#31 The Business of Food: What It Really Takes to Build a Consumer Brand | Imogen Royall, Northern Pasta Co.

**In this episode of @ohshecandrive, Hourea sits down with Imogen Royall, co-founder of Northern Pasta Co., to explore what it really takes to build a food brand from scratch.** What if building a great business has less to do with branding - and everything to do with becoming obsessed with your product? ⏱️ **CHAPTERS** 00:00 - Why "It's Just Pasta" Couldn't Be More Wrong02:00 - What's Actually Wrong With Supermarket Pasta?08:00 - Learning to Love Food Again18:30 - How Northern Pasta Co. Was Born26:00 - Why Product Matters More Than Branding34:00 - The TV Appearance That Changed Everything40:00 - Behind the Build: Scaling a Food Business48:00 - Raising Investment & What's Next 🎙️ **Guest:** Imogen Royall - Co-Founder of Northern Pasta Co. 📲 Follow The Northern Pasta Company: @northernpastaco Imogen shares how she went from making pasta in her kitchen to launching Northern Pasta Co. into Waitrose and the lessons she's learned building one of the UK's fastest-growing premium food brands. She also opens up about her difficult relationship with food growing up, how cooking transformed her life, and why joy, connection and community sit at the heart of everything she builds. This conversation explores entrepreneurship, resilience, food innovation, fundraising, retail growth, and what it really means to create a business with purpose. **Oh She Can Drive with Hourea Alaoui** explores the moments women entrepreneurs take control of their destinies and change the business landscape in the process. ❤️ Like what you hear? Follow us for more founder stories. Instagram: @ohshecandrive