Dragons’ Den reject manages to double supply chain

Approved Food founder Dan Cluderay has watched his business take off even though he failed to win investment from the Dragons on the hit TV programme in February. 

The online grocer, which specialises in surplus and out-of-date stock, has more than doubled its supply chain in just half a year and recently added Tesco to its list of suppliers. 

“Increased awareness and better education’ 

Undeterred by failure on Dragons’ Den, Cluderay believes the recent boost comes down to “increased awareness and better education” among business owners and consumers. 

“The number of suppliers, manufacturers, distributors, brand owners and retailers getting in touch with us to sell their ‘problem’ stock over the past six months – whether it is pasta packets, sweets, cleaning products, household essentials or tinned food – has been amazing,” he said. 

This summer Approved Food was recognised as a finalist in Richard Branson’s Virgin Media Business Pitch to Rich competition thanks to its anti-food waste approach to business.  

Finalist in Pitch to Rich contest 

The company featured on TV again on Tuesday night (August 25). ITV’s Bargain Fever Britain showed the team making offers and tackling difficulties on Black Friday, a sale the day after Thanksgiving. 

Cluderay said the company’s efforts to educate people about the difference between ‘best-before’ and ‘use-by’ dates is starting to “pay dividends” as awareness steadily increases. 

“We are particularly pleased to be in a position where we are now supporting major supermarkets including the largest out there,” he said. 

“By working together we really believe we can make such a huge difference to the environment, and people’s pockets!”