Sowing the Love of Seeds with Functional Food Founder Helen Johnston (SUCSEED)

Helen Johnston spent decades leading British magazine publishing before a health diagnosis transformed her career. Learn how autoimmune illness, nutrition retraining, and two years of R&D led to SUCSEED - a functional food business built on organic, regenerative sourcing and real nutritional science. Discover what food founders can learn from her precision approach to product development, branding and positioning.

Built through nutrition training, expert collaboration, and careful sourcing from organic and regenerative farmers, SUCSEED combines seeds and herbs such as nettle, dandelion, ginkgo, and moringa into four versatile blends. Helen has grown the brand through trade shows, local retail sampling and strategic listings, aiming to make a daily boost to nutrition simple, accessible and delicious. 96% of us don't get the recommended level of fibre in our diet - Helen is on a mission to make it easy to change that. 

Listen to this episode if you want to find out:

• How to get the confidence to launch the idea you've been nurturing
• Why seeds are the nutritionally underrated food most of us aren't eating enough of
• The neighbourhood model is and why it's the right retail strategy for year one
• How to get a trade show presence when you can't afford a stand
• Why in-store sampling is non-negotiable
• What to do when every opportunity looks equally urgent

Find and buy SUCSEED:
Website: https://sucseed.life/

Plus Selfridges, Fortnum & Mason, Panzers (St John's Wood) and a range of farm shops and delis across Norfolk, Suffolk, North London and nationwide

Events and communities mentioned:

• Bread & Jam: https://www.breadandjamfest.com/
• Buy Women Built: https://www.buywomenbuilt.com/
• IFE: https://www.ife.co.uk/
• Speciality & Fine Food Fair: https://www.specialityandfinefoodfairs.co.uk/
• Farm Shop & Deli Show: https://www.farmshopanddelishow.co.uk/

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My name is Jo Densley, and I help food and drink businesses grow with joined-up sales and marketing. There’s a wealth of free webinars available on my website, where you can also explore my services and read my case studies as well.