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

4.8 out of 5 stars 96 customer reviews

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  • Packed - The Food Entrepreneur's Guide: How to Get Noticed and How to be Loved
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  • Flying Off The Shelves: The Food Entrepreneur's Guide To Selling
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  • A Book About Innocent: Our Story and Some Things We've Learned
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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 (96 customer reviews)
  • Amazon Bestsellers Rank: 164,842 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, her food clients and her affordable consulting by the hour at www.tessastuart.co.uk


Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
This is a solid guide to stop you making any number of silly little errors with your products and packaging - worth reading and putting the ideas and tips into practice. Also worth reading Stuart's second book, Flying off the Shelves, to gain further insights into how little tweaks can make a big difference to how your product does. I spent 15 years in food business and met with over 500 food based entrepreneurs - most of them could have done with these two books!
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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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As I was browsing amazon, somehow this book came to my attention. I was further intrigued by the almost straight 5 stars it was given by one and all. I was thinking WOW "this book must be packed with some great advice and information". So whilst I'd not heard of the book or the author in any book reviews or it had not been recommended directly to me in some way, I decided to go ahead and click the buy tab.
Well what a disappointment - It is a very small book that is sparsely written - but that's ok - I like the main points and no filler material. What I take umbrage with is the fact that 99% of the material didn't have to be written by some marketing guru but could have been written by my local shopkeeper or even me for that matter since 99% of all the content of this book is just pure BASIC COMMON SENSE.
Why on earth the other reviewers liked and found this book so informative, I have no idea. For me, there's is nothing in here that makes me think "oh glad to know that, I didn't know that." It is all basic and I do mean basic common sense.

PS. With hindsight, all the 5 stars are fictitious 5 stars probably from friends and family and acquaintances I'm guessing. Returned the book today !
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A great read and some really useful information from Tessa who is well experienced in the food industry and also working with smaller brands. Give her other book 'Flying off the shelves' (which i have also read and reviewed) a read too as this is also fantastic. Both of Tessa's books are hugely useful to any foodie, food entrepreneur or small business as well as anyone interested in this area in general.
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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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Format: Paperback
I met Tessa, at a food event in London, when she was talking about her work and giving lots of great and free advice to startups. Her presentation was packed with great material, and not that wishy washy stuff that the books shops are full of, this stuff was GOLD.

She has been there and done that, worked with top top brands and helped to take them to the next level, Innocent Smoothies, Moma, G'nosh, Gu pudding and a whole load more.
So when i found out she has her own book, i jumped at the chance to buy it!!!

The great thing about the book is it is concise, informative and pulls no punches. There are loads of thought provoking tips in there that really work. Eg the tasting sessions pg 88, the day after reading this i called a cool south London cafe which i was dreaming of having my stuff in, and approached them, they loved my product and sent an email to me the next day wanting to make an order and asking about prices. Of course i was over the moon about this, but then had to think about pricing, do i go low to get my first customer? do i go high and make more margin? aahhhh!!!!!!
so i open Tessa's book -> table of contents -> pg 23, 37 and 39 read -> clarity -> email sent -> order received cue crazy jumping around the room!!!
Cant wait to try the rest of the ideas in there soon, im sure i'll have success with this fine little piece of literature on my side.

The book is not filled with fluff as these things often are, she gets straight to the point, with nice little tips from entrepreneurs she has worked with who have had success. It doesn't give you all the answers, but what it does is, it makes you ask the right questions to allow you consider issues from the correct perspective and thus a higher chance of success.
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If 37 Signals or the Beermat Entrepreneur were to write a book about how to launch a food brand, Packed is the sort of book I'd expect them to create.

Packed is a quick read, not because of a shortage of content but because all its points - and there are a lot - are presented in such a clear, down to earth way that the reader can whizz through the book. Tessa Stuart manages to take topics that others obfuscate about (branding, packaging design, commercial prioritisation) and distil them to their essence in such a way that, whilst reading, I found myself nodding in agreement with every point. In fact, she manages to make almost every suggestion seem like common sense (believe me, they aren't common sense - it is the trick of the writer to take smart ideas and present them so unambiguously and clearly that makes them seem so!).

Packed isn't a step-by-step manual for launching a food business (there's no "how to write your first business plan" here, for example) so don't buy it if you expect a microscopic guide with all the answers. What it DOES offer is two supremely valuable types of information that will give you a lot of food for thought (*boom boom*):

1) A broad-brush introduction to the big ideas which can be critical to the success of the new food business - things like ensuring the product is great, getting priorities right when developing the product or maintaining good relations with suppliers or vendors and many more. These are the sorts of big picture concept that the aspiring food entrepreneur should aim to master if they are to be successful.

2) An enormous number of much more granular suggestions which contribute to getting those big key areas of the business right.
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