Joe & Seph's gourmet popcorn seduces consumers' taste buds

The Olive Grows helps fast-track an exciting new gourmet brand to the snack sector

November 2010

In  the Summer of 2010, Joseph Sopher walked in to The Olive Grows' kitchens and explained his ambitions to bring to the UK a new snack obsession that would be a million miles away from the cheap and cheerful popcorn we mostly associate with the cinemas.

One thing was clear to the team at The Olive Grows. Here was a businessman with not only a great food idea, but the business acument and determination to realise his dream.  Three months later "out popped" Joe & Sephs, with a launch of six fabulous gourmet popcorn flavours at Masterchef Live that exceeded everyone's expectations...

Popcorn, not just a snack, but entertainment for the pallate...

With an excitable confidence usually seen only in young children, Jospeh Sopher has become the Willy Wonka of  popcorn; there is no flavour combination he will not attempt and no sales opporttunity he fears to approach.

At the time of writing the business is less than a year old, has concessions and sales in Brent Cross and Selfridges,  is supplying a leading French supermarket chain, negotiating its first overseas retail franchise and developing a further 6 flavours.

What has The Olive Grows done to help?

"The team introduced us to our branding design team, Designers Anonymous who bought our product and brand to life.  They also gave us great ideas, tips and advice about exhibiting at Masterchef Live and taking on our first concession at Brent Cross Shopping Centre in London." Joseph Sofer, Co-founder

The Joe and Sephs team includes wife Jackie, who is in charge at the Brent Cross concession and oversees regular production at The Olive Grows kitchens.

Between them they have a winning formula for any new business:

• believe in yourself and your products
• research your market well and know where the gaps lie in the market
• create a substantial and meaningful point of difference
• understand your brand positioning: gourmet popcorn - this is not just about food, this is about entertainment and indulgence

Of course, the integrity of these products runs deep.  Joe & Seph's uses all natural ingredients to produce handmade gourmet popcorn that is made right here in England unlike many of the other products on the market, which are imported from America.

The future looks buttery and sweet, with a few taste surprises thrown in!

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