30 Digital Champions: The healthy food brand now putting technology at its core

Nosh Detox was founded after lawyer Sidhu-Robb suffered the near death of her baby and decided she didn’t want it happening to anyone else. Inspired by what she learned in terms of the food allergy that had caused her child to suffer, she set up a business to produce food that he could eat safely.

Aside from the company’s success deriving from its focus on allergy free foods, we quizzed Sidhu-Robb on how the use of technology solved issues within the business early on.

(1) Please give us a brief introduction to the business?

Nosh Detox creates health solutions for high performance individuals using only natural solutions that we also deliver. We focus on allergy free foods, creating nutrition and diet plans and source organic produce.

(2) What have the significant growth milestones been in the last few years?

The year 2008 proved to be quite a big year for us. It saw the launch of our first home delivery company for food, particularly the dairy and gluten kind. It was also the year we created Juice Fast Delivery in the UK. Then in 2013, we saw the creation of Nosh’s Infusion Clinic, while in 2014 we expanded into the US and in 2015 completed a successful crowdfunding round.

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(3) What inspires you as an entrepreneur/business owner, and how does that come across with your company?

I believe in the individual’s power to have enough knowledge to heal themselves. And I believe that you can heal almost any illness or disease, with the exception being the five purely genetic illnesses that exist. I love that as an idea and we work towards that every day.

(4) What kind of obstacles are you encountering as you grow your enterprise?

Generally, it’s about growing and scaling in the right way. When you grow you need to add to your team. This means you need more resources, which in turn means cash flow – then rinse, repeat. We have also put in more systems and procedures which we learnt the hard way. Now we do it to start with so we are all doing the same thing at the same time.

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(5) For a company that isn’t technology based, how has a digital approach helped you to carve out a bigger market and acquire new customers?

It’s given us access to the newest marketing approaches, as well as the numerous ways to store our data. We are able to reach a much bigger audience, and locality is not an issue so the world is our marketplace. It enables us to deliver products and coaching whilst we sleep too.

I can’t think of a way it hasn’t helped us. Our orders are entered into our CRM, which then speaks to our software and tells the kitchen what to make. They then use technology to confirm who and when we are delivering to. It’s just fabulous.

(6) How is technology helping you to overcome hurdles, and what are the challenges of implementation?

As a small business run by a geek [me!] technology is used on every level of my company. It allows us to really punch above our weight and to automate so many interactions with our clients. We can be a high touch organisation because so much of what we do is automated. We have a rule in the business, if you have done it more than three times, automate it.

Implementation is definitely an issue. I certified myself in the CRM to make it easier to understand but I have one employee who is also certified in it and he runs it for us. Almost every leg of our business is run on technology, bar talking to people and making product.

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(7) Do you employ any kind of flexible working, and how does technology fit into this?

Yes we have our digital manager in the process of moving to Australia for a year! That wouldn’t be possible without our digital platforms. And our head of sales moves to Italy next year.

(8) What kind of technology tools can you not work without?

My CRM. I would have its babies if I could!

(9) What kind of technology would help you better compete with larger rivals?

We have a really good CRM which balances the playing field as it helps us do amazing work in customer support.

However, if we had software that was available for small companies for logistics. They are either very complex or unaffordable.

(10) Where do you want to take your business in the future?

I want to list it on the stock exchange in 2019.

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