Paddy Willis is the Managing Director and co-founder of Grocery Accelerator (operating as Mission Ventures since 2015). See contact routes.
Paddy Willis is the Managing Director and co-founder of Grocery Accelerator (operating as Mission Ventures since 2015), a London-based firm that provides expert business advice and financial investment to innovative food and drink start-ups aiming to succeed in UK retail. He previously co-founded the infant feeding brand Plum Baby, which was sold to Darwin Private Equity within five years on sales nearing £14 million, and later built the incubator Bathtub 2 Boardroom into a respected start-up support center. His investment thesis focuses on challenger brands in the food and drink sector, specifically targeting start-ups seeking to bridge the gap between entrepreneurship and established retail or brand ownership in the UK. While the firm offers financial investment alongside strategic co-development, search results do not specify typical check sizes, lead/follow behavior, or precise investment stages. Notable portfolio companies are not explicitly named in the available sources, though the firm’s founders have collectively exited brands for proceeds exceeding £50 million. Willis is described as having a passion for building better challenger brands and regularly advis
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