Mint Foods

Building a scalable e-commerce food business.

I co-founded Mint Foods with the ambition of building more than an online grocery store. The business combined a B2C e-commerce operation with a B2B food distribution division, supplying everyone from households and small businesses to hotels, restaurants, cafés and supermarkets.

From the beginning, I was involved in shaping almost every part of the business — from defining the commercial model and building the brand to developing supplier relationships, setting up operations and figuring out how to acquire and retain customers.

My Role

Business & Commercial Strategy

• Defined the commercial vision, business model and long-term growth strategy
• Built and scaled both the B2C e-commerce and B2B distribution sides of the business
• Identified new market opportunities through customer insights, market research and commercial analysis
• Developed pricing, promotional and customer-retention strategies

Brand & Marketing

• Developed the brand strategy and market positioning
• Led customer acquisition initiatives across both business segments
• Built the brand's presence across digital channels
• Developed marketing initiatives around the different needs of B2C and B2B customers

Operations & Supply Chain

• Directed procurement, supplier relationships, inventory management and warehousing
• Oversaw logistics, fulfilment, customer service and day-to-day operations
• Established operational processes and cross-functional teams as the business scaled

Business Development

• Built and negotiated strategic supplier partnerships
• Developed the B2B customer base across hospitality, retail and small businesses
• Explored new channels and opportunities for expansion

Team & Execution

• Built the team from 1 to 24 employees within the first year
• Led cross-functional teams across commercial and operational functions
• Worked across the business to make sure strategy translated into actual execution