A cost of living crisis is a tricky time to start a business with a sustainability steer. Just ask Fergus O’Sullivan, the 38-year old founder of Nice Rice, a new eco-friendly rice brand which recently launched into 259 Waitrose stores.
“It’s a tricky time to launch and scale a brand full stop. And yes, particularly tricky if you’re at a premium price point and your main thing is sustainability. A lot of people are getting a bit fed up with being preached to about sustainability,” said O’Sullivan.
“The entire purpose of the brand is built on this idea of trying to champion sustainable rice farming but actually I’ve recognised that a lot of people, even people who say they care about sustainability, are probably not
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