In this episode, Jo Agnew - Marketing Director at Lotus Bakeries/Trek - discusses the evolving consumer trust in food brands, the importance of brand positioning, and innovative marketing strategies in the competitive snack industry. Discover how Trek leverages community, taste, and strategic partnerships to stand out and build lasting brand loyalty.

Consumers today demand more than just a product, they seek brands that reflect their values and lifestyles. Jo Agnew emphasises that unlike 10-15 years ago, when consumers accepted brands at face value, today’s shoppers are curious about what goes into their food and what the brands stand for.

Building trust in food brands is a multifaceted endeavor that requires a deep understanding of consumer expectations, a commitment to quality and taste, and strategic marketing. As Jo Agnew illustrates, brands must adapt to the evolving landscape by being transparent, delivering on promises, and creating meaningful connections with consumers. By focusing on these aspects, brands like Trek can thrive in a competitive market and foster lasting loyalty among their customers.

Chapters

00:00 Consumer Trust in Food Brands

03:01The Evolution of Healthy Snacking

05:55 Building Brand Awareness and Connection

08:57 The Importance of Packaging and Design

12:07 Marketing Strategies for Challenger Brands

15:00 Balancing Performance and Everyday Use

17:47 Community Building and Brand Loyalty

20:49 Challenges of Scaling Brands

24:05 Future Innovations for Trek

In this conversation, Sam breaks down the reality behind startup fundraising, Y Combinator, venture capital pressure, founder psychology, and why AI is reshaping the future of sport and live experiences. From raising early money through SEIS/EIS, to learning how VCs really think, to deciding when to pivot and when to stay true to the mission, this is a candid look at what it actually feels like to build at high speed.

Sam also shares why most founders misunderstand venture funding, how to handle investor pressure, what makes AI different from past hype cycles like crypto and virtual events, and the advice he’d give to anyone starting a business in sport today.

He talks openly about the mental side of leadership too — from anxiety and pressure to decision-making, ambition, and building a company without losing sight of the life you actually want to create. It’s an honest conversation about growth, trade-offs, and staying clear on the bigger picture.

Chapters
00:00 What people misunderstand about venture-backed companies
01:50 Raising early capital in the UK with SEIS/EIS
04:42 Getting into Y Combinator and lessons from Sam Altman
05:51 The pressure and expectations of serious VC backing
07:07 What YC taught about competition, luck, and top founders
08:22 What investors actually bring beyond capital
13:24 What happens when growth slows and investors get aggressive
13:54 Should every founder take venture capital?
17:47 The emotional reality of building under investor pressure
18:35 How to choose whose advice to listen to
24:27 Balancing founder vision with VC expectations
25:39 Why AI matters more than crypto or virtual events
31:12 How AI is changing event technology and operations
35:09 Going all-in on AI without “burning the boats”
40:16 Why AI automation matters more than small marketplace gains
42:45 Advice for founders starting a business in sport today

Mike Perls MBE, Chief Brand Officer at SIS, shares his expert insights on what it takes to build and maintain a credible sports nutrition brand in a fiercely competitive market.

SIS has been a pioneer in the category, and in this interview, Mike dives deep into the pillars of their long-term success:

The Power of Heritage: Discover how leaning on a rich history and being category creators gives Science and Sport an undeniable advantage ("We stand on the shoulders of giants").

The Non-Negotiable Role of Science & Trust: Learn about the rigorous testing, compliance, and university collaborations that ensure consumer confidence and athlete safety.

Strategic Partnerships: Understand the role of authentic athlete endorsements, professional team partnerships, and scientific research in driving brand credibility.
Future of Performance: Mike shares his view on upcoming trends in performance nutrition and the critical need for consumer education in mass participation sports.

If you're a founder, marketer, or sports enthusiast, this is essential viewing for understanding how scientific rigor and authentic storytelling drive long-term brand equity.