Foodie Founder Interview – Lucy Wager- Pudology

We love learning new words here at RebelRecipes HQ – especially when they are related to food! And this week we learnt all about Pudology. What is that you ask? Well, it’s the study of gloriously, gorgeously dairy-free and gluten-free desserts and created by this month’s Foodie Founder Lucy Wager. Lucy has been head-over-heels in love with food from a very young age, reminiscing about delicious food-fuelled family holidays in our interview and how she wants to impart that onto her family. We fell in love with Lucy straight away, just like we did with her delectable and innovative free-from puds – her warmth reminds us of her favourite snack… the brownie. 

Q. What is your earliest food memory?

A. The most vivid memories of food from my early years are from family holidays – it’s when I remember really enjoying food with my family and even when we were very young my parents encouraged my sister and I to eat from the adult menus which meant we made lots of delicious memories and it’s really where my love of food and eating has come from.

Q. What is your guiltiest food pleasure?

A. Chocolate brownies – they have everything I love, chocolate, gooiness, warmth, crunch… they are the ultimate comfort food; I wish I could eat 10 a day!

Q. What meal do you eat most often?

A. Stir-fries – they are such a quick easy and healthy dinner and I just absolutely love noodles so it’s a winning meal for me in the evenings when I’m seriously pushed for time.

Q. What role does food play in your life?

A. My relationship with food has really evolved and changed over my life. I grew up loving food and the sense of family occasion that came with it, which is why I chose a career in food. Unfortunately this eventually damaged my love of food as endless sampling and then unforeseen illness meant I couldn’t eat all the things I had once loved but some distance and a complete change in my diet, namely cutting out dairy, gave me an opportunity to explore food in a completely different way – which then led me to develop my own recipes and creating Pudology.  

Now I have children I’m learning all sorts of new things about food and how to develop a child’s palette. This is a very long-winded answer but I suppose the key to this is food has always played a leading role in my life and I hope it continues to do so, it hasn’t always been an easy relationship and I think many people could relate to that, but I think it’s important to love the food you eat. I’ve always hated the idea of having to eat just for the sake of it and that’s not something I want to push onto my children.

Q. What does your daily routine look like?

A. No day is ever the same, but it always starts very early thanks to my 3-year-old and 11-month-old! There is then a flurry of activity getting them ready for the day and at around 8.30am my workday begins. I always like to start off with emails and set myself up for the day. I’m trying to spend at least 1 day per week in the kitchen and this is a big change for me as I have been too wrapped up in other areas of the business recently and have really missed that creative opportunity to develop exciting new recipes. When I’m not in the kitchen I could be out visiting customers or helping to drive awareness of the business – at an exhibition or events.  Whatever my day looks like, I’m never far from my phone as I like to keep on top of emails!

Q. What is your biggest motivator? 

A. Contentment. It has been a challenging seven years running my business and also having a very young family, I hope that if I keep going and striving for the best it will enable me to be content and in order to get to this point, Pudology will have succeeded.

Q. Where do you see yourself in 10 years?

A. This is an impossible question to answer, I find it scary-looking that far into the future, but I hope Pudology and my love for food still exists and my family are all happy and healthy.

Q. How much time do you spend on social media a day and what role does it play in your business?

A. I probably spend a lot more time on social media than I actually realise, it plays a huge role in my business and I am working hard to increase our visibility as a brand as I think it’s such a great way to let people know who we are and what our values are. I would like to think I spend at least 2 hours a day on social media, although it’s probably more! LinkedIn is my new personal favourite – I’m really enjoying engaging with people in a more business manner, sharing and learning from other’s advice.

Q. In your opinion, what’s the key to success?

A. Ask me in 10 years and I hope I can tell you!  

Q. What is the best bit of advice you’ve ever received?

A. When I had first started the business I saw a quote online from Innocent, and I printed it out and had it on the wall of the office in our very first kitchen… it said, “Never ever give in, find the way that works”. I can still see it in my mind’s eye, and I look to it regularly. It reminds me that there is always a solution, I believe that everything happens for a reason and everything will work out in the end if you just keep going.

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