Black Mamba Is On Fire
It’s safe to say that Claudia Castellanos, Co-Founder and CEO of Black Mamba, is a Bread & Jam fan-girl. She is a regular delegate, and - I quote - wouldn’t have been able to grow her business in the UK in the same way, without the pitching opportunities and connections made at the Festival - amazing! Black Mamba’s manifesto is to Build A Better World Through Good Food. We asked Claudia about her journey as an entrepreneur in the hot chilli and condiments space, and what we can expect next.
What was the inspiration behind the Black Mamba brand?
After a stint in the corporate world in Europe, I arrived in Eswatini in Southern Africa as a volunteer in 2008, looking for purpose. I really wanted to help the rural women there, whilst creating a positive environmental and social impact. Black Mamba’s hot sauce and condiments was a fun way of doing this. I firmly believe that a great story is a vital part of building a brand, creating awareness, and eventually loyalty by genuinely connecting with your audience. But we sell food - you can have the best marketing strategy in the world, but if the core of the product - taste, texture, colour - doesn’t come up to scratch, then you will attract first-time users, but not necessarily the repeat purchases needed to grow your brand and business.
How has Bread & Jam helped you on your entrepreneurial journey?
We’ve attended several Bread & Jam events, even during Covid, and the Festival is one of the best events of the year 😊. It has been an incredible platform to understand the FMCG space in the UK. Founders I’ve met have become friends, as have suppliers, distributors and buyers. We had already experienced selling in other countries like South Africa and Germany, and we wanted to build our footprint in the UK. Without Bread & Jam, I wouldn’t have been able to grow Black Mamba in the UK the way I have, or secure our first retail listing with Abel & Cole.
What are your top tips for connecting with a buyer?
For me, being authentic is the key. I’m an extrovert from Colombian, so this does come quite naturally! I always prepare for a pitch in advance, and try to understand the buyer's needs and how our products align with those needs before we first meet. Once I have connected with a buyer, I try to build a friendship rather than just being purely business-focused.
What did you share with the buyer at your Bread & Jam pitches?
I shared a draft of my launch plan, it demonstrated that I had an idea on what a listing would entail, and that I was prepared to back up the listing with marketing and sales support. A buyer wants to know immediately what your recommended retail price is so we shared this too. Exclusivity isn’t a thing for us, but if I really believe that they’re a perfect fit for Black Mamba, then I don’t mind giving them a head start with 6 months of exclusivity. My one piece of advice is to make your pitch short and sweet because the time for presenting is really short, and the last thing you want is no time at the end for questions from the buyer.
What was the first thing you did post-meeting?
I took a deep breath! And then of course, I sent a thank you message to the buyer, together with the pitch deck and offered to send more samples - buyers struggle to carry all of the products from brands at these events.
How long did it take from pitch to listing, to getting on shelves?
Almost 12 months. In our case, the buyer changed twice, and each time we had to present again. We were lucky that Black Mamba was a perfect fit for that retailer, and each buyer was interested in moving forward. This is not always the case.
What do you think makes a successful founder in the FMCG space, and which brands do you admire most?
It’s a tough space to be in, so I’d say someone who perseveres, pushing through the tough times. And, having a brand that has traction, and brings something new, unique and relevant to the table. I’m a big fan of brands that have a strong social and environmental component. Our manifesto is to create GOOD food (for consumers, planet and community), and I admire the brands that have those values in their foundation. Tony’s Chocolonely comes to mind, Kuli Kuli and Once Upon a Farm in the US, Oryx Desert Salt in SA, and CHIMILOVE, Chili Maven, and RoniB's Kitchen, all founded by women who are creating incredible, ethical products that deserve a place in the eclectic foodie environment in the UK.
What’s next for Black Mamba?
We’re about to relaunch our new look and I’m very excited. We have embraced our African roots in a modern and fun way, and I can’t wait to showcase our new skin!
Don’t miss the biggest event of the year for FMCG challenger brands! Bread & Jam Festival is back on 14th - 15th July.
