What would you tell yourself as a new founder just about to start on your journey?

Embrace the chaos. Starting a business can often feel like journeying from one challenging situation to another, with each day presenting a new set of complex obstacles to navigate!

What was the biggest mistake you've made as a founder? 

Overestimating how quickly the market would adopt our products and be interested in our brand. I learned that even the best chocolate can't sell itself - it needs a story and a connection, and just takes time to build!

What have been the biggest learnings on your startup journey?

The power of storytelling in branding - we did Dragons’ Den to help with this; the art of turning a 'no' into a 'not yet’; and that sometimes your best R&D team is your customers!

What's been the most exciting achievement for you as a Founder?

Seeing our product on the shelves for the first time and receiving positive feedback from customers. It validated all the hard work and passion put into the business. Also seeing the team grow and develop is always exciting and lovely to see.

How has Virgin StartUp helped you to get your business to where it is today?

Beyond the funding, it’s the advice and network which comes with Virgin. It’s more than support; it’s a brotherhood of the brave.

What has been the most valuable piece of advice, information or event that you've read/attended from Virgin StartUp?

An event where Richard Branson said, ‘Make your product the hero of someone’s day.’ That changed our entire marketing approach.

Virgin StartUp is more than support; it’s a brotherhood of the brave

James Cadbury, founder of Love Cocoa

What has been the most valuable piece of advice, information or event that you've read/attended from Virgin StartUp?

An event where Richard Branson said, ‘Make your product the hero of someone’s day.’ That changed our entire marketing approach.

Do you have a mentor? If so, how did that relationship begin, what do you gain from it and how do you maintain it?

We connected with a few mentors who gave us valuable business advice which was super useful when we were just starting out.

How do you get through tough times in your business?

I have a ‘chocolate emergency kit’ – a reminder of what we make and who we make it for. I take that to meet other business owners to talk through problems, and it usually turns into a counselling session for each other!

What do you wish you'd have known when you were first starting out as a Founder of a startup?

The importance of patience and the fact that success often takes longer than anticipated. Also, the value of building a supportive network early on.

Has anything surprised you about running a startup? 

How much joy there is in the madness. The rollercoaster of entrepreneurship is addictive, and the highs are worth every low.

What's been your biggest business achievement to date?

Creating the world's first oat milk chocolate bar, which tastes like dairy but it’s better for the planet - and it also tastes amazing!