Meet Willy, Probiotic Farmer and Founder of Willy's Apple Cider Vinegar
Founder William Chase
In this month’s Mimi’s Bowl Blog I get to know more about, the serial entrepreneur William Chase founder of Willy’s Apple Cider Vinegar (or Willy’s ACV). I’ve been a customer for some time as the vinegars, drinks and dose shots they produce are excellent. In this interview I delve more into how the business began and what the future looks like for fermented products in the wellness space. Willy’s passion and drive shines through and this is definitely a business to watch. I’d recommend trying their products too! I use their award winning Organic Live Apple Cider Vinegar in my Old Fashion Potato Salad, it gives the dressing depth of flavour.
Not only does it taste delicious but ACV is thought to have a whole host of health benefits, as part of a balanced diet. Willy’s raw, unfiltered live apple cider vinegar with mother contains natural probiotics (friendly bacteria) that benefits the immune system and gut health. This acid provides a variety of health benefits and contains antioxidants that prevent damage from free radicals. So read on to find out more about the founder and parent.
Willy’s founder story
I grew up on a small family farm, inspired by country farm living with very entrepreneurial parents growing a large diverse range of exotic crops in the 70's. In my 20's, I tried at mixed veg and potato farming but unfortunately failed. When I got into my 30's I then began to successfully grow potatoes and started to trade them, which then led to the set up of Tyrells potato chips in my 40's. Throughout my 50's I was working on Chase Distillery, which then led to where I am now-fermenting live foods.
This is my third UK business chapter, I set up Willy's ACV after building up more and more interested in the fine art of fermenting. I began fermenting in 2007 when I'd ferment cider to distill into spirits. I then discovered the Mother in my orchards and the benefits of the live microbiome to humans via probiotic farming and probiotic fermenting live food.
What do you love about what you do?
There's so much that I love about what I do. I love the freedom and full country life amongst organic nature. I enjoy growing and fermenting live foods and educating my community and following on the benefits of Willy's ACV. Spreading awareness of the importance of gut health.
Typical day?
My typical day starts at 4am with exercise such as, running, swimming etc. Unfortunately, I do suffer with anxiety, hence the early morning starts but I do feel that exercise helps me somewhat overcome this. Once I get my morning exercise done, I make my way into the office, or Willy's HQ, and get stuck in with the sales and marketing teams to collab on our plans for the next day/ week/ month and so on. I love to be involved with all aspects of the business.
Work/ life balance, discuss..
Work has always been my life. From physically working 80 hour weeks in my 20's - 30's. I love to travel and have been lucky enough the travel the whole world selling Tyrrells, Chase and Willy's. I intend to try to have at least another 10 years travelling whilst selling the healthy wellness lifestyle.
What inspires you both personally and professionally?
I get inspired by success. From building new factories in my previous business, to now the new Willy's Farmentary (our soon to be new HQ), building a brand from scratch and watching it grow. Seeing the products that we have created on people's shelves, in bars and restaurants and hotels.
What are you reading?
Because of my anxiety, I am reading Letting Go by David R. Hawkins and Failosophy by Elizabeth Day
watching?
I could spend hours watching videos on YouTube and short films by Jordan B. Peterson and other gut and mental health related video creators
listening to?
I love listening to podcasts by Guy Raz
Favourite food and signature dish
My favourite foods right now are of course all raw, unpasteurised, fermented and probiotic foods such as: kombucha, sauerkraut, kimchi and live pickles. And my signature dish is the Willy's power salad: lightly poached salmon, rocket, cherry tomatoes, asparagus, pomegranate seeds, chai seeds, Willy's balsamic, chickpeas, cauliflower florets, Willy's fire cider, cress and basil . I will never get fed up of it.
Plans for the business in 2022?
We have now perfected the ACV mother and next, we plan to be fermenting pickles with the benefits of pickle juice! I plan to take Willy's Live Probiotic Ferments to the world. I'm extremely interested in- gut health, mind health, skin and hair care, sustainable and healthy foods with reduced or no processed sugar and reduced industrial process foods. You would be surprised what information there is out there. It's a great time to be an organic farmer and fermenter. Watch this space...
