Name: Sara Berger
Job title: CEO
Company: Sproud
What was your first job? My first job after university was at 7-Eleven, working in operations as a district manager. Winding it back even further, my first-ever job aged 13 was picking tomatoes on a farm. Maybe that laid the foundations for my love of sustainable foods!
What’s been your worst job interview? Technically, I’ve never had a worst one – because I never turned up for it. For my first interview at 7-Eleven, I had the flu so badly I couldn’t even get out of bed to call and reschedule the interview. I had to call them back two days later and beg for a second chance.
What was the first music single you bought? It was back in 1994: Björk – Human Behaviour. She was unlike any other artist and I loved everything about her: the performance, the voice, the style.
“Shoppers should be feeling motivated to explore the new”
How do you describe your job to your friends? To my creative friends, I say that I’m helping to mitigate the impact that dairy consumption has on the planet. To the more corporate ones, I say I run an international scale-up business in the plant-based dairy space.
What is the most rewarding part of your job? The amazing feedback that we get from consumers across so many markets; the excitement they feel around Sproud and how it can taste so close to dairy – which has always been one of our primary goals. It is so inspiring to see how real innovation can change perception.
What is the least rewarding part? The downside of travelling with work is spending time away from my family.
What is your motto in life? Weekdays make up 70% of life: make them count, and don’t save all the good stuff for weekends.
If you were allowed one dream perk, what would it be? I am an evening person, so always being able to have a slow start to the day, including a long morning flat white with Sproud before work, would be ideal.
Do you have any phobias? I’m not a fan of spiders. You won’t find Sproud making cranberry juice any time soon!
If you could change one thing in grocery, what would it be? I think the grocery trade plays a pivotal role in shaping people’s food habits by providing both inspiration and sustainable, high-quality ingredients. Shoppers should be feeling motivated to explore the new.
By offering an in-store environment with a greater focus on nutritious, plant-based foods, grocery stores can promote not only healthier lifestyles but also more creative and rewarding home cooking experiences.
What luxury would you have on a desert island? A mosquito net would come in handy.
What animal most reflects your personality? A wolf: fast, strong, and sticks with its pack.
What’s your favourite film and why? Forrest Gump. I love how an open mind can create opportunity in everything. Life certainly is “like a box of chocolates”, and it is the assortment of people you meet that create incredible experiences, magic and possibilities. You never know what you’re gonna get.
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What has been the most embarrassing moment in your life? In my line of work, I meet a lot of people from different countries and industries, which is exciting – but it’s also challenging to remember everyone. I absolutely hate it when I meet someone and can’t recall where or how I know them, let alone their name.
Which celebrity would you most like to work with and why? I adore Emma Thompson: I think she is wise and inspiring. She is an incredibly talented actress and writer, and a fierce advocate of charitable causes. I really admire her sharp intellect, wit, and authenticity.
What would your death row meal be? Pasta alla norma. I absolutely love anything with aubergine.
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