Interview with Charles Redfern, founder of Realfoods by Organico
For too long UK organics has stalled, unwittingly debilitated by reams of unduly complicated and conflicting messaging. RealFoods by Organico is an ambitious reboot by Charles and his team to revitalise a well-meaning category historically weighed down by accusations of being needlessly confusing, worthy and elitist.
The simple, no-nonsense vision of Charles and his Organico team is to actively rekindle the joys of honest, real foods; meticulously curated ranges made by small-scale craftspeople using trusted organic ingredients and methodologies.
With a resurgent indie/speciality food movement increasingly making its presence felt within the UK, there’s now fantastic scope to support a new chapter of food appreciative farm shops, delis, food halls and food festivals who are taking an increasingly pro-active stand against the growing procession of mass-produced, hyper-processed and inferior tasting propositions that continue to clog up mainstream retail shelves
Today, there’s a growing realisation that UK food culture is dominated by soulless junk foods, with 57% of all calories consumed in this country coming from ultra-processed offerings.
What was the lightbulb moment that led to Realfoods by Organico being born?
It was less of a lightbulb moment, more of a timely convergence of two long-held beliefs:
- Be my own boss who was beholden to no-one.
- Tap into my longstanding appreciation of simple, natural food, beliefs fostered by my French roots.
My organic induction initially came from the ‘health food’ sector. It made complete sense to me that food should be grown in a clean, healthful way that’s mindful of its wider environmental responsibilities.
What’s your career background?
Couldn’t have been more different, operating within corporate finance for a Japanese investment bank called Daiwa, which translates as Great Harmony.
What’s your USP?
Great Food Appreciation = authenticity + passion + a generous dose of stubbornness. More than anything we have an unstinting appreciation for our suppliers and the amazing work they do.
Who’s your ideal customer?
Anyone with a deep-rooted appreciation of good food but who isn’t overly pretentious. The range is a diverse collection of thoughtfully convened ‘larder musts’ that showcase everyday essentials in a more discerning, unrushed light.
These are inspiring foods with strong Mediterranean leanings that refuse to skimp on its ingredients, embrace mass market production techniques or adopt any shortcuts that impact the wider planet.
In recent times, everyday organic offerings have been adopted by health-conscious, younger generations who post COVID have been more receptive to eating nutritious, real food that supports their healthier living aspirations.
What are the biggest barriers you have to overcome?
You name it, we’ve faced it! From the financial crash in 2008, to small-mindedness of Brexit, the unrelenting cost of living crisis, countless customers and suppliers going bust and the constant grind of things going wrong.
And your highlight to date?
That’s easy, we’re still here! We’ve survived, adapted and evolved without shirking or compromising either our principles or beliefs.
What’s your biggest business gripe?
UK organics inability to show a united front against the many obstacles and adversaries we face, helped in no small part by the fact that too many organic products are sold by people who fundamentally don’t hold or believe in core organic values.
And your best business move?
We’re so proud to have a number of robust alliances with leading lights within the fine food and speciality food sectors. That said, it’s important to recognise our blossoming union with Ocado who see the organic opportunity and as a result massively over-index in terms of organic sales.
What’s your newest addition?
Our new pasta range has been something of a revelation, as have our giant crackers, our two bull-bodied passata options (yellow and red cherry) , our vegan-friendly Bolognese and our anchovy-free puttanesca
Over the coming weeks we’ll be finalising our own collection of Mediterranean-themed pulses and beans that will arrive towards the back end of 24 to support the growing appetite for protein-rich pulses.
What does Realfoods by Organico look like two years down the line?
A proud stalwart of organic learnings with an enviable nationwide network of farm shops, delis and food halls. Over time success will also translate into a significant online presence, reaffirming our status as a prominent voice within a re-energized and profitable organic food movement.
Find out more about RealFoods by Organico.
