He set out to create his own healthy baby food brand. Named after his daughter, Ella’s Kitchen was built around a family story and resonated with new parents.
“The tone of the branding and marketing has always been child-focused,” says Paul. “From the language we use through to the imagery and design.”
Credible, consistent and creative
Paul has three key pieces of advice for budding entrepreneurs:
“To be a credible brand you need to be consistent and build trust – from the outset you must ensure your values are on display in everything you do – from marketing to product development.
“Operate with purpose at the heart of your business. This is another part of building a credible and trusted brand, but it also proves you are authentic and thinking about the future, something business must do.
“Keep your feet on the ground and your head in the clouds – it is advice given to me by the late Morrisons chairman, Sir Ken Morrison, and is the best piece of advice I ever received. Remain humble and thankful, but continue to dream, to imagine, to do."
A driving purpose
The success of Ella’s Kitchen has been resounding with a global turnover of over $100 million. In 2013, it was sold to NASDAQ-listed Hain Celestial.
Purpose in business is something that drives Paul, launching Ella’s with the founding mission to become an instrumental force in tackling childhood hunger and improving childhood nutrition.
With this in mind, Ella’s Kitchen has been consistently recognised as one of the UK’s top purpose-led businesses. It became one of the country’s first ‘certified B Corporations’ in 2016 – businesses officially recognised for their purposeful nature.
Paul defines his personal purpose and mission as being to help create a world richer in opportunity, compassion and ideas. He puts this partly down to his family history.
“My great-great grandparents signed their marriage certificates with ‘X’ because they were illiterate, my maternal grandparents emigrated to England from Ireland with nothing but a few coins, and my father left school at 16 to support his family’s income,” he explains. “Each generation has faced challenges but acted with a purpose to provide a stronger foundation for their children to live fulfilled lives.”