Founder Q&A Interview with Primrose Matheson Primrose's Kitchen

Sundried is an independent UK business that was founded by entrepreneur Daniel Puddick. We encourage the growth of small businesses and want to empower consumers to choose ethical companies rather than defaulting to multi-national corporations and faceless conglomerates.

We chat with the founder of natural health food brand Primrose's Kitchen, Primrose Matheson, about building a successful business from scratch and the lessons she has learnt on the way. 

In a nutshell, what is the story of Primrose's Kitchen?

Primrose’s Kitchen started as a result of my own struggles with my health and from a desire to get more fresh fruit and vegetables into my diet whilst creating a quick-to-assemble meal that could be eaten any time of the night and day.

What motivated you to develop the idea?

I had glandular fever and chronic fatigue which motivated me to look at my diet and create meals that really nourished me.

What was the biggest challenge you faced when setting up this business?

The biggest challenge was creating my own factory space. There was no one who had the equipment to air-dry and make the products in the strict way that I wanted them made in order to maintain their fresh goodness so I had to build one myself using loans and applying for grants.

healthy food granola muesli Primrose's Kitchen nutrition

How do you manage a healthy work-life balance?

Living in the beautiful Dorset countryside helps a lot. I walk my whippet Isla first thing in the morning and nourish myself primarily with the foods I grow, make, and forage so I know they are as nutritionally rich as they can possibly be. Supermarket vegetables are days old before you finally eat them.

What's been the most exciting part of developing Primrose's Kitchen?

The most exciting part of the business is seeing my product on the shelves in store and the positive feedback from customers who have gained a real benefit from enjoying them.

What does the future hold for Primrose's Kitchen?

We are always looking at developing new products and going forwards will be looking to moving into new categories.

Primrose's Kitchen healthy nutrition

What advice would you give to aspiring entrepreneurs?

Find a good mentor to share the ups and downs and employ people whose strengths are your weaknesses.

There are always going to be things you are not so good at but there are people out there who will be great at those things and actually enjoy doing them. Passion is the key part of success in any industry I believe.

What's your favourite product in the Primrose's Kitchen range?

My favourite product currently is our banana and turmeric soaked and sprouted granola, it is a delicious caramel flavour.

Quickfire Questions

  1. Coffee or tea? Herbal tea – haven’t done caffeine since I was 12
  2. Summer or winter? Oooh both? I love open fires but love swimming in the sea on a summers evening….
  3. Hot yoga or regular yoga? Reformer Pilates
  4. Granola or muesli? Granola with coconut yogurt
  5. Stay in or dine out? Dine out.. love being cooked for!