“People always ask when we’re going into supermarkets. But that’s not our measure of success.”

Today I’m speaking with Nicola founder of Single Variety Co, a multi-award-winning jam brand that’s rewriting the rules of category-building.

From a passionfruit jam on holiday to running her own jam factory, Nicola has built Single Variety Co with no outside investment, no listings in the Big Four, and no salespeople for nearly a decade. In this episode, she shares how she grew her brand one market, one jar, and one loyal customer at a time.

We cover:

• Why she turned down the supermarkets (even when they came knocking)
• Bringing manufacturing back in-house — and what people misunderstand about it
• DTC growth without agencies or hype
• How becoming a mum made her better at business
• And what winni ...