Why do you think Bread & Jam has become the go-to event for challenger food & drink brands?

“Bread and Jam is a unique event that caters to a very specific group of people. What makes it special is that Tara and I, the co-founders, are food entrepreneurs ourselves, so we really understand the audience. We live and breathe this world. We know the pain points, the challenges, and where people need support,  because we’ve been there ourselves.

“That insight allows us to curate really relevant topics and content. I’ve recently launched a product into Tesco, and Tara runs a speciality food wholesaler, so we’re very much embedded in the community.

“We’re not an events company that saw an opportunity and built something from the outside. We created Bread and Jam to support a community we’re proud to be part of.”

What makes the Bread & Jam vibe different from other trade or industry events?

“Bread and Jam at its heart of it is peer to peer knowledge sharing, Q&A panels, round tables and panels. Lots of people come for the knowledge and insight that they gain.

“In the pitching zone, we get loads of buyers to come to the event for face-to face buyer sessions. For other trade shows you pay a lot for your stand and you hope that you’ll get the right buyer. Whereas the pitching zone, another can apply to pitch and the buyers come along. And the buyers choose who they want to meet and you get 10 mins with them in a speed dating scenario. Buyers love it as they know they’ll meet new brands at the forefront of the trends. Loads of listing come out of the these conversations.  We’ve had listings that have happened within a week and some within three years.

“Bread and Jam is all about content and learning, peer-to-peer knowledge sharing. We’ve got four rooms of activity: keynotes, workshops, Q&A panels, and roundtables. Many people come just for that; to gain insight and practical information.

“We also run the Pitching Zone, where buyers from over 30 buying groups come for face-to-face ‘meet the buyer’ sessions. It’s a bit like a trade show, but without the cost of a stand or the uncertainty.

“Anyone with a ticket can apply to pitch. We send all applications to the buyers, and they choose who they want to meet. If you’re selected, you get a 10-minute meeting in a speed-dating style format.

“Buyers love it because they meet innovative, on-trend brands in a short space of time. And it works, we’ve seen listings happen within a week, and others years later. That’s how the FMCG world moves.”

How would you describe the role Bread & Jam plays in the journey of an early-stage or scaling brand?

“So many older, more experienced founders I speak to say, ‘I wish Bread and Jam had been around when I started.’ It really is an incredible one-stop shop for anyone looking to launch or scale a business in the early stages.

“There’s so much intel on offer, insights that would have taken you years to figure out on your own. I think it plays a vital role in two key areas: first, providing solid industry knowledge, and second, helping you build your network.

“A big part of what we do is about creating a peer-to-peer community. Starting a business can feel really lonely, but Bread and Jam shows you you’re not alone, there are loads of people on the same journey, and you get to meet them here.

“On top of that, there are amazing opportunities like the Pitching Zone with retailers. We also run an Investor Stage where selected founders pitch to a panel of three investor judges as part of a competition, with one winner crowned each year.”

The value of the Bread and Jam Community

For the team at SHARP, we love Bread and Jam both for the market insights as well as the incredible community of people coming together to support each other.

Why do you think you get established brands wanting to come back and speak at the event?

“A lot of the people who attend are founders and business owners, but as they grow, they come back and they often bring their team. They see it as a CPD opportunity. So they’ll bring the head of marketing, the head of operations, the head of sales and they will, they’ll be able to learn from their peers. And also you’re, you’re never too, you’re never too kind of old to learn. There’s always new people and new trends coming through. So, a lot of businesses are coming back year after year.

“And…. maybe more importantly…. we also need to get out the office more, don’t we? We’re all stuck in our businesses and we need to work. What’s that NAFF expression? We need to work on our businesses, not in our businesses. Just getting out the out the office. Hearing inspirational people is so fundamental and we get so wrapped up in the day to day of our businesses.”

One of Bread & Jam’s biggest draws is the network, what kind of people will founders get access to this year?

“We have a whole host of industry experts that will help you grow and will support you in every aspect of your business. They will help to launch and scale you, you need loads of support, whether it’s packaging, lawyers, marketing, sales or website support. We have curated around 100 incredible experts who can help you grow your business. And so we have them. We have an area called the Advisor Zone, where you get 15 minutes of advice from two industry experts either focused on sales and marketing or branding. So that’s a really great opportunity to sit down, share your challenges, and get some people with some serious industry knowledge to help unpick your roadblocks.”

What we can expect to see at this year’s event?

Apart from catching up with the brilliant team at SHARP, we want to know what are the new features that attendees can expect to hear about at this year’s festival?

“We have loads of new features this year. I’m excited about the Chef’s Table, where you get 15 minutes in front of two chefs and you show them your product, and they’re going to give you feedback on the taste, the texture, how it looks, how it will work in food service, and that kind of thing. So that’s a new feature, which I’m super excited about.

“The Advisor Zone is now really focused, specifically on sales and marketing and branding. People know why they go there and what kind of questions that they’ll have.

“We have a feature called the Inde Alley where we have speed dating with owners of independent retailers and fine food stores buyers.

“The Round tables are back and the Key notes are back. It’s going to be a good one.”

Are there any keynote speakers or panels you’re especially excited about this year and why?

“I’m a huge fan of Henry Dimbleby. He’s all about kind of fixing the food chain and he’s going to be talking about Challenger Brands, and what role that they’re going to have in sorting out our broken food system. He’ll talk about obesity, climate crisis, just a few small matters like that.

“I’m also excited to hear Andrew Salter from Dirttea…. he is all about tapping into cultural kind of movements rather than trying to sell a brand. And he’s done some amazing things, he got a billion men from around the world to feel their testicles for a testicular cancer charity. He’s really changed the way that people think about mushrooms.

“Then we got a brilliant panel of supermarket incubators with Waitrose, Iceland and Co Op. And Fiona Fitzpatrick is going to be hosting that. That’s going to be a great one.

What topics are coming up again and again among founders right now and how is Bread & Jam responding to that?

“One of our new topics this year is on Mental Health One and how to survive the Knocks with Manilife, Odd Box and Jamaican Rum Vibes. That’ll be good.

“We’ve also so talks on AI and something on TikTok which is new this year.”

How can brands make the most out of Bread & Jam, any advice on getting stuck in and making it count?

“Look at what talks are on, don’t arrive without a plan.  What you need to do is download the programme beforehand, you can be overwhelmed if you haven’t prepared, look at all the talks and sessions that you are wanting to be attending. Buddy up with someone (via the Food Hub) and divide up all the talks, and take really good notes to share with your buddy.

“Make sure you talk to everyone, introduce yourself to people you are sitting next to. Show some vulnerability and meet people. Be comfortable, it’s a long day, wear something branded if you feel comfortable in it but throw yourself into it.

“And at the end of the first day there’s drinks from 5pm, make sure you stay for them, it’s a really great way to meet new people and talk through the highlights. Bread and Jam is all about sharing practical actionable advice. Verbally commit to other attendees.”

Huge thanks to Jason for the taking the time to give this interview so close to the show!

The SHARP team will be there too! Come and find us at stand 5 (near the producers shop) or see AJ on stage on the Wednesday.

Here’s the link again: https://www.breadandjamfest.com/events/bread-jam-festival-2025