How Martyn Cook Scaled a Brand That Fortified 250M Meals

Sep 18, 2025

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This mission-first ecom brand has fortified 250 million meals without compromising scale.

In this episode, Olly and Loukas sit down with Martyn Cook, founder of Noobru, the mission-first ecom brand that’s already fortified 250 million meals for malnourished children and is on track for 1 billion.

But this isn’t charity for charity’s sake. It’s mission-led growth done right.

They break down:
- Mission-first growth (with real impact)
- The unit of good concept and how to apply it
- How mission affects AOV, retention, and partnerships
- The downside of “fake” charity positioning
- Tactical stuff: upsells, advertorials, and affiliate scale

If you're a founder who wants to scale with purpose (and still keep control) this one's unmissable.

0:00 Meet Martyn Cook: Founder of Noobru
03:15 The brand background
05:20 The whiteboard method
06:50 Identifying malnutrition as the problem to solve
09:10 What can you build that keeps your interest?
10:45 Addressing the hot take
14:10 The 'unit of good' framework
20:05 Optimising everything by 1%
26:40 Advertorials as a method for acquisition
38:50 Dipping into founder style creatives
40:05 Upsells and cross-sells unlocking 30–50% more AOV
47:50 How super affiliates help you scale
57:40 What's next for Noobru & the future of ecom in the AI era

Follow Martyn on socials:
LinkedIn: https://www.linkedin.com/in/martyn-cook/
Podcast: https://smarterdestiny.com/series/podcast/
https://noobru.com/

Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
Twitter: https://x.com/LoukasHambi

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson

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