Why FMCG is Totally Broken For Black and Working Class Founders and How to Fix it - Asher Flowers

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Why is food and drink broken for working class?

Why is it harder for black founders to raise investment?

Are these programmes by retailers just a tick-in-the-box exercise?

Or do they actually ignite institutional change?

Let’s answer these questions.

Thrilled to welcome my great friend, with the smoothest name-in-the-game, Asher Flowers to the podcast.

Asher was founder of ROGUE who made INSANE spreads - won listings at Ocado, Waitrose, Sainsbury’s.

Beaten over the head by thrashing waves of Covid. Cost of Living. Ukraine. Too many Barriers.

Broken.

Totally broken.

But he rose from Ashers.

Now he’s back. In the Valleys. At Mum’s house. Broken. But rebuilding. Going again.

Breaking down Barriers with Tequila brand, Broken Barriers.

ON THE MENU:

1. The Welsh Unfair Advantage: what no one else sees about Tiny Rebel and Au Vodka - how household is you brand REALLY? Do your NPD meetings in Brecon, Wales
2. The Dangers of Bootstrapping: teaches you how to do everything but not everything well
3. Why Asher was on Depressants when building ROGUE and how to separate yourself from your brand
4. How to Solve the Working Class Issue for Founders: we need a fund for working class brands
5. What Marketing is a COMPLETE Waste of Time and What ACTUALLY WORKS newsletters, Samplings
6. Founders think people consumer their product way more than but consumers switch out of brands more than you think
7. The SKU Count Paradox: Why more SKUs = More Variety + Occasions, BUT too many SKUs actually Cannibalises Core