Meet Heerum Fleary, founder of Innoveat
Innoveat was founded by Heerum Fleary, who combined her expertise in procurement and buying to launch a brand that caters to buyers everywhere.
How did you get into the food exhibition business?
The compact, well-oiled nature of Innoveat means that it’s better placed than most to adapt to a rapidly metamorphosing food and drinks landscape, which is why we have by and large moved seamlessly from being the only UK based Food & Beverage exhibition network geared at buyers within the specialist travel and leisure fraternity to the UK’s largest food & beverage online marketplace.
Naturally, we’ve stayed true to our original vision of making the most of any situation, spotting the opportunities and the ‘right moment’ to extend our influence into a number of distinct yet intrinsically aligned food & drink heartlands; ranging from travel & hospitality to high-end retail and wholesale.
What gives you confidence that you’ve struck upon a great opportunity?
Innoveat is a ‘stubborn survivor’ that refuses to buckle or take a step backwards because of Lockdown, opting instead to facilitate buyer/brand entrepreneur meetings in today’s changing world of virtual meetings, negotiations and zoom calls. With traditional exhibition halls long since abandoned, it became evident that an opportunity existed to create a mutually beneficial and seamless online environment where two sides could meet, negotiate and collaborate. Yes, it could be argued that in today’s socially distanced wilderness that the last thing the food industry needs is another zoom call experience and yet the truth is UK business is always receptive to ideas that helps them overcome barriers to success; especially when talking about belt & braces intermediaries who insist on always going the extra distance (e.g. My team and I insist that buyers have access to all pertinent samples before any online discussion gets underway).
What were you doing pre-Innoveat?
Before Innoveat’s inception (2016) I was one of the people who spent large chunks of my life rushing around Europe, seeking out meaningful food & drink innovation for the airlines, travel and hospitality sectors. As someone who hosted a number of mini-innovation days for the likes of British Airways and Virgin, I recognised that if I created the right ‘event experience setting’ brands would track me down instead. One of my first British Airways listings secured Innoveat, a commission that enabled me to recruit my first employee who stayed with me for two years.
Innoveat is a business that prides itself on providing a layered approach, with oodles of added value initiatives; including an annual product catalogue, monthly product newsletters and tailored marketing support.
Worst moments of business anxiety?
Clearly when your primary focus is exhibitions, airlines, hospitality and foodservice the seismic fallout of Lockdown will lead to a few sleepless nights. Yet, on reflection, events out of my or anyone else’s control prompted me to extend my reach and field of expertise, something that I am now very thankful for.
Our business maxim makes the most of any situation, adapt and be grateful for the small things, a way of thinking that continues to hold us in good stead five years down the line.
What aspect of your business gives you the most pride?
There are so many aspects of my work I could point to, but in a nutshell, I’d say the dynamic, upbeat nature of the food and drink sector. I feel an enormous sense of pride supporting small start-ups that turn into category pioneers right in front of our very eyes (Joe & Seph’s, Tyrells, Salty Dog, Olly’s Olives….). There are always exciting new trends building momentum, be that plant-based, non-alcoholic drinks, healthy vending options (e.g. Mr Lees) and letterbox subscription goodies.
Your next big steps?
Short-term I’d like to cement Innoveat’s status as the category pioneer within our field and down the line, I’d eventually sell up so I could reinvest in other aspirational smaller businesses and set up my own homeless shelter.
The best advice with regards to starting out?
Make the most of any situation and never be afraid to adapt as treading water is never a winning strategy!
