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Many founders sense something is getting in the way of their growth. They just can’t put their finger on what it is.
My guest today is Janessa Rutter, founder of Bask & Co., a Coeliac Australia-endorsed breakfast and snack company. Three years ago, Janessa was on the show with 40 stockists and baking her own product. Today she has 650 stockists nationally, including 300 Woolworths supermarkets and a co-manufacturer.
In this episode, Janessa and I talk about what actually changed and what had to change, inside and out, before the business could scale. We get into her ADHD diagnosis, what it explained about the imposter syndrome and rejection sensitivity she'd been carrying for years, and why that single realisation was the moment everything shifted.
We also talk about the decision to step out of production, how niching into the coeliac community changed her ranging conversations with buyers, and why systems aren't boring; they're the business.
If you face personal challenges that get in the way of building a scaling business, this episode is for you.
Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about.
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Season 17 with NFTC
Season 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.
If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.
They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.
Think of them as the ingredient partner that grows with you—not one you'll outgrow.
Check them out at nftc.com.au
