What’s the elevator pitch for your startup?
We are launching a new, all natural, soft drink: birch water.

Birch water is 100% sap, tapped straight from birch trees with nothing more. Birch sap is surprisingly watery, tasty and has a rich nutritional profile which makes it a perfect all natural soft drink. It is actually a traditional drink in Eastern and Northen Europe and is known by athletes and top models as a youth and health elixir.

What were you doing before you launched your startup?
I used to work for a top strategy consulting firm where I specialised in marketing strategy.

If you have co-founders, where did you meet them?
Sibberi has three co-founders. We have known each other since university and followed a similar path as we embarked on business careers in the City. Although in different manners, we are all passionate about food whether it be for its taste, natural benefits, nutritional profile or its story. This passion is what has brought us back together as we thought we could have a positive impact on the food industry by offering new products that follow the simple rule of being healthy, tasty and natural (think birch water 🙂 ).

What’s your biggest ‘hindsight’ moment?
Realising how things are easier once you have met people in person. I would have sent fewer emails, made shorter phone calls and bought tickets earlier on.

What will 2015 bring?
2015 will make Sibberi birch water available everywhere.

1 piece of advice for someone starting a business in your sector?
Always stick to your vision.
 
Convince someone to use your product/service in under 50 words.
Birch water is water from the soil filtered and enriched by trees. It is the tree’s personal energy boost to awake after winter. Birch water is a powerful detox, known to help reducing cellulite and improving skin elasticity. The nutritional profile is similar to coconut water but birch has fewer calories.
 
What’s your favourite startup in your sector (not including your own)?
My favourite startup in the food and drink industry is Harmless Harvest. Great values, product and branding.

What’s your favourite London restaurant?
I have loads of favourite London restaurants! One of my favourite ones is Primeur in Islington, they have combined laid back atmosphere (the restaurant is set up in a former garage!) with top notch food. I am also a big fan of Pollen Street Social’s dessert bar.
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