"The Accelerated Growth Programme has helped me turn a passion for pickling into a business that's both sustainable and scalable. Their support means we're making great food while building a greener brand."
Picklebits began with a simple frustration: a lack of exciting, organic pickles on supermarket shelves. After two years of making his own pickles to serve on his Cardiff-based street food stall, Will York realised he had something special. His passion for bold, natural flavours sparked a new mission: to transform the humble pickle into a gourmet, organic, and sustainable staple for sandwiches, snacks, and beyond.
Today, Picklebits is at the start of its growth journey, with its jars already winning space in independent shops and delis across Wales. With three retail-ready products, a growing online store, and a confirmed spot at Cardiff Christmas Market, the brand is now set to scale further with the help of the Business Wales Accelerated Growth Programme (AGP).
We spoke to Will York about the company's journey so far, the challenges of breaking into food manufacturing, and how AGP support is helping them pickle with purpose.
What inspired you to start Picklebits?
The inspiration came directly from a love of good food. After experimenting with recipes for my street food business, I realised there was a gap in the market. Our lightbulb moment came when we knew we wanted to make these amazing pickles available to everyone.
What is your mission?
Our mission is to transform the classic pickle by making it organic, convenient, and bursting with bold flavour. Most pickles you would find in supermarkets are imported, full of artificial preservatives, and rarely organic. By contrast, all our pickles are crafted in Wales from high-quality organic vegetables, pickled naturally with no artificial additives. Sustainability runs through everything we do: our jars are fully recyclable or reusable, and all our packaging is biodegradable, compostable, or recyclable.
What challenges have you faced in starting and scaling?
Moving from street food to food manufacturing has been a big leap. We had to navigate complex regulations, scale up production, and find packaging that was both effective and environmentally friendly. The lack of industry knowledge and marketing experience was also a hurdle, but we addressed it by conducting thorough research, building strong supplier relationships, and seeking expert advice from AGP.
How has AGP supported you?
The one-to-one mentorship with our advisor, Mandy Weston, has been invaluable. Every meeting unlocks new opportunities and advice that we wouldn't have discovered on our own. AGP has also helped us create our Carbon Reduction Plan, ensuring sustainability is central to our growth strategy.
Customers increasingly care about the footprint of their food. AGP's support has helped us frame this commitment more clearly and position ourselves as a green, values-led business.
What milestones are you most proud of so far?
Getting our products onto store shelves has been a huge achievement. Every time a new stockist agrees to carry our products, it's a real buzz. Preparing three retail-ready products with no prior industry experience is something we're particularly proud of.
What role does innovation play in your business?
Innovation is everything to us. The product itself is an innovation: a pre-chopped, organic, gourmet pickle in a category dominated by bland, imported alternatives. We're also experimenting with new flavours and recipes to keep our range fresh and exciting for customers.
How are you growing your presence?
We began with our online store and market stalls, which allowed us to receive direct feedback from customers. Now, our range of stockists is growing steadily. With AGP's help, our next step is to gain accreditations, positioning us to supply larger retailers.
What lessons have you learned along the way?
The biggest lesson has been to trust our instincts. If something doesn't feel right, stop and re-evaluate. We've also learned not to dwell on mistakes but to move on quickly and with purpose. Another key piece of advice we'd pass on is to test your products with real customers. Friends and family are supportive, but they don't always give the most honest feedback.
What's next for Picklebits?
Our immediate goal is to maintain momentum, expand our stockists, and ultimately grow our team. We have two hires planned for 2026. With AGP's ongoing support, we're confident we can scale sustainably and reach new markets without losing our authenticity.
Find out more about how the Accelerated Growth Programme can support your business.
Learn more about Picklebits.