Meanwhile, some of the ambitions featured in Fresh Start’s earlier story did not unfold as envisioned. The UK export partnership with Wanis, for instance, ultimately did not materialise, and plans for a snack line were paused due to shifting priorities and funding realities. But what followed was not failure. It was a recalibration. A more focused, deliberate approach emerged, where innovation was no longer reactive but supported by the infrastructure and partnerships to carry it forward.

Through every twist in the road, one ally remained a steady force.

Development Finance Limited was more than a funder. They were guardians. Part watchtower, part sounding board, and always a step ahead. Hosein-Deane recalls the care that went beyond transactions. “They weren’t waiting for us to raise the alarm,” she said. “They called. They noticed shifts in our accounts, followed up on projects, and genuinely wanted to know how we were managing.”

Whether it was tapping someone in their network or calling just to ask, “What do you need?” The team at Development Finance Limited made themselves available. Not just in moments of success, but especially in seasons of uncertainty. They made Fresh Start feel protected, backed, and believed in.

From sales representatives to senior executives, there was always a voice at the other end of the line. Always a willingness to find a solution. That commitment turned a financial relationship into a real partnership. The kind that fuels transformation, not just transactions.

In a fast-paced industry, that kind of care is its own kind of superpower.