Ferndale Food’s second-generation owner Leigh Edward goes about running his multi-million dollar family business in a very refreshing way. He’s strong on values, considered in his approach, and avoids trying to be anything he isn’t. As a result, Ferndale are the producers of some of Australia’s biggest, privately-owned confectionery brands. It’s episode 646 of The (14 year-old, award-winning) Small Business Big Marketing podcast, that wreaks of the sweet, sweet smell of success!
A little more about Ferndale Food's Owner Leigh Edward...
I can’t really put my finger on it, however there’s something about the way regional-based, family-owned businesses are run that I find a joy to hear about.
Whilst I’m generalising, the owners of these types of businesses seem to go about growth a little differently to those in the big smoke, that aren’t family run.
They’re often run on a strong set of values passed down through the generations, they’re in less of a rush (to do anything, really!) than their big city cousins, and they create great working environments that attract good, quality staff.
Today’s special guest, Leigh Edward, second-generation owner of Ferndale Foods in regional Victoria is a great example of this. Started in 1995 by Leigh’s old man in response to a gap in the market for low-sugar confectionery products, Ferndale is the creator of global confectionery brands including JILA Mints, JOLS Pastilles, Licorettes and they even produce Blitz Mints for supermarket chain ALDI.
Turning over 35 million dollars annually and employing over 60 staff, this is a great story that builds on the message of last week's episode with Mez from Wholesome Bowl… stick to your values, avoid being anything you’re not and slowly build a business loved by all.
We cover plenty of marketing ground in this chat with Leigh including his approach to branding, packaging, innovation, risk-taking and manufacturing, plus he has some solid insights into how best to navigate the fragmented media landscape we’re all confronted with.
Last Week's Episode of The Small Business Big Marketing Podcast
How to slowly launch a successful FMCG brand with Wholesome Bowl's Mez Jamali | 645
Businesses that make this podcast possible - Please support them...
Watch eBusiness Institute's free 90-minute Masterclass on how and why to buy, renovate & sell content websites
Join Timbo's Business Owner Membership and take control of your marketing
Book Tim Reid to speak or emcee at your next business event
As always, thanks for your support. May your marketing be the best marketing.
Timbo Reid
See omnystudio.com/listener for privacy information.
6 proven small business marketing strategies that helped generate $25M revenue with Authentic Education's Cha Tang | #504
Gardener Bryan Clayton has created the Uber for lawn care (and he's cleaning up) | #503
How to successfully rebrand without alienating your customers with bikini connoisseur Rebecca Klodinsky | #502
How to adapt your marketing during Coronavirus (COVID-19) with Ben Newsome of Fizzics Education | #501
Your most asked small business marketing questions answered by Timbo in this milestone episode | #500
Outland Denim's James Bartle on how one movie changed the entire direction of his life | #499
Taking on the big banks and winning with Spriggy co-founder Mario Hasanakos
The art AND science of standing out in this ridiculously crowded marketplace
Boost sales & bust customer churn with this stupidly simple (and fun) customer-engagement hack
Marx Acosta Rubio made a fortune hiring a cocaine addict (twice)
This is My Life’s Tony Knight hated business until he found his passion
Netflix star & Beverly Hills Realtor Peter Lorimer shares his 666 Rule for growing a remarkable business
Seth Godin on how to develop a solid marketing mindset to create a remarkable business
Selling Secrets of Master Door-to-Door Salesman Chandler Smith (These Can Be Used Anywhere)
Multiple revenue streams have created a 7-figure business for swimming coach Brenton Ford
Proven business growth strategies from one of Australia's best founders
eCommerce person of the year, Julie Mathers, on how she’s built a $15M empire in just 5-years | #488
Backyard axe-throwing lead to the launch of Lumber Punks | #487
Simple (and effective) ideas to improve your customer experience with Local Measure’s Jonathan Barouch | #486
Jimmy Barnes's keyboard player Lachy Doley on how to make a living from the cut-throat music industry | 485
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Communication Research Podcast
newbooksincommunications.com
Powerful Insights
Solo Practice University® Guest Lectures
Podcasts - Autopilot Your Business