Show Notes
Meet the Maker: Felix of Mor Taste – How to Crack Retail in 12 Months Ever wonder how a brand-new food product gets into every major Irish retailer within a year? Felix of Mor Taste is here to share everything—no closed doors, no secrets held back. Because when you achieve nationwide retail domination with a one-year-old business, the industry sits up and takes notice. In this conversation, we're diving deep into three game-changing areas that transformed Mor Taste from concept to consumer favourite:
1. Market-First, Not Product-First: The Gap Analysis That Changes Everything Felix reveals why identifying the market gap and understanding why it exists is the secret weapon most food producers miss. Learn how his world-class retail buying experience (four years managing category teams, plus European innovation strategy at Kellogg's) taught him to design products that retailers say "yes" to in under ten minutes—and how you can apply the same methodology to avoid the expensive trap of emotion-led product development.
2. The Pivot That Made It Sexy: From Sugar Reduction to Ireland's Fruitiest Jam Reducing sugar by 70% is impressive—but it's not sexy enough to sell. Discover how Felix used market research to completely shift his positioning from "better-for-you sugar reduction" to "Ireland's fruitiest jam," and why staying open to criticism and pivoting quickly is the difference between shelf space and retail rejection. This is about reading consumer needs versus your personal mission—and winning on both fronts.
3. The Brutal Reality of Retail: Contracts, Standards, and the 80% Failure Rate The food industry doesn't talk about the 80-90% delisting rate within 18 months—but Felix does. He walks us through the impossible decisions small producers face (deliver substandard product or break your contract?), the discipline required to throw away hundreds of jars because they're "not quite right," and why getting your basics right before you launch is the only way to beat those devastating statistics. This isn't just another success story—it's a masterclass in strategic product development, retail navigation, and the mindset shifts that separate brands that survive from brands that thrive.
Let's get started.
If your business needs a an injection of energy or it is creaking under the weight of rising costs, staff shortages and brutally honest customers, doing nothing is the most expensive decision you can make. Right now, you can have Tracie Daly, Food Business Coach, walk your site in person or sit with you online for fully funded, action‑focused mentoring that tears into the real problems and rebuilds your systems for profit. No more guessing, no more fragile ego – just a straight‑talking expert in your corner, paid for, so you can stop leaking money and start running the business you thought you were building in the first place.
Tracie Daly Food Business Coach www.traciedaly.com [email protected] 0851755005
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More from Tracie - The Food Business Coach
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Entitled consumer behaviour is quietly stripping the profit, joy, and humanity out of my world – the world of independent Irish hospitality that I have given my life to. We do not permit BYO food into our cafe!