Into the Dragons Den – with my secret sausages

On reflection, perhaps walking into Dragon’s Den with a silly fake nose and glasses on wasn’t such a wise idea. I couldn’t see a thing and I missed where I was supposed to stand but Deborah Meaden was lovely and after a few ‘left-a-bits’ and ‘back-a-bits’ I was in position…

In March this year, researchers from the BBC show Dragon’s Den approached me at a food fair in London. They liked my healthy eating product, Secret Sausages – garden vegetables smuggled inside a seaweed and rice casing (hence the whole disguise theme) – and wanted me to face the business Dragons on the Sunday night show.

My immediate reaction was – no, thanks. But they persevered, pointing out the success of so many brands which had appeared on the show – even the ones which left without investment. So I said yes.

It all happened fairly quickly after that. By the middle of May I was standing in a studio in Manchester, preparing to walk into the ‘den’ and ask them for £50,000 for 15 percent of my business, wondering what the hell I was doing.

My husband Gordon, Michelle, one of our “food magicians", and I had travelled down from East Kilbride together. Gordon was only allowed to come in to the studio to help me set up the display early in the morning and Michelle to cook up the sausages off-screen. A massive operation happens around you to make sure you don’t bump into any of the Dragons, or the other entrepreneurs.

I delivered my pitch as planned but from the start it was obvious Peter Jones just didn’t get it. He would not accept a sausage could be anything other than meat, or meat substitute, and suggested his children would be very disappointed if served up one of mine. Afterwards I wished I had said – wouldn’t it be great, Peter, if all families were able to sit down at the dinner table regularly with fresh, home cooked food? There are lots who can’t and Secret Sausages provide a healthy, convenient option. I thought of lots of great comebacks for his comments – but unfortunately only after I left the den.

Sarah Willingham was lovely and I liked Touker Suleyman, too. Nick Jenkins gave me a hard time from the start. I think as a new Dragon, he feels he has to prove himself. I stood my ground, though, particularly when he quoted facts that, according to my research, were wrong.

My biggest regret is not cooking the sausages live before presenting them to the Dragons for tasting. I was scared enough, and cooking on telly felt like a step too far. So I opted to have Michelle cook them outside the Den just before I walked in. Unfortunately time dragged on before my segment was filmed and by the time I served them they were pretty dehydrated. I think Deborah Meaden, who really seemed to relate to the product, might have invested if she had enjoyed them more. I would love to have the chance to cook some fresh for her.

Facing the Dragons was terrifying. It was surreal, an out-of-body experience. I never felt I was being set up to fail – the researchers and producers were all positive and supportive. Some of them were genuinely disappointed when I left empty-handed. They liked the sausages, too.

I didn’t sleep for about 10 days afterwards. I felt like I had failed and that’s not a feeling I have often had, professionally speaking. It knocked the stuffing out of me. Yes, it’s all telly, but these are real entrepreneurs, with real cash and getting their investment could change your business, and your life, for ever. It was odd, watching myself on telly but I have been overwhelmed with messages of support – and investment. Watch this space.

I will take positives away from the experience and my business continues to go from strength to strength (we’re now in Holland and Barrett, Wholefoods, Ocado and a host of lovely independents, plus we’re looking at the export market and school menus).

I’m sorry I didn’t get the investment, but I’m glad I faced the Dragons. I would have regretted it forever if I hadn’t.

Ann Fotheringham