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Suffolk sauce brand prepares for growth

Jim Fennell, of Salubrious Sauce, with Paddy Bishopp

A SUFFOLK food entrepreneur has become the first resident of the county’s new ‘start-up lab’, Shout About Suffolk.

Jim Fennell, creator of the condiment brand Salubrious Sauce Co, has been selected to be part of an accelerator programme which benefits from both investment and mentoring support.

Since committing full time to his idea for Salubrious in 2017, Jim has already created a product range of four core sauce products, including the multiple award-winning Original British Breakfast Sauce, the Chip Shop Curry Sauce and Sunday Lunch Horseradish.

He will now be working with Shout About Suffolk’s three founders over the coming 12 months, to grow the product range, and scale the business for increased output and distribution.


Leading the mentoring support of Jim and his business, will be Paddy Bishopp, a seasoned food and drink entrepreneur in East Anglia, who launched Shout About Suffolk with Toby Durrant and Richard Croft earlier this year.

“I’m delighted to have been accepted as the first lab entrepreneur of Shout About Suffolk, and really looking forward to working with the team to take Salubrious to the next level,” said Jim.

“The brand has already achieved a great deal of success in its early life, including some great consumer sales, distribution via the Ocado network, and a really strong relationship with a restaurant pub chain, where we produce a sauce for them.

“As a lab resident, I’ll now be able to call on a huge wealth of experience and expertise to take me through an important new phase in my ambitious plans for the business.”

Jim Fennell

Paddy, who has also agreed to become a board member for the food brand, said: “Jim is the perfect example of the kind of entrepreneur we’re looking to support through the Shout About Suffolk model.

“He’s got his business to an initial point, and now he wants to embrace our mentoring and support to ensure that he doesn’t miss out on the opportunities which are out there for his brand.

“There are so many business people out there like Jim, or even at mere ‘ideas stage’ who we know could benefit with having the support and guidance which stops their entrepreneurial journey feeling so lonely – and which helps them get results.”

Confirmation of Jim’s place within the lab comes at an exciting time for the brand, as he is set to reveal a new product in the coming months. It also coincides with plans to begin using a new Suffolk-based production kitchen, which is currently being purpose-built with the support of Shout About Suffolk.

In addition to Shout About Suffolk’s Lab places, it is also housing 20 entrepreneurs in its designated ‘Hub’.

Each one of the ‘hub seats’ is due to be ‘paid for’ by local companies or individuals. Run as a social enterprise, it allows business owners or start-ups to work in an entrepreneurial, creative and collaborative environment, with access to Shout About’s mentoring programme.

Companies providing the first wave of confirmed bursaries, include legal firm Birketts, accountancy practice Ensors, and M7 Real Estate.

To find out more about Shout About Suffolk’s Lab and Hub, email or call the team on 01473 801 3424. To stay informed about events and networking plans being developed by the Shout About Suffolk team, register for their newsletter at

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