Dorset foodie uses social media to spice up her business

IIlana Smith of Hari Hari is an inspiration to anyone who wants to set up a small business based around food. She’s combined her passion for cooking with her Sri Lankan roots to create a brand that’s getting noticed, and, of course, she’s using social media to get the word out. I recently spoke with Illana to learn more about the origins of Hari Hari and the part that Twitter, Facebook and Instagram have played in her story so far.

Dorset foodie
Dorset foodie

The seeds of a spice shop

Illana’s professional background is HR and training in bigger companies. Like so many of us, she wanted to work for herself, which meant looking at the resources and opportunities available.

Being half-Sri Lankan, and having lived there for many years, she had a deep appreciation for Sri Lankan curries, which she loves to cook. The difference in taste means she prefers to use spices shipped directly from Sri Lanka, rather than those bought in the UK.

Turning these spices into meal-ready packages seemed to be a great way for Illana to combine her curry passion with her business ambitions.

She spent a year planning the business. Advice she received early on was to set a high standard of presentation from the start, making it important that her branding and packaging was right from day one.

Dorset foodie cooking
Dorset foodie cooking

Growing a business through networking

Hari Hari began in 2014 with a website and a Facebook Page. Illana then discovered and joined The Anonymous Travelling Market, which promotes local food and craft in the South West. That led her to Dorset Food & Drink, where she made the most of every networking opportunity on offer, picking up loads of advice from fellow producers at every event.

One of the most useful revelations was the power of Twitter to connect small businesses. Through Twitter, Illana has made lots of useful new contacts with other small producers and local retailers.

Because retailers have seen Hari Hari being talked about on Twitter, they’re more open to putting the spice packages on their shelves. Whereas some shops were initially wary, some are now approaching Illana in order to stock her products.

Another revelation to Illana was supper clubs, where foodies gather around a table to share a meal and get to know one another better. She has gone on to develop a supper club in conjunction with Comins Tea House in Sturminster Newton.

Hari Hari food
Hari Hari food

How people and social media have helped Hari Hari

Illana effectively launched her business at the school gate, supported by a website and Facebook Page. Today that Page has well over 400 likes. She also has over 800 followers on Twitter and over 1,100 followers on Instagram.

As a sole trader, Illana struggles to give more time to social media. She’s also very happy with the follower numbers because, while they’re not high, they deliver results.

Illana’s approach to Facebook and Instagram is to share the journey that she’s on, while Twitter is more about connecting with other businesses. She usually posts at least one Instagram picture per day, and posts on Facebook two or three times a week. Because they’re important channels, she keeps up with them during the day.

If you’re thinking of setting up a business, or already run one, here are some tips from Illana:

  • Give social media time - it takes one or two years to really start getting results.
  • Be patient about sales - it took around a year for her website sales to go from zero to frequent.
  • Have a way to measure success - for Illana this is repeat customers. A very high percentage of those who buy from her come back for more.

Dorset is well known for its specialist, artisan food producers. Hari Hari is a part of that vibrant community, both online and offline. It’s a great example of how someone is making a success of their business ambitions by connecting with their passion and harnessing the power of social media.

Hari Hari is a 2016 Taste of the West gold award winner.

Click here to learn more about Hari Hari spices.

Hari Hari packs
Hari Hari packs