Former Tesco Director Joins Moorish Smoked Dips

Former Tesco Director Joins Moorish Smoked Dips
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MOORISH SMOKED HUMOUS AND DIPS has today announced that businessman Peter Durose has accepted the position of Chairman for The Little Smoked Food Company, parent company to Moorish.

Peter accepted the position after working with and mentoring business owner Julie Waddell for the last year.

Ex-BBC journalist and self-confessed foodie, Julie founded The Little Smoked Food Company in 2012. In just two short years she has taken the brand from her kitchen table to being one of the top gourmet dip products stocked in the UK’s premier retailers including Waitrose, Ocado, Booths, Whole Foods and Planet Organic. Moorish Smoked Humous and dips are also supplied to British Airways and as a luxury food service ingredient.

Speaking on Peter’s appointment, Julie said: “I am thrilled that Peter has accepted the position of Chairman of our board. His experience and expertise in food retail is second to none and to have someone of his competence on board is a real coup. He has a proven track record delivering results for some of the biggest retailers in the UK at a very senior level and has been a great supporter of Moorish and what we are aiming to achieve.”

Julie first met Peter in 2013 through a Business Angel Network. They hit it off immediately and have worked together on and off over the last year.

Peter said: “When Julie approached me about taking on this role, I was delighted. I have watched the company grow exponentially in a short period and I’m excited for the future. Julie and I share a love of great food that is made with quality ingredients and produced with integrity. I am looking forward to building on the brand’s successes and fulfilling its very real potential.”

Former Tesco Category Director Peter has an enviable food retail pedigree. As well as Director of Produce for Tesco, he also acted as Commercial Director; launching the first ever Greenfield business for Tesco. Peter took the Tesco brand to Malaysia, opening the first store with 1200 lines in 15 months. He developed and rolled out the Tesco training and processes launch model for all new stores.

He has challenged conventional approaches in his career, encouraging a holistic approach to marketing, advertising and PR and asking food producers to think out of the box when developing brands and products to bring to market. His role for Roche saw him re-invigorating failing brand Sanatogen and bringing it back to a market leading position. His appointment will bring an essential level of knowledge and experience to The Little Smoked Food Company.

Julie said: “I attribute a great deal of my success to learning to listen to the right people and I cannot stress enough that you should never be scared of asking for help. I would not be where I am today if it weren’t for the invaluable help and advice from people such as Peter.”

After 10 years as a freelance BBC journalist, Julie was inspired to create her original smoked dip by having to cater for a fussy 4 year old. Armed with a wok, some tea leaves, rice and brown sugar, Julie tried, tested and perfected a smoked humous that not only had her son raiding the fridge, but friends too.

A taste test at a local deli ensued with 4:1 results in her favour so Julie decided to take Moorish to market with astounding results. Within months Moorish was available through Ocado, stocked on the shelves of Waitrose, Whole Foods, Planet Organic and Fortnam & Mason. The award-winning Moorish Smoked Humous and dips are now supplied to British Airways and their new Mini-Moorish Snack Pots are available in the on-board Club World fridges.

All three of the original dips won Great Taste Awards in 2013. Late 2013 saw the arrival of Smoothish, the smoked Aubergine dip and July 2014 saw four new varieties join the range including: 

Tastyish Caramelised Onion Smoked Humous

Superdelish Creamy Red Pepper Smoked Dip

Heartyish Butterbean and Tomato Smoked Dip

Nauticalish Taramasalata Smoked Dip 

Julie has received recognition both for the success of her products as well as her success as an entrepreneur and business woman. Since 2012 Moorish was awarded ‘Growth Business of 2013’ by The British Banker’s Association Award programme ‘Mentorsme’ (a government-backed scheme where new businesses can access high quality mentoring) and Dragon’s Den’s Theo Paphitis has recognised Moorish in his Small Business Sunday awards. The latest string to Julie’s business bow is her graduation this month from the Goldman Sachs 10KSB (10,000 small businesses) programme, an exclusive programme offered to UK businesses with the highest growth potential in the UK.

Julie has plans for further unique products which are already exciting retailers and eventually dreams of opening a cookery school when she moves to Devon.

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