Sheffield’s Pitch to Rich!

Selected as one of just nine businesses (whittled down from 2,500) to reach the final stage of Virgin Media’s ‘Business Pitch to Rich’ competition, Sheffield-based online grocery retailer Approved Food will showcase their business idea to Sir Richard Branson during a live finale on 26th June.

Founder Dan Cluderay’s company received more than 12,700 votes and will go up against two other businesses in the ‘Grow’ category to deliver their pitch and be in with a chance to win a share of the £1m prize fund. Cluderay says that just being in the final of the competition will help Approved Food to further educate people on best before dates and the resulting food waste, which helps to reduce unnecessary landfill. He said: “I’m amazed and overwhelmed with the level of support and the number of votes received. Just being there is fantastic, winning would be the bonus on top!”.

Judging the pitches alongside Branson and Virgin Media Business Managing Director, Peter Kelly, will be a selection of business experts: Jo Malone, David Gandy, Justine Roberts and Jon Oringer.

Branson said: “We set out to find great business ideas with the potential to disrupt a market and judging by the calibre of the finalists, we have found the very best. The level of passion among the Virgin Media Business Pitch to Rich entrants has been inspiring, and the finale will be testament to that.”


Head to to see how they fare!

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