Let's get down to business: Zoe Ferreira

ZOË Ferreira, 41, is the owner of the Henley Larder delicatessen in Duke Street, Henley. She grew up in Henley and then spent some time working in hospitality in London before returning. She is married to Andre, a podiatrist, and has a dog called Olivier.

Describe your business

The Henley Larder is an independent food shop which showcases local and small producers of artisan food and drink.

How many people does it employ?

Three.

What did you do before you started this business?

I wore many hats, including actor, writer, dog grooming assistant, reservations manager of a New York restaurant and running a roaming restaurant business.

When did you start your business?

In Bell Street in October 2020 — in the middle of the covid-19 pandemic.

What was your objective?

I am from Henley and have always had a place in my heart for the high street here and dreamt of having my own food shop. When I moved back in 2019 I could see so much potential with the many incredible small food producers and makers we have in the area. The importance of food provenance is something I became passionate about while working in hospitality and I wanted to spread the message through my business.

Who or what influenced you?

I grew up in a foodie household which sparked my interest and I am continually inspired by other independent food shops, restaurants, food and drink producers and farmers.

Do you have a mentor or role model?

My mother Rosalind Cooper is a role model. She made a name for herself in the male-dominated world of wine and I’m grateful to her and many other women in food and drink I take inspiration from.

What would you do differently if you could start again?

I would seek advice from a business mentor from the get-go and get some tools to make solid administration systems. Also stand my ground and not let other people, however kind their intentions might be, try to tell me what to do.

How is your business doing compared with last year?

It was a hard year in retail last year but there was much to be proud of with return customers, new corporate business and more online sales than previous years.

How do you market your business?

Instagram is a hugely important tool for the business. I am lucky to have a brother and sister who work in marketing for social media and have given me some great tips.

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

Having the ability to make all the decisions is wonderful but not without challenges or self-doubt. Being able to talk directly to customers and producers and translate their desires is a pleasure.

What’s the most challenging aspect?

Second guessing if decisions you make are right and having a nagging worry about whether you will have the money to pay the bills.

Where is your business headed?

It’s an exciting year as we have just moved to Duke Street in collaboration with FourState, who are already established there. Having more space and a more central location is really exciting. Our customers have long asked us to be more central so that’s just what we are doing. Let’s hope they meant it.

Do you have a five-year plan?

I want to keep rolling with the punches and making the Henley Larder a place that represents our gorgeous town with pride.

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

To keep the faith. Really digging deep into the identity of the business has helped hugely and I could only do this through working with my suppliers and customers.

What would you advise someone starting a business?

Make sure you are passionate about it but also give yourself some time off. Try to set boundaries at the start.

What three qualities are most important to success?

Knowledge, passion and ambition.

What’s the secret of your success?

People have said that the Henley Larder is like an extension of me and I think that’s true to a degree. I want to tell people all about what we sell and why and hopefully that passion shines through.

What’s the biggest mistake you’ve made?

Not having the confidence to say no. In the past I took lines of products that weren’t always the right fit, however lovely they were. I am improving on being clear and firm on my offer.

Do you have a good work-life balance?

It’s something I am trying to get better at. Having a schedule for work and sticking to it helps but it’s not that simple. I think my husband is still annoyed that I took a call to order cheese while on a beach on our last holiday.

How organised are you?

I’m good at spinning plates but perhaps my admin organisation has room for improvement.

How do you dress for work each day?

I wear what makes me happy with a great pair of trainers (recommended by my husband).

What can’t you do without every day?

My dog — a walk by the river is essential to my wellbeing.

Lunch at your desk or going out?

At the desk. With some yummy food right here, it’s fun to try combinations.

Do you continue to study?

I’m always researching and trying to learn more about the industry and products.

What do you read?

Food blogs and recipes.

How are you planning for retirement?

I’ll have to get back to you on that.

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