The Piper Podcast: Amelia Harvey on the lessons challengers can learn from multinationals

Amelia Harvey, co-founder of The Collective, has told how she applied learnings from her early career at Kellogg’s and L’Oréal when launching her gourmet yoghurt brand.

Even though they’re huge businesses, they were very entrepreneurial in terms of the way they gave you the responsibility to carve out your own role,’ says Harvey in the latest podcast from Piper’s ‘How I Grew My Brand’ interviews with leading entrepreneurs. ‘I had millions of pounds of business to manage and that was all from the age of 24. The culture was sink or swim but we had the most amazing training that set me up for everything that I’ve done since.

Harvey channelled her experiences into The Collective, which she and co-founder Mike Hodgson launched in 2011, after forming a joint venture with Ofer Shenhav and Angus Allan, two food entrepreneurs from New Zealand. Today, its highly innovative range of dairy products is stocked in more than 5,000 supermarkets and the company generates retail sales of £40m.

In the interview with broadcaster Mary Nightingale, Harvey also talks movingly about how she and her team coped with the devastating loss of Mike Hodgson, who died in 2015 after suffering a cardiac arrest while cycling in the Lake District.

It was an incredible shock, I just had to put one foot in front of the other,’ says Harvey. ‘I had his family to think about, I had the team to think about, I had his voice in my head about how I just needed to keep going.’

Harvey’s interview is the sixth episode in Season 2 of Piper’s How I Grew My Brand podcast series. Other interviewees in this series include Ella Mills of Deliciously Ella, Aron Gelbard of Bloom & Wild, Charlie Bigham of Charlie Bigham, Jasper Cuppaidge of Camden Town Brewery, and Richard Hilton of Gymbox.

All the Piper podcasts, along with the latest featuring Amelia Harvey, can be downloaded on iTunes or SoundCloud.

The Piper Podcast: Charlie Bigham on how the financial crisis strengthened his brand

[24 Feb 2019] - Charlie Bigham, founder of his eponymous gourmet food brand, has revealed how a ‘painful correction’ during the 2007 financial crisis forced his business to sharply…

Read more

The Piper Podcast: How Bloom & Wild disrupted flower gifting

[6 Feb 2019] - His brand pioneered the concept of ‘letterbox flowers’ and has gone on to sell more than 50 million flowers across the UK, France and Germany.…

Read more

Do consumers really care about saving the world?

[6 Oct 2019] - ‘Do consumers really care about saving the world?’ Posed in a purposefully obtuse manner by a member of the audience, it nevertheless managed to generate…

Read more

Piper On The Case With Investment In Innovative Brand Mous

[19 Sep 2019] - We are proud to announce a minority investment in Mous, the fast growing direct-to-consumer tech accessories brand that has designed some of the most innovative…

Read more

How to take and keep your brand on tour: insights from the latest GeekMeet

[26 Jul 2019] - ‘Why expand into the US?’ is a question many multichannel brands will ask themselves. To David Lockwood, a better question is: ‘Why not?’ As he…

Read more

Delighting customers month-on-month: Insights on subscription from Piper’s GeekMeet

[16 May 2019] - Since first meeting our most recent investment, Mindful Chef, we have become fascinated with how brands use subscription to delight their customers. Referred to as…

Read more