Sadia started Oliver’s Cupboard when her son was ready to wean. She visited her local major supermarket and having looked around the baby food aisle and found there was nothing on the shelves that represented her family and their dietary requirements. As a British born Muslim with Bangladeshi heritage, she found the food on offer was not representative of society, with no halal options and a lack of spices. At this moment, Sadia teaching children about different ethnicities should happen from the earliest opportunity, and what better way to start than with baby food!