Beetroot entrepreneurs eye exports after £700k backing

By Noli Dinkovski contact

- Last updated on GMT

The Foraging Fox co-founders Frankie Fox (left) and Desiree Parker are targeting North American and European markets
The Foraging Fox co-founders Frankie Fox (left) and Desiree Parker are targeting North American and European markets
Two beetroot ketchup entrepreneurs are aiming to make export sales 80% of their business by 2020 after receiving £700,000 from a private backer.

The Foraging Fox co-founders, Frankie Fox and Desiree Parker, are targeting North American and European markets to meet the demand for natural, non-genetically-modified (GMO) products.

Having secured a listing in Whole Foods Market in the US, the duo said the new investment would give the business the opportunity to expand its reach to another 5,000 natural food stores.

“This is a key focus for our company and will be the driver of significant revenue growth going forward,”​ Parker said. “We expect to be exporting more than 40% of our product by 2019 and up to 80% by the following year.”

Based in Colchester, Essex, The Foraging Fox produces beetroot ketchups in Original, Smoked and Hot flavours. It also offers three mayonnaise variants: Smoked Garlic; Coconut, Chilli & Lime; and Avocado & Lemon.

Exporter of the Year

Formed in 2015, the start-up was recently shortlisted for the ​British Small Business Awards’ Exporter of the Year. The winner ​will be announced on 31 October.

It followed recognition from US trade show SupplySideWest, which has shortlisted The Foraging Fox as a finalist for its CPG Editor’s Choice Awards for best Condiment, Dressing & Marinade.

The awards, which celebrate products with a health focus, will take place at the show in Las Vegas in November.

Parker said: “North America is our biggest and most exciting market. We’ve seen a big movement towards all-natural, organic and non-GMO products, but it is tough and complex – you need to be persistent.

‘Build brand awareness’

“Whole Foods Market has been the perfect starting point for us and, with further investment, we have the opportunity to build brand awareness and to expand our reach to another 5,000 natural food stores.”

Parker also expected to “significantly”​ grow retail and foodservice listings next year in a number of European markets, including Austria, Belgium, Denmark, Germany and the Netherlands.

“There’s a fast growing segment of consumers who want products like ours: better-quality ingredients, better taste and better for them,”​ she added.

“Being recognised for the quality of our product in the US, where the market is hugely competitive, is a real coup.”

The Foraging Fox will be also be at trade show SIAL, which takes place in Paris from 21–25 October.

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