG businesses
It's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.
And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.

It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they’ve learned when it all goes wrong.

So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Freja Bone Broth, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.

And as a result....BGH SHORTS: The People Series was born!

Short 5 min episodes.
Golden nuggets.
Actionable insights

Every 2 weeks, we’ll drop a new 5-minute clip - so don't forget to HIT FOLLOW!

If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team - here!

Connect with Billy Maddock on LinkedIn

Connect with Immy Southwell on LinkedIn

Connect with Paul Jones on LinkedIn

Follow MKJ Ignite on Instagram

Connect with MKJ Ignite on LinkedIn

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Grubby D2C Plant-Based Meals | From Almost Failing to Scaling Profitably

Grubby - the award-winning plant-based meal kits and ready meals delivered to your door - went from a £23M valuation and rapid growth TO around 140 VC rejections, losses of more than £1m in a year a...

29 Syys 51min

Denzel’s | Brand & Emotion is Build a £213M Opportunity in the Pet Category

Most pet brands sell function. Denzel’s Dog Treats built its challenger brand around something very different: Happiness!! In this conversation, I speak with founders James and Nathan about how they s...

15 Syys 44min

Aduna Superfoods: Building The Supplements Category 3.0

Many of you founders working with niche ingredients out there might have struggled with this question: How do you build a new category when consumers don’t yet understand the ingredient, retailers don...

2 Syys 41min

How Merchant Gourmet Doubled Sales from £15M to £30M in just 4 years

In this episode, Fiona Fitz chats with Richard Peake, Managing Director of Merchant Gourmet and one of the rare non-founder guests to grace our show. When Richard entered the role, Merchant Gourmet wa...

18 Elo 48min

How To Raise Investment For Your Consumer Brand Without Losing Control! Phil Hails-Smith, Joelson (Part 2)

How should founders value an early-stage consumer brand, negotiate with investors and raise capital without giving away more of the company than they intended? In this second part of my conversation w...

5 Elo 32min

Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, Joelson

How should co-founders divide equity - and what happens to those shares if one person leaves?In Part 1 of my conversation with Phil Hails-Smith, Managing Partner at Joelson, we unpack the ownership d...

21 Heinä 29min

Here We Flo | Building a £10M Period Care Challenger Brand

Tampons in an Ice Cream TubIn this episode of Brand Growth Heroes, I’m joined by Tara Chandra and Susan Allen, co-founders of Here We Flo, the organic, sustainable period care brand turning one of the...

7 Heinä 39min

Why TrueStart Coffee Chooses Profitable Growth Over Scale | Founder Helena Hills

We don't often hear about Challenger brands that are PROFITABLE...So let's do it! *** Find out more about the NEW Brand Growth Heroes September Sprint 4 week programme just launched June 2026 - applic...

23 Kesä 37min