New York magazine executive turned London-based juice entrepreneur, Kara Rosen, has built a hugely successful business – and it’s only set to grow. We get the low-down on Plenish’s many new products, her golden advice and learn more about her target audience.
Can you tell us a little bit about Plenish – who you are, what the inspiration was behind launching, and what makes you special?
Plenish is a contemporary wellness brand designed for the modern consumer. Technology has advanced the pace that we all live and work at so significantly that we have more demands on us than ever before. Yet we are still in the same old bodies our grandparents were in – the modern, ambitious consumer wants to fit it all in, and needs intelligent, efficient fuel. That is where Plenish comes in. We cold-press over 1kg of organic green veggies into each bottle of juice. Designed by nutritional therapists, they give you a boost, lift or some fuel when you need it most.
With Plenish, I wanted to create a brand that pushed the envelope on quality. We were the first to make and distribute organic, pressed juice here in the UK that wasn’t laden with sugar and pasteurised juices. We’ve now set our sights on other categories and have no plans on stopping! We introduced our organic nutm*lks in January 2016 (we have an Almond and a Cashew variety), and they have a 7% nut content (compared to the industry standard of 2%). And most recently, we’ve just introduced our newest products called Water+. They are simply water with a touch of organic, pressed juice and a vegan probiotic that is proven to aid digestion. We are lucky enough to sell directly to consumers every day via plenishcleanse.com, so we know consumers. We know they are ambitious and want to squeeze it all in. We also know that 40% of the UK population is suffering from digestive issues, and 55% doesn’t like the taste of water! And that’s where Water+ comes in. So, what makes us special? We will never compromise on quality. We also create products that consumers ask us for, not because they are faddy.
We know consumers. We know they are ambitious and want to squeeze it all in. We also know that 40% of the UK population is suffering from digestive issues, and 55% doesn’t like the taste of water!
The green juice and nut milk markets are becoming increasingly saturated. Is this good or bad for business and how do you ensure you stand out?
Awareness and choice in new categories like plant-based milks and cold-pressed juice is great for the customer, and therefore should be great for brands. The brands that succeed will have to work very hard to create brilliant products that service actual consumer needs, and continue to service those customers. Brand is a huge part of that! For us, customer service is engrained in everything we do – whether you are in sales, marketing or operations, we service clients – and that level of dedication to our customer equates to their positive experience with our juices and m*lks.
You have started holding power brunch events. Can you talk us through why you decided to start doing this, what value they hold for your brand, and what key things you have learnt through holding them?
Our customer is very smart, very savvy and very, very busy. They are ambitious, and never stand still. Gone are the days where you have to choose between work, family, fitness or social life – we want it all – and the Power Brunches were designed for this ambitious individual. We learned how people use Plenish to help them achieve their goals, whether it’s a green juice for energy on a tough day, or our chocolate-y Savour cashew m*lk to reward themselves for a job well done!
How/where do you source the ingredients that are used in your juices and milks?
I need a few more pages for this! Our supply chain is integral to our business and has been a very large focus for me over the past two years. We source our organic ingredients directly from farmers, and as we’ve scaled, it’s made that easier to do! Our grower relationships are very important as they’ve literally grown with us!
When big decisions come your way, refer to your goal – is this decision helping you get where you want to go?
What advice would you give for other budding entrepreneurs?
Have a clear goal of where you want to get to and write it down. When big decisions come your way, refer to your goal – is this decision helping you get where you want to go? And finally, my major motto: Never stand still! The most successful entrepreneurs I know are all great at execution. The ideas are the easy bit – it’s the hard yards that get you where you want to be.