Interview with Prue Diamond – Founder of Rocc Naturals
Can you tell us about your startup?
ROCC Naturals was founded with a rebellious spirit and drive to do things differently; to do them better. I love health and fitness. Yoga, half marathons, triathlons... I’ve tried it all — although not always at a record-breaking pace. When pregnant, very conscious about what I put on and in my body, I switched from a chemical- loaded toothpaste to natural one. But looking at toothpaste, I saw a problem. If we were getting more conscious about how we fuel our body, why were we so relaxed about the ingredients we brush our teeth with? I couldn’t find a product that supported oral hygiene while also helping to make the world more sustainable. So, I set out to create my own, and tick a few boxes on the way:
- Naturally derived ingredients – and definitely no nasties, or numbers.
- Good for the earth – there’s enough crap sitting in landfill.
- Full of the good stuff – like vitamins and minerals – for whole mouth health.
- Design-inspired toothpaste to sit proudly on your sink, not in your drawer.
After many rounds of testing, the perfect formula was created. The plus side of testing toothpaste: exceptionally fresh breath. And that’s how ROCC Naturals was born – in my hometown of Melbourne. It’s a breath of fresh air in Australian bathrooms and the toothpaste industry. Refreshing, huh?
Can you tell us about your Founder journey?
After 10 years in the health & sport marketing space, it was time I created something of my own. A company that truly aligned with my values and gave me the flexibility to write my own schedule, as I moved into my new role as a first time Mum. And wow, with ROCC now being just over 12 months old. What a journey it’s been. I would call it a daily rollercoaster. I absolutely love it.
Can you tell us about your branding strategy with Date of Birth to disrupt a category that’s dominated by a few brands with decades of retail dominance? How did you work with DOB to shake up the toothpaste aisle?
ROCC was built on brand pillars that differentiate itself from mainstream toothpaste brands – non-toxic, sustainable and vitamin enriched. We wanted to launch a modern consumer brand, into a historic category. We wanted the product experience to be the same as a traditional toothpaste, but to look (aesthetically) and sound (tone of voice) completely different to every brand on the supermarket shelf. DOB took our values and translated into the visually identity that the ROCC branding is today. And they absolutely nailed it. It was the first concept they ever presented back to us. We knew they had created something so special, that we didn’t change a thing.
Rocc is now stocked in Coles…how did you get your product on shelves? What was that experience like and what advice would you give to other product based startups?
Entering the supermarket space was a new experience for us. We partnered with a excellent trade partner to help us navigate the journey. Advice for others entering the supermarket space – make sure your brand / product has a unique selling proposition.
What is your experience as a female founder? What are some of the challenges and/or benefits you have experienced?
I’ve really enjoyed being a Female Founder, and there are certainly support networks like One Roof you can tap into for support, connection, and mentoring. I’ve got two little girls at home (3 + 5 months) so I navigate motherhood at the same time as being a Female Founder, it’s absolutely no easy task.
What advice or tips & tricks would you give to other female founders?
Connect to other founders. It can be really challenging as a Female Founder when you’re starting out – so many questions and problems that need solving but not sure where to turn to for advice. I’ve got a network of female founders I have coffees and wines with. We compare war stories and wins, I always walk away feeling motivated, connected and educated after each one.