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Welcome to NoNonsense Foods! Thank you for taking the time to look at our artisan products. Now you’ve found us, here’s a bit about us: our philosophy and our story so far.
To start with, a frank admission. We’re three middle aged blokes, based in Cardiff, who have arguably spent too much of our lives on the corporate treadmill, earning a great living, but yearning for a bit more fun in our day to day business lives.
By way of introduction, there’s Andrew (a former hotel manager with a subsequent career in business and Higher Education), another Andrew (originally a graduate in International Relations & Politics but a 20 year veteran and co-founder of an actuarial firm) and Michael (another former hotel manager who now advises corporates on succession planning and delivering change).
So what brought us together to start a food business?! Truth is, the three of us want to have fun whilst enjoying time with our families and friends but also enjoying the challenge of combining our skills to create some artisan products that fit with our love of food. We are ‘foodie’ people.
We found our excuse to work together when, faced with a particularly tasty-looking burger on a balmy summer’s evening at a pub in Cardiff Bay, one of the Andrews produced a branded jar of his grandmother’s chutney. Andrew explained that his late Grandmother had been a straightforward, no- nonsense lady by the name of Nina Leigh. His prototype therefore, was called ‘Nina Leigh’s NoNonsense relish’ and as the story behind Andrew’s grandmother’s chutney unfolded, so did the knowing looks and mutual smiles around the table.
After a couple of hours chewing over the idea, and in full realisation that the chutney and relish market had some very famous brands, Michael asked the question “If we do this…..what is our WHY?” Almost instantly, we responded “To create something worthwhile and to have FUN”.
Over the following weeks we investigated the chutney market to see if there was space for Nina Leigh’s NoNonsense relish to compete with those that were mass produced. It’s a crowded market with one or two stand out brands, but we discovered from talking to retailers that most people who visit independent farm shops and delis are prepared to pay for top quality artisan products.
We decided to trust our instincts and start a ‘challenger brand’ and NoNonsense Foods was born.
It’s been quite a journey…
We’ve tasted more than 50 chutneys and relishes
We’ve learned more about food label regulations than ….
We’ve taken advice from food experts, design experts and branding experts.
Like any startup, we’ve made some mistakes too…. the original plan was for the brand to be called Nina Leigh’s no-nonsense relish. That is until we discovered that Nina Leigh is world famous as an American star…in the adult movie industry. Needless to say, a hasty name change ensued!
We’re still on the journey and we’re still learning. But we have experience on our side.
We have some great products – not fussy, trendy, clean or dirty. Just good food, well made.
As we expand the range we will always look to differentiate. Provenance and quality are as important to us as they are to our customers. All our products are handmade in Wales in small batches, with full accreditation. We take the finest ingredients and add a touch of the unusual to produce the exceptional.
We hope you like our products as much as we do. We’ll continue having fun making them!