*Note we said easier… not easy!
Twelve years in, and we’re still learning, still evolving, and still figuring things out as we go. But here are few lessons we’ve learned that might help another start up business from making the same mistakes…
1 - Getting a Listing Is NOT the HARDEST Part
The real challenge? Keeping your product on the shelf.
We had heard it before, but it’s not until you’re truly in it do you see the reality. Just because a store agrees to stock your product doesn’t mean customers will easily find you - or that the store will remember to re-order. And when you’re in the frozen category other brands often own the freezer space, large players move your products out of the way and we’ve learned (the hard way) that restocking the frozen section of everyone’s least favourite job (we get it!).
When a product sells out, if a store doesn’t automatically restock, it’s so easy to lose your place on shelf. Result - the customer is frustrated, the shop isn’t impressed with your sales and your left feeling deflated that your product isn’t selling but when it’s not there, how can it?
What we’ve learned: Getting listed is just step one. Keeping that space requires strong merchandising, relationships, and constant follow-ups and an army of customers who have your back and request your brand. Even with the best intentions from shops and distributors they have a lot on their plates, and everyone’s fighting for attention. Not only does it take time it can be costly, too. This is still something we’re figuring out but we’re definitely more aware of the realities since starting out.
2 - Your ‘Why’ Is the Thing That Keeps You Going
There will be days when the numbers don’t add up. When the really unexpected happens. When an idea or product you’ve worked on for months doesn’t come through, and it all just feels so hard.
It’s all part of the journey but on those days, the only thing that keeps you moving forward is knowing exactly why you started in the first place (oh and definitely having a partner by your side!)
For us, Nobó was never just about making food. It was about creating a brand with integrity together and changing how people think about food. We believed indulgence and nourishment shouldn’t be opposites. That real ingredients should always come first. That better food should exist.
And that belief is what still keeps us going - 12 years later.
What we’ve learned: Trends change. Markets shift. But if you’re clear on your ‘Why,’ you’ll always find a way to adapt and keep building.
3 - No One Actually Has It All Figured Out
We often thought we were the only ones constantly learning on the go, making mistakes, and questioning everything. We never questioned our values or reason for existing as a brand, but the ‘how’ of sharing that, bringing it to life and getting our products in front of customers, that’s not as easy.
We’d see other brands launch and, seemingly overnight, be available everywhere. But the truth? Everyone is figuring it out as they go. And most of those “overnight success” brands often have a leg up with big teams, and industry backing, or have actually been a decade in the making.
What we remind ourselves: Building resilience, adapting quickly, and learning as you go is the real key as well as knowing why you’re doing it. The only way to fail is to stop.
4 - The Financial part, though boring at times is critical to get right.
The numbers can seem like the less exciting part, but if your food business isn’t sustainable it will hamper you from building a team and bringing your vision to life, because if your margins aren’t where they need to be, you’re going to feel the pressure fast.
And another realisation: Margins never go up. Costs only increase, the “economies of scale” that everyone talks about down the line never seem to work out the way you hope.
What we’ve learned: Get your margins right from day one. It’s a non-negotiable. If you’re delivering a higher quality product this isn’t cheap, it’s your job to educate the consumer on why it’s worth it.
5 - Take the Leap Before You Feel Ready
This one’s still a work in progress for us. We’ve wasted so much time overthinking, feeling insecure and waiting for things to be perfect before taking action. And even at that, it doesn’t mean you won’t still have to adapt as you go. But the biggest progress always happens when we just start moving.
What we focus on now: Perfect is overrated. Progress is everything. Taking small steps everyday rather than thinking of things as large leaps. Lean into your curiosity. And when you feel that there is momentum. That’s the time to focus, stay consistent and protect it at all costs.
6 - Export Needs to Be Timed Right
Ireland is a small market, so naturally, we looked abroad early - thinking export would be an easier way to scale. But jumping into the UK, Middle East and the US too soon was time wasted that could have been spend honing our home market. We were definitely sidetracked (and definitely excited) by the bright lights of a Wholefoods listing, but struggled to make it work given the extra challenge of not being on the ground in that market.
We quickly realized that the same struggles we faced in Ireland - getting products on shelves, keeping them there, and driving awareness - were even harder in bigger markets. Without a big local presence, local teams on the ground, and huge investment, we simply couldn’t generate the pull-through needed.
What we’ve learned: Get your home market strong first. Then scale.
We don’t have all the answers. And we don’t think we ever will. But we’re still here, still building, still learning. And we wouldn’t change a thing!
Rachel & Brian