Take 5: Imbiba talks to Jonathan Recanati, founder of Farmer J
This month, we enjoy a 5-minute interview with Jonathan Recanati, Founder of Farmer J as we talk health, nutrition and fieldtrays…
Headed up by husband and wife, Jonathan and Ali Recanti, Farmer J is a healthy and wholesome restaurant, famous for its veg and protein packed Fieldtrays.
The duo first opened a site in Leadenhall, feeding hungry city workers nutritious grab-and-go fare, and recently opened a second all-day hangout in London Bridge, serving dishes well into the evening, influenced by the Mediterranean and further afield.
Now with new sites in Canary Wharf and Finsbury Avenue and ever-growing demand for their famous fieldtrays, we take five to talk to Jonathan (who studied law and worked in the City before opening Farmer J) about his own news and views.
1. What single piece of advice would you give to someone starting a company today?
The best advice I can give is the following: move in baby steps but always have the next target set and clear in your head. Make sure you set the next target in time so your business doesn’t stand still. And always dream big and act as if your company is big from day one. It helps with managing all stakeholders, negotiating with suppliers, recruiting top talent and motivating your team while you have limited resources.
2. Since taking on your role, what small step has had the biggest impact?
Give team members constant feedback and always treat them with respect. Also, incentivise them with challenging but achievable targets. I believe that these are the founding blocks of a healthy company culture. And another small thing… always be humble.
‘always dream big and act as if your company is big, from day one.’
3. Who has been the biggest influence on you in your working life and why?
Really difficult to name one person but I would say my brother. He always asked me why I wouldn’t consider leaving banking and start a food business. He knew that the food was my true passion but I didn’t think I had what it takes to go on the journey to build a successful food brand. But having conversations with him eventually changed my perspective.
Coming from a family of successful entrepreneurs and investors, it really sets the bar very high. I think this makes me very competitive and driven. My father always told us that all we can do is our best, this always stayed with me until today. My wife (Ali) who works with me has the most positive impact on me on a daily basis. While we push each other everyday to do better and work long hours, she reminds me to enjoy every day and to smile.
4. What book is on your bedside table?
I am currently reading Setting the Table by Danny Meyer. I am only in the beginning, but I can really relate to his passion for food and attention to detail. I hope I can be as successful he is one day.
‘Coming from a family of successful entrepreneurs and investors, the bar is set high.’
5. If it’s ok to make mistakes, which one did you learn most from?
Mistakes are crucial to development, and I made a few. I remember when we opened Farmer J I tried to sell sandwiches and salads from the fridge. I learned very quickly that if people wanted sandwiches from the fridge they would go to Pret, so we should focus on what we do best – build your fieldtray.
If you want to get in touch, visit any of the sites from Farmer J or you can email Jonathan at: jonathan.recanati@farmerj.com