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This is the age of ethnic cooking, gastro pubs and local produce. Provenance, animal welfare and culinary innovation are important as perhaps never before. The British food revolution demands high quality food, backed up with a story and integrity. It also increasingly seeks value. This is the space which a new wave of food entrepreneurs are successfully occupying, and the arena this book is all about helping you to enter.

The route to success today looks something like the following:

 Research – is there a market for your product or service?

 Business plan – write a plan; a route-map to business success.

 Get cooking – deliver food that beats your customers’ expectations.

 Marketing and selling – use everything from word-of-mouth to websites and social media to share what makes your produce the best.

The rest of this chapter and the next will focus on getting and perfecting your idea through research, with the remainder of the book taking you through the other steps.

“There are many things in life that will catch your eye, but only a few will catch your heart ... pursue those.”

– Michael Nolan, author