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Packed - The Food Entrepreneur's Guide: How to Get Noticed and How to be Loved Paperback – 8 Apr 2013


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Product details

  • Paperback: 114 pages
  • Publisher: Stamford Brook Press (8 April 2013)
  • Language: English
  • ISBN-10: 0957602804
  • ISBN-13: 978-0957602809
  • Product Dimensions: 12.7 x 0.7 x 20.3 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (63 customer reviews)
  • Amazon Bestsellers Rank: 69,299 in Books (See Top 100 in Books)

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Product Description

About the Author

Tessa Stuart has worked with innocent drinks and many other young dynamic UK food companies to get them noticed and loved on shelf, bought and bought again. She genuinely likes wrapping up in her duvet coat and hanging out in the supermarket chilled aisle talking to shoppers about packaging and brands and choices. Find out more about Tessa and her food clients at http://www.packedbranding.co.uk/

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Customer Reviews

4.8 out of 5 stars
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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Silvana de Soissons on 18 April 2013
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If you are looking to launch your own artisan food and drink brand, then this book is a very useful guide. It is just over 100 pages in length and is delivered in a clear, succinct and concise bullet point style, conveying the how, what, why, where and who of the world of food retailing. From packaging to marketing, investing, selling and growing, this is a no nonsense business guide. The business advice given by entrepreneurs from within the industry is helpful and the insider tips on how to get your brand listed by important retailers is noteworthy.
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Packed is a great read: a pithy, no-nonsense, and jargon-free introduction to launching a food product in today’s crowded marketplace. Tessa writes with a clear sense of strategy, organising her material around a series of key themes: product, retail outlet, brand identity, and packaging, along with shorter sections on shelf life and market research. The book breaks what can seem difficult or abstract questions down (such as deciding which outlets to aim for, or articulating your brand’s ‘message’) into practical bullet points, with a focus on realistic targets and achievable goals. What sets Packed apart from other similar publications, however, is Tessa’s personal approach to the subject. She draws on, and quotes from, first-hand knowledge and experience in the food retail world, and in doing so, helps to make her guidance even more targeted and relevant, relating everything she writes to current food trends and the British brands and products that have enjoyed recent successes in the supermarkets and independent food stores. Packed doesn’t cover the administrative or regulatory aspects of setting up a food business, but this isn’t a weakness: this is a book about understanding what makes outlets stock a product and drives their customers to buy it. I finished reading Packed in a couple of hours, but it's a book I will return to again and again as I work towards launching my own food startup.
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1 of 1 people found the following review helpful By Kate JP on 8 May 2013
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What a great book, I have my own food business and Tessa's book goes straight to the heart of the of the subject. A brilliant step by step guide to the things you need to consider when breaking into the food business and particularly the supermarkets. It is a tough game out there and if only Tessa had written this two years ago I could have prevent myself from making some of the mistakes I made.
An easy read, great to dip into, it will remain on my desk for many weeks when I need advice or inspiration.
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1 of 1 people found the following review helpful By Sandra Bullen on 16 April 2013
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Great, easy read. You don't have to trawl through loads of waffle to get the nub of the argument, it's just straight to the point, which is what busy entrepreneurs need. As a marketer I am always looking for great ideas in one category and using it in another. So, if you're involved in developing any off-the-shelf product(s) you need to read this book.
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1 of 1 people found the following review helpful By Kate Bush fan on 16 April 2013
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This is a brilliant book! It's a step by step guide on how to launch a food business. An indispensable guide for anyone who is thinking about doing this or who has an existing business and needs some new ideas to freshen up their brand. A very generous and well thought out book encapsulating years of research and know-how.
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1 of 1 people found the following review helpful By J. M. Pigdon on 16 April 2013
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Fantastic! Definitely a must read for food and drink companies and budding entrepreneurs! If you would like to have your food and drink products flying off the supermarket shelves then I highly recommend buying `Packed - The Food Entrepreneur's Guide: How to get noticed and how to be loved'. Tessa Stuart's vast industry experience and insider secrets are revealed inside. Not only that, it's written in an easy to digest and entertaining way which makes this book simply a delight to read.
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1 of 1 people found the following review helpful By Stuart Rock on 15 April 2013
Format: Paperback
This is great: a book about entrepreneurship and how to grow a business, but within a tightly defined market sector. There are thousands of food and drink entrepreneurs who want to "do an Innocent"; Tessa's book provides the recipes - it's just down to the reader to do the cooking. Tessa writes with flair and colour and, most of all, a genuine joy and interest in the subject.
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1 of 1 people found the following review helpful By Bernadette Jiwa on 15 April 2013
Format: Paperback
Finally a book on branding and packaging with proven techniques from food entrepreneurs who have made them work. Tessa has drawn on her years of experience to give challenger brands the facts without the fluff.
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