I’M WILLIE
I co-founded Minor Figures (oat milk). Scaled to £75M, across 30+ markets.
It's built, runs without me.
WHAT I DO NOW
I work with a small number of ambitious CPG founders at the scale-up phase.
You’re beyond proof of concept and ready to build out strategic brand and go-to-market systems that get you onto shelf nationally.
WHY ME
I've hit every wall there is to hit.
Most of what I offer was learned doing it, not in theory.
this stage produces — the identity that stops fitting, the go-to-market that holds at ten accounts and breaks at a hundred. I made those calls myself, at Minor Figures, rather than advising on someone else's.
