Name: Carl Hopwood
Job title: Founder
Company: Oato
What was your first job? My first job was shovelling horse manure for £3 an hour. I can’t say I miss it!
What’s been your worst job interview? I’ve managed to avoid many interviews myself, but recruiting for Oato has given me a few memorable ones. One candidate was adamant we were a dairy company – not quite on point, even though many say Oato tastes so fresh it’s almost like dairy. It was clear they’d not done their research, a quick Google search could’ve saved them from that awkward moment!
What was the first music single you bought? It wasn’t a single but the first album I bought was ‘You’ve Come A Long Way, Baby’ by Fatboy Slim – still a classic! Being nine at the time, I think track three was my favourite just because it felt so rude.
“I’d love to see reusable glass become more common in retail – it’s a win for the consumer, retailer, and the environment”
How do you describe your job to your friends? I like to tell them I’m an “oat squeezer.” Always gets a laugh, and it’s kind of true!
What is the most rewarding part of your job? The most rewarding part of my job is definitely working with a great team to see our brand grow and grow. We’ve just launched across 400 Sainsbury’s, which wouldn’t have been possible with the support of everyone in our great team.
What is the least rewarding part? To be honest, I’ve been so wrapped up in building the Oato brand and our production site that I haven’t had time to dwell on what’s not rewarding. Staying focused on the task at hand keeps everything rewarding, even when it gets tough.
What is your motto in life? My motto would be: ‘Progress happens when you act’. Taking action is crucial to building a brand and business – overthinking and hesitation only kill momentum sometimes before it even starts. Progress isn’t always about perfection, it’s about showing up and getting things done.
If you were allowed one dream perk, what would it be? Free oat milk.
Do you have any phobias? I don’t have any phobias myself, but running a growing business does come with its fair share of anxiety. I believe in facing challenges head-on to keep fear in check. That said, I’m not all that keen on snakes – more a fan of ladders.
If you could change one thing in grocery, what would it be? It would be improving the availability of widely reusable and recyclable packaging.
At Oato, we’ve embraced the milk rounds model, where bottles are reused an average of 28 times. I’d love to see reusable glass become more common in retail – it’s a win for the consumer, retailer, and the environment.
What luxury would you have on a desert island? I think I would have to bring my surfboard. I may as well make the most of it.
What animal most reflects your personality? I’d go with a border collie – driven, curious, and always looking for the next challenge! We had them growing up and although full of energy, they’re definitely my favourite breed.
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What’s your favourite film and why? Forrest Gump is my favourite film because it’s got everything – heart, humour, and a guy who somehow stumbles into greatness. It’s a great reminder that sometimes just showing up (and maybe eating a lot of chocolate) can take you pretty far in life.
What has been the most embarrassing moment in your life? Probably the time I accidentally sent an email meant for a colleague to a potential customer. Let’s just say I won’t be forgetting that lesson in ‘careful clicking’ any time soon. We all have our moments, but it’s about owning it and moving forward.
Which celebrity would you most like to work with and why? If I could work with any celebrity, it would be someone like Sir David Attenborough. Not only is he a national treasure, but his deep commitment to sustainability aligns perfectly with what we’re doing at Oato. His voice would bring even more awareness to the environmental issues we’re passionate about.
What would your death row meal be? Definitely a spicy noodle soup – either pho or ramen would be my pick. But I’m hoping not to be on death row any time soon!
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