Recipe for Greatness
Recipe for Greatness
Jay Greenwood
Building a Multi-Million Pound High-Protein Frozen Meal Brand From A Gym Freezer | Craig Allen - GSN
37 minutes Posted Apr 9, 2026 at 11:00 am.
Welcome And GSN At Scale
Leaving University For The Family Trade
Meat Trading Lessons On Margin
The Steam-Cooked Chicken Lightbulb
Selling To Gyms With Freezers
Learning Skills Through Trial And Error
The Tesco Truck And Building Routes
Credit Risk And Cash Flow Discipline
Covid Pivot To E-Commerce Growth
Product Development And Food Trends
New Channels And Future Expansion
Where To Buy And Closing
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Show notes
We talk with Craig about how he leaves university, learns the fundamentals of margin and negotiation in meat trading, and turns a steam-cooked chicken discovery into GSN. We break down the scrappy freezer-in-gyms launch, the Covid pivot to e-commerce, and the principles that keep the brand focused on profitable growth. leaving university to gain real-world experience in a family commodity trading business Learning negotiation, margin, factory operations and spotting value in overlo...