Let's Get Down To Business: Paul Lindley

PAUL Lindley, 57, founded Ella’s Kitchen, which is now the UK’s largest baby food brand. In 2018 he stepped back from the business and was appointed chairman of the Mayor of London’s child obesity taskforce. Last year, he was appointed chancellor of the University of Reading. Paul, who is married and has two children, lives near Henley. He is a campaigner for children’s welfare and rights and an author.

Describe your business

I founded Ella’s Kitchen, named after my daughter, in 2006. With sales of about £100 million, exports to 50 countries and being voted one of the best places to work, it was certified as one of the UK’s first B Corporations, validating its mission to use business as a force for good. I sold the company in 2013. I’m a director of Toast Ale and the American media and education company Sesame Workshop.

How many people does it employ?

Ella’s Kitchen employs about 80 people, the University of Reading some 4,000.

What did you do before you started this business?

I qualified as a chartered accountant with KPMG in London and Los Angeles. I then worked for Nickelodeon, the children’s TV channel, for a decade, ending as deputy managing director.

When did you start your business?

I left Nickelodeon in 2004 to give myself two years to launch Ella’s Kitchen. Turnover in the first year was £1million and this doubled in each of the next seven years.

What was your objective?

Ella’s Kitchen’s mission is still to improve children’s lives by developing healthy relationships with food.

Who or what influenced you?

My experience at Nickelodeon, where I could see that children were getting less healthy, and the birth of Ella and the experience of weaning her.

Do you have a mentor or role model?

My political hero was Robert F Kennedy, who often quoted George Bernard Shaw: “Some people see things as they are and ask why? I dream things that never were and say why not?” That defines me.

What would you do differently if you could start again?

Stop worrying about things I can’t control and have confidence in decisions about things I can.

How is your business doing compared with last year?

Ella’s Kitchen continues to grow and gain market share. It still uses the business as a force for good.

How do you market your business?

I always believed with Ella’s Kitchen that word of mouth was the best form of marketing and that is reflected in the trust, the awards and the market share that the brand has enjoyed for years.

What’s the best thing about running your own business?

The opportunity to change the world by delivering products and services that improve lives. The freedom to innovate, adapt and iterate to imagine something that doesn’t exist and to create it. The reputation and feedback from delighted families still gives me a glow nearly 20 years after founding the company.

What’s the most challenging aspect?

Having the capacity, confidence and teamwork to deal with the left-field, unexpected moments that litter every week.

Where is your business headed?

Ella’s Kitchen will continue to thrive if it keeps to its core mission.

How important are online sales?

For consumer products they are critical because that is where retail is moving, indeed in many cases, has moved. It will cause us to significantly need to
re-examine how we use town and city centres to enhance community life.

Do you have a five-year plan?

I strive to help the world be richer in ideas, opportunities and compassion. I can use my entrepreneurial skills and experiences within the business world and outside it to deliver these goals.

What’s the most valuable thing you’ve learned?

It’s all about people. Understanding the motivations, behaviour and relationships of everyone connected with your business is the key to its success. It’s people who deliver strategies and business plans, people who innovate and explore and people who become inspired and trust.

What would you advise someone starting a business?

Create a business plan where, if you halve the revenues, double both costs and the time it takes for customers to pay you and it doesn’t look impossible, then focus on people.

What’s the biggest mistake you’ve made?

Not sharing problems.

How organised are you?

Not very — I ensure I work with people who are.

What three qualities are most important to success?

Knowing and always working to achieve your why; accepting failure and using it positively; building a team.

What’s the secret of your success?

Imagination, curiosity, bravery, meaningful relationships… and luck.

What can’t you be without every day?

Yoga, exercise and learning.

Lunch at your desk or going out?

Away from the desk, with others, in thought or doing Wordle.

Do you continue to study?

Yes, learning is key to understanding the purpose of life.

What do you read?

The New Statesman and The Week for news and I listen to a lot of podcasts. I always have a book by my bed and am currently reading The Bee Sting by Paul Murray.

How are you planning for retirement?

I’m not. I think it’s a meaningless word.

Interview by Will Hamilton, intermediary
and global marketing consultant, Hamilton Associates