Looking for some inspiration? Anyone who wants to start a business or new venture will find something in this story: A Radio 4 programme on a wet autumn afternoon in 2011 started a flow of events that resulted in the successful launch of one award in 2012 and two more are now following in 2013. The first, Pink Lady® Food Photographer of the Year, attracted over 3,000 entries from across the world in year one. Headline sponsor Pink Lady® Apples is now committed for a further five years. This is a great achievement for the enterprising team working out of a potting shed in Lincolnshire!
The bottom line
Caroline Kenyon was listening to Radio 4’s ‘The Bottom Line’ presented by Evan Davis one autumn afternoon when she took action. Luke Johnson was being interviewed and it struck her that he could be the right person to help her idea to take shape. After 12 years developing a successful PR and Events business focusing on the food sector, she felt that there was a need for niche awards delivered with flair and originality. After emails, telephone calls, meetings and business plans, Luke Johnson was also convinced and wanted to be involved. It is 12 months since Evan Davis played cupid and The Food Awards Company began. The awards are a culmination of 25 years experience and an ambition to create something with longevity and real purpose. “These awards will, I hope, still be running in 50 years’ time,” says Caroline Kenyon. This concept is now a very real and successful business.
From law to food via journalism…
Caroline was about to embark on a career at the Bar following Law at Cambridge, but after a year of travel and an article in the Evening Standard, her direction changed. The years of studying law were put behind her as she began freelance writing combined with waitressing and selling boxer shorts to off-duty bankers in a Fulham boutique on a Saturday, alongside now BAFTA-winning television director, Hugo Blick and his producer wife Elinor. Her writing led to her becoming editor of the Traveller Magazine where she worked with great names such as Ranulph Fiennes and Edmund Hillary. Then a move to Lincolnshire and the birth of her son Henry started on direction number two – helping local food businesses with their PR.
Twelve years later, Kenyon Communications has been responsible for running the British Pie Awards, East Midlands Food & Drink Festival, Lincolnshire in London and worked on many successful PR campaigns such as Yes Peas! and Totally Traditional Turkeys. The team also work with the acclaimed chef, Rachel Green. During this time Caroline has built up a team of eight – all working from the potting shed in her garden and with eclectic backgrounds, including working as promotions manager to Bryan Adams and being responsible for business development with the Orient Express – throw in a karate black belt and you have exciting people to work with! This team has combined to deliver numerous awards and events for clients, so they are now working to build The Food Awards Company. They believe strongly in the business and are working on a profit share basis – all sharing the work and the rewards.
Caroline commented; “The idea had been bubbling in my head for a while and as with all ideas the exciting part is bringing them to life. Fortunately for me my idea has been backed by a man who has implemented many of his own extremely successfully and I hope can spot a good one! I also have a fantastically hard-working and fun team to work with – they are helping us to make this happen at a faster speed than I initially anticipated.”
Photography and bread combined with an enterprising spirit
The first award was designed to highlight the previously not recognised art of food photography, Pink Lady® Food Photographer of the Year. Images came in from across the globe with categories such as Cream of the Crop, Food Portraiture, Food in the Street, Food for Celebration and a chance for the under 18’s with the Young Photographer section. With judges including Sheila Dillon, Alex James and Henry Dimbleby – the glamorous 2012 presentation took place at the Mall Galleries last April. For 2013 the aim is to have 10,000 entries and so far they are on target. The headline sponsor is Pink Lady® Apples, other key sponsors are Champagne Taittinger and Errazuriz Wines with money also being raised for Action Against Hunger. The second awards celebrate the rise of artisan bread-making – the Tiptree World Bread Awards are now open for entries and the winners will be announced at a harvest supper style event in the autumn. The third award is all-encompassing across the food sector – Food and Drink Entrepreneur of the Year. This is an idea in development and the hunt is on for the right partner to support enterprise in this dynamic sector. We will always need to eat. New and exciting foods are constantly being innovated – this means that Caroline and her creative team at The Food Awards Company will keep thinking of new ideas and ensure that these tasty businesses are recognised for their skill, expertise and overall deliciousness!
Luke Johnson explained why he decided to be part of this new business that is setting out to highlight the best in specific niche sectors; “I really liked the idea of this from the outset,” says the serial food entrepreneur known for building the Pizza Express empire in the 90’s and former Chairman of Channel 4, now owner of Giraffe restaurants, Patisserie Valerie, Gail’s Artisan Bakery among many others. “People love awards, and niche awards which celebrate something specific are even more appealing.”
