🌟 I’m Ricky, the proud Co-Founder and CEO of the Delightful Food Group, founded in December 2023 as part of a strategic growth initiative.

🚀 Delightful Food Group is at the forefront of the food and drinks industry, bringing together the strengths of two well-established businesses. Our journey includes a pivotal strategic move, with IBC Simply, a renowned player in shaking up the beverage landscape for over 25 years, acquiring March Foods.

☕ IBC Simply (Italian Beverage Company) are manufacturers and suppliers of food and beverage products all around the world. Our range of Simply products are renowned for their quality and taste.

🌐 March Foods stands out as one of the UK’s leading co-packing and co-manufacturing entities, specializing in working with esteemed household names. We uniquely offer co-packing and co-manufacturing services anonymously, providing bespoke tailored bays to meet client's specific requirements.

💡 The synergy between IBC Simply and March Foods has been a driving force in our success, propelling both businesses to new heights. At Delightful Food Group, we pride ourselves on providing end-to-end expertise in innovation, product development, production, and packing.

🤝 Our dedicated teams are here to collaborate with you, leveraging insights and knowledge to bring your products to market successfully. Whether it's identifying the latest trends, presenting innovative ideas, or meticulously co-manufacturing and co-packing your products to exact specifications, we are committed to your success.

Ricky Flax

I’m really proud to share that the wonderful Tracy Southwell, Managing Director at March Foods Ltd, will be speaking at IFE – International Food & Drink Event 2026 as part of a panel on “Powering progress: Supporting women in food leadership.”

Tracy will be joining Amy Wilkinson (Fearless Foodies) and Ross Dennison from Greencore to talk about something our industry can’t afford to ignore anymore… how we properly support, elevate and retain female leadership across food manufacturing.

IFE’s theme this year is Feeding the Future, and that couldn’t be more relevant. The expectations on food brands right now are relentless. Health, transparency. sustainability, cost pressure, and innovation all at once.

You don’t navigate that with outdated leadership models. You navigate it with diverse thinking, strong operators, commercial clarity and cultures where people actually feel empowered to contribute.

I’ve worked alongside Tracy long enough now to see the impact that kind of leadership has. 

She has over 25 years of experience in the industry, she’s operationally sharp, commercially strong, and relentless about standards. 

But above all, she’s incredibly passionate about building inclusive, collaborative teams.

If we want long-term, sustainable businesses in food manufacturing, we need leaders who can build environments where the next generation actually wants to stay and grow.

If you’re heading to IFE this year, I’d highly recommend sitting in on this one!

📅 31 March 2026
🕒 11:15 – 12:00
📍 IFE Manufacturing – Trends & Innovation Platform

CEO of Delightful Food Group, IBC Simply & March Foods | Deal Partner at Boardy | 2025 Scale-Up Entrepreneur of the Year

Another great event at the City Food and Drink Lecture last night. Huge thanks to Roythornes Solicitors for hosting me. 

The focus tonight was the future of food and healthy eating, which is a conversation that I am super passionate about, and it’s a conversation that needs to be had. 

However, with a lack of focus on educating children, yet again, except for the ever-amazing and hilarious HRH Princess Royal. 

In the Q&A, I raised what feels like the obvious question… “Why aren’t we treating food education as a core curriculum subject?”

Because making food choices isn’t just about marketing and taste. It should be choice made by knowledge gained. 

It’s food tech.
It’s science.
It’s farming.
It’s cooking. 
It’s economics.
It’s practical life skills.

From primary school through to secondary, food should be embedded in the national curriculum and supported by properly signposted, nutritious school meals that reinforce what’s being taught.

If we’re serious about tackling health, productivity, and protecting future generations, this is a foundational lever.

Bridget Phillipson MP Emma Reynolds MP, we need to act to protect future generations. And this is something that, if done right, would have massive long-term positive impacts.

International Women’s Day is a reminder of the work still needed to ensure women have equal opportunities in the workplace, but it’s also a moment to recognise and celebrate the incredible women who make a difference every single day.

Across IBC Simply and March Foods Ltd, a massive chunk of our team is women (as you’ll see in this week's upcoming Science week series). From production and technical teams to marketing, operations and leadership, a huge amount of the work that keeps our businesses moving forward every day is driven by the women in our teams. 

We’re so fortunate and incredibly grateful to work alongside them.

I also wouldn’t be anywhere near where I am today without the amazing women in my life… My wife, mum, and sister. 

They’ve always been a constant source of support, perspective and encouragement.

Today is simply about recognising and appreciating the women who help shape our lives.

I couldn’t be more thankful for those in mine.

Happy International Women’s Day 💜

One of the biggest things I’ve learnt over the years is that most founders are terrible at stepping back.

I definitely have been.

When you care about what you’re building, it’s very easy to stay switched on all the time. There’s always another problem to solve, another opportunity, or another thing you feel you should be doing.

But if you never create space, you lose perspective.

Last summer, I went to one of Tony Fields’ events on a farm.

There were no phones, emails, Teams meetings, or anything like that. But we did have so much time to think.

Honestly, it was exactly what I needed.

So I’m looking forward to joining Tony for his 5-Day Re-Set Challenge starting on 3rd March, where we’ll be talking about things that I think more business owners need to think about:

• Building something with real purpose
• Growing a business without losing everything outside of it
• The sacrifices founders make (sometimes without realising)
• And why the people around you matter much more than you think

Running a business is a long game. You need moments where you pause, zoom out and make sure you’re still building the life you actually want.

If that sounds useful, feel free to join us.

Here’s the link if you want to take a look: https://lnkd.in/eEnU_sSm

When did “build to sell” become the default setting for so many founders?

Every founder I meet seems to have the same sort of plan, and normally ends with them wanting to exit their business in 5 years.

Somewhere along the line, I think exit culture became the benchmark for ‘success’. 

I trace a lot of it back to tech. Fast-build companies, huge valuations, and eye-watering exits. It almost created a playbook that looked glamorous and repeatable.

But what worked in Silicon Valley doesn’t automatically translate to every industry.

And yet now, in food and drink especially, I see founders starting businesses with the end already in mind. Not “How do I build something brilliant?” but “How do I position this to sell?”

I’m not quite sure that’s the best way to go about things.

If you’re building to sell, you optimise for speed, for perception, and for valuation.

But when you’re building to keep, you optimise for culture, for profitability, and for resilience.

You think in decades, not funding rounds.

The danger with sell culture is that it can make businesses fragile. You chase growth at all costs. You prioritise scale over stability. You focus on what looks good externally rather than what feels solid internally. I genuinely struggle with that bit.

What’s wrong with creating a company you’re proud to run for 20+ years?

Not everything needs to be “built to exit.”

Some of the best businesses I know are boring on the surface, but incredibly rewarding over time.

Maybe I’m old school.

But I still believe there’s something powerful about building a business you actually love, and want to be working in long term

I’d be interested to hear your thoughts on this…

When did this sell culture become the narrative we’ve all subconsciously adopted? And do you think it’s good for the future?

As the weather starts to lift in Spring, customers naturally start looking for drinks that feel lighter, fresher and a bit more playful. 

But that shouldn’t mean sacrificing the speed of service for cafes and coffee shops. In spring, great menus come off the back of small, smart changes.

Here’s what’s worth paying attention to for Spring 2026, and why:

1. Quick-serve drinks that don’t compromise on flavour

Smoothies, spritzes, and coolers continue to perform because they’re fast to build, easy to batch, and ideal during peak periods, which helps reduce queue times while keeping throughput high.

2. Milkshakes and frappes aren’t slowing down

Milkshakes accounted for 15% of beverage sales across UK restaurants in 2024, and demand is only becoming more creative. But the trend isn’t about novelty for novelty’s sake. It’s about bold, recognisable flavours that still feel familiar.

3. Iced chocolate

The rise of iced, indulgent drinks isn’t just about coffee. Iced chocolate sits right at the intersection of nostalgia and premium treat culture, which is why we’re seeing strong momentum heading into 2026.

4. Classic flavours… with a twist

This remains one of the most reliable menu strategies. Customers want comfort, but they also want something new. A touch of toasted, a pinch of salt, or a subtle cookie note is often all it takes to make a drink feel different.

5. Matcha is now firmly mainstream

The global matcha market is forecast to grow at a 9.44% CAGR between 2022–2027, and its move from niche to everyday menu staple is clear across the UK. It works because it ticks multiple boxes at once… functional, globally inspired, and highly adaptable across hot, iced and sparkling formats.

If you’re building your Spring 2026 menu and want proper data-led inspiration, the IBC Simply have pulled everything together in one place.

Our brand new SIMPLY Resource Page is packed with free downloads (trend magazines, recipe booklets, whitepapers and menu ideas) all designed to help operators plan smarter, not harder.

It’s worth bookmarking if you’re looking to plan your menus more thoroughly this year: https://lnkd.in/eHTch7x3

For years, citrus was treated as a garnish. A slice on the rim of a glass or a squeeze over the top.

Now, it’s a lead flavour.

The global citrus flavour market hit $4.7B in 2023, growing at 3.9% CAGR, and it now features in 22% of new global beverage launches… with continued 4% growth over the past three years.

That’s not a micro-trend.

Citrus does something very few flavours can do well:

– It brings brightness.
– It cuts through sweetness.
– It balances richness.
– It feels fresh, seasonal and functional all at once.

In a market where consumers are looking for lighter options, cleaner profiles and drinks that feel “lifted” rather than indulgent, citrus gives foodservice operators a really smart lever to pull.

And the best bit, it’s incredibly versatile…

Sicilian lemon in iced teas.
Yuzu-style twists in coolers.
Blood orange in spritzes.
Lime layered into cold foam coffees.
Citrus paired with botanicals, florals, even chilli.

You can modernise a classic menu without completely reinventing it.

That’s exactly why we’re spotlighting it in 2026.

If you’re planning spring/summer menus (or even just looking to refresh a few lines), citrus is one of the simplest ways to create energy on your menu without adding complexity behind the bar.

ps. For more flavour trends, insights and practical menu ideas, head to the link in my profile.

When people think about food science, they often imagine labs, microscopes and white coats. But a huge part of it actually comes down to creativity.

Coming up with new flavours.
Experimenting with combinations.
Turning an idea into something people actually want to drink, eat or put on their menu.

That’s where our New Product Development comes in.

As part of our Food Science Week series (inspired by British Science Week), we’re introducing some of the people behind the science of what we do across IBC Simply and March Foods.

Today, it’s Luke from our NPD team at IBC Simply.

Luke’s job is to help create the recipes behind many of the syrups, sauces and drink ingredients you’ll see in cafés and coffee shops.

In the carousel, Luke talks about:

– How an idea turns into a real product
– Why science and creativity go hand-in-hand in food development
– Why food careers are far more creative than people think.

One thing he said that really stuck with me is this:

“Food doesn’t have to be intimidating. It can be creative, expressive and fun.”

And that’s probably something we should be teaching much earlier.

More from the team tomorrow as we continue our Food Science Week series!

Food Science - Behind New Flavours!

I was reading a recent piece in Food Manufacture on soluble vs insoluble fibre and its impact on the gut. It sums up something I’ve been saying for a while now:

Not all fibre is created equal. Yet we still talk about it like it’s one single thing.

“Eat more fibre.”
“High fibre.”
“Add fibre.”

Fine. But which fibre? How much? And for who?

Around 96% of people in the UK aren’t hitting the recommended 25–30g a day. That’s staggering. At the same time, protein has been marketed brilliantly for decades, and everyone knows their protein target. Almost no one knows their fibre target.

Then we wonder why gut health is such a mess.

Emma Cahill’s article highlights that nearly 9% of the European population lives with IBS. For those people, fibre isn’t just “good” or “bad”, it’s much more nuanced. 

Soluble fibres ferment differently. Some are better tolerated. Some can actually support satiety, calcium absorption, and even help manage digestive side effects in people on GLP-1 medications.

This is where I think the industry has a real responsibility.

If someone eats a product with added fibre and feels bloated or uncomfortable, they don’t blame the specific fibre type used at a certain dose.

They blame fibre, and that perception stays around for a long time.

We have to be more intentional as manufacturers, as brands, and as retailers. If we’re adding fibre, be clear about what type. Be honest about tolerance and dosage. 

Fibre isn’t just a fortification badge, it’s a functional ingredient that can reduce sugar, support satiety, and genuinely improve nutritional profiles when used properly 

But it has to be done with expertise.

For me, the bigger issue is education. We should have learned this at school. We should have been taught about where it comes from, why we need it, and how much we need.

Instead, we grow up thinking fibre equals brown bread and digestive biscuits.

We managed to reposition protein as cool, aspirational, and performance-led.

Fibre deserves the same reset.

If you’re in food manufacturing or product development, I’d strongly recommend reading the full article in Food Manufacture. It’s a sensible, balanced take on where fibre is heading and why formulation choices matter more than ever: https://lnkd.in/eKpwJE6F

Too many people don’t realise just how much science sits behind the food they eat every day.

Shelf life.
Food safety.
Ingredients behaving consistently.
Products doing exactly what the label says they will.

None of that happens by accident.

And yet, food science is something we never seem to talk about publicly.

This week is British Science Week, and it felt like the perfect opportunity to shine a light on something we’re incredibly proud of across our businesses… the people behind the science of food!

So this week we’re running our own Food Science Week series.

We’ve been speaking to team members across IBC Simply and March Foods to talk about what they do day-to-day, and why more people should understand how the industry really works.

Behind every drink, sauce, powder or ingredient is a huge amount of science, process and discipline that most consumers never see.

To kick things off, we’re starting with Poppy, our Technical Co-Ordinator at IBC Simply.

Poppy’s role is all about making sure everything we do is safe, compliant and exactly what it says on the label. 

It’s a role that seems to sit quietly in the background, but without it, the entire industry simply wouldn’t function.

In the carousel, Poppy also talks about:

• Why “processed food” isn’t automatically a bad thing
• The surprising amount of science behind validating shelf life
• Why technical roles in food are far more interesting than people realise
• And why schools should teach more about how food is actually produced and kept safe. 

If we want the next generation to care about food, nutrition and safety, we probably need to start by helping them understand the science behind it.

More from the team coming this week!

Food Science - What Actually Keeps Your Food Safe?

Food and drink can sometimes feel intimidating with the complex terms, technical processes, and scientific language.

So a big part of our role in this industry is in how we explain it, share it, and make it useful for people.

Even the best products in the world only become valuable when customers understand how to use them, why they work, and what makes them different.

As part of our Food Science Week series, today we’re introducing Amelia Campbell. Amelia’s role sits right at the intersection of food, creativity, and communication.

Her job is to take everything happening behind the scenes and turn it into content that helps people understand and use our products.

That might mean:

• Turning industry insights into simple, practical ideas
• Jumping on set to help bring new product campaigns to life.
• Explaining flavour pairings so customers can confidently experiment with new drinks.

One thing Amelia pointed out in the carousel that I think is worth repeating is the internet is FULL of myths around food and drink.

And that’s exactly why clear communication around it matters.

Because when people understand the why behind products, ingredients and flavours… they can enjoy products with more confidence.

More from the team tomorrow!

Food Science - The Role of Marketing in Food & Drink

Content Writer @ Kurogo | Former Rugby League Player Turned Writer

I played Rugby League for 16 years, with the dream of eventually making it as a pro.

But that dream died a tragic death.

So I proceeded to have a bit of an identity crisis and felt fairly lost on this spinning rock.

Then in 2019, I stumbled across writing, more specifically, copywriting. It was pretty much love at first sight.

So I decided to go all in on writing online whilst being a bit of a nomad (I eventually ended up living in southern Spain).

Since then, I've written for 60+ business owners, with the aim of helping them: 

• Attract top talent.
• Book more meetings.
• Increase brand awareness.
• Stand out from competition.
• Gain more newsletter subscribers.

Now, I work at one of the UK's leading Personal Branding agencies.

I'm sure you've heard the phrase 'personal branding' a lot. I'm sure it probably makes you want to curl up into a ball and cringe your little noggin' off.

But the thing is: 

Building your brand as a professional in this day and age is pretty bloody crucial.

Why? Well...

Your reputation matters.
How you're perceived matters.
And the stories you share matter.

But doing all of that, and creating brand content can take a helluva lot of time and effort. 

Thankfully, that's where Kurogo comes in.

To put it simply, if you're a brand owner, C-suite exec, or an outright professional in your field, that:

a) Isn't satisfied with your current content.
b) Has no time to create content.
c) Doesn't know where to start.
d) All of the above.

Let us help you create content that: 

→ Entertains
→ Educates
→ Provides actionable advice

That’s about it for now. 

If you fancy a chat, feel free to send me a message.

Other than that, see you on the timeline.

Cheers :)

Bruce M.

Things people think writers do:

• sit in cafes
• think deep thoughts
• type poetic sentences
• admire their work
• puff on that old-school corn cob pipe thingy
• wear edgy hats

Things writers actually do:

• stare at screen
• write sentence
• delete sentence
• rewrite sentence
• delete sentence
• cry
• have headaches

Bruce Martinus

Content Writer @ Kurogo | Ghostwritten for 60+ founders, CEOs and C-suites

If you use em dashes = AI
If you use “Not X, but Y” = AI
If you use “here’s the thing” = AI
If you use “most people” = AI
If you leave white space = AI
If you use semi-colons = AI
If you write in English = AI
If you write in a language = AI
If you use words = AI
If you breathe = AI
If you do the Hokey Cokey and you turn around = AI

For optimal authenticity and thought leadership, humans must revert to hieroglyphics.

Agree?

The 5 critical stages of posting on LinkedIn (read this to supercharge your success into oblivion):

1. I should post more
2. I'll post tomorrow
3. Right, today’s the day
4. Post something
5. Immediately regret everything


BONUS POINTS: delete post

I haven’t posted in MONTHS. I’ve been too busy AI-maxxing. Things I’ve automated right now:

– My caffeine intake
– My sleeping hours (I don’t need to sleep anymore)
– Every single letter of every single post I write (no edits)
– My morning thoughts
– My evening thoughts
– My opinions on AI
– My opinions on opinions about AI
– My personality
– My entire internal monologue
– My sense of purpose

I don’t need to do anything at all. My Claude Cowork Megatron 9000 does everything.

I just lean back in my chair and watch my entire life get automated before my very eyes while I smoke 6 pineapple iced Lost Mary vapes per day.

Fuck man… I haven’t actually had a genuine human thought in months.

I’m AI-maxxing right now chat.

I ain’t losing my job. I ain’t getting left behind. I'm ahead of the curve.

Thoughts?

What people think ghostwriting is: "Tell me your ideas, and I’ll write them."

The reality of ghostwriting:

Founder: “I don’t have many ideas. I don’t know what to tell you. My life really isn’t that interesting.”

Me: “Okay, tell me what you’ve been up to and what’s on your mind.”

Founder: casually talks for 37 minutes about crazy shit that nobody else I know has ever done in their 20+ years on earth, never mind a 7-14 day period. An obscene amount of productivity that ~80% of humans aren’t capable of. Worldviews, thought processes and a level of systems thinking that are on another stratosphere to the average mind. Stories you could create literal movies about.

Also founder: “I don’t know if that’s actually useful for you though”

Me:

People ALWAYS ask me how to come up with such magnificent, mind-blowing content ideas.

My humble take:

Ideas aren't the problem.

The problem is sitting down to write
and your brain suddenly decides it has
never had an actual thought in its miserable existence.

“No no, I only use AI to check spellings, lay out ideas and refine my posts. I always write the drafts and use my brain as much as possible. AI helps me structure my thoughts, that’s all.”

The post I just read:

Most people think it’s about working harder. But here’s the thing: It’s not about working harder; it’s about working more efficiently with the time you have. The companies that win aren’t the ones that do more. They’re the ones that do less… but better. Let that sink in. It all comes down to one thing: Mindset. Read that again.


Me: 👁️👄👁️

When someone says “can you just quickly…” then proceeds to send a list that’s longer than my entire fvcking future:

The lifecycle of the greatest LinkedIn posts to ever grace MANKIND (I know from experience):

– Think of earth-shattering idea
– Write post
– Overthink every last detail
– Feel intelligent
– Post it
– Feel dumb
– Spot typo
– Die inside
– Edit post
– Hope nobody notices
– Refresh analytics
– Refresh analytics
– Refresh analytics
– Delete post
– Wipe tear from eye
– Put on brave face like a good boy
– Get on with day as usual
– Never post again

taplio

The Battle

Ricky Flax

Bruce M.

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taplio

The Battle

Ricky Flax

Bruce M.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ricky Flax's LinkedIn Performance

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