Mission Driven Entrepreneurs Episode 53 - Axel Sternberg of Steenbergs

'There is no discernible logic as to why we set up the business' says Axel Steenberg of Steenbergs, which specialises in Organic FairTrade spices, herbs and Teas. A scientist and accountant by background Axel and his wife Sophie, a former journalist, set up the company based in North Yorkshire in 2003.

Axel Steenberg, Mission Driven Entrepreneurs Episode 53Passionate about not only the quality of their products (they do rigorous product testing) but also the environment, fair-trade and treating their employees well, the company has grown to employ 12 people. The business has 50%-60% sales direct to the consumer via their website and Amazon, 20% via distributors and 20% via retailers. Strategically they have decided to focus on their direct to consumer sales channel rather than the supermarkets.

Anyone thinking about setting up and growing a product based business could learn a lot from Axel, and in the interview we cover:

  • The main challenges he and his wife have faced in setting up the business
  • What their secret weapon is! (in my opinion  - ed)
  • The journey and thinking behind the way they have grown the business
  • Their plans for the future and his new venture - a cooking reference site

Axel's books

Thriving On Chaos, A handbook for Management Revolution by Tom Peters

Unprocessed: My City Dwelling Year of Reclaiming Real Food by Megan Kimble

How to Thrive in The New Economy by John Thackara

Steenbergs, Mission Driven Entrepreneurs Episode 53


Just do it” Nike

Productivity hack

Gets up at 5am! Doesn't use a diary!


On Twitter: @steenbergs


I really hope enjoyed the interview with Axel. If you have any thoughts or comments about this episode, please do share them with us on Twitter or Facebook – we’d love to hear from you!

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Thanks again to Axel for taking the time to be interviewed.