{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/61efc450dc4aa800136f9bc1/632dd885c59c7200121ed7b5?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Growing Lily’s Kitchen into a global pet food brand","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/61efc450dc4aa800136f9bc1/1652349028028-afb34cf9ae27d36a7e01c74a642abf67.jpeg?height=200","description":"<p>Lily’s Kitchen went from a small operation to feed just one dog, to a hugely successful enterprise, so popular it was bought by Nestle Purina.</p><p>The company is run by CEO Nick Magalini who has over twenty years in the pet food industry.</p><p>Nick tells us about how they&nbsp;maintain&nbsp;a 'cooked in the kitchen' small business culture, while growing into an international brand, and what it means to be the first UK pet food company with B Corp status.</p><p>They have gone from strength to strength, most recently seeing sales in UK grocery growing by more than 27% during the pandemic pet-boom.</p><p><em>Henrietta Morrison is the founder of Lily's, who started the business for her pet dog Lily. The idea was to produce food filled with honest, natural ingredients - unlike many products she found in the shops.</em></p><p><br></p><p><strong>In this episode:</strong></p><ul><li>The story behind Lily’s Kitchen</li><li>How do you contain the ‘cooked in the kitchen’ small business style when growing it?</li><li>The cult following and maintaining loyalty from customers against competition</li><li>Being the first pet food company with B Corp status</li><li>How Lily’s Kitchen conducts business and sustainability</li><li>Do customers care about a B Corp status during a cost-of-living crisis?</li><li>How they formulate new ‘smell good’ recipes</li><li>Who is the Lily’s Kitchen customer – pet or human?</li><li>Exciting new vegan, plant-based, and innovative products</li></ul><p><br></p><p>To keep up to date with all the latest business news visit <a href=\"standard.co.uk/business \" rel=\"noopener noreferrer\" target=\"_blank\">standard.co.uk/business </a></p><p><br></p><p>Find us on Twitter #HowToBeACEO</p>","author_name":"Evening Standard"}