EP35: Kate Cotterill, CEO and Co-Founder of She Grows Veg, empowering more people to grow their own.

From City Marketer to Heirloom Seed Disruptor: Kate Cotterill on Building She Grows Veg in MidlifeJo kicks off a new season by speaking with Kate Cotterill, CEO and co-founder of She Grows Veg, an heirloom seed company launched in November 2023 with Instagram grower Lucy Hutchings. Kate shares how a garden design course led to their partnership, how Lucy’s 120,000-strong following revealed pent-up UK demand for heirloom seeds, and how Kate left a 25-year marketing career to start the business at 46. They discuss what heirloom seeds are versus hybrids, She Grows Veg’s rapid growth from a £17,000 crowdfund to £1.4m turnover and a 30+ person team, two Chelsea Flower Show gold medals, and the challenges of funding, scaling operations, website crashes, and seed production lead times. Kate also describes their women-focused hiring model, AI-driven content and customer support, new veg-growing app, charity work, and advice to research then act. 00:00 Welcome and guest intro01:55 Why seeds04:58 Market shift to growing07:51 Heirloom seeds explained10:46 Funding and crowdfunding13:22 Product build and packaging15:49 Chelsea spotlight and website crash19:07 Scaling team and operations22:13 Energy routines and tech24:59 Co-founder roles and balance25:28 Finding Your Yin Yang25:59 Seed Hunting Secret Sauce26:26 Funding the Fast Growth28:44 Angel Investing Explained30:17 Scaling Teams and Roles31:14 Production and Stock Fears32:54 Customer Support with AI34:00 Family Support and Midlife Drive36:33 Pinch Me Chelsea Moments37:45 Digital Marketing Disruption39:39 Next Phase and Veg App41:04 Joy of Growing and Reviews42:41 Advice to Just Go44:23 321s People AI Premises47:22 Do Differently and Thank You50:35 Final Wrap and GoodbyeSupport the showEdited and produced by Jo Glynn-Smith 2025. Recorded at Eight Works Podcast Studios, 1 Dysart Street, London, EC2A 2BXFor bookings: [email protected] Jo Glynn-Smith is an entrepreneur, professional coach, writer, and speaker from London, she is an expert in career transformation and change. Instagram @jojoglynnsmith and @themidlifeentrepreneurContact: [email protected] CREDIT Easy Money by REX BANNER licensed by Artlist.ioPHOTOGRAPHY by JONATHAN GLYNN-SMITH www.jonathanglynnsmith.com