Using hand harvested sea water from the Jurassic coast, Jethro sustainably and ethically produces salt crystals packed with provenance and flavour. He wanted to take Dorset Sea Salt from ‘kitchen table’ startup to serious gourmet contender and was the winner of The Seed Fund 2018.
We knew the idea of ‘provenance’ was already occupied by competitors, so we focused on bringing flavour and flair to cooking instead. Inspired by the uniquely flavoured salts Jethro had developed with the help of professional chefs, this strategy gave the brand permission to target both trade and consumer audiences. His products are now used and sold in many gourmet retailers, delis and restaurants, including The River Cottage and Claridges.
I feel extremely lucky to have been involved in The Seed Fund 2018, let alone win. It’s an opportunity that you would be foolish to miss. It’s an amazing initiative that gives back to smaller business and start-ups, for which I will be eternally grateful. As a result of our win, The Collaborators helped us clearly understand our position in the market place, and our product now stands out on the shelf!
150%
increase in distribution
since rebrand
