The Perfect Moment

After years of advising major big box US retailers such as Target, a moment of realisation led Philippa to take the plunge, trading her corporate career for the passion and challenge of an artisan business. Her passion for food is nothing new; she grew up surrounded by the industry, with parents who owned restaurants and a father who built his career in food (service). It was the COVID pandemic that sparked the realisation that she could turn this lifelong interest into a venture of her own, making food production the natural next step, creating something new.

Philippa

Philippa spent a lot of time whilst working for Target, researching, roaming food retailers, delis, farm shops and high-end supermarkets around Europe whilst looking for inspiration and advising (Target) the retailer. “I was in a supermarket one day, either in Spain or France, looking at the cheese shelves, and noticed how uninspiring they were. Most other products in a supermarket, in my opinion, have gone through lots of iterations. They’ve all had new flavours added or interesting packaging, new uses or portion suggestions they’re all just continually evolving. I felt like cheese had stood still for quite a while and hadn’t really progressed.”

This is how her idea for Flavour Moments began to develop. She wanted to create something exciting to break through the traditional cheese market with an innovative product and eye-catching packaging. A goat cheese pearl filled with a flavoured middle or as described by Philippa,

“A really smooth, pearl shaped portion of creamy goat’s cheese with a flavoured centre. There’s no crust, covering, or coating—it’s just goat’s cheese in a very simple form, but with a delicious, flavoured filling that can be used on your cheese and charcuterie boards, in salads, for pic-nics, melted on top of pizzas or in pasta dishes and so much more.”

The initial flavours were chosen through research into traditional pairings for goat’s cheese on cheeseboards, where fig, honey and pear proved the most common. While she has plans to expand her product range into savoury options, launching with a core range of three has proven to be a beneficial strategy. “It allows me to go to buyers with more than just one product, and quite often people can’t decide between them, so they’ll buy all three! I had a lady at a tasting session in Bodnant who loved them all and just took one of each. She’s my ideal customer who I can totally relate to; I do the same thing — if I find a T-shirt I like, I’ll buy it in every colour.”

The visual appeal of the range is a key part of the strategy, as Philippa explains:“The three flavours on a shelf next to each other are much more impactful for the customer. They are drawn to it, especially because the packaging was designed to stand out. They look great together as a range. I worked really closely with Neil, my graphic designer who brought my vision to life perfectly!”

Beyond the taste and design, a core principle for Philippa is her commitment to provenance. “I was adamant that I wanted as much as possible to come from the UK and be made in Wales,” she states, emphasising that the origin and quality of her ingredients were always more important than the price point. She believes customers trust Welsh product, due to an “incredible reputation as a pioneer in the food and drink industry”.

This philosophy made independent farm shops and delis one of the natural homes for Flavour Moments, a strategy that aligns perfectly with her values. “That’s where farm shops come into their own,” she explains. “They champion the smaller suppliers, the ones who do care more, and I think more and more people are shopping in those places.”

Like many small businesses, bringing Flavour Moments to market has been a ‘slow but steady’ journey. Philippa persevered, juggling a full-time job and family life with a to-do list that was, in her words, ‘as long as my arm.’ After two and a half years of this intense balancing act, the beginning of 2025 “felt like the right time,” to devote her time fully to the business. “If I didn’t take the plunge now, what have the last two and a half years been for? You have to try, otherwise you’ll never know.” However, this was immediately tested. After completing her first few production runs in a shared facility in Rhuthin, she faced an unexpected hurdle: she had to move premises entirely. This meant starting all over again with another EHO inspection and a mountain of new paperwork, As Philippa puts it, “It’s kind of like a rollercoaster, isn’t it? You think you’re flying and then there’s something unexpected round the next corner.”

Goat’s Cheese Pearls

Philippa turned to Cywain, a programme funded by the Welsh Government, for some advice and business support to navigate these ‘rollercoaster moments.’ “Without Cywain, I don’t know how people do it, actually,” she admits with heartfelt honesty. “I can’t imagine not having that help”.

From the outset, Cywain provided a structured framework for her ambition, offering mentoring on everything from writing a robust business plan to navigating branding and packaging. Practical workshops proved invaluable, particularly one on web development. “I could never have done that on my own,” Philippa says. She describes how, after struggling for weeks, a single one-hour session made everything “just click into place,” allowing her to finally launch the website.

Perhaps the most significant intervention was Cywain facilitating her attendance at the Bread & Jam festival, an event for food and drink start-ups that she describes as “phenomenal.” It was here, through pitching sessions with buyers from Ocado and Selfridges, that she experienced a shift. “The Bread & Jam festival was the turning point,” she states emphatically. “It was the moment I realised not only that I could do this, but that I absolutely should. I can confidently say it launched my brand”.

Beyond the tailored guidance, it’s the deeply personal support from her Cywain Growth Manager, Louise, that has provided a crucial lifeline. In the turbulent world of a start-up, filled with “self-doubt and anxiety,” Louise has been more than a mentor; she has been a confidante and a constant source of encouragement. “I’ll phone her at eight o’clock at night on a Tuesday because I’m so desperate and excited to share something with her… and she’s always just answered the phone and been there,” Philippa shares, highlighting a relationship that transcends a typical business advisory role.

Whether it’s celebrating a win or talking through a moment of overwhelm, Louise’s enthusiasm has been a powerful force, reflecting a genuine partnership. It is this combination of tailored business support and human connection that has been so fundamental, giving Philippa the confidence and tools to turn Flavour Moments into reality.

Philippa’s focus is now firmly on the future with a clear ambition to take Flavour Moments “as far as it can possibly go.” Her plans involve both product innovation and steady retail growth. She is excited to launch new flavours and introduce new offerings, such as a convenient “grab and go” adult snack pack complete with crackers. Alongside this, she aims to “just keep building” on her early success, expanding her presence in farm shops across the UK and eventually securing listings in select, high-quality retail chains. It’s a clear and ambitious vision for a brand that’s starting its business growth journey.

The journey from a corporate career to the world of artisan food production is a testament to passion and perseverance. For Philippa, the goal was to create not just another cheese, but a truly versatile product, cleverly designed so that each pearl is ‘the optimum size for spreading on your cracker, as a snack, to toss in your salad or for melting on your pizza’ Philippa said. But, her mission is driven by more than a great product; it’s a belief in supporting the entire artisan community. “We really need to be championing the smaller, more innovative, more creative food and drink suppliers,” she insists, “the ones who actually care more.”

With summer picnics and al fresco dining in mind, Philippa has shared a simple salad recipe below—the perfect way to enjoy a Flavour Moment of your own…

Fig Goat’s Cheese Pearl Summer Salad

Fig Goat’s Cheese Pearl Summer Salad

Ingredients

(serves 2 generously)

• 150 g mixed salad greens (rocket, spinach, watercress)

• 150g pomegranate seeds

• 1 avocado, sliced

• 1 peach, sliced and toasted

• 90 g Flavour Moments Fig Goat’s Cheese Pearls

• 30 g toasted walnuts, roughly chopped

• Handful of fresh basil

• 100g Prosciutto ham

• 1 tbsp balsamic glaze or balsamic vinegar

• 1 tbsp olive oil

Method

1. Toast: peach in the air fryer or griddle pan for a couple of minutes and walnuts lightly in a dry frying pan till golden—set both aside.

2. Toss base: in a large bowl, combining salad greens, basil and avocado.

3. Arrange: transfer base to a serving platter or bowl.

4. Place: toasted peach, pomegranate seeds and toasted walnuts on top of the greens.

5. Top it off: scatter the Fig Goat’s Cheese Pearls, cutting some in half to reveal the fig centres.

6. Drizzle: half the dressing.

7. Serve: with the remaining dressing on the side.

Enjoy!