The Art of Execution

Lucinda Duncalfe

with Lucinda Duncalfe

Founder and CEO of Real Food

The Art of Execution

The Art of Execution 500 500 33Voices

Moe and Lucinda discuss what it takes to build the leading consumer brand around the plant-based lifestyle, with her company, Real Food.

The Art of Execution

There’s much debate about the nature or nurture of entrepreneurship – and I’ve made it clear before that I’m in the camp of the latter – yet after spending a few minutes with Lucinda Duncalfe, I can see why some are just born with the entrepreneurial gene.  After earning her MBA from Wharton, she’s been on an entrepreneurial adventure, having launched 3 companies, sold one, and consulted many more.  She’s a portrait of character, strength and unyielding confidence.  Watch her work, and you’ll know why she’s attracted the most challenging of projects; to her, all success starts with one small step.

Her latest venture, Real Food Works, is the convergence of technology and wellbeing – and, of course, it’s feat that few have been able to pull off successfully.   The combination of experienced talent, a scalable model and this strategy give Lucinda the upper hand to defy the odds.