We had the pleasure of interviewing Fiona Dowling, the founder of Sunbird Kitchen Granolas, diving into the inspiring journey behind this beloved brand. In this Q&A, we explore how her experiences shaped Sunbird Kitchen, the philosophy behind their organic, gluten-free, and refined sugar-free products, and the challenges and successes that have defined the business. Discover the creative process behind Sunbird Kitchen Granolas and get a glimpse of what’s next for this award-winning brand.
Q1: What inspired you to start Sunbird Kitchen, and how did your experience in California influence your decision to create your own brand?
My husband and I spent three years living in California and returned to the UK just before the pandemic struck. We had an amazing time in California, filled with adventures, but knew it was the right moment to come back. Upon our return, I worked in sales for a food start-up but was quickly furloughed and eventually laid off due to the pandemic.
Like many during that period, I found myself with more time and space to think, which allowed me to focus on what I truly wanted to do. My experience in California, where I worked for an incredible food business, inspired me to use my skills and create my own brand—Sunbird Kitchen.
Q2: Could you share a bit about the journey from working with Bearclaw Kitchen to developing your unique granola and overnight oat blends?
Having always worked in the food industry in various roles—hospitality, sales, menu development, procurement, and teaching—I’ve always been a foodie at heart. My time at Bearclaw Kitchen in California taught me a lot about food business operations. Using those new skills, combined with my previous experience, I decided to start Sunbird Kitchen and focus on creating unique granola and overnight oat blends that I was passionate about.
Q3: Sunbird Kitchen products are known for being organic, gluten-free, and refined sugar-free. What motivated you to focus on these particular qualities?
I have an autoimmune condition called Hashimoto’s thyroiditis, and during my time in the U.S., I worked with an amazing functional doctor who encouraged me to eliminate gluten, dairy, and sugar from my diet. When I returned to the UK, I found it frustrating not to find tasty, nutritious granola that met these requirements. There are some great brands out there, but none completely ticked all the boxes I needed. So, I set out to create granola that was organic, gluten-free, and had no refined sugars.
Q4: Can you elaborate on the importance of using ingredients like raw honey, Canadian maple syrup, and organic coconut sugar in your recipes?
For me, achieving a crispy, crunchy oat flake requires a bit of sweetness, so I focused on using the least processed sources possible. Our honey comes directly from small beekeepers in Devon—straight from the hives with no processing involved. It’s more expensive but worth the investment for the flavor. Our maple syrup comes from Canada, specifically the Escuminac brand, and the coconut sugar is organic. These ingredients help us maintain the quality and integrity of our products.
Q5: What have been some of the biggest challenges in building Sunbird Kitchen, and how have you overcome them?
Time has been the biggest challenge. What started as a hobby quickly turned into a full-time passion. Balancing work and life is difficult, especially when I’m doing everything myself. This often means that certain aspects of the business, like sales and social media, don’t get the attention they need. It’s something I’m constantly working to improve.
Q6: Sunbird Kitchen has received multiple awards. What do these recognitions mean to you, and how have they impacted your business?
I’m incredibly pleased to have received awards like the Good Taste Award, Taste of the West, and Farm Shop and Deli awards. These recognitions serve as an assurance to customers that they’re purchasing high-quality products, and they’ve undoubtedly helped boost the business.
Q7: How do you go about creating new products? Could you walk us through your creative process when developing a new granola or overnight oat mix?
Product development is in my DNA; it’s what I was always meant to do. My process is a blend of methodical planning and creativity. I record everything on spreadsheets, but taste and texture are always my top priorities. The goal is to create granola that tastes homemade and freshly baked.
The overnight mixes were a happy accident—I received porridge oats instead of jumbo oats from my supplier and had to use up a 20kg sack. That led to the development of four different overnight mix blends, catering to various palates.
Q8: The Grain-Free Granola is one of your popular products. What was the inspiration behind this unique recipe?
The Grain-Free Granola is actually my favourite. I developed it for those who avoid grains, although I do eat oats myself. It’s a great snack and works wonderfully as a topping over yogurt and fruit. The Escuminac maple syrup we use really enhances the flavor, making it a standout product.
Q9: Sustainability is a key aspect of your brand. How do you ensure that your products remain environmentally friendly?
Sustainability is at the heart of what we do. We ensure our products are environmentally friendly by using organic ingredients, minimizing waste, and sourcing ingredients from trusted suppliers who share our values.
Q10: What are your future goals for Sunbird Kitchen? Are there any new products or expansions on the horizon?
I have a long list of ideas for new products, but finding the time to develop them is the challenge. I’m currently focused on fulfilling existing orders, but I’d love to introduce a new overnight oat mix variety, as well as some muesli and porridge options. Stay tuned!
Q11: The name “Sunbird” has a special significance. Can you tell us more about the brainstorming process and why you ultimately chose this name?
Naming the brand was a challenge for me. My daughter, who had recently spent time in Australia, was living at home during the lockdown and helped with feedback. We discussed a small bird native to one of the islands she worked on, the sunbird. The name just felt right—evoking images of warm days and healthy eating. It was a relief to have the name sorted, and a friend of hers, a graphic designer, created the logo.
Q12: As a founder, how do you maintain a personal connection with your customers, especially in a growing business?
I’m in my fourth year of trading now, and I absolutely adore the interaction I have with my customers, both in person at local markets and online. Seeing customers return time and time again is incredibly rewarding. Local markets also provide valuable feedback, and I even have customers test out new ideas for me.
My highest online customer has placed 37 orders in the last four years, which is a reminder to keep going.
Learn more about Fiona and view her shop on TodelliGet a 10% OFF when you shop her Granolas or Oat Mixes for the first time by using code: ETHICALFOODIE24 at check out.
