The Artisan Food Producer’s Course


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Guiding artisan food producers to success

The Seasoned Grocer’s Artisan Food Producer Course is designed to guide you as you start and grow your food business. With experienced advice we'll help you take your food producing dream from your kitchen table to the store shelf.

The team at The Seasoned Grocer know that time is valuable and in short supply for the small food producer. That’s why we’ve created this online course to listen to as and when you have the time. No lost time travelling to traditional courses, no interrupted production days. You control the course pace.

Ready to find out more?

Register your interest now and we'll keep you up-to-date


How does it work?

SG Mobile Phone

Modules are accessed from your digital device and guide notes can be downloaded. The episodes build from guiding you and your new food business through the early stages of creating a new artisan food business through the all-important pricing calculations to explaining where to look for new markets and finally, how to negotiate with buyers and retailers.

And of course, you can replay any session at any time during your subscription period.


Who is the Seasoned Grocer?

Stuart Gates (Food Business Mentor & Course Leader)

With over four decades in the Speciality Food Market, Stuart Gates is the perfect Seasoned Grocer. His experience in buying, operational and mentoring roles at Harrods, Fortnum & Mason and in his own specialist food consultancy gives him rich insights into the artisan food industry. A former chair of the Guild of Fine Food, a judge and adjudicator at National Food Awards and a frequent speaker/host at traditional food masterclasses, Stuart has created the Artisan Food Producer Course to share his food business knowledge with all new producers, wherever they are based.

What You'll Learn

Creating a Food Business

When starting a food business there are some steps that are vital not to miss. Let the Seasoned Grocer help you create a sound base to your food business.

Is Your Product Market Ready?

We explore how to find your place in your market. Who are you and how does your product compare to rival products?


Margins and mark-ups, the nemesis of any new food business. We'll help you understand how it all works.

Successful Planning

Producing a robust business plan is one of the first steps in creating a blueprint for your food business. We'll guide you through the steps.

Building your Business

From working out your prices to exploring selling channels and how to be a good supplier, we’ve got experienced, practical advice to share with you.

Presenting to Buyers

What are food buyers looking for? How do you get your product in front of them? When are you ready to meet a Buyer? Learn from an experienced food buyer.

The Artisan Food Producer Course

Audio Episode Guide


You & Your product - Part 1

Learn about the simple steps you can take to make sure you and your product are ready for a long successful journey.


You & Your product - Part 2

Your product may be ready, now it’s time to concentrate on your initial set-up.


The Business Plan - Part 1

It’s not all about having a great product, you need a sound business and it starts with a good Business Plan.


The Business Plan - Part 2

Behind every great Business Plan stands great supporting documents!


Margin vs Mark-Up

Knowing the difference between these two and knowing how to calculate them is VITAL to your business.


Working Out Your Price

Get your Selling Price right in order to achieve your targets.


People & Production

Staff, equipment, storage and production. All have their dos and don’ts.


Who Will You Sell To?

Your business is ready to grow, the Seasoned Grocer discusses the various Selling Channels and ways to reach them.


More Selling Channels

Not all Selling Channels seem obvious, we explore one that is a great fit for artisan food businesses.


Preparing To Meet The Buyer

Your business wants orders but what does a Buyer expect of you? Preparation is key to winning orders.


How To Be A Good Supplier

You’ve tasted some success, your product is loved, now protect your customer base by being a good supplier.

Want To Know More?

Contact us with any questions or suggestions, we'd love to hear from you.