TFB 010: Learn how a food startup made pork scratchings sexy!

Andy Allen, co-founder of The Snaffling Pig Company, tells us how he made pork crackling sexy – without telling porkies.The Snaffling Pig company have taken good old fashioned pork scratchings and made them cool - millennial cool.Forget pop corn and crisps, crackling is where it’s at!These guys hit the headlines last year after they secured a £70,000 investment on the BBC’s Dragons Den (that’s the UK version of shark tank for our US listeners).They’re still only two years old but in that time Snaffling Pig has gone through an insane period of growth and they look set to have a massive 2017.There’s a lot to learn from this interview because Andy, a marketing man by background, gives a huge amount of detail about the experience of being in the Den, shaping the story of their brand and how they’ve worked with the mainstream media. He also gives an invaluable insight into the sharp end of PR - when your brand comes under attack. Listen up folks, this is priceless and could avert a disaster for you.If you’re running a food startup you’re going to learn a huge amount about the importance of creating a clear and compelling brand story and the need to embed it at EVERY level of the business, from packaging and website to liaising with journalists and direct communication with customers.