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Company:Dee’s Wholefoods Ltd
Dee Collins started her business at farmer’s markets, using feedback from customers to tailor her products to their needs. Realising she was onto something new and unique Dee then started travelling the country with her products selling at fairs, markets, festivals and shows all over Ireland.
Then in March 2010 Dee pitched her business to Dragon’s Den and quickly caught the attention of Niall O’Farrell. Niall took to Dee’s cool, calm, and collected demeanour immediately. The coupling of Dee’s business skills and Niall’s investment has seen Dee’s Wholefoods Ltd steam ahead over the last two years with the creation of almost ten positions and increasing the number of stockists. They are also exporting to UK and Dubai!
Dee has a BSc in Food Science from U.C.C and would say her experience in the Dragon’s Den was ‘truly a difficult thing to do’. However Dee had the confidence in her product and in her abilities to bargain down one of the toughest dragons and in the process give her business the kick-start it needed to become a household name throughout the country. Now Dee is sharing her experiences and knowledge with the All About Business community with the hope that other start-ups and potential dragon slayers can learn from her.
Lots of people ring me asking for advice on what to do when pitching to investors. The truth is, before I went on Dragon’s Den, I had not ...... read more