Sam Brice


I spent seven years in marketing management, getting a good grounding in all the tools of the trade, before grabbing the opportunity to set up a PR agency with my wife, Amy, in 2014.

Since then, Freshly Ground PR has carved out a happy little niche in food and drink. We’ve been lucky enough to work with a lovely bunch of speciality food brands that have made every single day interesting, including the Guild of Fine Food, Quicke’s, The Traditional Free Range Egg Company, Lyme Bay Winery, Swoon and of course The Seed Fund itself. We’re all about creative ideas, good relationships and telling stories.

What skills can you bring as a mentor?

We spend our days totally immersed in food and drink, working with our clients to tell their stories and grow their brands, so I get to see the industry from quite an interesting angle.

I can spot the potential in these businesses and help them to communicate what’s so special about them, from the product to the people behind it.

What do you think makes the difference between a good business and a brilliant business? 

An ethos and belief that runs through the entire business, backed up with the drive to make it happen. Start-ups can lay the foundations for this from day one, but it’s no mean feat to translate this into a bigger business with a larger team. It’s all about finding the right people with the right attitudes and giving them the opportunity to make their mark.

If you had your time again, what would you do differently?

It’s hard to say, as I’m a big believer in grabbing opportunities as they arise. If I had to change one thing, I would have taken the leap and gone out on my own earlier in my career.