Another brill Swedish entrepreneur! David from Craved on site struggles and highlights.

David Voxlin, founder of foodie startup, Craved, credits his Swedish upbringing as the reason he thrives as an entrepreneur. Sweden is, after all, tech superstar from the North counting Skype and Spotify among its success stories.

David has worked in everything from clean tech to climate change. Now his priority is his startup platform Craved, which helps shoppers to discover local craft food and drink from independent British producers. The Craved boxes are beautifully packaged and sent with a handwritten note; you can order Craft Beer or Gin gift boxes as well as foodie boxes such as the ‘Better Than Birthday Cake’ box and the ‘Party in Your Pantry’ box.

Here, David looks back at his business highlights, struggles and his path to success.

I/we came up with the idea when… I moved to Bermondsey in 2010, and was inspired by the growing number of craft producers there – I lived above a cheese maker, microbrewery, small batch jam factory, an urban honey company, among others. I realised that there was a growing demand for local, quality, craft food and drink, and that producers found it difficult to find distribution channels as they don't fit into the standard supermarket model. The idea for Craved was to make it easier for people to discover and get a hold of hard-to-find British craft food and drink.

The biggest challenge is… to build brand awareness without a large marketing budget to allow us to scale the business and bring the gospel of craft food and drink to more people.

The average day is spent… Every day is different. One day I might be building out a digital marketing campaign on Facebook while the next sampling craft gin at a distillery.

The team consists of... Our Marketing team is led by Guy who is responsible for growing a number of startups from JustEat to Beauty Pie. We have a very strong operations team led by George who previously spent a decade at Fortnum & Mason. The final team is our hustling corporate sales team that's run by the talented Maks.

Our/my favourite quote… Starting a company is like eating glass and staring into the abyss. - Elon Musk

I am where I am today because of… I don't think I would have had the confidence to embark on the entrepreneurship journey without two super supportive parents and the liberal Swedish education system encouraging kids to think for themselves and chase dreams rather than to become doctor's and lawyers.

The best advice I've been given... Do something your passionate about because as an entrepreneur you're going to be challenged to breaking point and if you're in it for the wrong reasons you're not going to make it.

In five years I’d like to be… Running Craved and angel investing in startups that make a difference in the world.

The thing no one ever tells you about running your own business online... That it'll be much harder than your worst expectations and that you'll still love it.

The websites I most frequently use are... Looking at my stats currently it's:,,,, - slightly depressing.

Our biggest mistake and what it taught us… Hiring for performance rather than culture fit - I now spend even more time in recruitment and never compromise.

What apps do you use to be more productive... I find that I'm more productive the less apps I use. The new screen time app on the iPhone is good for this.

The most rewarding experience we’ve had to date… Finishing Christmas deliveries each year is a great feeling after working on setting up Christmas for eight months. Supporting more British craft producers, reaching new customers, and growing the business is a great feeling that is particularly salient a day or two before Christmas Eve.

November 2018