Innovation over Renovation – Mission Ventures Co-Founder John Stapleton

John has co-founded and scaled 3 startups in consumer goods, from pioneering & creating the fresh soup category at New Covent Garden Soup Company to launching the toddler food category with Little Dish, he has spent over 30 years turning ideas into category-leading brands. Today he mentors entrepreneurs, invests in startups and helps large and small companies work together through Mission Ventures. We talk about the future of FCMG, why we need to buck conventional wisdom and the importance of understanding of deeply understanding your consumers. We also cover innovation vs. renovation, price pressures, the say to do gap, and why premium is the new standard and the value of brand.