Sam Dennigan gives Fiona the latest news from Strong Roots HQ, explaining the backstory to their new TV ad; why they've sold a minority stake in the business to McCain Foods; and together Fiona & Sam announce a big piece of shared news: not only is Strong Roots sponsoring Brand Growth Heroes Series 5, but Sam also announces that he is offering a bursary for 2 founders to join The Growth Strategy Programme, Brand Growth Heroes' online business accelerator for the founders of scaling CPG brands. Brand Growth Heroes catches up with Sam and Strong Roots every 6 months or so. So if you want to follow the growth journey of an insurgent CPG brand in real-time, then check out Strong Root's other interviews on back episodes of Brand Growth Heroes: There's one in Sept 2021, May 2020 and June 2019.If you're the founder of a scaling consumer goods brand and you'd like to work with Fiona to drive growth for your business, check out The Growth Strategy Programme at https://www.fionafitzconsulting.com/courses/brand-growth-strategy-programmeIf it's too early for The Growth Strategy Programme, why not consider joining Brand Growth Bootcamp - Masterclass Membership group. See you there!

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