Meet Ella’s Dad

I was introduced to Ella’s Kitchen, the organic baby food brand, a few months ago by my sister-in-law, who’s the mum of four beautiful girls.

Since then I regularly spot other mummies toting Ella’s Kitchen’s colourful, squeezable food pouches pretty much everywhere I go. Consequently, it’s no surprise to discover the brand is one of the fastest growing UK businesses and has just received the accolade of Food and Drink Brand of the Year.

Following the recent fun and games I’ve experienced with weaning I was excited to have the opportunity to chat to Paul Lindley, founder of Ella’s Kitchen, and get his advice on how to get reluctant little ones to eat…

For the Not So Yummy Mummy readers who aren’t familiar with Ella’s Kitchen, can you tell us what you do?
At Ella’s Kitchen, our reason for being is to help kids enjoy eating healthy food. Ella’s Kitchen baby and kids food is 100% organic goodness certified by the Soil Association – with absolutely nothing else added – NO added sugar or salt, NO additives, NO hydrogenated fat, NO GM and nothing artificial.

We believe that this involvement and sensorial interaction with food is key to cultivating positive attitudes towards eating, creating healthy eating habits that will last a lifetime.

All the foods come in bright, colourful packaging – perfect for little people’s hands or popping into a bag for when you’re out and about.

I read that you started Ella’s Kitchen after struggling to get your daughter Ella to eat vegetables. Does she eat them now?
Yes, she’ll now happily eat MOST of them; loves carrots, broccoli, beans and cabbage, not so great on courgettes, parsnips and peppers – but I’m still working on them!

She will, however, try anything and I think that’s really important. Try and dislike rather than not try at all.

When did you start Ella’s Kitchen and what’s been your proudest achievement so far?
I had the idea for Ella’s Kitchen in 2003, left my job to develop the idea in 2004 and launched into the market in 2006, just over 4 years ago.

We were humbled, honoured and amazed to win the prestigious Food and Drink Brand of the Year Award at the Grocer Gold Awards last week. Beating Cadbury, Walkers, Hovis and Doritos on the short list!

How many children do you have ?
I have two children, Ella who is now 10 and Paddy who is 7. When Paddy was 4 he asked when ‘they’ would make a Paddy’s Kitchen. Forget bank managers and demanding customers, that’s pressure!

My 9 month old daughter has made mealtimes interesting by blowing raspberries, sticking her thumb in her mouth and karate chopping the feeding spoon out of my hands. Do you have any tips for parents who are trying and failing to get their baby to eat?
Give her a range of foods and textures to taste and encourage her to get involved and have fun exploring and touching her food.

Try singing silly rhymes as the spoon goes in with a big, smiley face and start letting her join in family mealtimes; babies learn by watching others.

Every mummy I know uses your organic baby food pouches when out and about and they recently accompanied our family on a weekend away. What are the most popular Ella’s Kitchen foods?
Our most popular foods are our strawberries and apples and sweet potato, pumpkin, apples and blueberries in Stage 1 (from 4 months).

Wonderfully warming beef stew, chick, chick chicken casserole and lovely lamb roast dinner are the favourites in Stage 2 (from 7 months). Our Baby Brekkie and The Red One Smoothie Fruit are also very popular.

Following your recent appearance on BBC 1’s High Street Dreams, what advice would you give to a parent who has an idea for a baby product they’d like to eventually see on supermarket shelves?
Think from your consumer’s point of view; what will your mums and babies get from your product that they can’t already get in the marketplace; how does it help their lives?

Be innovative and aim to be different. The baby market is full of huge companies so to do well you have to be different to them in offering and product. Do your research, make sure the commercial terms work and believe in yourself.

Do you have any tips on how to balance a family life with running a company?
Keep asking yourself what inspires you, what makes you laugh and what gives you most support.

Being your own boss allows you to be flexible in dividing up your time, so that you can sometimes do the school runs and play in the park, if you are prepared to work into the night. Never miss a nativity play!

When you are at work, concentrate on work; when you are home, try and forget about work.

I surprised my husband with an unexpected Father’s Day gift last Sunday. What has been your favourite Father’s Day gift so far?
A home made 3 course meal made by a 7 and 10 year old, complete with an ice cold beer (in a coffee mug ).

For more info on Ella’s Kitchen food range visit www.ellaskitchen.co.uk

June 25, 2010. Daddies, Weaning.