29 January 2016

In our latest Beyond Business talk, the CFO behind the UK’s gluten-free success story, Genius Foods, argues brands need authenticity to create value in business. Listen again now.

In this Annual Edinburgh Leadership Lecture in partnership with the Institute of Directors, Stella Morse of Genius Foods shares the story of a brand that has stayed true its values. In return it has acquired an incredibly loyal and supportive customer base.

Genius Foods started with Lucinda Bruce-Gardyne, who was determined to perfect the best bread recipes for her gluten-intolerant son. It’s now a leading company when it comes to innovation in gluten-free baked products, with full control of its R&D and production processes and conquering some of the toughest markets in Europe, including France and Germany.

With a 22-year career in finance with major FMCG brands, Morse also discusses the changing landscape of how companies grow sustainably, explains how Genius has been funding its growth and how it works through its priority investments.