Dragon’s Den reject reaches final nine in Virgin ‘Pitch to Rich’ competition

Sheffield-based Approved Food, an online discount retailer, is one of just nine businesses to reach the final stage of the Virgin Media Business Pitch to Rich competition.

Dan Cluderay, the company’s founder, joins a group of entrepreneurs who are now preparing to pitch their business strategy to Sir Richard Branson and a panel of expert judges during a live finale on 26 June.

Approved Food received more than 12,700 public votes during the competition and will now compete against two other businesses in the ‘Grow’ category for the chance to win a share of the £1m prize fund.

Dan and his business partner Andy 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.

Approved Food, established in 2008, is joined by just eight other companies whittled down from over 2,500 competition entrants.

Dan said: “I’m amazed and overwhelmed with the level of support and the number of votes we received. Next stop, pitching the concept and potential of Approved Food to the man who inspired me to follow my dreams no matter what challenges stood in my way. Just being there is fantastic, winning would be the bonus on top!

“Of course I am incredibly nervous of what is to come, but this is an opportunity I won’t be wasting.”

Judging the pitches alongside Sir Richard Branson and Virgin Media Business Managing Director, Peter Kelly, will be business experts; Jo Malone, David Gandy, Justine Roberts and Jon Oringer.

Sir Richard Branson, Virgin Group Founder, said: “We set out to find great business ideas with the potential to disrupt a market and judging by the calibre of the finalists, we have found the very best. The people that make a difference are the ones that have the courage to overcome obstacles in order to turn an idea into a successful business. The level of passion among the Virgin Media Business Pitch to Rich entrants has been inspiring, and the finale will be testament to that.”

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