We'd love to hear from you

Please just provide your email address and let us know how we can be of service.

We'll be back in touch as soon as we can.

88b Walcot Street
Bath, England, BA1 5BD
United Kingdom

Freshly Ground PR is a PR and marketing agency based in Bath, specialising in independent food and drink, hospitality and lifestyle brands.

Outdoorfood named The Seed Fund’s 2017 winner, as start-up adds fuel to the flames

Amy Brice


Inspired by outdoor adventures and handmade in Dorset, FIREPOT by Outdoorfood has been revealed as The Seed Fund’s 2017 winner and will now benefit from a full year of business support, branding and mentoring from the philanthropic organisation’s network of food and drink industry experts.

Owner, John Fisher, collected his prize at the Great Taste Golden Fork Award Dinner on Monday 4 September, marking the climactic end to the first year of partnership between The Seed Fund and the world’s most coveted food awards. Hailed as "a game changing product that can make a huge difference to eating outdoors”, Outdoorfood has created a selection of backpack-friendly meals including Chilli con Carne, Dal and Risotto with a two-year shelf life, which are free from preservatives and just require hot water to prepare.

Having spent the summer working alongside the future stars of food and drink, as part of this year’s Seed Fund Academy, Outdoorfood consistently impressed with the quality of its product and the boundless ambition of John, who first began developing FIREPOT for his own nutritional needs while traveling around the world. Frustrated by the lack of natural foods available to adventurists, John designed his own range of healthy and satisfying slow-cooked meals, ensuring they were lightweight enough to be enjoyed from the heights of the Himalayas to the fjords of Chile.

Jayne Noblet, owner of The Collaborators and founder of The Seed Fund, commented: 

“We had a very special group of start-ups in this year’s Seed Fund Academy, but Outdoorfood really did blow us away with the sheer originality and quality of the product, as well as the team’s determination to grow and develop the business. From polar explorers and serious sailors to weekend ramblers and happy campers, this is real food and proper nutrition for when you need it the most. John and his right-hand man, Luke Pollard, have contributed so much to this year’s Academy and we know they will make fantastic ambassadors for The Seed Fund in future years, as they continue on their new adventure. In their first six months, FIREPOT meals are already being eaten across the globe, so we can’t wait to see how far they can travel in a year with The Seed Fund’s support!”

John Fisher, managing director of Outdoorfood, adds: 

“We entered The Seed Fund Academy with high expectations – an amazing chance to learn from individuals with years of industry experience – but at the time we had no idea of the sheer scale of the impact it would have on our business. The three months of workshops and mentoring sessions have exposed us to invaluable advice and case studies on how to launch and grow a food business. We have also loved working with the other start-ups in the Academy and sharing experiences and solutions with people facing similar challenges. It has been an incredibly energising experience and one I would recommend to any food company in the UK. The Seed Fund has been amazingly generous with their time over the summer and now we have the privilege of continuing to work with them over the next year. We will take this opportunity to pick through every aspect of our brand – not just the public face of our packaging and website, but also our business processes and our approach – and with their help develop Outdoorfood into an international brand worthy of The Seed Fund.”

For more information about The Seed Fund, please visit www.theseedfund.co.uk.