A Look through the keyhole – Loyd Grossman

Earlier this month I had the pleasure of catching up with Loyd Grossman at the LSE. He was appearing at the Aldwich campus to speak to their Food Appreciation and Entrepreneurs societies. Only days before this I had been speaking to Oskar a young fan of Loyd’s sauces and got his take on why they were his favourite over all other brands. He and I both agreed that we were keen to know more about the man himself.

Earlier this month I had the pleasure of catching up with Loyd Grossman at the LSE. He was appearing at the Aldwich campus to speak to their Food Appreciation and Entrepreneurs societies. Only days before this I had been speaking to Oskar a young fan of Loyd’s sauces and got his take on why they were his favourite over all other brands. He and I both agreed that we were keen to know more about the man himself.

After what can only be described as an inspirational and insightful talk in front of a very enthusiastic audience, I joined Mr Grossman on stage for a chat.

Loyd Grossman, well known television presenter, media personality and entrepreneur, where did it all begin? “I began my career as a journalist with Harper’s and Queen and never really looked back from then. After that I was asked to work on ‘TV-am’ I decided to try it and see if I liked it.” Was this your first experience of working in television? ”Yes it was, I didn’t know what to expect and so I didn’t really feel nervous or anything like that”. How did you find the transition from journalist to television presenter. “ Quite easy really, at that time everyone was learning, there were fewer rules and no one had preconceived ideas as to how things should be”. You then went onto present MasterChef, the most successful cookery program ever. Was it your interest in food that really made this work.” I think it is great if you can work with something that you have a passion for. MasterChef was the first of it’s kind and I was able to work with some really talented chefs, including the Roux brothers and Anton Mossiman”. Since we are on food, can we talk a little about your sauces. How did this all come about and how do you feel about having your name representing a food brand. “ It all happened by chance really, a friend of mine had a bottle / jar factory and I was very interested in making good sauces. I felt that there was a need for good quality sauces in this country and that there was a market for them”.

What about creating and promoting the brand? “ Most brands in the past carried the name of the creator or founder, so really I have stuck to what is simple and that seems to work”. When it comes to the TV ads, do you have much input producing these. “ Yes I am totally hands on with all aspects of my product. When it comes to promoting the brand, I think this is very important”.

As a presenter, do you think the role has changed at all over the years. “ I don’t believe the job of a presenter has changed but do feel that that the climate (in terms of what people want) has altered and that we are now coming to an end of a very aggressive style of presenting” I also think that in order to create a good food programme, the format is very important and you need a good presenter, with a great knowledge and passion for food”.