Speciality Food Magazine - April 2026

16 The Feed. Startups Fortnum&Mason bets on SMEs WHAT'S THE PURPOSE OF FORTNUM & MASON'S OPEN CALL PROJECT? “We launched the Fortnum&Makers Open Call last year to find, celebrate and support exceptional small and emerging food and drink producers, while removing some of the traditional barriers that can prevent them from accessing major retail platforms (namely getting in front of the right people). Our open call creates an open, accessible route for those makers to share their products and stories directly with us, and to be assessed on quality, craftsmanship and originality.” WHAT ARE YOU LOOKING FOR? “We’re looking for outstanding products - things that taste exceptional, are made with care, and demonstrate attention to detail. Beyond that we look for a clear sense of identity and purpose – producers who understand what makes their product special. The strongest entrants usually have a very clear sense of identity, whether that’s rooted in heritage, place, innovation or a particular point of view. WHY DO YOU THINK IT'S IMPORTANT TO REPRESENT SMALL BUSINESSES? “I think retail destinations like Granola Fan Club Sour Cherry + Almond + Cacao Tart cherries and rich cacao unite with roasted almonds in this moreish granola. granolafanclub.com Betta Cherry & Raspberry A blend of cherry and raspberry, delivering 15g of plant-based protein from hydrolysed pea protein per can. bettadrinks.co.uk SUCSEED Energy A natural wholefood superblend for steady, everyday energy. sucseed.life What would you be doing if you weren’t in the food industry? If I weren’t in the food industry, I would definitely still be working in fintech. I have more than ten years of experience there. What was your first job? My first serious job was as an auditor at KPMG. It was an incredibly valuable experience that taught me discipline, attention to detail and how businesses really work behind the scenes. What inspires you? I am inspired by entrepreneurs and people who have truly lived through challenges. Authentic life experience is what inspires me the most. What’s the worst job you’ve done? During my early career I had to do a lot of extremely repetitive analytical work while auditing large companies. What’s your favourite part of the job? Coordinating people and building strong teams. Building the right environment for collaboration is something I really enjoy. And your least favourite? Probably bureaucracy and excessive administrative processes. How about the food industry? Building a brand takes a long time. You need years to earn consumer trust, build relationships with distributors and retailers and establish quality. But once you succeed and maintain that quality while continuing to innovate, a brand can remain strong for decades. Tea or coffee? Definitely tea. I stopped drinking coffee more than two years ago. I decided to move away from strong caffeine spikes and switched to a softer energy profile through tea. What would be your last supper? It would probably be grilled Portuguese sea bass or sea bream with a simple, high-quality side dish. Maybe buckwheat as a small tribute to my Ukrainian roots. What’s your motto? I don’t have one specific motto, but I strongly believe in the philosophy of becoming one percent better every day. What’s your favourite book? One of my favourite books right now is Beyond Entrepreneurship 2.0 by JimCollins and Bill Lazier. Sweet or savoury? Sweet. 5 MINUTES WITH Nick Izmaylov, founder of Spraga Kombucha WE CAUGHT UP WITH LIZ MORGAN, BUYER AT FORTNUM & MASON, TO EXPLORE HOW THE ICONIC RETAILER’S OPEN CALL MISSION IS GAME-CHANGING FOR BUSINESSES ACROSS THE UK Fortnum’s have both a responsibility and a privilege when it comes to representing small businesses. “Small producers are often where the most interesting ideas, flavours and stories live, but they’re also the ones most at risk of being overlooked. They don’t always have big marketing budgets or loud voices, and without support, some of that creativity can get lost. “By giving small businesses space on our shelves and visibility through our platform, we’re helping protect and celebrate that diversity of making. For our customers, it creates a richer, more meaningful experience – they’re not just buying a product, they’re discovering the people and stories behind it. And for Fortnum’s, it reinforces our role as a place of discovery, where craftsmanship and new talent genuinely matter.” THE INNOVATORS Our round-up of new launches from the tastiest UK startups In 2025, 47% of UK adults considered creating a business in 2025 – a 12% jump from 2024 Enterprise Nation Open Call reinforces our role as a place of discovery, where craftsmanship and new talent genuinely matter