Dragon’s Den rejects advance in Virgin ‘Pitch to Rich’ competition due to Yorkshire support

The founder of Sheffield-based Approved Food has made a major development in receiving a funding boost from Virgin boss Richard Branson as part of the Virgin Media Business Pitch to Rich competition.

After generating 6,299 votes online from supporters in Yorkshire and across the UK, former market trader Dan Cluderay, who established Approved food in in 2008, one step closer to delivering his ‘dream pitch’ to Mr Branson.

The business gained the most support out of all he 500 companies competing in the Virgin Media Business Grow category according to unofficial “league tables” and is now one of only 50 shortlisted businesses being considered for the £250k prize fund.

After urging supporters from across the region to ‘get voting’, yesterday evening Mr Cluderay and his business partner Andy Needham were informed that they have reached the next stage of the competition.

Mr Cluderay and Mr Needham, who both unsuccessfully appeared on Dragon’s Den in May 2014, specialize in selling surplus stock, as well as products that are nearing or past the best before date. Since it was founded seven years ago the business has saved in excess of 36 million items from going to landfill.

Now through to the next stage of the Virgin Media Business Pitch to Rich competition, Approved Food’s business submission will now be considered by a panel of judges before learning whether they have been included in the semi-finals.

By entering the competition Approved Food could receive part of the £1m prize fund to grow the business further.

Commenting on getting through to the next stage, Mr Cluderay said: “I’m absolutely delighted that we are included in the shortlist and extremely grateful for all of the public support we have received. It’s been quite overwhelming.

“I think most people know by now that Sir Richard Branson is a true inspiration to us, and to have the opportunity to deliver a pitch to him – showcasing what makes Approved Food so unique – is a real dream come true.

“Thank you so, so much to everyone who voted for us. We’re one step closer meeting the man himself, and one step closer to winning the funds that will help us continue to grow.”