Magazine article Management Today

How We Beat the Odds: Joe, Jackie and Adam Sopher, Founders of Joe & Seph's Popcorn

Magazine article Management Today

How We Beat the Odds: Joe, Jackie and Adam Sopher, Founders of Joe & Seph's Popcorn

Article excerpt

We started making popcorn in our kitchen a few years ago after we saw how popular popcorn was in the US and we wondered why there was nothing similar here. Joe had retired after working in electrical wholesaling and was looking for a new hobby. We made batches for friends using unusual flavours such as chilli and coconut and realised that we might have stumbled onto a business idea. We booked a stand at the BBC Masterchef Show (now the Good Food Show) and, to our surprise, came home with just the sign. On a high, we got a stand in Brent Cross shopping centre in 2011, selling six flavours. We were one of its best-performing mall stands ever.

Joe & Seph's was one of the first popcorn companies to use flavours including goat's cheese, coffee, whisky and gin and tonic. Most other firms fry their corn in hot oil, but we blast our corn with hot air, which is much healthier. We put the flavour on afterwards, making sure we use only large pieces of popcorn. No one else is brave enough to sell their product in clear bags so people can see there's no rubbish at the bottom. The name comes from 'Joseph' split in half. Joe and Jacks was also considered, but it sounded appalling.

Selfridges approached us in March 2011, and we went in as a trial for its British Food Week and have never come out. Today, it stocks 25 flavours and we're still one of the best-performing products in the whole of the food store. Harrods and Wholefoods followed and in November 2013 we went into Ocado. We are also stocked in Picturehouse Cinemas, and hotels and airlines are approaching us. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.