PERTH TO GLOBAL EXPANSION, A FIRESIDE CHAT WITH DENADA CO.
As part of Spacecubed’s Boosted Series, an exclusive selection of events bringing experts to our community, we’re excited to host a Fireside Chat with the Perth co-founders from Denada Co.
Moderated by Behind the Brands Founder, Megan Del Borrello, join us as Charlotte Haygarth and Jayde Taylor share their story of building an incredible local business in early 2018. Within one year of selling their sugar free ice cream through independent supermarkets and health food stores, the product was picked up nationally by Coles Supermarkets. To date they have sold over 1.5 million pints and are just about to launch a brand new product range.
During this chat, discover how:
- Denada Co. went from three founders with an idea, to being stocked in approximately 1,500 stores across Australia, Dubai and Singapore.
- The dynamics of building a business with your friends, and how it can be the key for success
- How you can educate your consumers on swapping something they love, to your product
Afterward we’ll open up the floor for questions!
This event is of course open to anyone, women & men, leaders and supporters with a shared perspective, anyone who supports the growth of women in business.
We believe in the power of your network being your net worth. Empowered women can change the world, especially with the help of a strong community by your side.
Enjoy a delicious lunch, make some great connections, and have real conversations with like-minded female founders and women in business.
12:00pm to 12:20pm – Registration, Networking & Lunch
12:20pm to 1:30pm – Event Start & Presentation
1:30pm to 2:00pm – Networking & Event Close
General Admission Tickets: $50 + BF excl GST
Virtual Tickets: $30 + BF excl GST
GET TO KNOW MORE ABOUT OUR SPEAKERS:
Charlotte Haygarth – Director, Product and Innovation
In another life Charlotte Haygarth would be working as a world-class pastry chef. But it was while experimenting with gluten-free desserts for her sister that she found her true calling; creating the tastiest sugar-free ice cream on the planet.
Growing up in Perth, Charlotte majored in marketing and finance at Notre Dame University before moving to Manhattan to study at the famous French Culinary Institute. Charlotte credits this time as one of the greatest experiences of her life, graduating from the Institute as a trained pastry chef with a hunger to make her mark in the food industry.
As a Patissier and baker Charlotte trained under New York’s leading chefs including a stint with the famous Ron Ben-Israel, designing incredible cake creations at his Soho kitchen. She loved the pace and creativity of the pastry bench but Charlotte’s long term goal was to start a food business, and in 2012 she moved home to Perth to work on her own projects.
Back in WA, Charlotte’s sister was diagnosed gluten intolerant – and who better than a trained chef to concoct recipes for her special diet! Charlotte’s experiments were such a hit that she launched her own gluten-free food products and a wholesale baking business making cakes and desserts for hospitality venues around Perth.
That may have been the peak of her food career…until Charlotte decided to quit sugar and try the Keto eating plan. She experienced such a burst of energy and mental clarity through her daily diet and was soon baking and cooking without the white stuff. And there was one sweet treat she was determined to crack; as a self confessed ice cream lover Charlotte couldn’t find a product out there that worked with her dietary needs. She spent weeks in the kitchen playing with quantities and replacing ingredients until she landed on her perfect formula, and Denada was born. Charlotte was determined to share her sugar-free secret and she teamed up with long time friends Jayde Taylor and Sophie Lawrence Parker to bring sugar-free, low-carb, delicious ice cream to the Australia market.
Jayde Taylor – Director, Sales and Supply Chain
Jayde Taylor played hockey at the London 2012 Olympics, was ‘photobombed’ by Queen Elizabeth II while taking a selfie and is one of a trio of entrepreneurs sharing their formula for delicious sugar-free ice cream.
Jayde has packed some incredible experiences in to her career so far. Growing up in the small town of Bunbury near Perth, she attended Curtin University and graduated with a BA in Interior Architecture.
Jayde started playing hockey in high school and earned a place on the Australian women’s hockey team – AKA the Hockeyroos. She made her debut on the pitch in 2010 and the next five years of her life were dedicated to hockey training and tournaments. She played at the London 2012 Olympics, the World Cups in 2010 and 2014, winning a silver medal (’14) and the Commonwealth Games in 2010 and 2014 – winning gold medals in both.
Jayde played a total of 107 games with the Hockeyroos and aside from the medals and field achievements, a major highlight was being ‘photobombed’ by Queen Elizabeth II at the Glasgow Commonwealth Games, with the monarch flashing a cheeky smile as Jayde and her teammate took a selfie after their match against Malaysia!
After the 2014 Commonwealth Games Jayde relocated to Holland for six months to play for the Hockey Club Bloemendaal in the Hoofdklasse League – regarded as the best domestic league in the world. In May 2015 she announced her retirement from the Hockeyroos due to a persistent hip injury, celebrating an amazing five years on the international field.
Jayde made the move from hockey to hospitality back home in Perth managing VIP and corporate experiences for Bar Pop, a leading events company in the city. She met pastry chef Charlotte Haygarth on the WA events scene and was soon tucking in to the early prototypes of sugar-free, low-carb ice cream that Charlotte had created. Jayde took Charlotte’s lead and started to follow a low carb diet, reaping the benefits of this style of eating and seeing the potential for Charlotte’s dessert creation. Jayde and Charlotte went into business together in late 2017 with Denada, recruiting advertising strategist Sophie Lawrence to join the team and launching in early 2018.