Why the food industry?
I love cooking and eating, I also studied food science at university, so it was always on the cards. I’ve also always had a fascination in food brands – how they’re built and their behaviour.
Tell us something you wish you had been told at the start of your career?
Anyone can be a leader. If I had known this, I would have started developing my leadership qualities much earlier in my career. I’m only just starting out when it is critical for me to become a leader.
What’s your favourite food and drink brand (besides your own)?
I love so many food and drink brands for a lot of different reasons but BrewDog are my number one. They’ve managed to achieve their mission and have a real purpose, whilst reaching the masses. Despite being a global brand, they have maintained their craft ethos and still make great beer.
What motivates you?
Seeing my team happy and getting along but also being challenged and excited by what we are doing.
What keeps you up at night?
Aside from a nocturnal 22 month old, it’s mainly ideas that keep me awake! My brain does not switch off. I think most business owners are insomniacs.
Which colleague, mentor or employer has had the biggest influence on your approach to the food industry?
As cliché as it sounds, it’s my husband James [whom I co-founded Sauce Shop with]. He NEVER gives up and that is inspirational.
What time do you wake up?
Whenever our children wake up, but usually 6:30am.
Coffee or tea?
Both! All the caffeine.
How often do you check your email?
Too often.
How do you let off steam?
Yoga or dancing in the kitchen with the kids.
Do you prefer a night on the tiles or a night on the sofa?
It’s a night on the sofa now, but I do miss drum n bass nights.
What’s your signature dish to cook at home?
Lasagne – the ultimate comfort food.
What’s the most spontaneous thing you’ve ever done?
Probably starting a business.
Favourite holiday destination?
India – we went for our honeymoon and hope to take the kids when they’re older and less prone to running off.
What are you currently reading?
Delivering Happiness by Tony Hsieh.
What was your dream job growing up?
Touring car racing driver.
Worst business decision?
Moving the business out of our home too soon. That move cost us a lot and it took a long time for the cashflow to recover.
Best business decision?
Keeping our manufacturing in house. We make everything ourselves, right down to fermenting our own chillies. We have full control and can turn our ideas into reality quicker than most.
What piece of advice would you give to those looking to build a food brand?
Keep as much in house as you can. As soon as you outsource you lose control and authenticity. It’s amazing what you can learn and as you grow you can build a great team around you for support.
Bio
Born in London, Digva studied Food Science and Nutrition at Bath Spa University, and began her career working as a development technologist for Uniq Prepared Foods (now Greencore). From there she spent a number of years working in food product development for the likes of Adelie Foods and the Hain Daniels Group, before joining Kerry Foods as an innovation manager. Digva founded Sauce Shop with husband James in 2014. The brand, which has 24 Great Taste Awards under its belt, is now stocked in more than 500 Sainsbury’s stores, as well as high street retailers including Harrods, Harvey Nichols and Dunnes Stores.
