Among a hugely competitive field, your business shone through, how does that feel?!
Honestly, it still hasn’t fully sunk in. Hospitality is a tough industry and there are so many incredible independent businesses in Wales doing amazing things, so to be recognised with Entrepreneur of the Year genuinely means a lot.
This award isn’t just for me either, it reflects the hard work of our entire team across the bakery, stores, office and production. We’ve built WHOCULT organically from the ground up with no outside investment, so moments like this make all the hard work feel worth it.
What’s been the best reaction you’ve had since the win?
Probably seeing how proud people were. A lot of people only see the finished product on social media, but there’s a huge amount of work behind the scenes every single day.
We’ve built a really loyal community around the brand and that support means everything.
Who inspires you in the food and drink world and why?
I’m inspired by independent businesses more than huge corporations. Especially brands that stay authentic, take risks and build something with personality rather than just following trends.
I respect businesses that create an experience and a community around what they do, not just a product. Wales has loads of people quietly building brilliant things and that’s really motivating to see.
Got any words of wisdom for someone dreaming of launching a food or drink business?
A lot of people spend years overthinking ideas instead of just testing them. Also, don’t underestimate how hard hospitality can be. It takes consistency, resilience and a willingness to sacrifice a lot of time and energy.
Focus on building something people genuinely connect with and don’t try to copy everyone else. Personality and authenticity go a long way.
What drives you to create change or set new standards in the Welsh food and drink industry?
I think Wales has some of the best independent businesses anywhere, and I want to help show that Welsh brands can compete on a massive level while still staying true to where they came from.
We’ve always tried to do things differently, whether that’s branding, customer experience or building a culture people want to be part of. I want to keep pushing standards higher while proving you can grow organically without losing your identity.
What’s next for you and the business, any exciting plans on the horizon that you can share?
We’re always looking at new opportunities and ways to grow the brand properly, not just quickly.
The goal is to keep improving what we already do while expanding into more great locations when the timing feels right.
We’ve got some exciting collaborations and projects in the pipeline too, alongside continuing to invest into our bakery and production side so we can keep quality high as we grow.
Finally, what’s the best bit about being part of the Welsh food and drink scene?
The community. There’s a real support network in Wales and people genuinely want to see independent businesses succeed.
Customers here are incredibly loyal and passionate about supporting local brands, which gives businesses like ours the opportunity to grow.
It feels like everyone is pushing Welsh food and drink forward together, and it’s exciting to be part of that journey.
