In this instalment of our weekly video series, My Business Leader Secret, we talk to Pip Murray, the founder and CEO of Pip & Nut. It makes a range of natural nut-butter products, stocked in many supermarkets.

Pip Murray founded Pip & Nut in 2013. Her original peanut butter recipe was based on a power snack she developed at home to help her prepare for long runs as a keen jogger. She wanted a natural recipe that avoided additives and palm oil.

Her recipe proved such a hit with friends that she saw the potential to turn it into a business idea, believing there was a gap in the market.

At the time she worked in theatre production for the Science Museum, making educational shows for children, so the food business was very much a side hustle.

Secret recipe to get ahead

Murray took her creations to local food markets near her home in London. This allowed her to collect customer feedback to improve her product. But it also allowed her to make a major breakthrough.

Promising food start-ups are looking for two key things: investment and a listing with retailers to get access to shelf space.

Murray met a buyer from Selfridges department store at her local market. She loved the peanut butter and this led to a listing.

Pip & Nut’s all-natural nut butter range is now stocked in major supermarkets including Sainsbury’s, Tesco and Waitrose. The brand has retail sales of more than £25m and employs more than 30 people.

“I truly believe,” says Murray, “you make the opportunities for your brand by being out there, speaking to people, building your network.

“It’s not just luck that got you those opportunities, be active at every stage of your journey, making sure that you’re maximising every opportunity in front of you, to kind of build your own luck.”

Watch the rest of the My Business Leader Secret series.