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Jo Hilditch, Founder and creator of White Heron British Cassis: Dare to be different - Brought to you by NatWest

Jo Hilditch, Founder and creator of White Heron British Cassis: Dare to be different - Brought to you by NatWest

Monday, 25 February 2019

Fourth-generation blackcurrant farmer Hilditch, based on the Herefordshire/Welsh border, produces cassis, which had its breakthrough moment, she says, when she and her team changed the branding from ‘artisan’ to ‘chic’.

 

“We launched a distinctive strategic platform – ‘Daring to be different’ – which runs through everything we do,” says Hilditch. “Our brand now feels, looks and tastes fantastically premium – and we’re gaining a following of customers who love the drink and want to gift it.” White Heron is now stocked in more than 200 stores, including Harrods and Fortnum & Mason.

 

Top tip: “It doesn’t matter about your sex, so never look to compare yourself with men – just be who you are.”

 

 

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