The memory of pitching to Ocado for the first time in 2015 is etched in Max Kohn’s memory. He and his two brothers and fellow co-founders of the sausage and bacon brand The Jolly Hog were excited to showcase their black treacle bacon, but hadn’t yet worked out their packaging. Instead they unceremoniously produced it from a lunchbox, wrapped in tin foil.
“That buyer has gone on to other things but when I catch up with him he laughs about it. He didn’t let on at the time how crap our proposal and presentation was, but he loved the bacon so much that he let it slide and gave us some time to get the packaging sorted out,” said Kohn, who, aged 39, is the
